Secrets revealed: The top content marketers share their repurposing tips
Navigating the content repurposing world is tough. You have to spend hours deciding how to do it aptly—so you enjoy its benefits: more reach, awareness, and leads. But, there’s good news. In this blog post, we share with you how the world’s leading content marketers do content repurposing to help you get started.
1. Follow the six different repurposing strategies
Ryan Law is the VP of Content at Animalz, a content marketing agency. You’ll find him sharing insightful strategies to reach your goals (more traffic, brand awareness, leads, or paying customers) with content.
One of them is to turn one content into six different pieces. Ryan recommends the following repurposing strategies:
a) Refreshing
Spice up your old content with new information, data, insights, and conclusions. Add more visual content to simplify complex topics.
b) Rounding-up
Group 3-4 different content on a similar topic and create separate content. For example, if you’ve written blogs on “What is social media marketing,” “A step-by-step guide to social media marketing,” and “Examples of social media marketing,” write a separate post titled “The ultimate guide to social media marketing.” It should feature content from all three blogs.
c) Repurposing
Turn one content into different formats. For example, create a Reel, YouTube video/shorts, graphic posts, carousels, and a podcast out of your article.
d) Cross-cutting
This technique is the reverse of rounding up: create three pieces of different content from one. So, now write three separate articles out of the blog “The ultimate guide to social media marketing:”
- “What is social media marketing,”
- “A step-by-step guide to social media marketing,” and
- “Examples of social media marketing,”
e) Syndicating
Publish one format on different platforms. For example, you can syndicate a blog on LinkedIn, Medium, and Substack without changing a work. Similarly, post the same short form as Instagram Reels and YouTube shorts.
f) Templating
Save the content structure to help you in the future. For example, if you write a blog post, note down the structure and your thought plan before creating it. Next time, you can follow a similar template to create similar content with less time and effort.
2. Tailor your content to each platform
Masooma Memon is a freelance content marketer and writer “for brands like Shopify, Hotjar, Vimeo” and tens of other multi-million dollar companies.
She advises avoiding copy-pasting the same content on different platforms in the name of content repurposing. Instead, you should fit your content according to each platform’s formats and audience expectations.
For example, Instagram users prefer videos to text, Twitter users like threads, and Facebook users are visual learners. So, when you repurpose content, ensure you’re repurposing in text for Twitter users, Reels for Instagram people, and graphic posts and videos for Facebook users.
This way, you’ll cater to different audiences’ expectations and attract them—increasing the ROI on your effort.
3. Be intentional about repurposing from the start
Ann Hadley is the top content marketing influencer, best-selling author, and the “world’s first chief content officer.” She has shared content wisdom throughout her career. One is to treat content repurposing as a part of your vision and not as an afterthought.
That is, to create repurposing content while you’re creating longer-form content. For example, if you record a YouTube video, ensure you include certain parts that you can directly cut out and post as Instagram Reels and YouTube shorts. This way, you won’t have to do the added work of thinking about which part to put out as Reels—saving you time and effort.
Similarly, you should create graphics for your blog posts that you can share as social media posts.
4. Listen to your audience and create accordingly
Gary Vee has built his $200 million-dollar business empire on the back of his content creation. His secret technique? You should “listen to your audience to find what pieces of content resonated with them” and “apply those insights to create more micro content of the sections that stood out to your audience.”
For example, he repurposes a Q&A show into a YouTube video and asks his followers to comment which part resonated with them. Now, he repurposes that section on Instagram as Reels and carousel posts. Do the same. Read your social media comments to find what your users like and create accordingly.
Follow the pros
So, this was it. You now know how the best do content repurposing. Implement these tips and enjoy the benefits.