How to Repurpose Content Across Different Channels

20 September 2024

Creating content can be a time-consuming and resource-heavy task, which is why repurposing existing content is a powerful strategy for extending reach and maximising efficiency. By taking a single piece of content and adapting it to suit multiple channels, you not only save time but also increase your content’s visibility. Repurposing allows you to connect with different audience segments, enhance engagement, and reinforce your brand’s message across various platforms.

In this article, we’ll explore the best practices for repurposing content across different channels. From identifying evergreen content to adapting formats for various platforms and tracking effectiveness, this guide will help you create a sustainable, multi-channel content strategy.

Identifying Evergreen Content

Explanation of Evergreen Content and Its Importance

Evergreen content refers to content that remains relevant and valuable over time, regardless of current trends or events. Unlike time-sensitive or news-driven content, evergreen content addresses topics that have lasting appeal and can continue to drive traffic long after their original publication.

Evergreen content is ideal for repurposing because it retains its usefulness, making it easier to adapt across different formats and platforms without losing its relevance. Examples include how-to guides, case studies, product tutorials, and industry insights.

Tips for Identifying Content That Can Be Repurposed

• Timeless Topics: Look for content that addresses fundamental, ongoing topics within your industry or solves common customer problems.
• High Engagement: Identify pieces that have performed well in the past in terms of views, shares, or engagement. These are good candidates for repurposing because they have already resonated with your audience.
• Foundational Content: Repurpose cornerstone content that is core to your business message and reflects your expertise. This could be long-form articles, comprehensive guides, or detailed case studies.

Adapting Content for Different Platforms

Importance of Tailoring Content to Suit Different Channels

Each platform has its own unique audience, format, and style, so it’s essential to adapt your content accordingly. Simply copying and pasting content from one channel to another rarely works. The key to successful repurposing is to tweak the content to fit the specific platform while maintaining the core message.

Tips for Adjusting Format, Style, and Tone for Various Platforms

• Blogs: Long-form content, such as in-depth articles or case studies, works well here. Use a formal tone and structure content with headings, subheadings, and bullet points to improve readability.
• Social Media: Shorter, punchier versions of content are needed. Visuals, videos, and concise messaging are key. Tailor the tone to the platform; for instance, Instagram might have a more casual, personal tone, while LinkedIn demands a professional approach.
• Newsletters: Summarise key takeaways from your longer content pieces and include a strong call to action. Keep the tone conversational but informative.
• Podcasts: Turn your blog post or article into a script for a podcast episode. Adapt the tone to a more conversational style and add personal insights or interviews.
• Videos: Convert written content into engaging videos, such as tutorials, explainer videos, or even live Q&As. Make sure the tone is engaging and the message clear.

Creating Different Content Formats

Examples of How to Repurpose a Single Piece of Content into Various Formats

Repurposing content means transforming a single piece of content into different formats, which helps you reach different types of learners and consumers. Here are some examples of how to repurpose content:

• Blog Post to Video: Turn a detailed blog post into a short, explainer video or animated infographic.
• Podcast to Blog Post: Transcribe a podcast episode into a blog post or turn key insights into a series of social media posts.
• Webinar to E-Book: Convert a webinar into a downloadable e-book, breaking down the webinar’s main points into easily digestible sections.
• Infographic: Summarise complex data or processes from a report or article into a visually appealing infographic.

Tips for Effectively Transforming Content While Maintaining Core Messages

• Focus on Key Messages: Identify the core message or key insights from your original content and ensure they remain consistent across all repurposed formats.
• Adapt for Different Learning Styles: Recognise that people consume content in different ways—some prefer to read, others to listen, and still others to watch. Offer your content in a variety of formats to cater to these preferences.
• Maintain Branding: Ensure that your branding, tone, and style remain consistent across all formats, reinforcing your brand identity while adapting the content for the specific channel.

Leveraging User-Generated Content

Importance of Incorporating User-Generated Content into Your Strategy

User-generated content (UGC) is a powerful way to build trust and engagement while lightening the load of content creation. By encouraging your audience to create content on your behalf, you not only enhance authenticity but also broaden your reach.

Tips for Encouraging and Curating Content from Your Audience

• Create Branded Hashtags: Encourage users to share their experiences with your product or service by using a unique, branded hashtag. Monitor these hashtags to curate content for reposting.
• Run Competitions: Host social media competitions or challenges where customers share their stories, reviews, or creative interpretations of your brand.
• Feature UGC: Showcase user-generated content on your website, newsletters, or social media channels. Highlight customer testimonials, case studies, or product reviews.

Scheduling and Planning

Role of a Content Calendar in Managing Repurposed Content

A well-planned content calendar ensures that your repurposed content is distributed consistently across all channels without overwhelming your audience. It helps you balance new content creation with the distribution of repurposed material, ensuring that each piece gets maximum visibility.

Tips for Scheduling and Planning to Ensure Consistent Output Across Channels

• Diversify Content Types: Alternate between original and repurposed content to maintain freshness while maximising efficiency.
• Plan Around Key Dates: Use your calendar to plan content repurposing around key industry events, holidays, or product launches.
• Track Performance: Use your content calendar to monitor the performance of each piece of content across different channels. This will help you determine which platforms are the most effective for your repurposed content.

Measuring Effectiveness

Importance of Tracking Performance of Repurposed Content

Tracking the performance of your repurposed content is essential to understanding what works and what doesn’t. By analysing the data, you can adjust your strategy and ensure that your repurposing efforts are paying off.

Tips for Using Analytics to Measure the Success and Adjust Strategies Accordingly

• Monitor Engagement Metrics: Track likes, shares, comments, and click-through rates across different platforms to gauge how well your repurposed content is performing.
• Compare Across Channels: Identify which platforms yield the highest engagement and conversions for your repurposed content. Use this data to prioritise certain channels over others.
• A/B Testing: Experiment with different formats, tones, and posting times to see what resonates best with your audience. Use the results to refine your content strategy.

Repurposing content across different channels is an efficient and effective way to extend your reach, connect with different audience segments, and reinforce your brand’s message. By identifying evergreen content, adapting it to suit various platforms, and measuring its success, you can create a sustainable content strategy that drives engagement and conversions.

If you’re looking to optimise your content strategy, contact Social Loop today. Our team of experts can help you develop a comprehensive plan for content creation and repurposing, ensuring your message reaches the right audience on the right channels.