How to repurpose your best-performing content for greater reach
Creating a piece of quality content takes time, effort and resources, so why use it only once?
When you repurpose your best-performing content, you make it easier to create engaging content tailored specifically for different platforms and audiences. Repurposing saves valuable time and resources, expands your reach, boosts audience engagement and strengthens your brand presence.
In this article, we’ll walk you through exactly how to repurpose your best-performing content effectively, step by step.
Why Repurpose Content?
Before we explore the practical steps, it’s worth understanding why repurposing your content is such a powerful strategy. When done correctly, repurposing can:- Extend your audience reach: Different people prefer different content formats. Some enjoy reading detailed articles; others prefer short videos or podcasts. When you repurpose your content into multiple formats, you appeal to wider audience preferences and attract new followers.
- Maximise your investment: Creating high-quality content takes time and effort. Repurposing enables you to get more mileage from each piece of content without extra intensive work.
- Boost SEO performance: Each new format or platform provides another opportunity to rank for targeted keywords and attract backlinks, improving your visibility on search engines.
- Strengthen brand consistency: Consistent messaging across multiple formats reinforces your brand identity and positions you as a trusted authority in your industry.
Step-by-Step Guide to Repurposing Your Content
Step 1: Identify Your Top-Performing Content
The first step is to pinpoint which pieces of content have resonated most strongly with your audience.
Look for content that:
- Has high organic traffic or social media engagement.
- Generates consistent leads or conversions.
- Aligns closely with your key marketing messages and brand identity.
Step 2: Choose Suitable Formats for Repurposing
Once you’ve identified your best-performing content, consider how it can be adapted into different formats. For example, you could:
- Turn blog posts into social media snippets: Break down detailed blog posts into short-form social media posts or visual quotes that you can use for Instagram or LinkedIn carousels.
- Edit webinars into short videos: Extract key points from webinars or long-form videos and create shorter clips suitable for Instagram Reels.
- Convert articles into infographics: Employ visual summaries like infographics. These are highly shareable and ideal for platforms like Facebook or LinkedIn.
- Create podcasts from interviews or webinars: Produce audio formats. Podcasts are increasingly popular and enable audiences to engage with your content on the go.
- Compile blog posts into ebooks or guides: Combine related blog posts into comprehensive downloadable resources that can be used as lead magnets.
Step 3: Tailor Content for Specific Platforms
Different platforms attract different types of audiences, each with their preferences. When repurposing content, tailor it specifically for the platform you’re targeting:
- LinkedIn: Turn longer articles into concise LinkedIn posts or carousel slides that highlight key takeaways clearly and succinctly.
- Instagram and TikTok: Summarise key points from longer articles or webinars into visually appealing videos designed to capture attention quickly.
- YouTube: Convert popular blog posts or webinars into engaging short-form video tutorials or explainer videos. YouTube videos should be clear, informative, visually appealing and optimised with relevant titles and descriptions to improve discoverability.
When you customise each piece of repurposed content to the specific platform’s strengths and audience expectations, you’ll increase reach and engagement. If you aren’t sure where to start, a social media content agency like Hunter & Scribe can help.
Step 4: Create Thematic Content Series
An effective way to repurpose is by grouping related pieces of existing content into thematic series. Creating thematic content series helps audiences follow a structured narrative while increasing engagement over time. For example:- Turn a well-performing blog into an email series, highlighting one actionable tip per email.
- Transform a popular webinar series into bite-sized video tutorials.
- Group related blog posts around specific themes and promote them collectively via email or LinkedIn newsletters.
Thematic series reinforce authority in specific areas and provide ongoing value to your audience.
Step 5: Optimise Your Repurposed Content for SEO
When repurposing existing content, always ensure you’re optimising your SEO writing. This involves:- Updating keywords based on current SEO research.
- Ensuring each format includes relevant metadata (titles, descriptions) optimised for search engines.
- Cross-linking between different formats to create an interconnected web of valuable resources.
Step 6: Monitor Performance & Adjust Accordingly
After repurposing and publishing your new formats, monitor their performance using analytics tools. Pay attention to metrics like views, engagement rates (likes/shares/comments), click-through rates, conversions generated and audience growth across platforms. This will help you understand which formats resonate best with your audience, so you can update your content strategy.
Planning Your Repurposed Content Strategically
A structured approach is important when planning how you’ll repurpose your best-performing content effectively.
Establish clear timelines using digital calendars. A content plan ensures consistency and reduces last-minute pressures that come with rushed publication schedules. Group related ideas clearly so they’re easy to follow across multiple channels simultaneously. Tagging helps organise themes efficiently.
Create templates specifically designed around common repurposed formats like infographics templates/slideshows. Templates speed up production processes and maintain visual consistency throughout all published materials online and offline.
Conclusion & Next Steps
Repurposing your best-performing content is one of the smartest ways you can maximise your content marketing efforts without investing excessive time in creating entirely new material. When you follow this structured approach you’ll expand your reach online and boost overall engagement levels.
If you’d like personalised guidance on how to repurpose your best-performing content for greater reach or need help developing an effective content marketing plan reach out to Hunter & Scribe today.
