Ready to maximize your reach, engagement, and bookings with your content? You don’t have to churn out new posts constantly. You can learn to recreate your content like a pro so that it works harder for your business.
This episode of the Called to Both podcast is the first in a new series that is all about content repurposing. We’re going to break down what repurposing content is, what it isn’t, and why it’s so important for your business.
Listen in as I answer the top questions I get asked about content repurposing and sharing what I’ve learned from over ten years as a content creator.
Listen to this episode now:
Search for episode 138 of Called to Both on your favorite podcast player!
The Strategy Behind Repurposing Your Content
As business owners, we’re in a constant battle to be heard. We want our emails to be opened, our posts to be seen, and for engagement to happen. Repurposing your content increases your visibility. It’s a genius strategy because it guarantees that your content is viewed by more of your audience.
Another reason I love it is because it saves time. People sometimes assume that repurposing your content takes up more time, but the reality is that with the right process, it should save you time. We’ll go over what an effective content repurposing plan looks like in this series.
Repurposing your content also maximizes the content you already have. It’s never too late to repurpose an amazing piece of content and give it a new life. It helps your audience absorb your ideas, work, and thoughts. Your content has room to breathe and your audience can take a moment to digest what you’ve presented to them.
Audiences are overwhelmed and exhausted by the sundance of content that’s thrown at them all the time. Effective content repurposing saves them from burnout. It can also save you from burnout and make it easier to post content across multiple platforms.
What Does Effective Content Repurposing Look Like?
However, effective content repurposing isn’t simply posting the same content across several platforms. Repurposing your content means that you are taking existing content and adapting it into various formats or different platforms. You’re also bringing new life and context to the content instead of starting from zero.
Think of it as a trickle-down effect. You start with one central piece of content–some creators call this a content hub or content pillar. Whatever you want to call it, that primary piece of content is the inspiration for the rest of your content.
For example, you can start with a great blog and turn it into an email newsletter. You can pull out some of the copy and even use the same images. At the bottom of the newsletter, you can link to the blog.
You could also take the same copy and images and create an Instagram carousel. However, you may want to change some of the wording to better fit an Instagram post and your audience over there versus your newsletter audience.
There are tons of other ways you can turn the blog into a social media post too. You could post a quote from the blog, poll your audience about something pertaining to the same topic, or create a reel sharing the three key insights.
The idea is to take one original piece of content and give it new life across your platforms. It’s so much easier and more effective than starting from zero every time.
Common Content Repurposing Myths
Before we get into a content repurposing plan, let’s break down the most common misconceptions I hear about this strategy.
Myth #1: People are going to get annoyed.
The first one is that people are going to get annoyed by seeing the same content multiple times. If you make subtle changes to your content across your platforms or look at it from a new angle, this won’t happen. However, even if you don’t do this, it’s unlikely that people will get annoyed. Your audience is seeing way less of your content than you think they are, so it actually benefits you to repeat yourself.
Myth #2: Repurposing means posting on every single platform.
Another myth is that repurposing your content means you’re posting on every single platform known to man, which feels overwhelming. I don’t recommend posting on all platforms—I prefer a content creation plan that’s deep instead of wide.
Myth #3: Repurposing lowers the quality of your posts.
The third myth is that repurposing lowers the quality of your content. Again, since you aren’t posting the same thing everywhere, this is easy to avoid. Repurposed content can still feel fresh when you approach it from a new angle.
People need to hear things in different ways for them to register. Some people are visual learners while others like audio-learning. It’s our job as content creators to present content from multiple angles so that it can meet our audiences where they’re at.
The Key to an Effective Content Repurposing Plan
The most important part of your content repurposing plan is your primary piece of content. It has to be good enough to create more content out of it. I typically recommend using audio or video content as the primary piece of content. Yes, they take longer to produce and there’s more tech involved, but there’s also so much more you can do with them.
However, another way to repurpose content is to start with a smaller piece of content, like a Thread, and test it out. If it performs well, you could turn the Thread topic into a video and create more content from there.
I like to view my secondary content as “distribution channels” for the primary content. For example, if my primary content is a video that I post on YouTube, the secondary content is pins that I create to promote the video. I can also create video clips to post across IG reels, TikTok, and YouTube shorts.
Content Repurposing Removes the Guesswork
How many times have you sat down to write a newsletter or social media content and had no clue what you should post? Content repurposing removes the guesswork. Once you have a great piece of primary content, you can pull from it over and over again to create your secondary content.
Subscribe to Get the Next Episode in the Series!
I hope this kick-off episode makes you feel excited about repurposing your content. Next week, we’re diving into how to create a content repurposing cadence and plan for your business, as well as tools that will save you time. I’m also going to show you how one piece of content can turn into ten. Make sure you subscribe to access the whole series–you don’t want to miss it!
In next week’s episode…
- Creating your content repurposing cadence and plan
- Repurposing tools to save you time (software and templates)
- How 1 piece of content can become 10
Find it quickly:
3:04 – Why you should be repurposing your content
8:05 – Where to get started with repurposing to make it effective
11:43 – Myths and misconceptions around repurposing
17:00 – Building a repurposing plan for your business
More ways to connect:
Joy Michelle Website: joymichelle.co
Joy Michelle Instagram: instagram.com/joyymichelle
Joy Michelle Facebook: facebook.com/joymichellephotography
Joy Michelle Coaching: joymichelle.co/coaching
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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