How To Repurpose Content For Social Media

How To Repurpose Content For Social Media

Is the pressure of making a viral social media post driving you to writer’s block? Do you often feel like everything trend-worthy has been said or tweeted already? Perhaps you worry that your entire life is centered around your social media posting calendar.

We feel your pain!

Most people think that creating social media posts is fun and that the task doesn’t involve much ingenuity or effort. Clearly, they’ve never been on the intimidating end of a blank document with the pressure of a deadline weighing down on them. 

Don’t worry. We come bearing a gift—hacks that will ease your content creation woes. 

The trick involves repurposing content for social media.

Skeptical? We were too. Until we tried it!

Here’s why content repurposing works and how you can use it to your advantage.

What Exactly Do You Mean by “Repurpose Content for Social Media”?

In simple terms, content repurposing means using existing content differently. It involves giving new life to old content, thereby extending its lifespan.

Not sure how to do that?

Here are a few examples—turn blogs into podcasts and long-form articles into infographics. Similarly, you can transform photos or quotes into a Pinterest board.

See the pattern?

Content repurposing has many benefits. First, it saves time and effort and allows you to reach a new audience. For instance, if your niche is blog posts, you can convert them into YouTube content, thereby increasing your audience to include people who prefer webinar formats.

Content repurposing will also improve your SEO rankings and provide organic visibility to your content. Wondering how? It’s simple. You take a high-ranked post and modify it for several social media platforms, and voila! You gain organic visibility for publishing multiple high-ranked content, albeit on the same topic.

Sounds fun, doesn’t it?

Don’t run off to rummage through all your old content just yet.

There’s an important caveat to consider first. Because people don’t want to see the exact same post on Instagram and LinkedIn, you do have to spend time reformatting the content.

The synergy between different platforms is essential—Instagram posts will be different in tone, voice, and visuals as compared to LinkedIn—so keep your content consistent with the social media platform you’re targeting.

Not sure which content to repurpose?

Look for these three things!

Find Your Most Popular Content

Check your Google Analytics and other useful social media management tools to determine which of your posts performed the best in the last six months. It could be an Instagram post that got a ton of likes and comments or a blog post that got the most number of shares. It could even be a tweet that performed spectacularly well. Once you’ve identified the content, you can begin innovating how to repurpose it.

Find Your Evergreen Content

The term “evergreen” describes content that holds value long after being published. It has practically no expiration date and will not become obsolete in weeks or months. Not sure what that is? Consider content (blog posts, guides, ebooks, case studies, etc.) and formats (videos, how-to tutorials, lists, product reviews, etc.) that don’t mention holidays, special offers, and time-sensitive deals.

Find Brief, But Niche Content

Instead of reinventing the wheel every time you need to post fresh content, look for old content that you can expand on. Perhaps you can add a few more interesting details and successfully repurpose an old post with new visuals. Or you can remodel your content from blog posts or case studies into a quote and convey the meaning in a smart, easy-to-digest form for your audience.

Now that we’ve covered the basics, here are our tips on how to reclaim your life and never get stuck for content again. 

5 Ways to Repurpose Content for Social Media

Use these five tips to repurpose social media content easily:

1) Convert Tweets Into Instagram Posts

Did you know that many social media influencers are already reusing tweets and sharing them as Instagram posts?

Whether you’re using your tweets or those created by your customers, repurposing tweets on Instagram is a great way to reinforce your brand’s message and create engagement with your audience (especially those who do not use Twitter).

All you have to do is take a high-quality screenshot of your tweet, crop it and post it on Instagram.

2) Turn Blogs Into Podcasts

If you come across an old blog post with in-depth information about a topic you want to cover in your next podcast, go ahead and use it. You can add more details to “freshen” it up. Worried that your content is too much for one podcast? Hurrah. Now you can have a series of podcast episodes, all with meaty content!

More and more people are opting for audio content as it’s easy to access and consume. Podcasts will allow you to share specific details about your products and why they’re unique in a conversational, easily consumable manner.

3) Turn Podcasts Into Blogs

If you already produce podcasts, you can turn your audio content into blog posts for those who prefer to read. Repurposing content is all about catering to different audience segments and maintaining quality.

By turning your podcast into blog posts, you’re also improving your SEO rankings. Remember to cut out any fluff and make sure that the blog post is easy to read and flows naturally.

4) Convert Testimonials Into Social Media Posts

A great way of repurposing content for social media is to use testimonials. Sharing how others loved your product or services will bolster confidence in your brand. This will reassure existing followers as well as potential consumers about their purchasing decision.

It will also show that your brand “cares” about what your customers have to say. Could there be a better way to build an online community?

Pro Tip: You can collect testimonials from Twitter (and LinkedIn) and convert them into Instagram posts and stories.

 5) Turn Your Webinars Into Videos

Did you recently host a webinar that was a big success with your audience? Repurpose it as a Youtube video so that more people have the opportunity to watch it. You can even post small snippets from the video on Instagram to drive users to your Youtube channel. This may even attract new users to attend webinars you host in the future.

Wrapping it up

Churning out fresh content every day can be a challenge (Lord, we know). However, by repurposing social media content, you’re not only saving time and resources but giving new life to your best-performing content and gaining a new audience from it.

If you know other ideas for how to repurpose content for social media, let us know in the comments below!

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