Learn how to repurpose your content effectively to save time, reach new audiences and maximize your content’s impact.
IE 424: Mastering Content Repurposing: How to Maximize Your Reach and Save Time
What is Content Repurposing?
Let’s talk about mastering content repurposing how to maximize your reach and save time with this.
To start off, what is content repurposing?
Content repurposing is when we take a piece of content, then reuse it on other platforms and in different formats.
That’s all that content repurposing is! It’s really this idea of don’t reinvent the wheel, use what you’re already creating and use it on all the different platforms.
Why Content Repurposing Matters
Extend Content Lifespan
Content repurposing matters because it provides you an opportunity to save some time.
You’re already creating one piece of consistent content.
Why not take that and use it on all the other platforms so that they are actually working and complementing each other to drive your audience to engage with you?
This is why it is very important.
It is also going to help you extend the content lifespan, because now you put out that content and it’s going to be on a blog post where Google can find it.
It’s going to be on social media where it’s complementing the actual blog post.
It could be on a podcast, it could be on video and you’re going to make sure to use your email list, which means, with the blog post in the email list, you could send this three years from now if it’s still relevant content.
If you’re on my email list, you are getting content from three years ago.
That is still very relevant and real. Goal setting doesn’t change.
There are no trends, there are no algorithms that impact it.
It is still set up the same way. It is still within the same beliefs, so it gives an opportunity for that content to have a longer lifespan.
Reach New Audiences
Content repurposing also provides you with an opportunity to reach new audiences.
If you have someone that is a podcast listener and you only create content on a podcast, you’re missing all of those people that read actual blog posts or that Googles things or that go to YouTube to look for a video or that go on to Instagram to scroll mindlessly but still will look at content and will engage in your stories.
So you have that opportunity to reach those new audiences.
Saves Time and Resources
It is also going to greatly save you time and resources because you’re not having to create new pieces of content for every single platform.
Instead, you’re able to use the same underlying purpose and the same underlying content to be able to reformat and work well for any platform.
Types of Content that can be Repurposed
You need to have one platform that you are consistently posting content on and it needs to be something that you are going to be able to own in either your first or second step.
I’ll give you an example.
This podcast, starts off as an audio recording and then from there it goes to the podcasting apps.
I also then create a blog post. I don’t own the podcasting apps.
Algorithms could change, podcasting could go away but I own my website.
We create a blog post that coordinates with the podcast episode and is written with SEO in mind in order to attract those that would prefer to read, or that are going to Google asking specific questions about how to develop their business.
From there we take that blog post and we’re going to push it out to our email list, and we’re also going to complement it on social media with different forms of content, whether it is on Instagram with reels or carousels, or we’re going to pin it.
Wherever we are posting that content, we are thinking specifically about the platform, but we are taking that one piece of content we started with that was audio and turning it into all of those.
You can do the same thing with video.
You can do the same thing with a blog post.
Some of you may have five years with blog content.
Why not take that blog content that you’ve already created and create a video that coordinates with it?
Now that video can go to YouTube. You can splice it down, you could use it on Reels, you could use it on YouTube Shorts, you could use it on TikTok, if that’s where your audience is.
You have a lot of different options in order to repurpose this content.
Strategies for Effective Repurposing
Keyword Research
There are specific strategies for effective repurposing and I really want to make sure that I emphasize this.
I don’t start a podcast and just jump on the podcast and start going off at the mouth.
I do that on the unhinged version, where I’m not looking to attract new people.
It’s meant for my listeners that have been with me for years and years and years and know me and want to hear me get up on my pulpit and go all over about things.
Instead, when I go to create a podcast for influencer entrepreneurs, I do keyword research prior to recording the podcast episode.
I find a keyword that is going to be something that is searched for.
I then create an outline that I am going to use.
That will become my headings inside my blog post and then I record the episode.
It’s important that you are still doing the keyword research and it’s done for the platform that you are looking to find new people on, for the platform that you are looking to rank on.
If you are starting off with YouTube and that’s your main platform that you are looking to consistently post content to, it’s important that you’re doing keyword research within YouTube.
Or if you’re doing the podcast within a podcast potentially, or a blog post within that blog post. So, really starting to think about how can I take and make sure that I am using the keywords that people are actually looking for, that are going to be found when people are Googling it.
That’s going to be your first step.
Audit Existing Content
The next step is to audit your existing content.
What content do you already have out there that you could potentially repurpose into something else?
I’ve said I start off with a podcast.
We then go to a blog post. I haven’t always been consistent with social media up until recently I’m going to be honest I took a three-year hiatus from Instagram.
Some of you know that. Some of you may not even have noticed, because I am still talking to you and still consistently producing content and you are getting an email from me.
But because of this, I am able to go back to my existing content, see what has done well via email, see what is driving traffic from my Google search, and then also see what people are clicking on and listening to within my podcast, to then decide okay, we’re going to create a reel based on that content, or we’re going to do a YouTube short, or we’re going to do a YouTube video, or we’re going to do a YouTube video, whatever that may look like for you.
So make sure that you’re really taking a look and auditing the content that you already have.
Tailor Content for Each Platform
You also want to make sure that you’re tailoring your content for each platform.
You have to be looking and understanding the platforms.
I’m not trying to tell you that you need to be on every single platform.
Go to the platforms where your audience is, where they are going to engage with the content that you are putting out there, and it is going to complement what you are trying to do, what your overall business goal is for your business. How are you trying to serve those people best and make sure that you’re using the right platform and then tailoring to that platform?
Create a Repurposing Workflow
You want to make sure that you create a repurposing workflow.
You heard me talk about the fact that I do keyword research, I create an outline and then I do the audio recording.
The audio recording is then put into Buzzsprout and we use co-host AI in order to create a transcript.
The transcript is then taken and placed into the headers that are already put into the blog post and it is formatted and edited to fit so that it reads like a blog post and then from there, we add in any visual effects.
We make sure that the post is ready to go. We push that out same day that the podcast episode goes live and then we send an email to the list letting them know hey, the new episode is out.
We obviously hit on the pain points to get you to want to click though I don’t just say hey, new episode, because that would be very, very boring.
We make sure that we are hitting on the pain points so that we can get people to want to know more about that specific topic, so that repurposing workflow is very important and understanding where other people are going to step into that workflow is also important.
I have someone on my team that is my podcast editor my almost 15 year old daughter.
This is how she is able to go to the movies with her friends and go out to lunch with her boyfriend.
This is what we do.
We work.
So my podcast editor will go in and take the audio that has been turned into a transcript and then go through and edit the blog post, making sure that she’s keeping SEO in mind.
It’s perfect, perfect application for her to be using.
But if you have someone else on your team that does that, make sure you’re handing this off.
We had an SOP in place that she understood so that she was able to see what her workflow was going to look like.
Real-Life Examples of Content Repurposing
We have given you some real life examples of content repurposing as far as how it’s used on the podcast.
I also want you to start to think about how could you do this if you had a blog post, if you had a blog post about going and gardening and you wanted to be able to show us how you can actually make sure that your tomatoes are, in fact, ripe or they have spots on them.
What do those spots mean?
Maybe you have an article about that.
Having that video that is then going to complement it, that you could then also be pulling the YouTube traffic for them.
I have clients that have done that. We also have clients that talk about budgeting that are on YouTube and then have turned it into a blog post and are using it with their email list, which then have coordinating products that go along with it.
It’s really important that when you are looking at content repurposing, that you consistently have that one place that you are creating content, and I cannot emphasize this enough.
Common Mistakes to Avoid
When it comes to a mistake that you need to avoid, you need to be putting it on a platform that you own, not on rented property.
It cannot be the only place that you are putting it.
I really want to emphasize I am not telling you to content repurpose on Instagram, tiktok and YouTube only.
Those are not sufficient enough.
You need to have something that you own, which is your website.
Make sure that you are putting content onto your website so that you actually own it and it’s not going to go somewhere, so that you can actually grow your email list from that so that when you have products and services, you can be offering them to your audience.
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