Content Repurposing: Unlock the Power of Content Repurposing in 2024
Content repurposing is an essential strategy for modern marketers, allowing you to maximize the value of your existing content and streamline your marketing efforts. By adapting your content to different formats and channels, you can extend its reach, engage diverse audiences, and enhance your brand’s visibility. This guide will walk you through the latest content repurposing strategies and trends for 2024.
What is Content Repurposing?
Content repurposing involves transforming existing content into new formats or updating it for different platforms. It’s not just about reusing old material; it’s about strategically remixing content to fit the evolving preferences of your audience and the latest digital trends. This approach saves time, reduces effort, and amplifies your content’s impact.
Why Content Repurposing Matters in 2024
Maximize ROI: Repurposing allows you to get the most out of your content creation efforts by extending the life of your high-performing content.
Boost SEO: Updated and varied content formats can enhance your SEO strategy by targeting different keywords and driving traffic from multiple sources.
Engage Diverse Audiences: Different platforms have unique formats and audience preferences. Repurposing ensures your content resonates with users across various channels.
Support Sustainability: By reducing the need for constantly creating new content, repurposing aligns with eco-friendly practices and promotes a more sustainable content strategy.
4 Steps to Implement a Content Repurposing Strategy
1. Identify Your Key Channels
Start by pinpointing where your target audience is most active. In 2024, this might include emerging platforms or updated features on established channels. Prioritize creating content for these primary channels to maximize engagement and reach. Evaluate the effectiveness of your current channels and be willing to streamline or drop those that aren’t delivering results.
Examples of Key Channels:
Instagram (Reels, Stories, Posts)
TikTok
LinkedIn (Articles, Posts)
YouTube (Shorts, Videos)
Pinterest (Pins, Idea Pins)
Email Newsletters
2. Define Your Content Themes
Align your content themes with your business goals and audience interests. In 2024, focus on trends such as interactive content, video series, and topic clusters. Ensure your themes address your audience’s pain points and interests, and reflect your brand’s core values.
Content Themes to Consider:
Industry Trends and Insights
How-To Guides and Tutorials
Thought Leadership and Expert Opinions
User-Generated Content and Community Spotlights
Behind-the-Scenes and Brand Stories
3. Audit and Select Content for Repurposing
Review your existing content library and identify pieces that align with your current themes. Look for high-performing content and content gaps. Update or refresh older content to ensure it remains relevant and valuable. This might involve incorporating recent trends or data.
Content Audit Checklist:
Top-performing blog posts or articles
High-engagement social media posts
Successful email campaigns
Popular videos or webinars
4. Remix Content for Different Platforms
Tailor your repurposed content for each specific platform. Consider the unique format, audience behavior, and best practices for each channel. Avoid simply reposting the same content; instead, adapt it to fit the platform’s style and maximize its effectiveness.
Platform-Specific Tips:
Instagram: Create carousel posts from blog content or turn infographics into Stories.
Pinterest: Design eye-catching Pins with highlights from longer articles or videos.
LinkedIn: Share insights from webinars as professional articles or status updates.
YouTube: Convert blog posts into video tutorials or summaries.
TikTok: Break down key points from longer content into short, engaging videos.
The Role of Reposting in Your Strategy
Reposting isn’t just about re-sharing your own content. Engage with and repost content from other creators to build relationships and foster community. This practice supports a culture of collaboration and can lead to meaningful interactions and connections.
Tips for Effective Reposting:
Choose relevant and high-quality content from industry leaders.
Add personal commentary or insights when reposting.
Use reposts to highlight trends, share expertise, and encourage dialogue.
Get Started with Content Repurposing
Implementing a content repurposing strategy can streamline your content creation process and enhance your marketing efforts. Focus on adapting and remixing your existing content to fit new formats and platforms, while staying aligned with current trends and audience preferences.
Have questions or need assistance? Reach out to us anytime!
What is content repurposing?
The way I like to think of content repurposing is that it is a way to remix your content in a new format that makes sense for the platform you are publishing on.
Apply these 4 steps to set up a content repurposing strategy!
1. What are the channels your target audience is hanging out and interacting on the most?
This is where you want to create content for FIRST. Get focused on where your audience is actually at and get great at creating content specifically for that channel! Chances are that this first channel will be a SHARED MEDIA channel, meaning it is a social media channel, not a gated channel like an email list. This in turn will help you grow your audience and reach new folks that you then can drive into your owned media such as blogs or newsletters. Make sure to also examine what other channels you are currently creating content for, rating them on their efficacy. It may be time to DROP some channels you're trying to publish content too if the work is not matching the rewards or you have not yet mastered publishing content on just one channel! Spreading yourself thin is NOT sustainable.
2. Now you want to make sure you are clear on your content themes.
These can change over time, but you want to be consistent in what your current themes are because this gives your content strategy FOCUS! Your content themes should relate to what your business offers and who your offers are for. Make sure you are aware of what the challenges and obstacles of your target audience are…and how your offers help them with those specific things. As well, consider what topics your target audience is interest in as well as what your brand wants to be associated with topic wise!
3. Next, start going through your current content, pin-pointing the pieces that relate to your current topics you determined in part 2.
These pieces of content should already be interesting to your target audience then and now, making it a great piece of content to repurpose! Look for the content you loved making it the past that still aligns with what you stand for and offer today. Also look for your top performing content pieces. Lastly, make sure to look for GAPS; What topics have you NOT been creating content for that you now need to?
4. This final part is where content remixing comes in, making your repurposing different than just reposting!
Reposting would be just taking a previous piece of content you've created and copy/pasting it as it originally was. Repurposing is different in that we want to consider the channel we are reposting onto. This is important because every online platform has its own unique formats and ways of sharing content that help it perform best! You dont want to just copy and paste the same piece of content in the same format and style for every platform. Sure, it may perform well at times, but this is a risky approach in the long run and can ultimately slow your growth. Instead, choose your pieces you want to repurpose and then determine for what channel you want to repurpose for. Consider what will help the piece of content stand out for the particular channel you're repurposing on and what formats worked well in the past for that channel. Also consider what types of content you like to consume as well as what your target audience likes to consume for that particular channel.
Now that you understand how to repurpose content, we can't forget about reposting!
Reposting content is another sustainable content practice alongside repurposing.
When it comes to reposting, one thing that is often ignored is the power of reposting OTHER people's content!
I personally love reposting other folks' content because it's a great way to support the creatives whom I love and admire… as well as it's a cool way to spark conversations with said creatives! I have met some of the raddest people simply by reposting their content and then getting into a conversation around it. I've also met fantastic people via them reposting my content!
This is a great thing to do on the regular. It'll help you sculpt a culture focused on relationships…and that’s what doing good business is all about!
We hope this guide has helped you understand the benefits of implementing a content repurposing strategy and given you some ideas on how to get started. Remember that it's important to find a schedule that works for your business and stick with it! Have questions? We are just an email away!
Until next time…
Natalie Brite - DoGoodBiz
