If you run a social media business account, you know that not posting content is not an option. You have to keep your audience engaged with compelling messages, eye-catching visuals, and informative updates.

But you also know that generating fresh content every single day is only half the battle. You also have to promote it, keep it on-brand, and make sure it’s relevant to your audience. And considering the speed of the social feed, one burning question remains: When will you be able to do everything?

Luckily, one strategy rules them all when it comes to creating strategic content with considerably less effort: content repurposing. This strategy helps you accelerate your social media marketing by prompting your audience to stay engaged and keeping your content top of mind.

Read on to learn more about content repurposing and uncover the top 7 tips on how to make the most out of this strategy.

What Is Content Repurposing?

Like most businesses out there, you are probably using a lot of channels and touchpoints to stay in touch with your audience — your website, your blog, live events, webinars, brick-and-mortar stores, and so on. This means that social media is probably not the only content generator for your business. But it could be the best way to get started with content repurposing.

Basically, repurposing content for social media implies reusing content in different ways in order to easily share it on social media. So, what exactly can you repurpose? Well, you can turn your blog posts into videos or infographics, condense them into how-to posts, or use pull quotes to create an engaging visual. Or you can repurpose existing case studies or guides to make them easier to understand for your target audience.

Basically, any content you’ve already created and you feel like it’s aligned with your business goals can be repurposed for social media. The point of this strategy is to keep the conversation going with your audience and help you save time by making the most of what you already have.

Repurposing Content Strategy — Why You Should Have One?

You know how they say that content is king. As such, it is the go-to strategy to boost social media engagement in a fast and effective manner. The same principle applies to repurposed content as well. All you have to do is keep in mind what people are looking for online and try to respond to that need with great and engaging content. And doing it right definitely pays off.

The Benefits of Repurposed Content

  • Improve Content Performance
    The way your content is performing has everything to do with the context in which it is presented. Just because it did not perform well at a given time does not mean that you cannot breathe new life into it to showcase its value. As a matter of fact, you might be sitting on a goldmine of poor-performing content without fully maximizing its potential.
  • Boost Your Organic Social Media Reach
    Or on the other end of the spectrum, you can choose to repurpose top-performing content in order to increase your reach. To do that, you can easily identify top-performing content in your CMS based on the traffic, social media shares, comments, and backlinks. It’s the safest bet to make sure your social media audience is getting the best of the best.
  • Strengthen Your Brand Presence
    They say that repetition is the mother of all learning. Well, the same applies to your social media content. In fact, there’s a theory that buyers need to hear your message 7 times before they make a purchase. Even though repetition might be effective, you cannot be overt about it and post the same content again and again. By repurposing old content, you relay your core message in different ways, with higher chances of pushing prospects further down the funnel.

7 Tips to Get Started with Content Repurposing for Social Media

1. Turn Lead Magnets into Facebook and YouTube Videos

You may have your lead magnets up for months without much promotion, and this is where content repurposing can come into play. You have great content, so why not reuse it for various purposes? And don’t overthink it — so many people plan brand new content campaigns around specific ideas, instead of getting creative with what they already have.

2. Use Pull Quotes to Create Beautiful Visuals

Your blog posts are informative, but they’re not really social media friendly. A pull quote from a high-performing blog post, however, is set to generate engagement and could even drive more traffic to your original post. Just pick your quote, add a nice background to it, and you’re all set.

3. Show Appreciation by Highlighting User-Generated Posts

This is probably the easiest and effective tactic to make the most out of your repurposed content. On the one hand, you show appreciation to your audience and community. On the other, you are also able to add credibility to your brand. Before repurposing this type of content, make sure you seek the user’s approval before posting it.

4. Maximize Engagement by Posting Across Channels

They say you have to be where your audience is. However, some users might interact with you on some channels while ignoring you on others. To maximize your reach and engagement, you can repurpose your original post across other channels. It’s a great opportunity to diversify your feed and encourage others to participate in the discussion as well.

5. Include Case Studies into Your Social Media Feed

Similar to user-generated content, case studies are a great way to add visibility to your brand with customer spotlights. Otherwise, these valuable pieces of content might get lost on your website, without getting the much-needed attention of your social media audience. Including case studies in your social media feed is a great way to showcase customers’ success while also setting expectations for prospective clients.

6. Add a Visual Twist to Your Data with Eye-Catching Graphics

Adding statistics or hard data to your social media profile can help you boost credibility and brand authority in a certain field. So why not do it through an interesting, branded graph that conveys the facts in a more engaging manner?

7. Expand Your Blog Post into a Podcast Episode

If you’d like to expand or spark a broader conversation around a blog post, you can easily do so by repurposing it into a podcast episode. This way, you make it more accessible to a broader audience that might not have the time or the energy to read your post in full. Once it’s live, you can either share a link to the episode on each channel or post a video of the recording on Facebook or YouTube.