Constantly creating new content can be time-consuming (aka expensive) — especially if you’re a challenger brand where every penny counts.
However, there’s a hidden gem that many brands overlook — the power of repurposing (or recycling) existing content.
Repurposing is pretty straightforward. You take your existing material and transform it into different formats or repackage it in a way to reach a broader audience. Simply put, you squeeze all the juice of your content across your brand’s various communication channels.
It’s called getting the most bang for your buck — and it’s essential for brands with small budgets who want to win big.
Before we dive in on how to do it, let’s explore two incredibly obvious benefits of repurposing content.
Two INSANELY OBVIOUS Benefits of Repurposing Content
We could name millions of benefits of recycling your content, but these two may be the most impactful for your brand’s bottom line.
1. IT Extends Your Reach and Relevance
By adapting your content to different mediums, you can captivate a wider audience and cater to different preferences. Because believe it or not, not everyone who is on Facebook is on TikTok, and not everyone who is on Instagram is on Twitter, etc.
Here’s a good example:
Take a high-performing blog post and transform it into an engaging Instagram Reel. You’ll need some help from your design team, but all the content is there and is teed up for re-use.
This multi-channel approach increases your visibility, strengthens your brand presence, and opens doors to new opportunities.
And if done correctly, you get fresh eyes on your content and even potentially drive those eyes back to your website, if executed correctly of course.
2. It Fuels Content Consistency and Efficiency
Repurposing content not only saves time and effort but also helps maintain consistency across your content strategy. Simply put, it tells followers that you have your sh*t dialed in across all of your touchpoints.
Recycling your content also allows you to expand upon a particular theme or topic, creating a cohesive narrative throughout your channels.
By repackaging and repurposing existing material, you ensure a steady flow of content without compromising on quality. This efficiency frees up time for strategic planning and other creative pursuits.
WHY REPURPOSE CONTENT?
Before you start identifying which piece of content you want to recycle, it’s a good idea to take stock of which channels or communication touchpoints you’d like to include in this effort. This will be crucial, as you’ll need to optimize your content according to each platform.
Each social media platform has its unique features and requirements — and you’ll want to know what you’re getting yourself into before starting. By tailoring your content to suit each platform’s strengths, you can effectively engage your audience and encourage interaction.
So, here’s what you’ve been waiting for…
A FEW KILLER EXAMPLES OF HOW TO RECYCLE YOUR CONTENT
- Take a compelling blog post and republish it as an article on LinkedIn. Better yet, blog posts can be turned into emails, social media posts, and much more.
- Transform some statistics or data from a recent report into an infographic to be shared on social media.
- Take an eBook or Whitepaper and publish it into various blog posts. The reverse of this is also a good approach.
- Turn that Twitter thread into an Instagram Story
Repurposing content is a smart and effective strategy for maximizing the impact of your content efforts. By extending your reach, optimizing for different platforms, breathing new life into evergreen content, and enhancing accessibility, you can unlock the full potential of your existing material.
Your content is a valuable asset that can be reshaped, repackaged, and repurposed — freeing up more time in your (already busy) schedule and letting your consumers know that you’re an expert in the field.
At Tiny Bully, we love repurposing content so we can save time and optimize each platform to its fullest potential.