How To Implement A Content Repurposing Strategy: A Step By Step Guide

Content repurposing is a strategy that has been used by businesses for years. It allows us to create new content by reusing previously written material, which saves time and resources. Within this article I am going to break down how to implement a content repurposing strategy into your own business so you can start reaping the benefits!

I am a huge fan of content repurposing.  I apply creative content repurposing strategies to pretty much every single one of our client's marketing agenda's. There are many reasons I do this… From helping us to generate content for clients in a low-lift way to helping us strengthen brand recognition and awareness.  

Yet, the biggest reason I do so is because it just flat out makes life easier.  I don't like the idea that work should have to feel like a constant uphill battle. I don't subscribe to hustle and grind culture.  And, I definitely don't find constantly creating new content to be sustainable!

When we repurpose content, it helps us build up a bank of topics and areas of specialty that we want our brand's to be associated with. Consistency helps breed brand cohesion.

Content repurposing is not only good for the business but good for the business' community.  

It helps us steer away from quantity-focused content strategies that force our community's to consume more - more - more, and instead, supports our community's in going deeper into our core topics! In turn, people will start associating you with certain topics or skills, coming to you for help on those particular things.

Content repurposing is just a smart content strategy to implement because it helps to maximize your content's reach while increasing the impact of your content while cutting down on creation time.

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