Tis the season, !

And there's no better time to think about how to get the most miles from the valuable content you produce.

Repurposing content isn’t new, but today’s repurposing differs from the original concept for a few reasons. Check out the replay of the weekend's Social Cafe Bonus Chat hosted by Deborah Anderson and Martin Lindeskog, where we weighed in on this important topic and the benefits of Repurposing Content!

How Has Repurposing Changed?

For me, the first major change has to do with the starting point or the original version of a piece of content, which for many many years (and still today for some businesses or writers) is a blog post. Today, your “hub” or initial content piece can be anything from a podcast or audio event to a livestream or video content as the central (main) piece from which you “repurpose.” 

And the term, “repurpose” has also changed in terms of digital. 

Initially, sharing your content on a variety of platforms was the main idea, but now it’s about creating multiple types of content from the original to optimize the original work and share variations of it in formats that change by platform. Many creators suggest a “flywheel” approach centered consistently around a selection of three main formats that, of course, are then amplified and distributed via your favorite social media sites. 

One of the most popular content hub examples I’ve seen is a focus on email newsletters as the selected original content piece and from there, a podcast and video may be the repurposed choices (notice how I'm using the reverse strategy today; thanks for playing along 😂). 

What's changed about my hub, is it used to be, like I said, the blog. The blog was the center of everything, but now for me, video is the center of everything. And from that, I figure out how I'm going to redistribute all of the content into all the different bits and pieces; maybe even podcasts or social media posts. Even for my newsletter and blog, it all now starts with a video.

User-first Rules Content Planning

Respect for viewers, readers, or listeners in your community or audience is also at the heart of why creating content in written, audio, and video formats makes your valuable shares accessible wherever a person prefers to consume it. A win-win! 

Also, add visual content for social sharing like images, gifs, carousel posts (back in the day we used Infographics), or video clips to help entice clicks for further reach and engagement without “reinventing the wheel” to share your content. 

Consider the format you are most comfortable creating, where your potential market is, and what content best fits your business goals to plan your flywheel.

Systems, processes, and tools are a key consideration for a consistent repurposing plan for your unique business needs. For example, I’ve talked about using the convenient Zealous App (affiliate link) because I love its capabilities to immediately capture your Twitter Spaces audio content. Audiograms are one of my favorite outputs from Zealous to extend my content reach and clip golden nuggets from a conversation. But I also love the video clips that can be used for Shorts. ICYMI, here's my short review of Zealous.

Tubebuddy (affiliate link) gives you access to some AI features that are great for both repurposing and testing your video content, titles, and thumbnails. Simple solutions like Google Docs, Slides, and Google Drive are useful and universal. Zapier integrates with thousands of apps and plugins to help streamline content management and increase your productivity too. 

There are endless tools and apps out there and the AI rabbit hole can take you further from your business than Alice in Wonderland’s big adventure, so be thoughtful. Simplify and streamline for smooth and easy repeatable systems and processes. 

For me, the relationships I have with the team, like the great peeps at Streamyard and Aweber, (affiliate links) along with reliable customer care and support, are more important to me than jumping to something new 

all the time. 

What are some of your favorite apps for repurposing content? Hit reply and let me know, I'd love to chat with you. 

Stay Beautiful - Until Next Time,

~ Ms. Ileane

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Some of the links mentioned above are affiliate links, which means that if you choose to make a purchase, I will earn a commission. This commission comes at no additional cost to you.