Category: Repurposing

Repurposing

What is content repurposing, and why repurpose?

A bicycle leaning against a wall and on the back is a stack of newspapers waiting to be delivered. Image is illustrative of repurposing content being like distribution.
Think of content repurposing as like redistribution. Photo by Ravi Sharma on Unsplash

What does repurposing content mean? And why should you repurpose your B2B content?

Think of content repurposing as redistribution or broader distribution, making sure a piece of content you’ve created gets seen by as many different people as possible.

Another way to look at it is return on time invested.

You’ve created a piece of content for a purpose. It takes time to write, edit and get signed off (or filmed or recorded), and time is money.

So, you want to maximise the value of your time and content. Making sure it gets seen by as many of the right people as possible will help you achieve that.

How do you repurpose content?

There are different ways of repurposing content, which break down roughly into four areas:

1. Multiple-channel approach

This is where you publish the same piece of content on several different channels that you use for your business.

For example, you make a video and publish it on LinkedIn, Twitter, and YouTube, embed it in a client newsletter and put it on your website. That’s five different channels.

If you use Instagram, TikTok and Facebook, you could publish it there too.

2. Break up a longer piece of content into smaller pieces

Longer content, whether an article, report, longer video or podcast, can be repurposed into smaller chunks of content for different channels.

For example: Take your thought leader article or white paper, pull out key sections/points/quotes, and turn them into a series of shorter LinkedIn posts, blog posts or Tweets.

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Content marketing, Repurposing, Video

Video: Post-event content strategy – are you making the most?

Watch for examples of a post-event content strategy

I’m no stranger to events having been moderating panels and round tables for more than a decade (and doing event write-ups).

But there is one thing that organisers regularly miscalculate with their post-event content strategy:

How much content the discussion will generate.

Why is a write-up from a panel event or round table valuable?

💡 Bigger audience – content can extend your event’s reach beyond the people there.

💡 Longevity – your event lives on in your content beyond the ‘thanks for coming’.

💡Promotion – A good write-up can help build interest in your next event, maybe a bit of FOMO.

💡 Time-saving – It’s relatively easy content you don’t have to write from scratch.

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