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REPURPOSING CONTENT

The ultimate guide to making sure your best stuff reaches the right people

TRUSTED BY
DrMichaela Michaela Bucchianeri health and wellness copywriting with heart repurposing content image of plant on countertop

 

You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.

Derek Halpern

It’s not a great feeling, is it?

Sitting down to a blank screen (or blinking RECORD light), weighed down by the pressure to create new content.

We’ve all been there, friend.

And while it’s true that the health of your business is largely dependent on your ongoing commitment to content marketing

By no means does that mean you, shackled to a desk, laboring over new content creation everyday for eternity.

In fact, did you know that effective content marketing is more about promoting your best content than it is creating new stuff?

That’s right: For every piece of content you create, you should be spending at least as much time + energy getting it into the hands of the people you’re trying to reach.

Surprised? Skeptical?

I was, too. But, trust me:

It’s not a shortcut.
It’s not a hack.
And no, my fellow goody-two-shoes: I promise it’s not “cheating”.

Repurposing content (AKA: recycling your best stuff + communicating it in new ways) is none of these things.

It’s just plain smart.

Read on for everything you need to ensure your best stuff reaches the right people:

WHAT ARE THE BENEFITS OF REPURPOSING CONTENT?

1) Efficiency

Create less, promote more.

Salma Jafri

Friend, you work way too hard on each piece of content to let it simply disappear into the sunset.

There’s no way around it:

Good content takes effort!

So, why not enjoy a little (or a lot) more return on your investment of time, energy, and heart by actually promoting the great stuff you’ve already created?

2) Visibility

Multi-channel marketing … provides the content our audiences are searching for, in all the places they search.

Michael Brenner

Brace yourself. This may sting a bit:

Not everyone will see your content the first time you post it.

Blame “the algorithm” not showing your posts to all your followers.

Blame the email gremlins who intercepted your message before it reached each person on your list.

Blame our fleeting, hectic 24-hour days, which prevent most people from having the time to consume all your content.

Blame whatever and whomever you want, but the fact remains:

Even your most loyal followers will miss a portion of your content!

By repurposing content, you’ll be increasing the odds that your content will reach your current audience.

And what’s more: You’ll also be expanding your reach to new audiences, as well!

3) Authority

People do not follow the best leaders. They follow the ones they can understand the easiest.

Donald Miller

The same message. repeated over and over, in multiple places, not only boosts your chances of reaching a wider audience…

Repurposing content also boosts the likelihood that your core messages will be understood by the people you reach.

And messaging that your dream clients actually comprehends will absolutely help establish you as a trusted resource + authority in your niche.


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Consider the following factors as you evaluate each piece of content you’ve created:

  1. Timing: How long has it been since you first published this? At what time of year/month/week/day did you share it originally? Has your community grown since then? Might you reach new people at a different time of day, etc.?
  2. Positioning: Where did you first share this content? On a specific platform? Where else might your dream clients be spending time online?
  3. Learning styles: Is there another format that might effectively communicate this information? Thinking about your dream client, how do they learn best?
  4. Centrality: How central is this content to the core values + purpose of my business? Have I emphasized it enough?
  5. Repetition: How many opportunities have I given my dream client to hear + absorb this content? How can I repeat pieces of this information in new ways so they’ll really hear it?

Get in the habit of asking yourself these questions, and you’ll be well on your way to devising a strategy that works best for you + your people.

HOW TO GET STARTED REPURPOSING CONTENT:

Now that you’re clear on the benefits, it’s time to start repurposing content!

Here’s how:

1) Identify your forever-valuable stuff

The first step is to figure out what you’ve already created that can be reworked + shared in a new way that will be valuable to new dream clients from a long time to come.

Sometimes called “evergreen”, this is content that doesn’t have a limited shelf life.

For instance:

  • 3 Tips to Improving Your Communication
  • 5 Myths That Are Keeping You from a Good Night’s Sleep
  • How to Find the Right Orthodontist for Your Family

These are all examples of content that is likely to stand the test of time. Ripe for repurposing!

On the other hand…

  • 10 Ways Your Nokia Phone Is Hurting Your Eyesight
  • How to Eat for Survival: Lessons from the New Hit Show, “LOST” 
  • 3 Tips for Living Life to the Fullest Before the World Ends on 1/1/00

not so much.

Now, it’s possible that an old piece of content still conveys valuable information, but simply contains some outdated references. If that’s the case, feel free to spruce that sucker up + bring it into the present day… then, start repurposing!

2) See how many ways you can repurpose it!

Once a blog post, always a blog post…?

Not by a long shot!

We tend to divide the content we create into specific modes of communication (e.g., video, infographic, e-book)… but the truth is, any piece of content can be repurposed in a new format.

My suggestion?

Sit down and write out all the formats through which you currently (or could potentially) communicate with your audience.

Here’s a list to get you started:

blog post
guest blogpost
interview
slides/slideshow
live presentation
infographic
guide
template
demonstration/tutorial
case study
Pinterest pin
Facebook post
Facebook image
Facebook quote
Facebook video
Facebook live video
Twitter post
Instagram caption
Instagram image
Instagram quote
Instagram video
Instagram Story
Instagram Live Story
IGTV video
IGTV video series
YouTube video
YouTube video series
Quora post
LinkedIn article
Medium article
Reddit post
email
email series
course/mini-course
workshop/mini-workshop
email opt-in/freebie/lead magnet
e-book
podcast episode
podcast series
Soundcloud recording
Soundcloud recording series
Q+A

webinar
…and on and on and on, as far as your imagination can take you!

Now, pick a 1 piece of content, and choose 3-5 new formats from this list to repurpose it.

For example:

Let’s say you posted an Instagram caption awhile back on the 3 biggest misconceptions about health coaching. You know this is really valuable info for your dream client to have, and you’d like to make sure it reaches as many people as possible.

Looking at the list above, you could:

  • turn it into a blog post, expanding on your ideas
  • promote it with a graphic on Pinterest, Instagram, Facebook, or Twitter
  • pull out a key quote from the caption + turn it into an image to share on social media
  • create a Story of you sharing more of your thoughts
  • turn the caption into an email to your list

…and so on!

See how easy it is to spread around the great content you’ve already created??


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And remember:

You can always stick with the same format for repurposing content. (This works especially well with list-based captions, blog posts, videos, podcast episodes, etc.)

For example:

In my therapy practice, I publish a lot of “listicle”-type posts on the blog, because they’re easy to digest + highly shareable. 

When a post on 5 Ways to Cultivate Gratitude this Season did particularly well, I turned it into an entire blog series on gratitude, with each of the 5 items on the original list forming the basis for its own blog post.

And guess what? The reverse works just as well:

You can gather up your 10 best-performing posts + compile them in a “Best Of…” post!

This same strategy can be applied to other formats, too:

  • a multi-point video can be broken down into new, separate videos
  • a podcast episode can give birth to new episodes, each delving deeper into various points from the original
  • etc etc etc.

And bonus:

Because you’ll be linking back and forth between these separate-but-related pieces of content, you’ll also reap the SEO benefits, which will boost your contents’ ranking in organic search.

Yay! Good for everyone!


 

LET’S TAKE ACTION!

OK, here’s your action step for repurposing content today:

  • Choose 1 of your best pieces of content + come up with at least 5 ways of repurposing it! (Share your ideas in the comments below, so we can encourage you!)

Cheering you on!


When it comes to attracting the people you love working with most, you already have a powerful asset at your disposal! Ready to learn what it is, and start putting it to work for you + your business TODAY?

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HI!  I’M MICHAELA. 
I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.
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