How To Repurpose Content
A lot of content creators will have problems when trying to create consistently every single day. I get that, especially if you are mostly a one-man studio or just hire some VAs when needed but you still do most of the work. You don’t have to create content everyday if you can use the content, you already have, to reach more people. What is content repurposing Re-use existing content, with the same message but in different formats or distribution channels. It’s not just copying but reusing! You might want to update titles, write new descriptions, summarize info, expand on current information, or even slightly change visual content. As attractive as it might be to just clone content, you have to remember that people don’t consume content in the same way on YouTube as they do on Instagram, TikTok or others. Why repurpose content? By repurposing content, you improve your chances of ranking on search engines. Either by ranking higher on Google, YouTube or getting found on Social Media search. Distributing content on other channels also means you will reach a new audience that might not be on other channels! The more times people see your content the easier it is for them to recognize your brand and you are creating more touch points for your audience to visit
your links and purchase your products, since most visitors don’t buy the first time, they see your content. What content to repurpose Now you might think that quantity is what will bring in the most traffic, but that’s usually not the best approach. Instead focus on repurposing your top performing content only. You will find that repurposing just one piece of content will be plenty of work. Here is an easy example: I have a small channel on YouTube but after monitoring my stats on YouTube studio I found that videos with above 1000 views are usually the best performers and tend to get much more in the future. So, I will filter my videos by views and focus on repurposing videos with more than 1000 views. You must consider which metrics are the most important for a certain channel and compare them to your average and then you will have a good idea about what to repurpose. How to repurpose content Now let’s go for a rundown of some content types and platforms you might want to look at. To repurpose most content, you can use the ACE method which stands for: A - Adjust Adjust the content for User Experience, this where you will add, remove or rework information. C - Combine Combine other content related, in some way, to the same topic. E - Expand Expand and present in-depth information on that topic. If it’s helpful you can also think about it as a content cluster. The following step work better for written long format content but you can still use it for other formats and that’s why I have decided to include it: #1 - First start by identifying content format and topic, #2 - Make a list of subtopics #3 - Choose the best subtopics #4 - Create content for each subtopic #5 - Create a template #6 - Reuse content
What if you have a YouTube Video instead of a blogpost? Identify the topic Make a list of subtopics Choose the best section/ subtopics on your video Create or expand content for each subtopic Create a template reuse