As a digital marketer, you know how difficult it can be to properly fill all social media platforms with your brand’s content without overcrowding. It also becomes more and more challenging to hold the audience’s attention, so you have to come up with new tips and tricks.
But what if you already have the right content to post, but it’s in another format at the moment? In your blog, maybe?
Repurposing content for social media is a trick that will save you time and effort without detracting from the quality of your social platform pages. If you do it right, you’ll help the brand reach more people with its content, fill the SNS (Social Network Service) pages with valuable information, and improve the business authority among its followers and social competition.
In this article, find out more about content repurposing, its benefits, and the best ways to use it!
What Is Content Repurposing?
Repurposing content is using the articles you already have for social media posts. This includes turning your writing into a Twitter thread, creating an infographic using the latest statistics for Instagram, etc.
This is a very convenient way to distribute content as you encompass several channels and reach many more people instead of creating several pieces of content for every marketing channel.
You only have to create one high-quality piece to fill your blog, Instagram, Twitter, Facebook, and LinkedIn with content, maintaining the tone of your brand throughout all of them.
Why Is Repurposing Content Beneficial for Social Media?
Repurposed content on social media has many advantages, including:
- Meeting audiences’ content expectations.
Creating content for each platform, maintaining the brand voice, and being consistent with your posting everywhere may be very difficult. By using AI writers and repurpose the content on various channels, you’ll keep both consistency and tone and meet audiences’ content expectations. - Lead and sales generation through social media.
Social media is a powerful tool for lead and sales generation. Through the content you post, you can lead users through the sales funnel, turning more readers into leads and more leads into customers. - Online presence growth and improvement.
A consistent online presence through various social channels will improve engagement and help you build a following. Loyal followers can not only become your customers but will promote your business online through word-of-mouth marketing. - Easier way to reach new audiences.
Social media offers an easy way to reach new target audiences. You can do this through content repurposing and promoting it through Facebook Ads, for example. - Reusing content that was under-distributed.
Let’s say you’ve launched an eBook on your website, but it didn’t get the attention you wanted. Consider promoting it on social media. You can add links in the bio and posts to the eBook and share its parts on each channel, optimizing the content for a particular site, of course.
What Content Should You Repurpose?
There’s no universal type of content you should repurpose. The final choice depends on your marketing strategy and the goals you want to achieve. You can choose proper pieces by researching your website and finding pages with the following:
- The highest organic traffic
- Ranking for a focus high-search volume keyword
- The most backlinks
- The best engagement
Finding suitable pages will be easier if you use digital tools such as Search Engine (SE) Ranking and Google Analytics. With the help of the SE Ranking competitor analysis tool, you can define pages with the highest organic traffic (ones that attract the most visitors), pages with the most backlinks (other resources referring to you), and pages ranked for the most keywords. Another tool, Google Analytics, shows you pages with the highest engagement. Based on this data, you can easily compile a list of pages with content to repurpose.
The final format you’ll reuse the article in depends on the channel you want to promote.
Best Ways of Reusing and Repurposing Content for Social Media
To diversify your content and adapt one piece to several platforms, you can use infographics, Twitter threads, and even videos. Just open up your imagination and reach more people with your ideas on social media. Here are the 8 best ideas for using repurposed content.
Way 1: Compile Instagram posts on similar topics into a guide
How about repurposing social media content for social media?
You can easily compile your expert Instagram posts into a guide to showcase how experienced you are in your niche, what you can offer, what your biggest, most essential content is, etc.
Your Social Team has neatly designed guides for new and existing audiences that help them to get familiar with the company.
Way 2: Create repurposed content by making infographics
Repurposing content for social media from, say, your blog is easy through the use of infographics. Posting them on Instagram can help you visually showcase your stats, research, expertise, company history, etc.
You can do it like StoryChief. They have uploaded a simple yet informative infographic about the most popular CMS.
Way 3: Create social media videos from the best-performing content
Content repurposing can transform your article into a video. Monitor your blog and/or social media like Facebook and LinkedIn to see if you have a piece there the audience responds to exceptionally well. Maybe it’s about a relevant topic nowadays, or it’s some evergreen content.
Create a video based on the article and upload it on YouTube. Then, chop it to create a smaller version for an Instagram Reel.
Or, if you have a well-performing video on TikTok, you can easily repurpose it for Instagram by just removing the watermark and uploading it as a Reel.
Way 4: Convert a well-performing post into a Twitter thread
This way, you don’t have to change anything in your article – no new studies, statistics, or text changes. All you have to do is post the main highlights of the post or even the whole article to Twitter as a thread.
Just notify people in the first tweet that it will be a thread.
Alex Garcia did a great job compiling the best marketing lessons from Steve Jobs on his Twitter.
Way 5: Repost longreads on LinkedIn and Facebook
Repurposing content can be as easy as re-publishing your well-performing long-reads on Facebook and/or LinkedIn.
You can make them a little short, add a call to action at the end if you haven’t already, some hashtags, etc., and copy and paste the post to your official profiles. Encourage readers to like and repost, and you’ll appear in the feeds of many more people.
Way 6: Engage with Quora users by repurposing your posts as answers
Look for questions on Quora that your post or video could answer. Repurpose your content by sharing the information or a part of it in the answer. Along with creating an excellent expert profile, you can use this approach to increase the number of views of your profile, blog, and social media.
Besides, with the Quora+ subscription, you can even monetize your content this way, in addition to promoting the brand and your expertise.
Way 7: Use webinar highlights to create social media posts
Another type of repurposed content is posting highlights of your latest webinar to:
- Instagram posts
- Instagram stories + saving them in highlights
- Facebook posts
- Tweets, etc.
You can do this before the webinar to spark interest in attending it and/or after the stream to encourage readers to view the recording or to come to your next event.
Way 8: Post clips from live streams on various platforms
Why limit the live stream to one platform? While you can choose one platform (like YouTube) for the actual live event, you can always post short clips to Instagram stories and Reels, Facebook, and even your blog posts.
You can:
- Post during the event to encourage people to join
- Post after the event to encourage people to watch the recording or attend the next event
- Make screenshots with quotes and include them in your latest posts, garnering more attention around your existing event recordings, as well as upcoming events
and more.
Summary
Repurposing content is a powerful tool when it comes to promoting articles/statistics/eBooks/etc. through various channels. It’s beneficial for your brand as it helps you maintain your tone of voice and posting frequency, reach new audiences, and improve your online presence.
You can repurpose content in various ways, including creating Twitter threads, publishing long-reads on Facebook and LinkedIn, creating infographics with key facts or stats, and posting them on Instagram, etc.
Social media is big these days, so it’s important to maintain a presence there.
