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Content Repurposing: Strategies to Maximize Your Marketing Efforts

Learn how to effectively categorize, repurpose, and maximize the content you create to reach a wider audience and enhance your brand visibility.

Create a content flywheel with these content repurposing strategies
Integrating some basic content repurposing strategies into your workflow helps reduce the stress of staying relevant online.

Consistently creating fresh, engaging material can be tough. Enter content repurposing strategies that take the ENORMOUS pressure OFF.

Content repurposing extends the life of each piece you produce (whether it's a blog, notes from a client conversation, common questions, videos, or podcasts).

Plus, when you do fancy things like use AI to make videos out of blog posts (see below), it helps you reach different audience segments across various channels. Why? Because people consume content differently.

Here's a simple recipe for how to implement content repurposing strategies.

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Step 1: Identify and Categorize Your Content

First, you need to identify what you've already created. It’s easy to forget about the wealth of resources you have, especially when they’re scattered across platforms and folders. This initial step involves a bit of detective work but sets the foundation for a streamlined content strategy.

Tools for Categorization

There are many tools to help you categorize your content.

Airtable and Notion are great tools for content organization, while Notion is gaining popularity for its versatility.

Even simple spreadsheets can work well if you’re looking for a cost-free option.

The main thing is it's incredibly difficult to start repurposing if you don't know the (re)marketable assets you already have.

If you're like me and have an extensive blog, membership/classes, and podcast, start with organizing and repurposing content that's core to your paid services and offerings (... and keep chipping away at making a list of assets).

Implement a System

Once you have a clear inventory, categorize your content by themes, types, and relevance to your brand and audience.

This approach makes it easier to see what you have and identify gaps and opportunities for repurposing.

The key here is to make it EASY almost to the point of failproof. One of the great advantages of repurposing content is that it keeps your business top of mind even when you're on vacation.

My favorite time for repurposing? Summer.

Step 2: Repurpose Your Content

Repurposing involves taking existing material, modifying it, and sharing it across different platforms. This strategy leverages your content for maximum exposure.

Transform Your Writing

One of the simplest forms of repurposing starts with the written word.

For example, you're writing emails, sending newsletters, or having client conversations all day.

Consider these opportunities to use what you're already creating as:

  1. Newsletters
  2. Blogs
  3. LinkedIn articles
  4. Social media posts
  5. Case Studies

Yes, it requires a little extra forethought. And ... the possibilities are endless, allowing your content to reach multiple audience segments.

And hit people at different points of the customer journey (or sales funnel).

You don't have to convert writing into another written form. For example, if you have a blog post on "The Basics of Content Marketing," you could strip out key points to make an informative video.

Add the video to your blog to update it, and then share the new multimedia-enhanced post in your newsletter and on social media again for a refreshed cycle of engagement.

For example, here's a video based on a blog post:

Leverage Customer Conversations

Sometimes, the best content ideas come from customer interactions.

When you find recurring questions or topics that resonate, turn them into comprehensive blog posts, videos, or even ebooks.

This strategy not only addresses customer pain points but also establishes you as an authority in your field.

I often tell people to keep a notepad on your desk to scribble down questions. Those are the most important questions you should be answering.

Step 3: Advanced Repurposing Techniques

For those looking to dive deeper, advanced techniques can significantly expand your reach and engagement.

Create eBooks and Lead Magnets

If a particular blog post or series garners significant attention, consider compiling them into an ebook.

This ebook can serve as a downloadable resource, acting as an effective lead magnet. Promote it through guest appearances on podcasts or webinars to reach new audiences.

Podcasting and Video

Videos and podcasts are highly engaging content forms.

Start by transforming written content into scripts. Record and publish these as podcasts or videos.

This diversifies your content and attracts audience members who prefer auditory or visual content over text.

Or, it's even easier now with AI. We've started using Pictory to convert blogs into videos by simply copying the blog URL into Pictory and making a few edits.

Here's an example of a video we've made for our Stop the Recurring Marketing Nightmare post:

Key to Success: Strategic Planning

The key to successful content repurposing is strategic planning.

Block out time to focus on different phases of this strategy instead of tackling everything at once. Understand that it’s a gradual process, one that can spread over months.

Here, intentionality trumps speed.

Final Thoughts

Content repurposing isn’t about creating more; it’s about doing more with what you already have.

By identifying, categorizing, and strategically repurposing your content, you can maximize your marketing efforts, save time, reach new audience segments, and establish a stronger brand presence.

The process might seem overwhelming at first, but breaking it down into manageable steps can transform your content strategy from repetitive to revolutionary.

Now It's Your Turn to Act

Start today. Take inventory of your content. Choose a single blog post and brainstorm at least three ways to repurpose it. With each step, you’ll become more adept at seeing the possibilities that content repurposing can bring to your marketing arsenal.

Remember, by stretching the life of your content, it'll continue to work for you long after it’s created.

Happy repurposing!

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