How to repurpose a blog post
Here's the hard truth: you're not out of ideas for marketing your business. You're just not repurposing your existing content for social media. Think about it...
What do you teach your clients? (i.e., do you have a course, membership, coaching program, etc?)
What do you tell your clients time and time again?
What are your everyday client struggles?
These are examples of content you've already created, public or not, that you can break down and use repeatedly. These are the things you want to be known for. Focusing on what you already have is how you build your audience and solidify your message. Repurposing your content can also save you time and frustration by eliminating the feeling of being on a constant hamster wheel of content. Keep reading if you're ready to jump off that hamster wheel and share your message more effectively and efficiently!
How to choose content to repurpose
Step one in repurposing your content for social media is to find the right content to repurpose for social media. We do that by falling back on our mission the vision of our ideal client, and by using the data to make decisions. You can repurpose content all year long, but if you're not being strategic about WHAT you choose to repurpose, you may not see the results you're looking for.
Use the insights for content repurposing.
Your insights are one of the easiest ways to gain feedback on your content. The first insights I want to look at are from my website. What pages are people viewing the most? What blog posts are getting the most traffic? And vice versa, what pages get the least amount of views? And what blog posts get the least amount of traffic? It's important to note that these same things could be said if we were also talking about a YouTube Channel or an Etsy store.
The next place to look should be your social media accounts. The more places you distribute your content, the more insights you'll have to be able to make decisions. When using social media insights to determine what you repurpose, I urge you to look at the number of shares, saves, and comments.
These interactions show you that the content resonated enough that:
The sharers wanted someone others to know about it
The savers wanted to come back to it later
The commenters want to give feedback
Fall back on your vision of your ICA
What I mean by this is when in doubt, remember who you're talking to. Use what you know about your ideal client to reach your ideal client! It sounds a little too good to be true, BUT keeping them in mind when looking for content to repurpose will serve you in the long run.
Your core message
Some call it a mission; others call it your message or even a superpower, but whatever you call it, the main topic of the thing you make, do, or teach should be at the CENTER of what you repurpose.
How to find the golden nuggets
What are golden nuggets, you ask? These are the juicy bites of your content that make people want to know more, give them value in some type of way, or summarize a more important point/topic. When looking for golden nuggets to repurpose for social media, it's important to think in micro media pieces. Examples of micro-content pieces could be quotes, statements, statistics,
This is the fastest way to break things up into bullets/outlines. What are the main points and high-level details of your message? From these bullets/outlines, you can create infographics, listicles, or list graphics.
My final tip on finding those golden nuggets is to strip things down as barebones as possible. Especially when it comes to creating social media. You want your audience to take action to learn more from what they're seeing on social. That being said, don't forget the CTA!
Taking advantage of content TYPES
This is the magic of repurposing your content and one of the easiest places to start. So what are content types? Literally, the TYPES of media you put out into the world. Some examples could include the following:
A blog post
A podcast
A long-form video like a live or webinar
A short-form video like a Reel or TikTok
Infographics
Relevant photos
Quotes
Emails
The best way to reinforce your message is by sharing it repeatedly in as many different ways as possible. The truth in marketing is that people need to see something around seven times to remember it. So sharing your content by switching up how you put it out into the world is an excellent way to get in front of your audience. The other benefit is that you can reach more people because you have more content to share in new mediums.
Now that you know that you can use the same topic over multiple media types, you need to figure out how to make it easy on yourself. Think about how you want to take advantage of content types and how you can process your content through those media types.
Content Repurposing is for EVERYONE
There is a way for you to save time and not worry about how much content you need to create. It's by repurposing your existing content! Repurposing your content aims to enable you to stay in your zone of genius. Gone are the days of spinning out and trying to come up with your next content idea. The benefit of repurposing your content is that you can reinforce your message, gain authority, reach new audiences, and make the most of your existing content.
