How to Repurpose and Maximise your Content 

POSTED

2nd July 2024

AUTHOR

Ellen Petit

Reading time

3 minutes

Repurpose content

In today’s busy age, people miss things. Whether it’s an un-opened email, or a scrolled-past Instagram post, audiences can miss your content. And that’s where repurposing comes in. Reformulating your existing content into different formats feels tedious at times, but it will be hugely worth it in the long run. Not only does it stop your content going dry, but it can improve your SEO, expand your audience and ensure your brand is heard. And if your content is available in multiple formats, interaction will be hard to miss!  

So where should you begin?

Maximising your content can be overwhelming at first, but try to remember the variety of your audience. People will see information in many ways, and all you are doing is making that process just a little bit easier. It may be some of your audience see your content when checking their emails on the morning commute. Content may hit them through an Instagram post when scrolling in bed. Either way, repackaging content ensures you can meet wider demands across your audience.  

The first step in repurposing content is turning words into pictures, and pictures into words. Nielsen Norman Group (https://www.nngroup.com/articles/how-little-do-users-read/) found that ‘on the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.’ Audiences have short attention spans, and it would therefore be a good idea to condense some of your written work into visual content. If you run a blog, for example, you can take the key points written and re-formulate this information for a short social media post. With particularly lengthy pieces you can ask yourself: ‘How could this be explained in a picture?’, and vice versa for any visual content you think could be explained in greater depth. Semrush (https://www.semrush.com/blog/repurposing-content/) explains visual content will rank better in Google Images if you use alt text – this is a written description read aloud by screen readers, which will display if your image fails to load.  

Software like Canva is helpful for making infographics, and you can adapt various templates to best suit your brand style. Also, infographics may actually be more successful if you don’t provide the full information. You can highlight snippets and key points of whatever it is you are trying to say, and then leave a link for your audience to check out your blog to read the full story. In this way, you meet the needs of an audience who wants visual content, whilst keeping your beloved readers happy!  

Repurposing is not the same as reposting

It’s important to remember that repurposing is not the same as reposting, and you will have to adapt your content for specific platforms. A thread on X will contain short, snappy bursts of information, but this may look out of place on a LinkedIn post. And remember – it’s not just words that can be condensed! You may find a video on Facebook, or an Instagram reel, can perform more successfully when shortened on TikTok. And with each channel, it is also useful to provide links to the other formats of the same content, which will boost your overall interactions.  

You can also re-formulate words. If you have been running a blog for a long time, and have a range of pieces stacked up, you may find it worthwhile to compose them in a longer format. For example, it may be worth creating an ebook, or some long-form digital content so readers can get all their information in one place.  

If this still sounds overwhelming, don’t feel you have to master every format. Advice from Buffer (https://buffer.com/resources/repurposing-content-guide/\) explains ‘it’s better to ace two to three channels rather than do a mediocre job of managing five platforms simultaneously.’ They also warn against repurposing old content, as anything time-sensitive will not translate over various formats.  

How you choose which content to be re-purposed is ultimately up to you and your goals, but you may find metrics helpful in making the initial decisions. For example, you can use software like Google Analytics to see what previous posts have created significant traffic, indicating this post would also do well in other formats. It may also be helpful to collaborate with other businesses, which could be guest-posting, and reformulating your content on another’s platform.  

Overall, maximising the distribution of your content will always be worth it. It can be daunting, but for some businesses it is the best way of growing your online presence, and making sure you meet the demands of wider audiences.  

Want to learn more about transferable content? Our guest author, Jill Misson, shares how you can repurpose ideas into air content.