Is it not lazy to repurpose content? Don’t people get bored of it?
The simple answer is no. Repurposing content can actually be a really powerful part of your social media strategy – plus, it can save you a lot of time. Done right, it really is a win-win option. So let’s explore what ‘done right’ looks like!
Repurposing vs reposting
Both can be equally powerful, but they do have very different end goals.
Reposting content means taking a post that you’ve already shared and posting it again exactly how it is. This is really valuable for sales posts – you know, those posts that say, “this is how I can help you, and this is how you can get started”. Those posts are written for the person who is ready to buy; at this point, they are ready to sign up without needing more convincing.
So why didn’t they the first time around? They either didn’t see the post, in which case reposting it gives them a second chance to find it, or they didn’t have the time to sign up right then, in which case reposting it is doing them a favour, as they won’t have to go hunting for the original.
Repurposing content means taking a post that you’ve already shared and changing it slightly before posting again. This is really valuable to get more reach or more engagement based on what is working best for you right now, to reach a slightly different audience, or to really reinforce that original message.
What can you change?
What you change is going to depend on your goals and the reason why you’ve decided to repurpose a post – let’s explore some of them now.
- If you’re missing information, you can repurpose the post to add in what you forgot to say. I find this particularly useful when you realise that comments or messages are all coming through with the same question – clearly, something is unclear!
- If you want to reinforce the message, you can repurpose the post by changing the format. Remember, different people will consume different content. A text-only post might not have the same impact as a simple Reel with the same text on screen – or the other way around. Sometimes the message is clearer in a different format – and the ‘right’ format isn’t going to be the same for everyone in your audience.
- If the post didn’t get the reaction you wanted, you can repurpose the post by changing the call to action. For example, if the goal of the post is to direct people to read a blog and in the original post you simply share the link – it’s direct, it does the job, but what if you see that no one actually clicked it? That’s when you could repurpose the post, get rid of the link and ask people to get in touch to find out more – when they do, you can send them the link.
- If the post isn’t grabbing people’s attention like it should, you can repurpose the post by changing the hook. Make the first sentence more intriguing, start the post with the question you ask at the end, add an introduction, etc.
If you’ve got a video where you’re talking to camera, check out this step-by-step guide to turn it into a voiceover video.
Which posts to repurpose?
When you’re looking for posts to repurpose, you’re looking for posts that are evergreen (or at least, still relevant) and that performed well the first time around.
Think of it like this. You create an original post, and it performs well, i.e. it gets good reach or gets a good response. Now you repurpose that post in a way that fits your goals so that it can perform even better the second time. The content is good; you know it’s good; it’s already proven that. Now it’s time to play the social media game and tweak it so it can reach more people and resonate with them more.
Do you hate deep diving into your analytics? Imagine a simple report every month that highlights exactly what is and isn’t working for you right now – and even includes your recent top posts. That, plus a monthly 30-min 1-2-1 call with me so you can ask all your questions and really build your strategy… That is exactly what I have to offer through my Hearts Package!
I help passionate small business owners with their social media so that they can create a powerful and supportive space to promote their business.
Share this blog