Maximize Your Reach with These Content Repurposing Techniques
Content repurposing is a powerful way to multiply your reach. When you rework your existing content to share on different channels and in new formats, you extend the life of your content. Not only are you increasing your reach to a broader audience, but you’re also reinforcing your message. In this blog, I want to explore the benefits of repurposing content. At TCG, content repurposing is at the heart of our process, and I feel comfortable saying this is our guru space.
Content repurposing will save you time and allow you to focus on the things you WANT TO do. Our approach to content repurposing is different; we believe in getting a full view of where you’re at by performing a digital audit. To be able to know what to repurpose we first need to know what we’re working with. When you work with us at TCG it all starts with a digital audit.
A digital audit means looking at all the places you show up online to assess:
Content Inventory
What’s on your website? [landing pages, blog posts]
Are there clear CTAs?
Where do you have social profiles? Are they active?
Do you have an email list? How many people are on the list? How often do you send?
Branding
Is there consistency?
Accurate info?
Social Media
Calculate engagement rate
Identify best post types
Email Marketing
What is your open rate?
Subscription rate
Do all emails include an unsubscribe button?
Once we have a clear overview of our starting point, we can compile our findings into a content bank. Your content bank is a Google Sheet with multiple tabs at the bottom that categorize your content by channel or type. For example, you might have a tab just for Reels/TikTok videos, another for Instagram posts, another for emails, one for podcast episodes, blog posts… you get the idea. This content bank is your key to content creation EASE.
When you have a content bank in your back pocket, you will be able to create content much faster, consistently, and, best of all, STAY ON BRAND. Next time you get stuck on a caption, head to your content bank and do a CTRL + F and type the keyword you’re looking for and BOOM all the content you’ve created around that topic. If I’ve convinced you to create a content bank of your own, click here to grab my content bank template!
Benefits of Repurposing Content
While the benefits of content repurposing might be obvious, I find it helpful to get it all out on the table. Here are the basics: content repurposing is used to reach wider audiences, increase brand visibility, and boost SEO.
People consume content in different ways. For example, turning a blog post into a video or podcast can attract viewers who prefer visual or audio content. Creating social media posts with snippets of existing content can attract audiences who may not have seen the original content.
Cover more ground. The easiest way to increase brand visibility could be to share content on other social media platforms or publish guest posts on relevant websites. To reach a wider audience and increase exposure.
Help the search engines find you. Search engines favor websites with high-quality backlinks and keywords, which helps businesses appear higher in search results.
Repurposing Techniques to Maximize Reach
If there is ONE THING you take away from this blog post, you do NOT have to create new content from scratch every time you want to reach a new audience or just promote your business in general. If your goal is to maximize your reach to get more eyeballs on your content, then you should start with content you've already created! FULL STOP.
The reasoning is that you've likely already shared some of your content, meaning you likely have DATA to tell you how your existing audience received this content. MEANING you can now refine and reshare that content again to reach more people. So how do you do it?
Adapt content for different channels.
The idea here is to repurpose existing content for use on new platforms. Here are a few examples:
Podcast Episode > audiogram Reel/TikTok video
Podcast Episode > Talking head Reel/TikTok video
Course Module > Podcast Episode
Webinar > Freebie
Update old content
This involves revisiting and updating existing content to make it fresh and relevant again. This can help extend the content's life and reach new audiences who may have missed it the first time.
Choosing the Right Channels for Repurposing
When you start thinking about repurposing, auditing the places you're currently showing up for your audience can be helpful. The most foundational part of content repurposing is showing up in more places for more people to see you. Here's how to choose the right channel for content repurposing.
Understand your target audience: This means understanding who you want to serve and where they spend their time online. For example, Millennials generally prefer social media platforms such as Instagram, Snapchat, and TikTok. For professionals, the preferred social media platform is LinkedIn, where they want to connect with others in their industry, network, and showcase their expertise. Then, we have Gen Z, who prefer social media platforms such as TikTok, Instagram, and Snapchat.
Analyze the performance of your existing content: You actually need to look at the DATA to make decisions. Analyze how your existing content performs on your current channels. This can help you identify which channels are most effective for your content and which need more attention.
Creating a Repurposing Formula
Recently, I walked a client through the content we created for them as a part of The Content Power-Up, and she said something along the lines of...
"It's like you created a formula for each content piece, and that's how we 10x our content."
It wasn't a huge ah-ha moment right away; the ah-ha came later when I read back through our call transcript and read her words. She nailed exactly what we do when we repurpose content, especially when we repurpose content ✨strategically✨, and that is what we're all about here at TCG.
Set goals for content repurposing goals
Any marketing strategy, including content repurposing, needs goals. When you don't have clear goals, it's hard to measure your success and make sure you're using your resources efficiently. If you repurpose content, you should consider what you want to achieve. Your content repurposing efforts will be more strategic, effective, and aligned with your overall marketing goals if you set specific and measurable goals.
What do you want out of content repurposing?
More consistent in your content marketing efforts?
Do you want to reach more people online?
Do you want to establish leadership in your niche?
Drive conversions?
Develop a content calendar
Having a content calendar also helps you stay organized and prepared. You can schedule content in advance, making it easier to manage your workload and stay consistent with your posting schedule. Plus, you can use the calendar to monitor your progress and assess the effectiveness of your content repurposing efforts.
How to create a content calendar:
Identify which content you want to repurpose
Identify the platforms where content will be repurposed.
Key dates such as holidays, events, and product launches
Keeping track of these things will help ensure that your repurposed content is relevant and timely.
Repurposing existing content can reinforce your message, extend its life, and reach wider audiences.
At TCG, we're passionate about content repurposing and can help you build a customized strategy to fit your unique needs. Our approach focuses on creating front-loading content to build a "Power-Up Content" bank that conveys your core message and offer. We then strategically repurpose this content across different channels to maximize its effectiveness.
If you want to learn more about building your content repurposing stategy, book a discovery call or a Starter Kit Session to get started! I'll work with you to build a customized plan that fits your specific goals and target audience.
