Have you ever posted the same thing to social media more than once? Did you glance over your shoulder, wondering if your followers would notice that today’s post wasn’t something sparkly and new, but was, in fact, identical to something from six months ago? You’ve clearly failed horribly. (Yes, that was sarcasm. If you’ve ever spoken to me in person, you probably caught it, but I know it doesn’t come across well in print.)
Relax and stop beating yourself up – no one’s judging. Most people won’t have seen it the first time, or realised how it helps them. With the amount of digital noise we deal with, it can take a long time for a message to sink in, so finding different ways to say the same thing is a great idea. Here’s how you can take the same idea and use it in multiple ways.
What’s repurposing?
Repurposing is different from copy and pasting old posts, though it can be interesting to compare responses when you reuse an old post a year or so later. It’s about taking the same idea and sharing it in different ways that reflect the differences in format and the platforms you share it on.
Repurposing can also help you reach different people depending on their preferences. Some people love reading in-depth posts, while others prefer a shorter format or a video. Sometimes it varies depending on their mood. So, how does that work in practice?
How does repurposing work in practice?
I love writing blog posts because they let me talk about a subject in depth and help bring new visitors to my website. They’re also the perfect starting point for repurposing. One long-form blog post is perfect for showing your expertise or walking your readers through a process or experience. You can educate them or let them know what to expect when they contact you, to calm any nerves they might have.
Next, you can create a social media post that pulls out one idea from the blog post. If I were repurposing this section, I might create a list of all the ways to repurpose a blog post. Then, you can share it in an email to your list, with a short introduction and a link to the original post. If you're answering an FAQ, you can share a shortened version on your FAQ page with a link to the longer version.
If you have a personal angle to the knowledge you’re sharing, you can write a separate blog post with insight behind the scenes, and repurpose that in the same way. It’s also a good idea to consider different formats. Some people prefer text, but you can say the same thing in a video, depending on the platforms you use. This might feel like a lot, but you don’t have to do everything. Choose based on your preferences and where your people find you.
How to make repurposed content sound like you
I’m a big believer in creating marketing content that sounds like you. You’ll naturally vary the way you speak depending on the context. The way you sound in a blog post might be different from the language you use on social media, even though they both have your voice.
Blog language on social media or in an email can feel too formal, but there are a couple of ways to avoid this. If you want to rewrite the original text, it can help to do it in two stages. Write the blog post and edit it for a new platform, then leave it overnight. Come back to it fresh and read it as a social media post, then edit it again. Alternatively, choose the point you want to repurpose and write the gist or the topic in a new document. Then you can come back and rewrite it as a social media post without feeling tied to the original language.
Where can you start?
It can take time to build repurposing into your marketing. If it feels overwhelming, choose one thing. Pick a social media post that got a good response and come up with a different way to make the same point. Or, think of a question people ask all the time and five ways to answer it. It’s like building a muscle. Start small, and it gets easier eventually.
Ready for a chat?
If you’re feeling the pressure to post constantly and make everything you write new and original, stop. Your audience needs time and repetition to understand how you help them, so slowing down is a good thing. One good idea can translate to a week’s worth of content, or even longer.
If you need some help, I can write for you. When you work with me, I’ll get to know you and your business, and write content that showcases your best self, helping you connect with your ideal customers and talk about what matters most to them.
You can email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
