Information in this blog was obtained from MOZ, Social Media Examiner, and Sprout Social.
There are many reasons why it is important to repurpose content. A commonly known reason for repurposing content is because it saves time, as you are re-creating content that's already been created. Did you know that repurposing content can also be used to reinforce your brand's message, boost SEO, and reach new audiences that the original content missed? In this post, we will focus on repurposing your content for social media.
Considerations for Repurposing Content
The most important consideration you should take when repurposing your content is choosing a solid piece of content. You'll want to choose a piece that had a good amount of traffic, feedback, or provided exceptional information. Chances are if it got good feedback or traffic once, repurposing it should lead to the same results or better!
Consider the reason that you are repurposing your content and work around that purpose. Is it for raising your brand awareness? Are you trying to drive organic traffic back to your website? These are important details to know prior to repurposing, so you can achieve the results you are wanting.
Determine whether you'll be repurposing evergreen or time-constrained content. Repurposing content that performs well all year may be quicker to create as compared to a time-constrained repurpose that must be carefully planned and scheduled to perform its best.
How to Repurpose Content into Social Media Posts
There are several ways you can choose to repurpose your content into social media posts. You can post Twitter threads, cross-post live streams on multiple platforms such as Facebook, Instagram, and YouTube, create a GIF with your content to capture the audience's attention, or even pose your content in question form.
You'll want to be sure that you adapt your content specifically for the platform you are going to be posting to. For Twitter you'll want to use small snippets of your content into individual tweets, backlinking them to your original content. You will want to limit your tweet to around 120 characters in order for others to have room to re-tweet. For platforms like Facebook and Instagram, you'll want to use text and images, and you can add quotes, statistics, etc., and provide links (or a "link in bio" on your Instagram post) to drive traffic back to your original content.
Repurposing Infographics for Social Media
Infographics are a great way to provide information in a way that keeps the audience engaged, but not bored. There are a few ways that you can choose to repurpose infographics and use them for social media content.
Turn a large infographic into smaller infographics. By splitting the large image into multiple smaller images, you can then create a series of posts, using each as an opportunity for a backlink to your original content.
Turn your infographic into a video. This can be done by taking pieces of the infographic, and moving the capture area throughout the graphic while explaining the data. When you choose to put forth extra information, it provides an opportunity for backlinks and driving additional traffic back to your original content.
Resources
Burton, S. (2021, September 7). The greatest hits: Repurposing your best content for social media. Sprout Social. Retrieved April 20, 2022, from https://sproutsocial.com/insights/repurposing-content-for-social-media/
Livermore, R. (2014, October 7). How to repurpose blog content for Social Media : Social Media Examiner. Social Media Examiner | Social Media Marketing. Retrieved April 20, 2022, from https://www.socialmediaexaminer.com/repurpose-blog-content-for-social-media/
Shey, G. (2011, August 9). Three easy ways to repurpose infographic content. Moz. Retrieved April 20, 2022, from https://moz.com/blog/three-easy-ways-to-repurpose-infographic-content
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