Today, I’m going to be bringing you the topic of repurposing your content. So what does that really mean? Repurposing content is a vital marketing strategy that saves you a lot of time. It is when you recycle your content from just one asset that you have created into different bits for all of your social media platforms.
With that one piece of asset that you have created, you can turn it into a blog post. From that blog post, you can turn it into infographics for your Pinterest account, a microblog post that’s perfect for your Instagram and Facebook feed. From that content, you can take out the main message and turn that into a quote or a phrase.
Repurposing your content can not only save time from thinking of what else to post but it also helps you to reach more audiences and serves as an excellent strategy to make yourself an authority in your business.
Each social media platform has a unique set of audience. For example, your followers on Instagram may not be following you on Twitter, and vice versa. How social media really works today, and especially on Instagram is the many touchpoints that you have with your audiences and your ideal client.
What I mean by that is when your potential ideal client sees you for the first time, most likely, they’re just going to read your content and not purchase anything from you. You’re not going to get an immediate sale, simply because you haven’t built the relationship and you’re not going to get any leads yet.
For example, if you have a freebie, they want to go through some or all of your contents to understand if it is something that they can relate to and resonate with, and that if you are the perfect coach or consultant for them.
Can you imagine how much reach you can have when you can post regularly on all of your social media accounts?
One of the best ways to do that is to repurpose from your Instagram videos. It’s a simple step-by-step process that I use in creating content for myself and my clients.
On to the step-by-step process on how to repurpose your content, the first one is to create a video asset. When I say video, it can either be a live video, which of course would be the perfect option. Live videos on Instagram can get you more reach and you can instantly communicate with your audience.
If you’re not comfortable doing a live video, you can start off with a pre-recorded video. Choose from the two options whether it is a live video or a pre-recorded video. If you have decided to do more live videos, you can upload it as a video onto IGTV. With a pre-recorded video, you can also upload it on IGTV and YouTube.
If you’re looking to expand onto YouTube, it requires additional work like account setup. You also need to create and schedule descriptions based on your social media content calendar for YouTube to repurpose your video. This platform is the second largest search engine, and it caters to a wider market across the globe.
There has been a huge emphasis on IGTV last July with updates and increased usage. It only shows that uploading to IGTV regularly is a powerful strategy but of course, this was before the launch of IG Reels. Even though that is the new feature of IG Reels, I would still say utilise all of the features that are available on Instagram.
To optimise IGTV videos, make sure to add subtitles so that even those with hearing challenges and those who turn off their audio or can’t seem to turn on the sound can still understand you.
Subtitles help with the engagement, so don’t ever miss out on this step. That’s also a big percentage of people. I can’t remember the statistics of this, but you can definitely Google this and find out the percentage of people who actually watch videos without the sound turned on.
Step number two, grab the audio to upload as a podcast episode. All you need to do is submit your podcast for approval on the platforms like iTunes. You need a hosting platform to cover your show notes and you’re ready to go.
You don’t have to complete a separate set of content for this because you can use the audio content and put it as your show notes. There are several tools that you can use to grab the audio from your videos.
Step three, it’s time to turn your videos into blogs. Transcribe the recording for your blog posts and show notes for your podcasts. If you have a website, you can actually use this content and put it as a blog post on it. Your blog should contain good and relevant keywords for the purpose of SEO.
Back to the topic of transcribing your videos, you can manually transcribe your videos and format it for your blog posts, or you can choose to outsource this. The outsourcing part is going to actually save you time. This is a really great option so I would recommend using transcription services such as Rev and Otter.
I’ve actually been using Otter a lot lately and I do enjoy the features. Once the content has been transcribed, you can comb through the transcription and make a few tweaks and just turn it into an epic blog post.
Bear in mind that for example, with Rev, they use actual humans to do the transcription. It can sometimes not be as accurate so you have to check through and see that there are no spelling errors and mistakes. They won’t change any of your grammar or the structure of your content. You do need to check through that so your post actually makes sense.
Otter is a voice note tool. Sometimes with the pronunciation, it just doesn’t catch what you’re saying. The AI technology behind it sometimes cannot understand the pronunciation or the accent that we have. Bear in mind to comb through the transcriptions, whether it is with Rev or Otter.
Repurposing your video into a blog post is a good SEO strategy for you. You can tap into audiences outside of any social media platform like Google.
If you have additional time or if you already have an account with medium.com, you can choose to upload your blog on it. Medium is a platform where you can publish your content. It has an approximate of 60 million monthly users, it’s another way for you to increase your reach outside of Instagram.
Step four, cut your video up into bite-sized videos for Facebook, LinkedIn, and Instagram. Shorter videos can also grab viewers attention and retention.
You can also cut up videos that are about 15 seconds long and post them into Instagram stories, or put together multi clips for Reels. Reels is the latest feature that Instagram has launched so go forth and start creating one.
Step five is to create audiogram graphics. You can add a variety of content on your Instagram feed or stories by repurposing your audio to audiogram graphics.
Audio with a stunning graphic usually gets the eyeballs to create audiogram graphics. You can either use Wave or the Headliner app, it’s easy to use.
Step six is to grab unique quotes or strong opinion pieces that you want to highlight. One of the Instagram metrics that you should focus on is the share metric. Instagram views your contents as valuable content when people are sharing it.
One way of doing this is by sharing motivational and inspirational quotes or phrases that are from your content. You can grab the main message from one piece of asset that you have created and turn that into a unique quote or a strong opinion that’s coming from you.
Go ahead and grab shareable pieces from your video and post it on Twitter, Instagram, and Pinterest. Here’s a tip, there’s this app called Tuigram. You can use it to share your tweets directly on Instagram or Canva.
Step seven, turn your blog posts into a newsletter. You can repurpose your blog posts into a more personal way through this. You are well on your way to building an email list.
There’s a saying and I’m sure that you’ve heard of this before that the money is in the list. You do need to start building your email list to directly communicate with your audiences.
Bear in mind that no matter how big you have grown on different social media platforms, that is just rented space. Anytime these platforms may decide to shut down your account for some reason like not following the rules and the regulations or your account has been hacked, or their platform no longer exists.
One way to directly communicate since you’ve lost all of your audiences is through your email. That’s why building an email list is vital and this is something that you need to start doing now.
One free tool that you can use in sending out newsletters is Mailchimp where you can send up to 2000 people without spending any money. If your list is more than 2000 people that MailChimp actually starts charging.
Creating content shouldn’t be exhausting, it should be fun, enjoyable, and should save you time. If you’re finding yourself spending a lot of time recycling content, then I have a quick tip for you. Create that one asset either a video or audio and let your virtual assistant or your social media manager do the rest.
If you’re repurposing the content on your own, you are now able to maximise your time, increase your content exposure, and consistently build your authority.
Remember that you first need to build know-how and trust. In turn, it becomes a relationship and then you’ll be able to get a sale or sell without being salesy at all. You don’t need to keep thinking of new content to pose all the time.
There you have it, my 7 step process on how to repurpose your content. Just follow the process and you can start to have a podcast episode, blog posts, social media posts, and a newsletter all from just one piece of content.
P.S.: Ready to grow your business online and get more clients? I’ve opened up a few spots of my SUPER 60 – a 60 minutes deep-dive strategy session to help you skyrocket your business today. Schedule a call today – https://calendly.com/kellytan/60min