REPURPOSING CONTENT: What is repurposing content? Why repurpose online? And How to repurpose content?

​What is repurposing content? 

Repurposing content is when we use content for one purpose and then re-use it for another e.g. we turn a blog post into a vlog or a social media infographic. Or we might turn a podcast episode into a blog post and so on. In a physical sense, we may epicycle clothing so we bought a pair of jeans to wear as trousers and then in the future we turn that into a skirt or bag. But the great thing about repurposing online content is that we end up with multiple pieces of content from one idea or good piece of work. 

For example this blog post I have already made into a video and a Canva graphic (attached/see here). 


Why should we repurpose content? 

Here are some of the main reasons why it is a good idea to repurpose content (especially your best work):

• It is a quick way to create social media content rather than constantly coming up with new ideas. 
• If you have writers block or a creative block - it is an easy way to stay productive. 
• People consume content in different ways. Some people love audio like podcasts whereas others love vlogs and videos or reading blogs. And some people will only be on or focus on one main social media platform. So it is a great way of marketing your content on different channels. 

How should we repurpose content?
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• Apps and sites like Canva and picmonkey are great for easily creating graphics and visual posts out of content. Or those in the know can use photoshop and other tools.
• Choose your best content to repurpose to start with. So what content are you most proud of? Or if you are thinking in marketing terms... what content did the best in terms of reaching your audience (look at engagement, likes/views and reach). 
• Pick the best parts of your chosen content and refine it. 
• Think about how to illustrate your content or use in creative ways. Or maybe it is an audio interview and you transcribe it for a blog post. 
• Shareable: You can make content more shareable and more accessible by repurposing it. You may even create a great graphic of tips (from an old blog post) which then are shared widely. And it may make some pieces of content easier to share with other sites which also boosts your profile. E.g. a powerful quote you may have said could be made into a visual instagram post and people share it (just make sure you include a small link to your site or your logo on it)

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Once you get into the habit of repurposing content it is good to start to think about this when you create the content. E.g if I am doing a vlog with key points in it I write these down to prepare for the vlog but I also know that I can then use these points later to make a blog post or Canva graphic or both! 

So start thinking about one piece of content you could repurpose and what platforms would you post this on? 

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By Sophie Mei Lan 
Co-founder of EvokeMediaGroup.co.uk 
Blogs at mamamei.co.uk / yorkshirefamilies.co.uk / blogupnorth.co.uk