Why Every Business Needs a Content Repurposing Strategy

Content creation is one of the most challenging aspects of running a business in today’s digital age. Besides maintaining brick-and-mortar stores, in order to gain visibility and recognition it is imperative to build an online presence, most commonly acquired now through content. But brainstorming, creating, and uploading high-quality content takes time, energy, and can even be costly. Not to mention, there are several channels you have to upkeep. Content today fades in and out faster than we blink, and the speed at which trends move makes it hard to form genuine connections.

That is why repurposing content is integral to your social media strategy. Repurposing content, otherwise known as recycling content, is the process of taking previously created and uploaded content and reworking it to fit a new medium. This could be as simple as reposting an Instagram reel as a TikTok video while adding a relevant sound or filter on the new platform. Or this could mean turning the key takeaways from a YouTube ad into a digital infographic. You could even turn customer testimonials or email marketing messages into posts. There are endless options to choose from.

This strategy is your right-hand-man in increasing the reach of your content, as well as a tool to form more relationships with your target audience. Your audience is everywhere, on every platform and channel you can think of. Repurposing allows you to tap into these unused channels without the extra strain of creating entirely new content.

There are countless ways to incorporate content repurposing strategies into your digital presence. To start, here are some tips as to how you can repurpose content to increase your reach and engagement online.

1. Have a list or excel sheet containing what channels you currently post on, what topics you post about, and your relevant, current analytics. Even if you know these things already, illustrating it in a physical form can show you untapped potential in channels and content.
2. Look at your most successfully performing posts on your existing channels. These are the best posts to use as candidates for repurposing. Through this, you can predict the best options to gain reach through other channels and you can see what kinds of posts perform the most successfully, then continue to post within those topics.
3. Don’t make your repurposed posts the exact same. Posting the same content on different platforms can help spread awareness, but it won’t succeed if the content doesn’t fit the format. For example, a 50 minute YouTube video isn’t going to work for TikTok or Twitter. Instead, take the highlights of the video and edit them together to create snackable content for these platforms.
4. Play into the five senses to engage your audience. Yes, repurposing content will extend your reach, but the first step in turning viewers into connections is by engaging them. Using the five senses is a helpful tool in reaching that goal. Maybe a visually appealing graphic becomes a TikTok video of you explaining the takeaways in that note. Or maybe there’s an interactive element in your story that allows viewers to type in their input, or vote on an option. Of course, you can’t truly smell, feel, or taste content, so use images or sounds that make it easier for viewers to imagine their other senses being used.
5. Utilize text in captions with search engine optimization keywords as well as a call to action. Repurposing content already increases your reach, but if you want this reach to turn into engagement, it is just as important to use text on top of and captions beneath the content to reinforce your message. This is also an opportunity to incorporate a call-to-action and turn engagement into an action.
6. Research the best times to post on these different platforms. Posting will already help increase your reach, but in order to gain the most awareness, post right before times when a majority of traffic will hit the channel.

Repurposing content can save you time, energy, and even money, but more importantly it will increase the width of your reach, allowing you to access more of your target audience. Creating awareness for your business and product/service is the first step to growth, and repurposing your content is another method of achieving that. Using multiple channels means there are more ways to drive traffic back to your site and business, and with repurposing your content, there is less strain on the maintenance of these channels.

If you’re having trouble with creating content, check out this Content Development Worksheet. For more information and resources for content creation, check out this video featuring the LV8 Your Brand team here, and this blog post.

Enthuse Creative Can Help

Enthuse Creative can help your business to develop and deploy quality content. Reach out to us today for a free consultation.