Are you curious about content repurposing, but worried it will add a ton of work to your plate? In this episode, I’m going to show you how to save time and energy with a sustainable content repurposing plan. These are the exact strategies, tools, and templates I use to turn one piece of content into 10 for my business.
This episode is part two of my content repurposing series, so make sure to check out part one if you missed it. Ready to make your content work harder for you? Let’s dive in with my six steps to create an effective content repurposing plan.
Today’s episode is brought to you by my Affiliate Marketing Jumpstart Guide. I’ve developed an affiliate marketing strategy that has brought me freedom in my business and I’m sharing this strategy in my free guide!
Listen to this episode now:
Search for episode 139 of Called to Both on your favorite podcast player!
Step One: Choose a Primary Platform
Content repurposing begins with one pillar piece of content, and this content should be on the platform that you love creating for the most. You’ll have the most ideas for this platform because you enjoy showing up there.
I recommend using your podcast, YouTube channel, or blog as your primary platform, but it’s ultimately up to which one you like best.
Step Two: Select Your Secondary Platforms
Once you have a pillar piece of content on your primary platform, you can repurpose it to share on your secondary platforms. This is where it can get overwhelming, but it doesn’t have to be that way. Instead of seeing every other platform as a secondary platform, I encourage you to be selective about where you show up.
Secondary content still takes time to create, and it’s not feasible to be everywhere unless you have a big team carrying some of the load.
How do you determine your secondary platforms? I strongly believe that every business should utilize email marketing, so your list should definitely be part of your content repurposing strategy.
For your other secondary platforms, think about the type of business you run and your audience. Will a text-heavy platform, like Threads, serve them better, or do you need a visual platform? I always recommend paying attention to Instagram and Pinterest.
Choose the platforms that you enjoy and work for your audience.
Step Three: Create a Content Repurposing Plan
Your job isn’t done after you hit publish on your pillar content. Now you have to figure out how to redistribute it across your secondary platforms. I recommended creating a content repurposing checklist so that you know exactly what comes next after your pillar content goes live.
Pull out a piece of paper and write down all of your secondary platforms and how you’re going to show up on each of them to repurpose your pillar content.
Step Four: Create Templates and Systems
The key to making content repurposing easy is to create templates and systems that you can use over and over again.
For example, when I release a new podcast episode, I like to publish a quote on Instagram. To make it easier, I went to Canva and made a quick quote template that I can use for every post. Now I’m set with my fonts, colors, and design, and I just have to change out the quote.
It’ll take trial and error to figure out the content repurposing system that works for you, but once you do, it’ll save you tons of time.
Step Five: Use Tools
Canva templates are a great example of tools that I use as part of my content repurposing systems. Another tool I love is Metricool, which allows me to post across multiple platforms at once and offers helpful analytics.
I also love Riverside FM, which distributes audio and video content, creates transcripts, cuts longer content into reels, and does so much more.
Tools make the process so much faster and easier. I encourage you to play around to find the tools that work for your business.
Step Six: Ask Yourself About the Intention of Your Content on Each Platform
The final step of your content repurposing plan is to ask yourself what your intention is with each piece of content across all of your platforms. As you approach each platform, what is your angle? How is it different from the original post?
Every platform has a different tone and a different relationship with your audience. For example, your email list audience knows who you are, so you would speak with them differently than you would with a new audience.
Each new piece of content doesn’t need to be a revolutionary new idea, but there should be a slight shift from your original piece of content. It’s not as simple as copying and pasting the same title across every platform.
Repurposing Beyond Your Pillar Content
I always recommend starting your content repurposing plan with one piece of pillar content, but there are ways to repurpose other content as well. For example, you could repurpose a live stream video. If you’ve ever been a guest on someone else’s podcast or live video, that’s great content to repurpose, too (with permission from the original creator).
How to Turn One Piece of Content Into 10
I’m going to use this podcast episode as an example for how to turn one piece of content into 10. This episode will become:
- A blog post for my website
- Pinterest graphics that link back to my website
- An email newsletter
- Four to five Instagram stories with quotes, ideas, audio clips, and graphics
- Facebook page post
- Facebook group post
- Google Business profile update with an image that links to the blog post
- Instagram feed post
- Instagram reels, YouTube shorts, and Facebook videos
- Instagram Live
- Threads posts
All of these secondary pieces of content can point back to your primary content, which creates an awesome marketing strategy.
Another great thing is that when you use this strategy, you don’t need to create a ton of pillar content. You can create two pieces of pillar content and have enough secondary content to last a month. We’re not in a quantity game right now, we’re in a quality game.
Common Content Repurposing Mistakes
- Thinking you’ll annoy people if you post the same content across multiple platforms. Trust me, people are not paying that close attention to what you’re posting. Chances are that they didn’t see the original blog post, so you won’t annoy them with Instagram posts about the same topic.
- Being overly ambitious when it comes to secondary platforms. You don’t need to be everywhere. It’s way more important to choose platforms selectively based on where you feel like you can stay consistent.
Start Small and Layer in New Systems as You Go
Instead of trying to be everywhere, I recommend starting with a few platforms and adding in new ones over time as you get used to your repurposing system. If you want to check out any of the tools I mentioned to make the process easier, scroll down for links and discount codes!
Find it quickly:
2:06 – Choose your primary platform
3:15 – Selecting your secondary platforms
5:29 – Know what comes after “publish”
8:08 – Create supporting templates and systems
9:12 – Identify which tools best support your content
12:27 – Make it fresh and new
17:18 – Repurposing outside of primary content
18:36 – Turning one piece of content into ten
Mentioned in this Episode:
Episode 138: How to Repurpose Your Content Like a Pro: joymichelle.co/repurpose-your-content
Flodesk free trial: joymichelle.co/flodesk
Metricool: metricool.com
Canva: joymichelle.co/canva
Riverside: joymichelle.co/riverside | Use code JOY for 15% off.
If you decide to use any of the links above and buy through them, I’ll receive a small commission back. All of those affiliate income commissions really add up over time and help generate revenue to help support this podcast.
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