Content is crucial to an online business. It’s how people get to know you and your brand, and it helps set the stage for people’s expectations when they begin seriously considering working with you.
The only problem with content is that it can be time-consuming to brainstorm completely new ideas all the time. That’s where content repurposing comes in.
What is content repurposing?
It’s where you take a piece of your own content that you’ve already shared or published online and use it again on another platform. Ideally, content repurposing involves making a few changes to the content, so you’re not simply copying and pasting a blog post into your email newsletter. (Don’t worry, I’ll cover those changes later.)
Check out the five clever ways that I like to repurpose my content while still keeping it fresh.
Turn blog posts into social media posts
If you view them the right way, your blog posts can be a gold mine of social media posts. After you publish a blog post, go back through it and look for short, impactful ideas that you can paraphrase or shorten. Depending on the platform you’re writing them for, you may have to shorten or lengthen the tips you create.
Try to find the main ideas or key points of your blog posts and summarize them in a few sentences. Once you’ve done that, keep them in a place where you can access them easily. I like keeping my blog post tidbits in a Google Sheet.
I have the name of the platform across the top of the sheet and the tips in the far left-hand column. This helps me keep track of which Facebook group I’ve posted my tips in. I also use this sheet to track which social media platform I’ve posted the tips to.
Use social media posts for newsletter topics
Look over your social media scheduler and find the tips and strategies you’re posting. Would any of them be a good newsletter topic? You can also look at your social media analytics to determine which tips seem to resonate with your audience.
Because social media posts are generally quite short, you should have some room for creatively addressing your topic. For example, if you’re an interior designer and you post a tip about how to choose colors on Twitter, you can take that tip and use it as a newsletter topic.
Expand it to talk about the steps people will need to do before they can implement your tip, or walk them through the different types of colors (cool vs warm, etc.) so they’ll have a better idea of what colors go well together.
Use blog posts for workshop ideas
Blog posts are a popular medium for online business owners, and for good reason. They allow you to explain a complex topic to your audience, complete with pictures. But sometimes, a blog post just won’t cut it.
Look for topics that need more background or that need more explanation. You can create a workshop topic based on that assessment. Workshops are great for getting really specific and showing people how to do things step-by-step with real-time feedback.
Because of that intimate real-time aspect, you can easily repurpose your blog posts into workshops.
Create a newsletter from a blog post
Once again, (and likely not surprisingly) blog posts serve as the inspiration for new content. If you want to repurpose your blog posts into newsletters, look for ideas or passages that you can expand into a newsletter.
You may discover that your audience will help you with this task. If they have a lot of questions about a particular passage, section, or idea in your blog post, a newsletter may be in order. Or, if you feel like you haven’t adequately covered a topic in your blog post, you can always dive into it in a newsletter.
Pulling from your blog post is also a great way to keep your content coherent and to give your subscribers some added value. If your newsletter and blog post are on similar topics, then your subscribers will be more likely to check out your blog post after reading your newsletter.
Create a course from blog posts
Preface: Online courses aren’t for everyone, and there are certainly times when you shouldn’t bother with course creation. But that’s for another blog post.
If you want to create an online course, you can look to your blog posts for inspiration. Blog post series are especially helpful for this, as they cover one topic in depth and in a progression.
If you don’t have a blog post series to look at, find a topic that you only scratch the surface of in your blog post. Since you’re looking to create a course, your topic needs more depth than what you’ll find in any blog post.
Look for blog posts where you thought, “I really wish I had more time to cover this topic,” or “Man, this blog post doesn’t do this justice.” Those are you tip-offs that the topic at hand needs more exploration.
Repurpose your content and save time
Repurposing your content is a great way to both explore a topic from a new angle and save time when it comes to content creation. You shouldn’t be spending hours upon hours trying to come up with new content topics. Sometimes, all you need to do is look at what you’ve already created and use it in a new way. Find a new angle that will benefit your audience and then use it.
Ardelia Lee is a content strategist and copywriter who helps small business owners create intentional, goal-oriented content that supports long-term business growth. When she’s not scheming with her clients, you can find her curled up with an obnoxiously long novel and a warm cup of coffee.