Repurposing content: How to turn 1 piece of content into 30 days of omnichannel content.
You spend time, maybe hours, creating one piece of content, say it’s a blog or a video, and hit publish. You’ll probably share it a few times and then it’s time to start thinking about what’s next. And sometimes it’s challenging to keep trying to come up with fresh new ideas, maybe it’s making you feel burnt out.
Does this sound familiar?
What if that content you worked hard on could help you create content for your various accounts for a month?!
The good news is that it can! The key is to repurpose that piece of content to create more.
What does it mean to repurpose content?
Repurposing your content doesn’t mean simply reusing the same thing over and over across platforms, it’s about taking key ideas or portions and then using them in multiple formats and ways.
You won’t be able to do this with everything you create and that’s okay, but this is a great way to get the most out of more substantial content like podcasts, blogs/articles, and pieces like that.
Take a look at the content you want to repurpose and ask yourself a few questions to start, for example, you might ask yourself…
Are there some tips I can pull from this? (It could be a few stand out tips or a guide)
Are there any statistics or insights I can use?
Does it address common questions, concerns, or mistakes?
It’s important to remember that not all platforms are equal, so it’s not as simple as posting the same thing everywhere. You will need to tailor each additional piece of content to the platform you’re posting on and the audience. For example, your audience on Instagram may be much different than your audience on LinkedIn.
Below, I’ll be sharing 14 days of examples, and yes, AI could probably help you with this if you’re stuck on ideas, but remember it should only be a guide and not a copy and paste.
It’s also important to note that many of these ideas can be used multiple times, for example, one short video can be posted on Instagram on one day, and shared on TikTok or Facebook the following day as well. So, one piece can be used a few times in some cases.
One more thing before we get into the list. I want to stress that repurposing one piece for a month of content doesn’t necessarily mean that you have to create 30 new pieces of content. Again, that can be challenging and we want to avoid burn out. The important thing is having an idea of how you can reuse your content and how you can use it over the course of a month across platforms.
Example content repurposing plan
Let’s dive in!
Website - Publish original content such as a blog
LinkedIn - Share the focus of your blog (Could be image & text)
Instagram Carousel - Breakdown the core ideas, a guide, etc. (this will depend on the piece)
Email Newsletter - Share an insight or quote
Instagram/Facebook/TikTok or YT Shorts - Create a short video that addresses something from the blog like a common mistake
Instagram Stories: Create a poll or question based on the blog, i.e. “Do you repurpose your content?”
LinkedIn - If there’s a stat or insight, create an image of it and include a relevant blurb
Facebook - Ask your audience to weigh in, this could mean including a brief write up with a follow up question
Instagram/Facebook/TikTok or YT Shorts - Share a tip and build on it
Any platform - Share an insight or quote (can be different from the one used for the newsletter and could be different depending on platform)
Instagram Carousel - Highlight common mistakes to avoid or create a guide
Instagram Stories - Create a quiz/trivia based on something from your blog, for example, if your blog included a statistic, you could use that
Any platform - Answer a question that has been raised in the comments, this could be a short video or a carousel, etc.
Blog - Follow up blog! You can expand on an idea, for example, say we posted about why working with influencers is important, we can follow up with how to choose the right influencers for your brand, and more ideas can spawn from there!
This is just to give you an idea of how one piece of content can be turned into so much more, and there are so many more ways than what I listed above.
If this feels like a lot to take on, start small! Have a great but short blog? Turn it into an Instagram Carousel or a Short video, maybe use an idea to create a poll for Instagram Stories too.
Let us know if you’re giving it a try!