The Benefits of Repurposing Content: Original Content Isn’t The Only “King”

So as a social media manager, I spend a lot of time creating social media content and writing blog posts.  But some days, especially now as the holidays are approaching, those of us who do this for a living may feel like you don’t have enough time to focus on both, am I right?

Well the solution to this dilemma could not be any more simple: repurpose your content, and use it in new ways on social media to save time (and get results while you’re at it!)

So.. Why Repurpose Content?

The short answer, and the main reason to repurpose is that re-sharing your content on social media is incredibly easy to do! 

And who doesn’t love easy stuff!

  For example:

  • Re-sharing your content costs next to nothing;
  • Re-sharing your content means you have to spend less time filling up your social media platforms;
  • More of your audience will see your content.

Repurposed content starts with original material you’ve already created.  And often it’s much easier for a social media manager or other team member to create repurposed content that sounds like you, rather than it would be if they were to start from scratch.

The biggest benefit to repurposing is that regularly finding and preparing first-rate content to share with a social media audience often takes a lot of time,  Sure you can (and should) re-share other people’s content, but re-sharing your own content takes away some of that work. It may end up saving you several hours a week. (woo-hoo!)

Repurposing content can help distribute the same content, but in different forms, on multiple social media sites. It also helps you reach more people, who might have easily missed it the first time you posted or blogged about it.

When you repurpose your content, you share your information in different formats. And while we have all been drilled with the catch-phrase “content is king,” (and original content is vital), the simple fact is content repurposing can save time.

How Do You Repurpose Content?

As mentioned, simply duplicating one piece of content  isn’t really the same as repurposing it.  Repurposing means redesigning content to fit a new format or digital platform.   Sometimes this requires revision and editing, and sometimes it doesn’t.

Take outlines, bullet points and highlighted information from your original content, and decide the best way to repurpose it on your social media platforms.  For example:

  • Twitter is one of the easiest places to post repurposed content. Turn small portions of your content into tweets, and then link back to the original post. For best results, try to limit the tweet so there’s room for people to retweet it.
  • If you really want your tweet to stand out, add tweetable info or blog post title to an image. Upload the graphic to Twitter using the link to the actual post in the tweet. It’ll increase the number of times that the post is retweeted.
  • On Facebook, you can add quotes to links and post them. Although you’re not limited to the amount of characters on Facebook like you are on Twitter, still try to write posts that are short and to the point.  Using images on Facebook is a great idea also, since the images you select can support the rest of your content, or in some cases even stand alone.
  • What works well on Facebook is always changing, so experiment to see which method (image alone or image with text) gets the best engagement.

These are all great strategies you can use on multiple platforms, however, try not to post the same content on different platforms at the exact same time.

What Should You Repurpose?

When considering your available content, find content that is already doing well.

As mentioned, top-performing content has a greater chance of doing well across media. After all, it does well for a reason: it resonates more strongly with your audience. As long as you can translate that content and those ideas into a new media, you should experience similar results.

Worried your audience will get bored if they see the same pieces of content more than once?  I have bad news. They probably never saw your content the first time it was posted.

Here’s why: The average lifespan of a tweet is 15 minutes or less, and an average Facebook post reaches only around 6% of your followers.  So given those stats, only a very small portion of our audiences are seeing content every time we post.  Essentially what this means is that you could share the same thing several times without anyone ever noticing.

Final Thoughts

Re-sharing your content is a free way to increase interest, get more traffic, and save time. And hey, it’s free!

So go ahead and create a couple different formats for each share!  Swap images, move wording around, change the description a bit, use different hashtags. Play around on how you repurpose and see what works best for your brand.  You never know what may garner the results and engagement you’re looking for!

Soooo… don’t delay; repurpose today! (see what I did there?)