Key Takeaways (TLDR):
Topic: How to repurpose content for social media. How repurposing extends your reach, saves time, and keeps your message cohesive across platforms.
What you’ll learn: Repurposing content means taking something you’ve already created and sharing it in a different format, on a new platform, or with a fresh angle. This post covers five specific repurposing strategies for different content types: email newsletters, written content, podcast episodes, blog posts, and previously published social media posts. It also covers several often-overlooked content sources that are ready to repurpose right now.
Who this is for: Small business owners, coaches, service providers, and creative entrepreneurs already creating content and want to make it work harder, reach more people, and stop starting from scratch every time they sit down to post.
Written by: Emily Aborn, Small Business Copywriter and Podcaster based in NH.
SPREAD YOUR MESSAGE FURTHER WITH REPURPOSING
You may have heard about the many benefits of repurposing content for social media, but do you really KNOW how to do it for yourself?
This blog will walk you through the steps to repurposing content for social media for maximum reach. Get more traction for your blog content, podcast content, already-used social media content, and more!
Why Repurpose Content for Social Media?
Not everyone sees your content the first time (or the seventh). Repurposing helps your content go further, farther, wider, FASTER.
It benefits YOU to repurpose your content because:
- Not everyone who follows you sees your content
- Not everyone who follows you consumes your content in the same way
- Repurposing helps spread your message to other platforms, reach new ears, and go bigger.
It also saves you a whole lot of time and headaches.
You no longer need to reinvent the wheel every time you sit down to create when you know how to repurpose content for social media. You simply have to take something new, spruce it up, and let it out into the world again in a different package.
Repurposing your content for social media brings a level of cohesion to your message that’s second to none, as everything, everywhere you share is aligned and unified.
You’re not repeating yourself too much or too often when repurposing content.
You’re not being lazy when you repurpose and use the same content in multiple places, or in multiple ways, and in different forms.
Ready for the how? Me too!
Here are five ways to get started repurposing your content for social media, depending on what kind of content you’re regularly creating.
#1) Repurposing email content for social media
That story you tell at the beginning of your email -repurpose it!
The tips you deliver to people’s inboxes – you can repurpose those!
The insight or a-ha you had that you tucked into the P.S. of your email – is can be repurposed into a social media post!
And the podcast episode, ways to work with you, events and workshops, and other things you promoted in your email – I’m sure you’ve guessed what I’m going to say by now. You can start repurposing that into social media content too.
#2) Repurposing your written content into social media
Written content including blogs, emails, social media posts, and even client testimonials can be turned into video content for social media with a Reel or Instagram story (or a LIVE) that features you taking that sweet sweet written content and sharing it in video form. Video is king (so “they” say) and if you’re already producing oodles of written content, consider turning it into a video that highlights tips, takeaways, insights, and aha’s!
#3) Repurposing podcast content for social media
Podcasters, you have a place near and dear to my heart. I’m a podcaster too and know the importance of repurposing our content to make it the focal point of our message. That said, I couldn’t help myself but write an entire blog on this to show you How to Repurpose Podcast Like Never Before Here.
#4) Repurposing blog content for social media.
My fellow blog writers, I see you and know the hard work that goes into creating and writing a blog! We research the right keywords, we pull together thoughts, outlines, and stories… and then we send our blog forth into the world in hopes that someone will avidly read it and have their life changed. The fact of the matter is, not everyone reads our blogs because not everyone reads…
I don’t want to see your hard work go to waste, so I can’t recommend enough harnessing the power of repurposing your blog content for social media.
#5) An infrequently tapped resource: repurposing previously posted social media content!
You can turn your old social media content into FRESH content. Here are three ways to use repurposing for previously posted content:
- Go back through and look for those well-written posts that didn’t get enough love and reshare them with a new picture and call to action
- Score by picking up posts that did really really well and letting them relive their glory days by reviving them
- Take previously posted social media content and tweak it with your newfound epiphanies and hottest takes if times have changed and your opinions have too.
Other sources of content that invite repurposing:
- Your brand messaging guide
- Your website (Home Page, About Page, Resources Page, and more!)
- Questions your clients ask you (and how you answer)
- Client stories (before and after, why they started working with you, lessons along the way)
Does this all sound like way too much effort?
That’s why people hire ME to take it off their plate entirely! I give you an organized library of content and the strategy to share it with the world. I would love to connect with you to see if we’re a good fit!
Repurposing content means taking something you’ve already created and giving it a second (or third, or fourth) life by sharing it in a new format, on a different platform, or with a fresh angle. A blog post becomes a series of social media captions. A podcast episode becomes a video clip and a quote graphic. An email story becomes an Instagram post. The core idea stays the same. The delivery changes.
Not quite. Reposting is sharing the exact same content again. Repurposing means adapting it for a new format, platform, or audience. You might pull a key tip from a blog and write it as a standalone post. You might turn a written insight into a short video. The content is familiar to you, but for many in your audience it will be brand new, and for those who have seen it before, a different format can make it land in a completely different way.
More often than you think. Your audience is not a monolith. Different people follow you on different platforms, open your emails at different rates, and consume content in different ways. Most people need to encounter an idea multiple times before it sticks. Repurposing the same core message in different formats and across different channels is not repetitive. It’s consistent, and consistency is what builds brand recognition.
Email newsletters, blog posts, podcast episodes, and even previously published social posts are all excellent sources. So are your website copy, client testimonials, and the questions your clients ask you most often. If you’ve already thought something through clearly enough to write it down or say it out loud, it can probably be repurposed into social content.
