How do you balance creating and repurposing content?

1 Define your goals

Before you create or repurpose any content, you need to have a clear idea of what you want to achieve with it. Do you want to grow your audience, increase your revenue, build your authority, or something else? Your goals will help you decide what type of content to create, how to distribute it, and how to measure its impact. For example, if you want to generate more leads, you might create a lead magnet, such as an ebook or a webinar, and repurpose it into blog posts, podcasts, or social media posts.

2 Know your audience

Another key factor to consider when creating and repurposing content is your audience. Who are they, what are their needs, preferences, and challenges, and how do they consume content? You need to tailor your content to your audience's interests, goals, and pain points, as well as to the platform and format they use. For example, if your audience is mostly on Instagram, you might create short videos, stories, or reels, and repurpose them into longer videos for YouTube or blog posts for your website.

4 Create evergreen content

Evergreen content is content that stays relevant and useful for a long time. It's not tied to a specific date, event, or trend, but rather to a timeless topic, problem, or solution. Evergreen content is ideal for creating and repurposing, because you can update it, refresh it, and repackage it in different ways without losing its value. For example, you can create an evergreen blog post, such as a how-to guide, a case study, or a list of best practices, and repurpose it into a video, a podcast episode, an infographic, or a newsletter.

5 Add value and variety

When you repurpose your content, you need to make sure that you add value and variety to it. You don't want to simply copy and paste the same content across different platforms and formats. You want to adapt it, expand it, or transform it to suit the context, the audience, and the purpose of each channel. You also want to add some elements of novelty, creativity, or personality to make your content stand out and resonate with your audience. For example, you can add a new angle, a new insight, a new story, a new call to action, or a new design to your repurposed content.

6 Track and optimize

Finally, you need to track and optimize your content performance. You need to measure how well your content is achieving your goals, reaching your audience, and generating engagement, conversion, or retention. You can use various tools and metrics to monitor and analyze your content results, such as Google Analytics, social media analytics, email marketing analytics, or content marketing software. You can then use the data and feedback you collect to improve your content strategy, such as by testing different headlines, formats, or distribution channels, or by updating or removing outdated or underperforming content.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?