Repurpose Content for Social Media and 10x Your Results
Increase your business productivity and repurpose content
for social media. Learn how to repurpose content for social media efficiently
to optimize your business growth.
How do you repurpose content?
You repurpose content by taking existing content you have
already created and adjust it to fit with a new marketing channel.
For a small business with limited resources it is vital to
maximize productivity. We all know how hard it can be to come up with new
content for social media which is why you need to repurpose existing content.
That way you will get the most out of the content you have already created.
Keep reading to learn how to repurpose content for social
media in the most efficient way.
In this article you will read about:
What is repurposing content for social media?
Repurposing content for social media means to take content you have already created and adapt it to a different social media platform. Repurposing content does not mean to only change the format of the existing content. You need to adjust the content to fit the different types of social media channels you are going to use.
Before we get into how to create content that is easy to repurpose for different channels you need to understand what content means.
What is content?
Content means to create market communications that your customer wants to consume. Content provides your customer a value in the form of entertainment, inspiration or education. In a world where there are marketing messages wherever you look you need to stand out. Consumers have gotten used to commercials wherever they go and learned to shut them out. But by creating that your customers actually want to take part in, you have a great opportunity to communicate with your customers.
There are many different types of content such as:
- Blogging
- Infographics
- Long-form video
- Short-form video
- Images
By creating one of these types of content you can repurpose it and turn it into other types of content. And then post on different social media channels. To learn more about different types of content and how to create great content, check out these Content Marketing Examples.
Why repurpose content for social media?
Operating your own business requires a heavy amount of work. And we all know it can be tiring at times. Therefore, it is necessary to maximize efficiency and productivity. You need to use all the tools and tricks available to make your business operations as easy as possible.
Repurposing content saves time
Creating content for social media is a time consuming task. Especially if you operate multiple social media platforms. Thus, you need to repurpose content for social media. By doing this, you don’t have to spend as much time on content creation and instead focus on other parts of your business.
Social media content is not only time consuming but can be difficult in terms of ideation and planning as well. Every platform on social media is different and you can’t post the same thing on all social media platforms. When you create content you need to have in mind how you can repurpose it for the different social media channels. You can learn more about what content you need for different social media in this article about Small Business Social Media Marketing.
Repurposing content builds consistency & engagement
The purpose of content creation in general is to grow your business by building your brand. One of the most important factors in brand building is consistency. This means that no matter when or where your customers come into contact with your brand they get the same impression. You communicate the same message across all channels, including social media. That is why you need to repurpose your content – to be consistent across all social media channels. If you want to learn more about How to Build a Brand as a small business, I have written an article about it that teaches you everything you need to know.
While you need to be consistent across all channels and communicate the same message in order to build a brand. You should not post the exact same thing on all channels. This is because it will lower your audience’s engagement. Some of your customers might follow you on several or all of your channels. If you post the same content on all of your channels, your followers will get bored and engage less with your account. If you want to learn more about engaging your audience, read this article on how to create Social Media Engagement Posts.
How to repurpose content for social media
Now you know what repurposing content for social media is and why you need to do it. Let’s get in to how to repurpose content in an efficient and effective way.
There are several ways you can repurpose content. It all depends on what type of business you have as well as what your goals are. Before choosing how to create content that is easy to repurpose, you need to know why you want to post on social media in the first place. What are your objectives with social media?
For example if your objectives are to drive traffic to your website then you should have a certain approach. But if your objectives are to grow your social media account and get more followers, you need a different approach. But let’s get into the various ways you can repurpose content for social media efficiently and effectively.
Repurposing blog posts
Repurposing blog posts to social media content is one of the best way to utilize your hard work efficiently. Whether you sell products or services, online or offline, blog posts build trust and credibility around your brand.
If you already have a blog with many blog posts that is the perfect spot to start repurposing content. Start with you most popular blog posts and use the content to create social media content. But even if you don’t have a blog yet and are looking to start one, blog posts are easy to repurpose. You can create many types of content based on only one blog post.
To repurpose blog content into social media content summarize the main points of your blog post. You can summarize the content into easy step-by-step processes that works for multiple social media platforms. But you can also create scripts based on your blog post for video content.
Some of the best ways to repurpose blog posts are:
- Infographics for Pinterest or LinkedIn
- Informational carousels for Instagram
- Threads for Twitter
- Long-form videos for YouTube
- Short-form videos for Tiktok and Instagram Reels
Repurposing YouTube videos
If you have a YouTube channel you definitely need to repurpose your videos to other social media posts. The time and effort spent on creating a video should be utilized to the maximum capacity. That means turning your YouTube videos into other forms of content. Either to promote your YouTube channel or other parts of your business such as a website or local store.
Depending on what type of long-form video content you create there are several ways to repurpose your videos:
- Short-form video for Tiktok, Instagram Reels or Pinterest
- Multiple short videos for Instagram stories
- Infographics for Pinterest or LinkedIn
- Threads for Twitter
The easiest way to repurpose long-form videos is to break the video down into short form video. Either you can create one short video with snippets of the main points of your long-form video. Or you can break the video down into several parts and create a series of videos around the same topic.
Youtube videos are in landscape format and you need to convert them to portrait format to post on Instagram, Tiktok or Pinterest. There are several ways to do this. YouTube has recently launched its own tool to crop videos to fit their YouTube shorts format that can be used for other channels as well. You can use video editing tools like VN to crop and resize the video. There are also video editing tools, like Veed, that allows you to crop and automatically follow the key frame in the video.
When repurposing your video to text, you can easily use your filming script or summarize the content in sections and bullet points. These you can use to create threads for twitter turn into infographics.
Repurposing social media post to other social media
If you mainly focus on one social media channel, it might be time to branch out to other social media platforms. By repurposing your content to fit the different platforms your content will reach new audiences and land you more customers. But you can’t only change the format of a post, without adapting the content for the individual channel. With that said, Tiktok and Instagram Reels are very similar in how they work and you can post the same video on both channels.
Apart from that the best thing you can do is plan out your content and create for all channels at the same time. By using a social media content calendar, you can sync all your content creation. And make sure it fits every channel. For that specific purpose I have created a Social Media Calendar, to make your creation process much easier.
To sum up you need to repurpose your blog posts, videos or social media content for different channels. Repurposing content does not only save time and energy. But it builds consistency and engagement with your followers. Ultimately, it will make you reach more customers and make more sales.
I hope you found this article useful. Please share it with a friend or coworker that could benefit!
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I'm Emma Ellinor
I’m a digital marketer, project manager and retail analyst.
For the past 7 years I have immersed myself into the field of marketing and management. I am on a mission to inspire more women to take their business to the next level. By sharing my journey to escape the 9-5 trap along with useful marketing, time management and small business tips.
