A simple strategy (and checklist) to repurpose your content
Photo by mahmood sufiyan: https://www.pexels.com/photo/man-wearing-gray-tank-top-1423384/
Your organization is a content creating machine. You’ve got newsletters, a blog, and archived talking points from years past.
Your writers are wordsmiths, turning out high-quality content and commentary. It’s informative, insightful, and addresses critical issues of the day. But once it’s published, it disappears into the digital abyss. Its potential impact, all that research and writing — seemingly gone.
“No problem,” you think. “Our writers are rockstars!”
Need a new op-ed? Done. Social campaign? Published. It’s like having an endless stream of fresh material. But you’re paying a hidden cost. Continuously churning out new content without maximizing what you’ve already got will lead your team toward burnout.
There is a better way and it’ll save time, protect your team’s capacity, and amplify your message. Let me show you how.
Content Repurposing Strategy
Choose Your Cornerstone
Your cornerstone will be your most valuable, in-depth piece of content. It’s something your organization creates at a regular and meaningful cadence.
Are your organization’s thought leaders visual thinkers who use illustration, videos or graphics to simplify complex topics? Do your content creators have a way with words, making it easy to craft bylines or write a newsletter? Maybe your leadership includes captivating speakers. Then podcasts or presentations could be your forte.
Create for One Channel
Once you’ve chosen your cornerstone format, decide on your primary channel. Think of it as the stage for your main performance. This is where your cornerstone shines in its original format.
Select Secondary Channels
Where else does your organization show up and why?
Perhaps you’re on Instagram to demonstrate your values and relevance to pop culture. Maybe LinkedIn is your recruitment tool, while X is where you drive conversation. Note the kind of content that works best on each platform. If you’re new to a platform, look at what your peers, competitors, and those who inspire you do well. If you already exist on your secondary channels, review your existing analytics to understand what resonates, what does not, and consider why.
Chop It Up!
You’ve got your cornerstone and it’s scheduled publication date. Now it’s time to repurpose it for your secondary channels.
Mine your cornerstone for gold: standout quotes, statistics, or insights. These can become graphics or conversation starters on your secondary channels. Imagine repurposing a data-rich blog post into an Instagram infographic. Consider breaking down one big idea into a sequence of bite-sized key points to share as a series on Threads, or a carousel on X. Is your cornerstone controversial? Spark a conversation on LinkedIn to gather diverse perspectives and solutions.
Always consider what your audience needs and enjoys on each channel and format your content to grab and hold their attention.
Content Repurposing Checklist
I’m sharing my personal content repurposing checklist to help you slow down your content mill, maximize your existing library, and fully leverage each new piece of new content you create. This quick reference guide will inspire you to turn blogs into infographics, podcasts into social soundbites, and more.
Click here to download the checklist.
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