I get it — creating content, especially when you have more important things to focus on, like running a business, can feel like a never-ending task. The thought of constantly coming up with fresh ideas might make you want to abandon ship completely. But guess what? You don’t have to reinvent the wheel every time.
Here’s a secret: Marketing professionals repurpose content CONSTANTLY. Repurposing not only saves time, but it also amplifies your message, strengthens your brand’s authority, and makes sure your hard work gets the visibility it deserves. Here’s how:
Check out the YouTube Short:
Why Repurpose Content?
1. Maximize Reach
Not everyone in your audience consumes content the same way. Some people might miss your blog post but catch the infographic or social media post derived from it. Repurposing helps you meet your audience where they are.
2. Reinforce Brand Authority
By consistently sharing variations of the same message across platforms, you position yourself as a reliable expert in your field.
3. Save Time and Resources
Instead of starting from scratch, you’re leveraging what you’ve already created.
Example: Nutty Delight
Not sure how you can repurpose content? Let’s look at Nutty Delight, a fictional brand specializing in all things peanuts.
Here’s how they could turn one piece of content into several to use across platforms:
1. Write a Blog Post: Start with a blog about the health benefits of peanuts.
2. Create a List Post for Social Media: Break down the blog into bite-sized bullet points and share them as a carousel post or tweet thread.
3. Design an Ad: Use the blog’s highlights to craft an eye-catching ad with a great product image.
4. Build an Infographic: Visualize the blog’s key stats and benefits and share it across your website and social media.
5. Write an Email Newsletter: Highlight the peanut health benefits in an email and link back to the full blog post for more details.
6. Produce a Short Video: Record a quick video of someone discussing the health benefits and share it on Instagram, TikTok, and/or YouTube.
7. Develop a Case Study: Dive deeper into how peanuts contribute to better health, using testimonials or research to back it up.
See? With just one content idea, Nutty Delight was able to create seven distinct pieces of content — each tailored to different platforms and audience preferences. Now how can you do the same for your business?
Tips to Repurpose Content Like a Pro
1. Start With Evergreen Topics
Choose content that stays relevant over time. This ensures your repurposed efforts won’t feel outdated a few months down the line.
2. Know Your Platforms
Each platform has its own strengths. Try approaches like turning blogs into LinkedIn articles or transforming stats into Instagram Stories. You get the idea.
3. Refresh When Necessary
If you’re repurposing older content, update it with new data, insights, or visuals to keep it fresh.
4. Track What Works
Use analytics to see which formats and platforms resonate most with your audience. Rinse and repeat.
Repurposing content is about working smarter, but also about making sure all of your ideas reach their full potential. So, make the most of every piece of content you create.
With a little creativity and strategy, you can keep your audience engaged without burning out.
About the Author:
Lauren Spagnoletti is co-Founder and Marketing Strategist of the boutique marketing agency Little Men Roaring, LLC that she co-owns with her husband in Charlotte, NC.
In addition to leading accounts at an ad agency, she has led marketing efforts for startups, major universities, family-owned businesses, international clientele, and everything in between. You can access Lauren’s Marketing Momentum Bootcamp for Business Owners here to level up your own marketing.
For more information or to contact Lauren, you can reach her at Lauren@littlemenroaring.com