7 techniques to enhance your content strategy using repurposing

When it comes to creating a content strategy that enables you to meet your goals and better connect with your audience, there can be a lot of pressure to base your strategy around constantly coming up with brand-new content ideas for every piece of content you create.

But the truth is, good content doesn’t always have to be brand new, fresh content. 

Yep!  You don’t have to reinvent the wheel every time to build a successful business through content strategy!

This is when repurposing can really save the day and take the pressure off.

In fact, repurposing is a great way to enhance your content strategy and better connect with your clients. It doesn’t have to be a last resort when you run out of ideas. 

And if you start treating it as a core element of your content strategy, you might be surprised at the results!

Not only will it help build a level of consistency in your content and take the pressure off having to create brand new content pieces all the time, but it can be psychologically beneficial to your audience as well!

The more familiar something is to someone, the more likely they are to favour it. Meaning that the more you talk about an idea or your services, the more people will start to favour you and want to work with you!

But how can we make repurposing content an effective part of your content strategy and stop it from getting boring? 

Well, here are 7 ways to help repurposing feel fresh and exciting for both you and your audience!

Tip 1: Make it personal 

When repurposing content, look at what content you’ve written before and reflect on any past or present experiences you’ve had. See if you can relate any of your past content that performed well to these experiences. 

This gives your old content a fresh take and gives you the chance to spark up a more personal connection with your audience. You never know who has experienced something similar or what might resonate!

Tip 2: Avoid using the same format

If you’ve written a great blog around a topic that got a lot of traction, when it comes to repurposing, avoid simply sharing the same blog again, or switching it up for another blog within a few months of publishing the first one!

Instead, look at how you can take the original blog content and turn it into other types of content. For example, could you make a reel series? Or take the key points and summarise them in a caption? 

Transforming larger content pieces like podcasts or blogs into smaller content pieces is a great way to keep your content fresh!

Tip 3: Utilise trends

An amazing way to repurpose a content piece that performed well while offering a fresh perspective is to use trends. 

For example, look at a trending reel sound and think about how you could use a past post and mould it to fit the sound! This can be a really creative way of repurposing opinions or information that people have found valuable in the past. 

Tip 4: Ask your audience 

If you want to know what content is best for you to repurpose, ask your audience (just be subtle about how you do it!).

Jump on your Instagram stories and create a poll on some of the recent topics you’ve talked about and ask your audience to vote on which ones they’d like to hear more about or want further explained. 

Tip 5: Keep your eye on the prize

Or in other words…your goals!

Make sure that whenever you repurpose your old content, you take a second to evaluate what your current goals are because this will impact how you repurpose.

The chances are that your goals have changed since you created your original content so you may need to pitch it slightly differently when you repurpose it. Think about who you’re talking to and the end goal of your content.

If your old goal was to increase engagement but your new goal is to drive traffic to your website, at the very least, the CTA you use is going to change and you might need to spin your old content so it fits into the current context and aligns with your goals!

Tip 6: Plan it out

Whether you’re coming up with new content ideas or repurposing, the key to a successful content strategy is to plan!

So make sure you’re looking at when and where you’re going to post, choosing the best platforms based on your audiences, reviewing your old content and repurposing content that feels relevant and performed well previously. 

Tip 7: Get a fresh pair of eyes on it

One of the best things you can do to keep your content fresh, even when repurposing it, is to get another pair of eyes on it!

Planning your content with someone else will invite new perspectives which can be really handy when looking for new ways to speak about old topics. 

It’s also a lot easier to brainstorm with someone else.

This is one of the things we can do during my Content Planning Consultancy sessions, so if you want to learn more about what those look like and how they can help, check out this blog where I dive deep into what a consultancy session with me actually looks like!