Stop creating content from scratch all the time! Let’s talk about how to repurpose content for your email and social media content. Start with a piece of long-form content that solidly aligns with your brand, message, value, etc., and then break it up into pieces over and over…and then reuse those pieces. And do it over, over, and over again. Read along to learn more.
Why should you repurpose content?
Why expend so much energy creating when you’ve already done the hard work? Think of the old adage to work smarter, not harder.
Save time & energy. Marketing and content development is only part of our business. Don’t spend all your time there, spend your time doing what you love. You don’t need to always come up with NEW ideas and thoughts (however, read this post if you need some inspiration for new content). Revisit and refine old ideas. Especially focus on looking at your long-form content for email marketing ideas. Long-form content lends itself to being repackaged.
What is long-form content?
Long-form content includes things like blog posts, videos (Facebook lives, YouTube, etc.), podcasts, or longer email newsletters. In fact, the idea for this post and a few of my recent social media posts came from talking about this topic with my friend Lauren Tilden on her Making Good podcast.
For example, I start with a blog post (that’s my main long-form content). Then I break that down into an outline if it’s not outlined already. I break it up into quotes, sound bites, single pieces of information or ideas. I then create social media posts and emails from those smaller parts.
What’s next to repurpose content?
Do it again. And then do it again! Revisit, refine, and repurpose the content you previously created. The marketing rule of seven (or is it 15?)…people need to see it several times to remember it. And most of the time something will look FAMILIAR…which feels good.
This leads to establishing that know, like, and trust factor that converts readers from passively following you into paying customers. Or referring others to you.
What is a strategy to sharing the content?
If you are active across many channels of social media, scatter your content timewise and mix it up visually. Use different images, tweak captions, and make subtle changes to re-package the content to keep it fresh and looking new. If you’re using social media as social proof (not super engaged). Post once to all the places!
For either approach, make sure you are saving the files in a logical way, that way you can easily repurpose the older content in a new channel. Or you can recycle it as evergreen content if that applies. You can also use old content as inspiration for new content.
Need more help sharing your content?
If you have any questions about email marketing comment below. You can also follow me on Instagram for more tips. Not lacking creativity or inspiration, just lacking time? Then let’s talk about me handling your email marketing!