Repurposing Content: The Secret Weapon of the Pros
As a content creator, the push to create new content is continuous. But the most significant trend is content creators who forget that their creation doesn't have to be 100% original to be valuable, liked, and shared.
If you're a podcaster, blogger, YouTuber, or someone who goes live frequently, you feel the pressure to create consistent content and show up regularly.
Content creators rarely take what's been done and repurpose it for other channels and in new formats.
It's the rare few who fully utilize repurposing to create omnichannel, omni-format content, to create true omnipresence.
Omni-content creates omnipresence
To be clear, when I say omni-content, I mean taking our blog posts and re-imagining them as new content types in new channels: short videos, infographics, audiograms, Stories, and more.
And maybe reading that exhausts you as your brain races to imagine how you'd create all of these things because you barely have time for what you're already creating. I get it.
Fortunately, there are tools available that will do much of this for you, literally at the click of a button.
Imagine taking an Instagram Live video and turning it into 3 different blog posts, multiple pull quotes for graphics, and social story videos or Reels. It can be done with a lot less energy than you might think.
You don't have to spread yourself across multiple platforms or new content types right away, just pick one and focus to see what comes of it.
Measure regularly for faster growth
Even if you've never done it before. Start tracking your numbers. What gets measured grows. Keep your eyes on it even once a week and watch what happens.
All the new content types can be spread across multiple different content channels. If you've never tried posting your content to a totally new channel, you might be surprised by the positive traction you'll get.
Repurposing takes maybe 20% of the effort, or even less, if you have a virtual assistant or staff to help spin existing content into new content types.
Your options are limitless.