One of the most common questions I get asked is “What is Content Repurposing?”
My name’s Felly and I run a content repurposing agency. We help coaches making money from their content to show up on 3 or more platforms without creating more content.
So you can imagine that I have a lot of conversations around what it actually means to repurpose content. There’s a lot of misconceptions being taught now too with the development of “repurposing” AIs that aren’t actually changing anything, they’re just re-sharing.
But I’ll get into all the nitty gritty details of what makes up a successful repurposing strategy later on in this blog for now, lets start with a clear explanation.
In the simplest of terms: it’s taking your existing content and recreating it into something new.
The word Repurpose means to adapt the purpose for a different use. Now let’s get a little more technical:
Think of when you repurposed your old curtains into pillowcases, or turned old those bedsheets into a cute summer dress. Or was that Maria in Sound of Music?
When you apply repurposing to content, you can turn a Youtube video into an Instagram Carousel, or a Facebook caption into a blog post. Same principal, taking something already existing, your instagram captions, and giving them a new purpose.
Take all your posts that have “5 steps” or “3 ways” and turn them into listicles. You’ll not only have a new piece of evergreen content but you now have long form content that can be reshared and rank for SEO.
The biggest mix up I see is with redistribution and sister platforms.
Sister Platforms are channels that let you share the exact same piece of content, no editing required. The perfect example is Tiktok to Reels and Instagram captions to Facebook captions.
With Sister Platforms, you simply have to hit share and let the content automatically post.
Redistribution is the act of using sister platforms. Redistribution is the act of sharing your existing content on new platforms.
A lot of the AI platforms you see that promote repurposing are actually just redistrubuting your content.
You’re redistributing your content but you’re not repurposing or recreating it. You don’t have to add anything to prior to reshare it besides maybe a new caption depending on that platforms SEO.
To repurpose, in my opinion, the original piece of content needs to be transformed. Whether you change from written to video or use a new story to deliver the message.
Even if you’re perfectly happy only marketing your business on one platform, there will come a time when you need to start using new ones.
It could be that your OG platform dies off or you’re ready to build an omnipresence and start getting in front of new leads. I guarantee everyone has a pinch of repurposing inside their marketing strategy, it’s just now becoming more known.
The main benefits of content repurposing are:
For context: short form content is content that lasts 48 hours to a week. Things like Instagram captions and IG stories, basically anything on Instagram and Facebook is short form.
You post, they get pushed out, then you need to create a new post to reach your audience again.
Long form content, also known as evergreen content has a much…longer shelf life.
Tiktoks can go viral a month after being posted and continue to get views for years to come. Youtube videos and podcast episodes bingeable and there for can be heard multiple times at any time. Both have claims of numbers increasing up to 2 years after their original share date.
But what do these 2 types of content forms have to do with your business? As you grow, your marketing strategy will to. You’re not going to be going live everyday, instead you’ll be able to sit back and let leads come to your through SEO and your evergreen content.
Burnout in the online space is real. And so we all have practices in place to avoid hitting that dreaded stage in your business.
A quick way to burn yourself out is to constantly be trying to create new content. Always trying to have the latest and best ideas for your content that your audience is dying to hear.
When in fact, your audience needs to hear the same thing over again and again. And not just before they’re ready to buy, but before they fully get it, before they start to believe it and before they see themselves in the situation.
Topic Repetition is something we see big creators like Rob Dial Jr. and Gary Vee excel at. And while I see some people putting them down saying “they repeat the same topics all the time”, from a marketing stand point, it’s genius.
And I’ve seen it in practice. It took me 6 months of listening to the Mindset Mentor every day before I finally understood that I was living in my comfort zone and keeping myself small.
I regularly tell my audience that you can get started repurposing after 6 months of creating content for your business.
Ask yourself these questions:
If you have 3-5 content pillars and have consistently created valuable content about them for 6 months, you can start repurposing.
It’s not about having a lot of content, it’s about having relevant content that reshares your message and promotes your offers clearly.
Yes, of course having a categorized content library will come in handy if you’re outsourcing your repurposing, it’s not mandatory.
When clients come to my agency, we get on a call and strategize what your focus is for the next 90 days and what platform(s) you want to show up on.
Depending on if you’re selling and how you sold it before, we might be going through your IG insights, pulling out old email campaigns or relistening to your podcast episodes.
The where of your content isn’t a big priority at the start. Once we know what we’re focusing on, we’re going to be analyzing more than just the posts where you talked about the offer or we’re nurturing your audience.
Current trends, your industry, audience type and platforms will all effect what we’ll be studying prior to researching. Hop to the next section to see how you can get started if you want to DIY your content repurposing:
Now that you fully understand what content repurposing actually is, let’s cover a few tips to get started DIYing your own repurposing strategy.
In practice, this looks like taking a blog post and breaking it down into Instagram and Facebook captions, a Reel map out, an email newsletter and creating Pinterest pins.
Or recording a podcast, transcribing the episode into a blog, sharing to your email list, IG and FB communities before sharing the episode on Pinterest.
But if you want to start small, say repurpose to start a new platform like a blog or are integrating repurposing into your existing strategy, I’ll show you where to look.
Your analytics will be your best friend. Depending on the platform, I recommend looking at most shares, most comments and most saves. These markers indicate that people wanted to take action from that content.
Then with your top analytical posts, decide what kind of content you want to create. Long form blogs, podcast episodes, new captions or carousels with the same topics?
What you repurpose is based on you and your current marketing direction. Launching, nurturing and growing phases all look different in terms of the content you’re putting out.
So tell me, are you currently repurposing your content?
If you’re to start repurposing with a team, you can access our service guide here. We create all forms of written content and will be bringing on video repurposing soon!!
Just imagine what it would be like to be able to repurpose your masterclasses, lives and mini trainings into Reels, Tiktoks and Youtube Shorts.
If you want to hold out for our video repurposing service, please send me a message to join the waitlist. We’ve already got a few names lined up and I like to keep our agency roster small.
Felly Day VA is a dual business whose goal is to help ambitious service providers and coaches grow through digital marketing in a way that feeds their spirit.