It’s well-known that quality content drives SEO: Google loves fresh, relevant, and information-rich content. Yet, continually producing unique content can be time-consuming and draining for teams. By repurposing content for social media updates, you can get more mileage from your efforts while still delivering value to your readers.
Hopefully, today SEO tools and AI can help you in content creation, repurposing, and promoting. For example, in these comprehensive collections of SEO services curated by pros with hands-on experience, you can find an assistant to simplify every task you’re doing routinely.
Stepping into the next segment, we’ll explore effective strategies to reuse your content for social media specifically.
What Is Repurposing Content for Social Media Updates?
Repurposing content, also known as content recycling, pertains to the smart way of adapting and presenting your already available content in various styles, platforms, or perspectives. Hubspot found that 82% of marketers repurpose content across social media channels. This practical approach helps multiply its audience coverage and service life while also lessening the stress and workload of fresh content creation.
There are several classic examples of successfully repurposing content for social media updates. Take TED Talks, for instance; these comprehensive speeches have been transformed into YouTube videos, chopped into Instagram snippets, and broadcast as podcasts – each format reaching out to different segments of their broad audience base.
Why Should You Repurpose Content for Social Media?
Think about it – you’ve invested time, effort, and resources into creating an insightful piece of content, and it yields excellent results. Investing the same amount of digital marketing effort all over again? That’s what a bad SEO strategist does. Instead, repurposing content for social media updates is an efficient way to stretch the ROI on your original piece of content.
Created out of necessity and efficiency, repurposing content for social media updates allows businesses to make the most out of their content investments. This approach optimizes content development efforts, saves time and resources, and boosts content’s visibility and engagement rate.
What does it mean in numbers?
- Increase of organic traffic by over 106%,
- Increase of customers’ loyalty by up to 40%,
- 300% more leads at 62% less cost,
- Up to 60% content creation time saved.
Examples of Repurposing Content for Social Media Updates
The practice of repurposing content for social media updates comes into play in various scenarios. Below are a few examples:
- When the original content is notably successful, stepping up its promotion via different formats can enhance reach and social media engagement.
- Converting technical, data-intensive content into more digestible formats can attract a wider, non-specialist audience.
- Retelling the message in a new way can reignite interest when it remains relevant and valuable over time.
- In response to user-generated insights, you should tailor your content to fit an unexpected audience segment that showed a keen interest in it.
Repurposing content for social media updates allows you to reach a wider audience, each with unique content consumption preferences. By redesigning a blog post into a video or an infographic, you appeal to visual learners, leveraging the power of vivid storytelling to enhance engagement.
| Social Media Platform | Audience Type | Ideal Content Type |
| General, All ages | Videos, Live Learning Sessions, Posts with Images, Infographics | |
| Young professionals, Information seekers | News, Blogs, Conversations | |
| Young Adults, Visual Users | Images, Videos, User-generated content, Instagram stories | |
| Professionals, Job Seekers | Articles, Company News, Professional Content | |
| DIY Users, Shoppers | Infographics, Step-by-step Guides, Inspirational Quotes |
Also, the SEO benefits are worth mentioning. Repurposing content for social media updates communicates to search engines that you are a central hub for that specific topic. Each repurposed content piece has a fresh chance to target a specific, relevant keyword, earning you higher visibility in search rankings. One of the biggest SEO mistakes is not using it to boost your topical authority.
Essentially, repurposing content is advantageous within any comprehensive content strategy.
8 Strategies for Repurposing Content for Social Media Updates
Capitalizing on repurposing content for social media updates is as much an art form as it is a practical strategy. It provides the chance to reintroduce your existing content in new and appealing formats, broadening your reach without dipping into more resources or resorting to detrimental tactics that can be harmful to your website.
Armed with a handful of savvy tactics, you can inject fresh vitality into your seasoned content.
#1 Create Social Media Teasers
One incredible strategy is to use key snippets from your content to create social media teasers. Factual highlights from blogs or engaging quotes from articles can be repurposed into tweetable nuggets or Instagram captions capturing the essence of your old content.
For more, you can publish some pre-launch nuggets to spur interest in your upcoming blog or other long-form content and send the link to all who engaged with such teasers after you finally publish it.
Also, instead of taxing your creative juices to think of new newsletter entries, take the best snippets from your existing articles, and voila! You have content ready to go.
#2 Transform Articles into Videos
Video content is a powerhouse on social media updates. Graphics and animations can be used to make attractive short videos from your written content. These can then be shared on platforms like Instagram Reels, TikTok, or YouTube to cater to their respective audiences.
Luckily, you can use AI tools for that:
- Kapwing has an easy-to-use online tool that can convert text to video. It lets you edit AI videos by adding music, subtitles, and clips. It’s suitable for various file types.
- VEED.IO provides a speedy, customizable AI tool that makes high-quality videos from text. You can add AI voice-overs and stock footage, making it great for content creation.
- Synthesia offers numerous customization options, such as stock footage, voiceovers in over 130 languages, and AI avatars.
#3 Design… Everything
Infographics are a social media favorite, instantly attracting attention and boosting shareability. Data-driven articles can be the perfect candidates for this strategy. Transform your how-to blogs, research findings, or listicles into visually appealing infographics for platforms like Pinterest or Instagram, enhancing their social media mileage.
Inspirational quotes from your texts are another very engaging form of repurposed content.
Also, memes can be a powerful tool for delivering your message in a humorous, relatable, and shareable way. You can create a collection of memes based on the content of your articles.
#4 Use User-Generated Content
There’s value in customer testimonials beyond just a blurb on your website. Consider turning these testimonials into illustrated case examples.
Social media is all about conversation and connection. So, create engaging graphics that represent the problem your customers faced, how they used your product or service, and the positive result. This format will allow a broader audience to access your social proof and showcase your brand’s practical application and success.
Instagram Stories presents a wonderful opportunity here. You can create suspenseful sequences that reveal outcomes by dissecting your narrative into bite-sized facts and pairing them with relevant images or short videos.
#5 Curate Thematic Collections
Create themed posts that compile related content. For example, a ‘#FlashbackFriday’ post could group together your most successful past content around a particular topic.
Or, linking back to your original webinar, take questions that were asked during the Q&A section and turn them into individual social media posts. This will not only serve as micro-content but also as a promotion for the webinar.
Checklist posts are also perfect for conversion into a collection of, for example, interactive stories on social media platforms like Instagram and Facebook. Each step, tip, or item on the list can make a separate story slide, completing the story with a concluding slide.
#6 Turn Your Blogs Into Round-up Posts
This tactic comes from combining the merits of the previous two.
Reuse your content by turning your blogs into round-up posts. Round-up posts feature expert opinions or tips around a particular topic. Simply gather relevant content you previously published, categorize them according to specific topics, and present them as a comprehensive resource. It gives your old content a fresh look and positions you as a credible source, offering a wealth of information in a single post.
#7 Hosting Social Media Q&A
Another excellent way of repurposing content is by hosting a social media Q&A session. Statistics can be dry and difficult for some people to digest in writing. One solution to this? Convert those numbers into live discussions!
Host a Facebook or Instagram live session where you discuss your long-form data-led content in depth. Choose a popular topic you have already written about, announce the Q&A session on your social media channels, and invite your audience to ask questions.
#8 Add Some Interactive
Social media users love interactive content, and quizzes are a fun way to engage your audience while providing them with value. Delve into your archive and transform your long-form content or guides into a set of multiple-choice questions. Quizzes can provide a bite-sized recap of the key points, make learning more enjoyable, and encourage sharing.
Another interactive way to repurpose your content for social media is by using polls. Based on the topics of your blog posts, podcasts, or guides, you can create related quiz questions or select a debatable topic for a poll.
Conclusion
Often overlooked, the relationship between SEO and social media is quite significant. As your content gains traction and widespread shares on social media, it broadcasts positive feedback to search engines.
Different social media platforms have diverse user types who interact with varying types of content. Therefore, you’re reaching out to different audience segments by repurposing and customizing your content for different platforms.
Don’t use repurposing content for social media updates yet? It’s worth revisiting your existing content and finding ways to give it a fresh look, so do not hesitate to implement our proposed strategies.
