How can you repurpose content for social media without losing its value?

Personally I think of 'content repurposing' as a form of 'evergreen content'. Evergreen content is content that doesn't really expire so could be a link to a how-to guide, blog or product information video for example. By repurposing this evergreen content, you are able to easily extend the life of existing content whilst making small changes to an element of the social media post (ie: The copy could be different in the social post that then links to a blog) that will aid your A/B testing. Smart social media marketers are able to take the learnings from content repurposing and integrate them throughout their social media strategy to share best practice across all of their campaigns - I would highly recommend it!

Macro content --> Microcontent Break down formats into digestible nuggets. "Sell the sawdust" Maximize evergreen content.

Más que "reutilización de contenidos", deberíamos hablar de realizar contenidos multi-propósito. Si desde la fase inicial de la concepción de los materiales, planificamos cómo pueden ser fácilmente adaptados para distintos formatos, podríamos trazar un flujo de trabajo que nos permita extraer más partido de cada contenido.

Transforming a blog post into various formats like video, podcasts, infographics, and more is an effective way to engage different audiences with the same core message. It not only extends the life of your content but also enhances its SEO optimization by catering to different search preferences and platforms. By repurposing content, you can reinforce your key messages and establish your authority in your niche. It's a powerful technique to drive traffic and build a more robust online presence.

It’s a great way to make the most out of your time and efforts. Whenever you approach content you should think how this could be repurposed for other channels and formats and bare this in mind in your approach so you can maximise your efforts.

In a time where budgets might be constrained or where resource is limited, repurposing content for social media can help to maintain momentum across your social media strategy. What is important to remember is that repurposing should never just be a blanket 'copy and paste' however - challenge yourself and your team to reposition the content in a different way, either with a slightly tweaked piece of creative, alternative copy or by using different formatting. This could unlock new learnings in how audiences respond to the content that can be implemented across future campaigns/other social media posts moving forward.

Repurposing content not only saves time and resources but also allows you to reach a broader audience. By adapting content to different formats and platforms, you can optimize it for search engines and social media algorithms, which is crucial for maximizing your online visibility. Engagement and loyalty are enhanced through content repurposing, as it caters to diverse audience preferences and learning styles. The use of interactive elements can make your content even more engaging and shareable. Including testimonials, case studies, statistics, and quotes helps build trust with your audience, making it an integral part of our digital marketing strategies.

Repurposing content for social media is a great way to really tie campaigns together and create multiple consumer touch points in a campaign. If you’ve already spent the money to produce something, why not give it some extra life on social? There’s easy ways in this article on how to do it but it all boils down to there’s no reason not to! Create that connection and foster community by repurposing things you already made for social and adapting it to feeling more native!

It's great for your customers to repurpose your content as, if it's genuinely valuable (which you would hope it is!), then you want as many customers to see it as possible. Not every customer is engaging with you on every platform or has access to every platform, so repurposed content is necessary to ensure an important or helpful message can reach as many people as possible.

Repurpose content for social media to maximize its reach & impact. By transforming it into various formats (infographics, videos, snippets), you can: 1 - Extend its lifespan: Breathe new life into existing content & reach a wider audience. 2 - Reach different platforms: Cater to the specific preferences of each platform's users. 3 - Save time & effort: Build upon existing content, focusing on engaging adaptations. 4 - Improve SEO & traffic: Increase backlinks to your website, boosting its ranking & traffic. 5 - Enhance brand consistency: Ensure consistent messaging & brand recognition across platforms. Repurposing content saves time & helps achieve greater social media success by leveraging existing content effectively.

Choose the format that you LIKE to create, and that you're most comfortable with. My former boss was great at webinars, so we used that format as our pillar content. Do you like to talk? Try a podcast. Do you have a sales engineer that's great at demos? Film some long-form YouTube videos. Are you a prolific writer? Create long-form blogs as your pillar content. If you're forcing your content, that's going to come through and no amount of repurposing will save you.

Select evergreen content with high engagement rates across platforms. Prioritize content resonating with your audience's interests. Consider infographics, how-to guides, or videos that can be repurposed effectively for various channels.

Relevance to your goals, audience, and brand identity is paramount. The content should align with your objectives and resonate with your target audience. Being timely, useful, and interesting is key to capturing and maintaining your audience's attention. Choosing evergreen content is a smart move since it ensures the content remains relevant over time, reducing dependence on trends or events. Opting for content with proven results in terms of traffic, engagement, conversions, or shares increases the likelihood of success when repurposed. A clear structure, message, and a compelling call to action ensure that the repurposed content effectively conveys its intended message.

I'm a proponent of creating platform-specific content. However, it's worth testing out new/different formats as you repurpse. For example, if you've already created a short Reel for IG, try posting that to LinkedIn (without the watermark) to see how video performs. If you always create carousels on LinkedIn, test out resizing them for Instagram. Or go live on Facebook and talk through the carousel, and record that to make short Reels for Instagram. The possibilities are endless once you start getting creative.

While you can repurpose your content on other channels, please bare in mind that each channel has its own ecosystem with its own audience and algorithms. So when you are repurposing think about that platform and whether it will work there or not.

Each social media platform is unique and requires a different approach in terms of a content strategy. When considering which content to repurpose across different social media platforms think about if it can easily be adjusted in terms of content types first. For example, if you have a blog article that you intend to share across Facebook, Instagram and LinkedIn - consider the different approaches that you could take before briefing in/starting the design process. Depending on your historic post performance, Facebook may have a stronger link click rate when paired with a still image whereas Instagram may require a short video.

Desde los inicios del cine se ha utilizado la foto fija como forma complementaria, y eso sigue igual de válido hoy como hace 100 años. Cuando creamos materiales de vídeo, debemos seguir usando foto fija para complementar, no capturas extraídas del vídeo. Por otro lado, el cada vez mayor peso de los vídeos cortos (10-15 segundos) en redes sociales hace que debamos pensar en tener la mayor cantidad de clips posibles que podamos compartir de manera independiente dentro de cada vídeo que realicemos. Esto lo debemos tener en cuenta desde la fase de guión. De la misma manera, durante la fase de producción debemos acumular material extra que nos permita jugar con la edición para crear contenido "nuevo" a partir del contenido reutilizado.

It may be better to repurpose IDEAS or THEMES rather than the content itself... A savvy social media strategist usually encourages different content forms on different channels to engage different elements of your audience.

There are three ways to repurpose posts on LinkedIn: 1. Same guy, new look: add a graphic, a poll, a video. Turn your post into a list or carousel. 2. Same outfit, new accessories: add a new hook (make it scroll-stopping by being intriguing, unexpected, calling out your target audience, promising value) and closing line (invite engagement by asking readers to share their thoughts/insights/experiences). 3. Same principle, new approach: repeat your point from a different angle. Use a story, a quote, a question. Remember to stick to the same targeted talking points so you attract your ideal audience and your message sinks in. Just keep finding new, engaging ways to present it.

It is important to consider the platform characteristics while repurposing your content. For e.g. Instagram is a visual based platform used by the younger generations and LinkedIn is a majorly text based platform used by professionals. If you repurpose content from Instagram on LinkedIn, people may not be interested to read it as they come on LinkedIn to network and learn about their relevant areas of work. Thus, you need to be mindful of what you repurpose, how you do it and on which platform.

Even when your content across channels might vary, don't let your branding slip... Brand content guidelines are not just about your logo, colors, and fonts. They also cover your content goals, tone, style, voice, language, format, structure, and quality. Your content guidelines should provide clear and specific instructions on how to create and edit content for different purposes, audiences, and channels. They should also align with your brand strategy, vision, and mission. Your content guidelines are informed through social listening and content optimization testing and revised as needed.