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Content repurposing has almost taken on buzzword status at this point – but for good reason. Repurposing your content means that instead of creating new content all the time, you can save time by (re)sharing your evergreen content (link to blog post 2) or authority-building content.
Repurposing content can take on a range of different forms. It can be as simple as copy+pasting paragraphs from a blog post to use as social media captions, or it could be extracting the audio from a video series to use as a private podcast feed for people to listen to on the go.
It’s about getting creative with your content. Think about how you can reach more people with your content – without doing more work – to expand your magnetic authority online. Let’s take a closer look as to how to do just that.
1. Authority-building evergreen content
When it comes to repurposing your content to amplify your message, you need to be cognisant of which message it is that you’re amplifying. That’s where your evergreen content or authority-building content comes in.
They’re the core pieces of content you’ve created – whether that’s a blog post, podcast, or video – that will continue to serve you over time thanks to the power of SEO and addressing your ideal client’s pain points on a human level.
Think of them as the pieces of content you would refer potential clients to if they’re looking for help in a specific area of their business. That’s the piece of content you want to amplify online. Content that shows the unique value that you have to offer and showcases what sets you apart from others online.
This type of content is the starting point for using content repurposing to expand your magnetic authority online. You’ll use this longer form piece of content and break it down into smaller pieces to spread across your other channels – from email marketing to social media posts.
2. Nurture with email content
After you’ve created your piece of evergreen content, one of the first steps is to break it down into smaller pieces to create a series of emails to educate and add value to your subscribers.
Remember, your email list is an owned (and valuable) asset in your business so it’s important to be regular in nurturing and engaging with those on it. It’s a more one-on-one form of communication that lets you connect with potential clients on a more intimate level. You want people to be excited when they see your name in their inbox, and regular value is a good way to do just that.
But it can be difficult to think of what to email your list every week, which is where content repurposing comes in. Using your evergreen piece of content, you can break it down into smaller pieces to send to your audience. For example, one blog post could be 2-3 emails – if not more depending on your word count.
If you were to create one piece of quality evergreen content a month, breaking it up into smaller pieces means at least one email a week. It can be as simple as taking the opening paragraph of your blog post and using that as your first email. Then break it down further with the second paragraph the second week, and so on. You may need to do a bit of finessing to help it make sense on its own with a few extra calls to actions to encourage engagement – “hit reply” is always a good one.
Life does happen, so if you’re unable to create a new piece of evergreen content, simply look back at your existing content and reshare. It’ll have all the components you need to amplify your message!
3. Get visible with social media
Visibility content is the third piece of content that comes into play when talking about content repurposing.
Evergreen content is the starting point to building your authority, nurture content is the connection point, and visibility content (or social media content) is the attraction point that grabs peoples’ attention and encourages them to step into your world.
The only thing with social media content is that it can feel overwhelming – like you need to create a new piece of content every day. But with content repurposing and a sustainable workflow (we’ll chat about that next), it doesn’t need to be as complicated as you may think.
Much the same as how you can break up your evergreen or core piece of content into a series of emails, the same method can be applied to social media content. For social media content you’d break it down even further, which gives you a good number of posts to share throughout the month.
For example, if paragraph one of your blog post is in your first email that month, take that email and break it down into two pieces to create two social media posts. Mix and match your call to action based on your goals for the month to offer a good mix of value versus promotional content.
Quick Tip: A value call to action would ask people to comment or share their thoughts while a promotional call to action would ask people to sign up to your email list or book a call with you.
3. Create a repeatable workflow
Now that you have a better idea of the relationship between evergreen, nurture, and visibility content, it’s time to create your own workflow that suits your unique business needs.
A repeatable workflow can be seen as a diagram or order of work that you follow when you need to create new content. It helps you to map out the process and feel a little less intimidated about the whole ordeal.
Instead of thinking about how you need to create a MONTH’S worth of content. You can break it up and see that, oh okay, I only need to create one piece of content (your evergreen piece of content) and then I can break it up into smaller, more manageable pieces for my other platforms.
Depending on the platforms you use, you can customize your workflow around those. As an example:
- 1 SEO optimized blog post published monthly
- 1 email to your list a week using that blog content
- 2 social media posts a week using that week’s email
The same can be done for video or audio content. You could use the transcripts or break up the video or audio into smaller pieces to share in a similar way. If you’re emailing your list about a new video, give them a teaser in your email and link them to the full video. Content repurposing is an opportunity to get creative with your content.
Putting it all together
By creating a workflow in this way, you’ll begin to understand how the different pieces fit together to expand your impact online without doing extra work.
Content repurposing helps you to share a consistent message with your audience, and if it’s the message you feel offers true value and authenticity to your audience, you can’t go wrong.
- Free blogger post template: copy and paste to make blogging easy!
- Creating Evergreen Content That Continues to Serve You
- The 3 Types of Content You Need for a Simplified Content Strategy
Hi, I’m Sandy Norman. I help entrepreneurs make an impact and grow their creative businesses by creating time-saving + authentic content strategies using repeatable systems that attract their dream clients and build magnetic authority online. Visit me at sandynormanconcepts.com