A step-by-step guide to repurposing content

16th, Jan 2023

Sharing helpful content such as articles, blog posts and videos is one of the best ways for professionals to promote their expertise, reach potential clients and stay top of mind with existing contacts. However, regularly creating content is time-consuming and difficult. Repurposing everything you do can help alleviate some of that burden and it isn’t hard to do. To repurpose any piece of content, try the tactics detailed below.

Let’s say your piece of content is a 500-word blog post. You can:

1. Shorten it. Create multiple social media posts from your post that you can share over weeks, months or even years, so long as the information stays valid. Just pull out interesting excerpts for each one.

2. Lengthen it. Expand your blog post to turn it into an article, white paper, book or eBook, webinar/seminar or podcast. This is easiest to do if you have several blog posts on a related topic that you can combine into a longer piece.

3. Change the format. Record your post to create one or more video clips or a podcast. You can also turn it into an infographic.

4. Rewrite it for a different audience. If it was written for fellow professionals, revise it to appeal to consumers, business owners or referral sources (or vice versa). You can also tailor it to different industries or types of clients. For example, discuss how a new law might affect manufacturers, technology companies, or retail businesses or adapt it for different geographic regions. Most of the content could be the same but just highlight relevant differences.

5. Update it. If there have been changes since you wrote your blog post, revise it and republish it. Even if the updates aren’t significant, it shows that you are staying abreast of new developments.

6. Tailor it to different marketing channels. You can share content from your blog post on social media; in an email newsletter, client alert or press release; to pitch to a journalist, publication or organization; as a guest blog post on a third-party website; and so on. In each case, you aren’t simply copying your blog post somewhere else. You must adapt it to the platform. For example, on social media and in email, you may be giving a teaser to encourage people to click to read the whole piece on your website; in a pitch, you are focusing on why a publication’s or organization’s audience would be interested in your content.

7. Add visuals. Studies show posts are more likely to get views and engagement if they have visuals, such as charts, photos, graphics, videos, etc.

8. Mix and repeat. These options can be combined to create numerous variations. For instance, lengthen and rewrite the blog post into a presentation that you pitch to an organization. The presentation can then be recorded and turned into a full-length webinar, multiple video clips, and transcribed and edited into an article.

Maintaining a steady stream of content to market your expertise is difficult but not impossible when you learn to repurpose everything you do. Remember to ‘create once, repurpose everywhere’ to save time and money and help you attract more business with your content.

If you need assistance with creating or promoting high-quality content, contact us for a consultation.

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