The Benefits of Repurposing Content

repurposing content social media management what to post social media tribe

In our last marketing meeting, we spoke of the importance of repurposing content, it even sparked the idea for us to create an inhouse diagram to keep us accountable. 

So why are we sharing the inside scoop with you all today? Well, in light of the world’s current situation and moving in and out of lockdowns, creating new content or having the opportunity to capture new content has been a little tricky as of late, so we thought it was about time we shared some tips on how YOU can repurpose your content for your brand or business. 

Finding new ways to recycle your existing content has a number of benefits!  

  1. When you repurpose your content from one medium to another you are able to reach a wider audience. 
  2. Great content should NEVER be forgotten. If your content is still relevant to today, a reshare or reupload can bring your old and enjoyed stories to light again. 
  3. And just as you grow, so does your audience! So your audience has most likely changed over the past 6-12 months and this gives you the perfect reason to recreate something you are most proud of, this could be a video, podcast, blog or simply a social media post.

Repurposing your content isn’t just about finding new ways to reshare your old material, but with technology and social platforms changing each and every day we have started creating habits here at Social Media Tribe to ensure we are maximising on all platforms. Each platform is so different, so they each have their own preferred method of sharing material. If you are a vlogger (a person who regularly posts short videos, whether that be to YouTube or elsewhere) there are many benefits in repurposing your video material for different platforms such as IG Stories, IGTVs, Reels and TikToks. 

Or if you have a way with words, you may wish to share your blog in a variety of different ways. Creating social posts around your blogs is a great way to attract your audience on Facebook, Instagram, LinkedIn and Twitter. 

Recreating material for different channels will allow you to open up to different audiences and target those that may only see you work on the platform that they are using. If they have viewed a quick snippet of your work on Instagram, Twitter, TikTok or Facebook it may interest them to find the full length version else where gaining you more traffic to your website or YouTube channel.

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So what are the DO’s and DON’Ts when it comes to repurposing content?  

Your first step should be to identify what is still relevant in today’s world. This is what we call ‘Evergreen Material’ and this is the kind of material that won’t go out of fashion. For example, you may have a ‘how to’ blog post sitting on your drive that was posted a few years back, but the core of the post may still be very relevant to how you operate today. All that is required is a fresh look and some added material to bring it to life. 

When resharing old work, try not to copy and paste. We understand that time is money, especially for sole traders or small business owners, but it fails to demonstrate any love, care or attention you have for your business. And there is  nothing worse than someone pointing it out on your socials. You may be posting old content but as stated above it’s important to give it a fresh look and attack with a new perspective. 

Some ways to work around the old copy and paste is to utilise your throwback opportunities. This can be super handy for resharing images or videos that require no edits, just don’t forget to use the hashtag #throwback where possible as this can expand your audience when sharing old content. 

But most importantly of all … NEVER POST WITHOUT REASON! Just because something generated a lot of attention a few weeks or months or years ago may not give it cause to post again. Make sure it is evergreen. 

Next time you are feeling stuck for ideas, try repurposing some of your old material. It is the perfect strategy to help you navigate creative blocks, reinforce your message and reach more people.



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Minna Salmesvuo

Social Media & Online Marketing Strategist