Over the past few months, I've written about (and hinted at) my continued passion for content repurposing.
In my original blog 'The 4 Great Reasons You Should Repurpose Your Content' I talked about:
The time you can save
How you can reach new audiences
Redeeming a flop
How it can help you gain traction on social media
I tickled your taste buds with '11 Awesome Ways To Repurpose Your Content' and now it's time for me to start you on your repurposing journey.
But where do you start when you're thinking about building a content repurposing plan?
In today's blog, I'm going to cover a number of topics (warning, this could be long) that relate to where you should start when it comes to content repurposing. We're going to start at the very beginning of the content journey and discuss all of the things you need to consider.
Some of these ideas may be a little bit controversial but whether you agree with them or not, they're all worth considering.
But... before we get going it's important we talk about repurposing vs reusing (repeating) content.
Myth: Content repurposing is just repeating the same content
The common misconception seems to be that in some instances repurposing content is just repeating it. Re-posting it, word for word, on different platforms.
You'll step away from the idea when this is what you believe and quite rightly so. Your audience may start to think you lack the ability to create new and original content.
It is a fair worry but repurposing is not repeating content.
It's a bit more involved than that and, as you join me on this journey over the next few months, you'll realise that there is a lot more to content repurposing that you first thought.
So, are you ready to jump right in?
Make content repurposing part of your content creation plan
Ok, the first cab off the rank 🚕.
"Content repurposing is a mindset." - Amy Woods, Content 10X
Content repurposing should be a part of your content creation process. If you're thinking about how your content can/will be repurposed, while you're creating it, then the repurposing will come to you a lot easier.
For example, when I was writing 'How To Present Clear & Concise Content In 6 Easy Steps', I was already considering a series of 6 Instagram posts with the 6 steps simplified into images and short-form text.
When it's fresh in your mind it'll make more sense.
Keep your audience in mind
As I've said before, presenting the same message in different ways helps your audience consume content, not just in their preferred format but according to their learning style.
Remember that we rarely absorb all of the information the first time around and adjusting the way the message is delivered keeps it fresh, too.
The 4 different learning styles are:
These learners absorb information best when presented with charts, diagrams and infographics. Visual learners will also enjoy videos that are supported by slides.
These learners absorb information best when it's presented verbally. They like to take notes for themselves vs being presented slides as it enables them to focus on the words they hear. Auditory learners will enjoy podcasts and videos.
These learners absorb information best when given written information to read. Preferring information-rich sources, these learners enjoy handouts, detailed slides and blogs.
These learners are hands-on and like to participate. They like to be physically active in learning and embedding their learning. Consider worksheets, checklists and challenges to attract a kinesthetic learner.
Remaining on the topic of your audience, you already know where your general audience is and how they like to consume content but don't forget about your outliers.
I am a great example of this because I don't conform!
Most women my age prefer podcasts. It's easy to fit a podcast in on the daily commute, around the school run, in the shower or out on a walk.
This is definitely not me! So you have to absolutely convince me that your podcast is worth listening to before I'll consider it.
This is where repurposed content comes in.
As consumers, we typically see the short-form content first. If it intrigues us enough, it will lead us to your long-form content.
As my current idol, Amy Woods (Content 10X) says...
"Think of your short form content as the breadcrumbs that lead your audience to your long form content."
Don't forget about you!
This is one of the more controversial opinions out there but you do have to think about your preferences for content creation as well as your audience's preferences for consumption.
Think about it for just a moment. If your audience is video mad but you start to sweat and panic at just the thought of getting in front of the camera, are you truly going to present them with the best possible content?
Find the sweet spot between what your audience wants and what you can give.
If your original content is a blog but you know your audience likes a video, why not start small and present a short 30 second video with one tip in it?
Focus: one thing at a time
Just as we're told to focus on one social media platform at a time, we should also use the same rule for our long-form content.
Long-form content is:
Livestreams over 15 minutes
It's also time for controversial thought number 2. Well, it's one that might make you panic. I know it did me when I was first confronted by it.
While having a social media presence is important, you should not focus your content plan on social media alone.
Whoah! Why? I hear you say!
You need your content to have a 'home' on a platform that you're in control of (your website).
You never know what is going to happen next with social platforms. Rules change all the time and we could find out tomorrow that Facebook is deciding to give posts a lifespan.
Look at Google My Business, their posts are only valid for 7 days.
It's a scary prospect if your whole content plan currently revolves around social media but if you're repurposing your content with clear intention then your long-form content is going to give you a good amount of social content right away.
It's time to consider switching your focus from the daily social media grind and begin looking at your long-form content as your home base.
An oldy but a goody
You need to be just as consistent with your long-form content as you are with your socials.
Challenge yourself, of course, but focus on what you can realistically achieve.
At the start of the year, I committed to publishing a quality blog post once per fortnight. I knew weekly was going to be too much for me to handle but I felt that once per month wasn't often enough.
Find something that works for you and stick with it.
Why long-form content?
Repurposing long-form content is actually quicker and easier!
When you repurpose long-form content you are, more often than not, going to be shortening it whereas if you're repurposing a piece of short-form content you're going to need to allow additional time and creativity to expand it.
I know we haven't gone into the ways of repurposing content yet, but imagine taking a blog and splitting it down into a series of short social media posts. Sounds simple enough? Now think about taking a series of social media posts and combining them to create a lengthy blog. I know which I'd prefer to do first!
As you prepare yourself to start repurposing content it's also worth taking a look at some of your past content successes. Whether it's specific feedback, good engagement or just the great feeling you had from seeing it published, note it down.
This will help you notice any trends in what your audience is enjoying and allow you to begin creating a content library of old content that's worth taking the time to repurpose at a later date.
So, what do you think?
Have you already considered some or all of these points?
One of the biggest tips I can give you is to build your repurposing journey into your content creation process.
Get it done while it's fresh in your mind and save yourself the work later.
"Don't create great content and then hide it away in an archive somewhere."
I'm sure you're keen to get started, right? So why not download my 'Preparing Yourself for the Content Repurposing Journey' worksheet today?
This worksheet will step you through what we've looked at today and help you work through your thoughts and ideas. You'll be able to see what you've already done, what you already knew and what you still need to tick off the list.
And, as always, if you love creating your content but don't have the time or patience to repurpose it, I'm here to take the stress away from you.
I won't let your content sit in the corner!
Book in a 'Where to start?' call with me and we can get planning.