You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.
In many cases, your original piece of content may have only made a splash with one group of followers/customers. Repurposing the content for different mediums allows you to meet an audience where they are. In addition, it allows you to get familiar with diverse forms of content and various platforms, making you a more versatile marketer for your business.
Why bother to repurpose content?
1. It saves time
Most businesses simply don’t have the time to produce new and engaging content each and every day – you can give your audience the impression that you do by making the most of the content that already exists on your website and adapting it to suit a new format or audience.
2. Your old content still holds value
Repurposing the content that still holds value and relevance for your audience can give it a new lease of life.
3. Good for SEO
The larger your online presence, the more visible you are to Google. The general advice is to concentrate on the one or two social media networks your audience is most active on. However, if there are three or more (it’s quite feasible they’ll be active on Facebook, Twitter and Instagram), then you risk stretching yourself thin.
4. Good for nostalgia
Repurposed content allows you to play up to people’s wistful affections for a period in the past by giving you license to extract an old quote from your blog and turn it into a social post with an explanatory caption.
There are no rules for how you repurpose content, as long as you change either the target audience or the format. And as long as you’re adding value and you’re providing a reason for readers to read that content again, you’re going to be okay. Also, focus on other channels as well.