Repurposing Old Social Media Content

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Social media is a very important part of a brand’s growth and branding. Having a social media presence allows a wide array of users and potential customers to familiarize themselves with your business and may even entice them to buy from you. 

In order to keep business, brands must post high-quality content on a regular basis, across all platforms where they have a presence. Of course, this sounds both exhausting and time consuming and like a very easy way to quickly run out of ideas. Luckily, this is where repurposing comes in. Repurposing is basically taking a piece of content that you’ve already posted and reformatting it for other platforms.

Key Word

Evergreen Content:  

Content that is continually relevant for users, regardless of season or current events.

Benefits 

There are many benefits to repurposing content. One being, you are getting the most out of posts you’ve already made without constantly having to come up with new ideas. This also means that you’ll be able to keep up with a demanding posting schedule while still posting relevant and engaging content for your followers. 

Repurposing can give you a larger audience outreach as it is generally wise to post content across all platforms as that means the largest number of people will see your posts in their preferred format. Doing this also keeps your brand consistent and reinforces your brand’s messaging. 

Finally, repurposing helps in terms of Search Engine Optimization (SEO). It can give you a boost as repurposing allows you to target the same keywords over and over again while your content still appears new.

Tips

In order to make the most out of your repurposed posts, you’ll want to do some research first. Identify which platforms perform best for you and bring in the highest amount of engagement by looking at your analytics. You should also look at which of your posts are your top performers and why on each platform. Your highest performing posts are the ones that you should target for repurposing first, and if they are not already formatted for your highest performing platform, they should be.

Next, figure out the software you might need for each post as it is crucial that each post is customized for each platform. Your Instagram posts need to be customized for Instagram, and your X (formerly Twitter) posts need to be customized for X. 

Next, create a timeline for each post and try to stagger posts as much as possible. Repurposing is meant to stretch the longevity of a single post and so staggering will help with that. Also, carefully schedule event specific or seasonal posts so they are posted at a time when they are relevant. Keep in mind though, that these kinds of posts should not be prioritized. Instead, focus on evergreen content as it can be posted whenever, however, and still be relevant to your followers.

Lastly, when creating content, have repurposing in mind. This way you already have ideas of how you will use the content later and it will make your life even easier.

Examples 

  1. Making Infographics 

This can be in the form of adding infographics to a mostly text blog post. Or taking an infographic from another post, for example a blog post or a video and posting it to social media. Or using data from a post and turning it into an infographic.

  1. Customer Testimonials

Turn your customer testimonials into a short video or story post.

  1. Quotes 

Again, like using testimonials, use quotes from your podcasts, blogs, videos or other content and turn them into posts.

For Blogs: 

  1. Update an old blog post to ensure that it is factually correct and socially relevant. 
  2. Turn blog posts with similar topics into an eBook.
  3. Re-work written content into visual content.

For Videos and Podcasts: 

  1. Make transcripts and turn them into blog posts. 
  2. Pull highlights and post them as short videos to your other social media platforms.
  3. Create a podcast or video from blog content.

For Images: 

  1. Edit old images in new ways.
  2. Turn infographics into a carousel post.
  3. Turn static posts into videos or interactive content.

Lauren Schwartz | Contributing Writer

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