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"Content is the king," you might have heard many marketers and marketing leaders say. They're not wrong, but it can get exhausting trying to produce multiple "kings" every day. Still, content creation remains a necessity.
The key benefits of repurposing your content are that it helps your message stick, makes your brand more memorable, and allows you to reach a broader audience with a variety of preferences, including listening, reading, long-form video viewing, and short-clip browsing.
In this article, we will discuss 15 benefits of repurposing content, including:
- It increases your reach
- It allows you to be omnipresent
- It makes your content shareable
- It reduces the time you spend creating content
- It gives you the first mover advantage
- It makes your content ever-green
- It allows you to divert your time to other things
- It makes you more discoverable
- It makes your message stick
- It is preferred over content recycling
- It gives you more chances to go viral
- It allows you to be more thoughtful with your content
- It diversifies your content across more channels
- It prevents you from being limited by your audience's attention span
- It can increase the traffic to your sales page
1. You Reach More People
One of the key benefits of repurposing your content is that you reach people who didn't get to see your content the first time. This includes people who skipped it by choice or by chance.
Repurposing content is especially beneficial in that it reaches people who skipped a piece of content by choice and provides them with a piece that is better suited for their liking.
For instance, a person who doesn't watch Instagram video content may scroll past your clip when it appears on his feed. But a quote card from the same clip would reach them instantly via stories. It may even yield alike.
On the other hand, if you recycle content, it ends up annoying people that skip it by choice, which can result in them unfollowing your page. In a way, content repurposed across multiple formats gives people more reasons to follow you.
And it ultimately boosts your reach because the algorithm prefers pages one follows when deciding which posts to show to the average user. But even outside of the world of social media, repurposing your content can help you reach more people.
A lecture transcript can be turned into a workbook. A workbook page can be turned into a poster. Generally, the rule of thumb is that the more bite-sized something is, the wider its reach is.
But not everyone prefers bite-sized content, so producing just small pieces would alienate those who want to sit through an hour-long podcast or webinar. Repurposing allows you to have your cake and eat it too.
Naturally, there are also people who prefer to consume different type of content. Some people like to read, other watch videos or listen to podcasts.
Strategic content repurposing allows you to transform between these types of content, so you can satisfy all the demand, which results increased reach and more followers.
2. You Build an Aura of Omnipresence
There was a time when the number of followers used to be the metric of success on social media. But since we have gone past the influencer boom, the social media zeitgeist is totally done with being impressed by likes.
Now, it is your content that reflects your professionalism, value, and impressiveness. People are no longer expecting brands and experts to have hundreds of thousands of followers. They just want good content.
When people follow you on different platforms and vibe with your message, they are very likely to engage with it everywhere they see it. Interestingly, **the more they engage with your content, the more they'll see it. **
This can give you an aura of being everywhere all the time. The rabbit-hole phenomenon might not be here for long as social media giants are being criticized for creating echo chambers.
But while the echo-chamber phenomenon is here, repurposing your content can help you create a following of super fans. The more people see you, the more they can relate to you and trust you. It goes without saying that this is incredibly valuable for content marketers.
3. You’re Not Limited by Your Audience’s Attention Span
Theoretically, podcasts have the best audience in terms of attention span. But even the biggest podcaster in the world, Joe Rogan, has an official Joe Rogan clips channel with over 6.6 million subscribers.
Please note that The Joe Rogan Experience had a clips channel long before Youtube started pushing short-form content. He did it for the simple reason you should do it, too: there is no logical reason to limit your content to those who can afford to sit through hours of content.
Content repurposing allows you to create bite-sized pieces that can be consumed across various media. It is easy to think that this goes one way. Content repurposing doesn't exclusively result in shorter content from long-form content.
Author Ryan Holiday often stitches together the audio of his TikTok clips into an episode of his podcast, The Daily Stoic. Content-repurposing deals with one of three things:
- Change of medium
- Change of size
- Change of distribution platform
4. Your Content Becomes Easily Shareable
On the subject of changing platforms, you might have noticed that most tech platforms are changing their forms. Netflix has introduced a clip-format tab, and Twitter has incorporated social audio in its spaces form.
Even if you have no plans to share your content on a different platform, you can repurpose your content to be ready for other products within the platform of your choice.
Here are a few ideas:
- Taking a recording of your Twitter Spaces Audio and turning it into a podcast
- Captioning a portion of your Feed video audio with Stock or Film B-roll to turn it into an Instagram Story.
- Taking a screenshot of your Instagram Direct Message and making an image post (often done with reviews)
So why is it important to have your content ready to hop onto a new product within a specific social media platform? Because of reach. Every platform will give an unfair amount of reach to a specific product it is pushing.
Instagram co-opted stories when Snapchat refused to sell to Facebook (now Meta). At that point, stories had a much higher reach than the feed posts. Now, the same thing is happening with reels.
Every new product is an opportunity for those who can be the first movers. And every platform makes sharing incredibly easy for a specific type of content. When you repurpose your content to it, your content gets shared more.
Even more important is the fact that people share what they know the other person will enjoy. When was the last time someone recommended a song to you? Song recommendations died the moment people realized that the party receiving the suggestion would probably ignore it.
Even if someone loves your webinar, podcast, or other long-form content, he will hesitate to share it because he knows his friends won't go through the whole thing. But the same person will eagerly share your clips... if you have clips. How do you make clips out of long-form content? You repurpose it.
5. You Give Your Content a Shot at Virality
Aside from improving your content's reach and engagement, repurposing also helps you go viral. While it doesn't guarantee that any individual piece of content will become a viral hit, it does help you maximize the volume. Viral hits are often happy accidents. If you put too much effort into a single piece of content, betting on it going viral, you might be disappointed, disheartened, and discouraged when it doesn't.
Virality for content creators is a volume-driven accident. Almost every major Youtuber says that he did not expect the video that went viral to go viral. Marketing companies that try to deconstruct viral hits go wrong in trying to make virality predictable when what goes viral is usually content that has never been created before.
We believe that if you increase the volume of your content, you will end up creating something unique and valuable enough to go viral. Repurposing helps you maximize the volume of your content. You don't know which video, image, gif, or audio will go viral on which platform.
But instead of giving one performance only one shot at viral success, you can let it have up to 30 different attempts at virality. If you create fresh content every day and multiply it by 30, it is fair to say you're improving your odds of becoming an accidental viral hit.
6. You Spend Less Time on Content Creation
Let's take the viral hit theory further. If maximizing your output improves your odds of going viral, is it worth it to create 30 pieces of content every day? For most people, it is not because there are no guarantees that creating that much content will result in viral fame.
It takes 1600+ CV submissions to get an entry-level job. And even with that statistical predictability, people apply to 113 positions on average. People would rather be jobless than put in the effort without a guaranteed return.
It is safe to assume that most people will not film 30 videos every day. But you can repurpose a single Zoom call into 130+ videos. With content repurposing, you can reduce the effort required to make content.
Lowering effort can allow you to lower expectations from each individual piece of content. You won't be discouraged when a single image will garner 12 likes because you won't have spent hours crafting it. And when you create enough content consistently, the social media algorithms will reward you.
7. Allows You To Get the First Mover Advantage
Grant Cardone has one of the biggest personal success podcasts in the world. He also happens to be one of the few self-help event organizers to make a profit on ticket sales alone, with all upsells being pure profit generators.
One of the key contributors to his success was that he got on Youtube early on. But because he had a large real-life operation to run, he couldn't afford to film new content. What did he do? He repurposed a majority of his "Sales University" course and posted it for free on Youtube.
Previously, Cardone used to sell access to his Sales University via direct-sales channels. It was targeted at corporate clients trying to improve their salespeople's performance. But because Youtube was giving new content creators easy reach, he was able to shift his target audience and become one of the biggest names in self-help. Today, his **podcasts are repurposed into blog posts by his team. **
His webinars get bundled and rebundled, and his talks get filmed and broken down into courses. He repurposes paid and unpaid content, and you can do it too. But the key point to remember is that just because you don't have the first-mover advantage on Youtube doesn't mean you won't ever have it on a new platform.
New social media platforms will never stop emerging. And when a new platform does come into existence, you will have enough content to post and maximize your reach.
8. Gives You Breathing Room To Create Better Content
Content creation can be exhausting if you do it on your own and expensive if you hire a team to do it for you. Not everyone can afford to have teams like Grant Cardone's or Gary Vee's. And that's okay.
Because content repurposing is no longer a team sport, an individual can multiply his content across various formats by using ContentFries.
There are two layers to this point. Firstly, even the top content creators across any space cannot afford to make only fresh content. They all repurpose content. For instance, Shifty creates bite-sized clips for comedian Andrew Schultz.
He is a full-time employee of the entertainer's enterprise. Gary Vee has an entire department shooting him almost all the time. His content, then, is repurposed into clips, images, blog posts, and podcasts. He shared this in-depth in his famous GaryVee Content Model.
Having established that top creators can focus on quality original content knowing that repurposing will allow them to hit their content volume targets, we can come to the second layer.
"Content Repurposing software" is the second layer, as it allows everyone to do what the most popular content creators do, but without paying full-time editors or having entire teams.
In fact, the general public doesn't know anything about content multiplying software, so it actually looks like you have a whole team working for you when your content gets multiplied into 100 different clips, images, videos, and even blog posts.
But returning to the main point, you can create one piece of long-form content knowing that no bit of it will be wasted. If you're a professional speaker, you can focus on your keynote. If you're a podcaster, you can create one episode a week. If you're a coach or a consultant, you can create the best webinar.
9. Makes You Crash-proof Across Different Platforms
Deplatforming is becoming more common as the public has accepted the new limits imposed by social media. At least from the tech giants' perspective, it makes the overall social media landscape safer. From some creators' perspectives, it gives unchecked power to giant platforms.
For you, what should matter is that you are ready if you get banned, hacked, or shadow-banned on any platform. When you're platform-diverse, thanks to content repurposing, your entire digital footprint doesn't get erased from a single platform's decision to deplatform you. Repurposing gives you cross-format flexibility.
If your Youtube gets banned unfairly, you can strip audio from your videos and distribute it as a podcast. If all video and image-sharing platforms collectively decide to ban you, you can get all your content transcribed and post it as a collection of blogs. Content gives you options, and the more content formats you have, the more options you have.
10. Increases the Lifespan of Your Content
Let's illustrate this with a hypothetical of a professional speaker whose webinar includes the following words:
"So ultimately, life is short. Life is too short to care too much about the little things that don't matter. But life is also too short to care too little about the little things that matter. Be present and pay attention. Everything from the flap of a butterfly's wings to the tear on a child's cheek matters. But if you pay attention to what you can control, you make the most impact in your life. And perhaps, that tear doesn't have to be on that child's cheek after all."
This can be repurposed into the following clips:
- So ultimately, life is short. Life is too short to care too much about the little things that don't matter.
- Life is too short to care too much about the little things that don't matter. But life is also too short to care too little about the little things that matter.
- Be present and pay attention. Everything from the flap of a butterfly's wings to the tear on a child's cheek matters.
- But life is also too short to care too little about the little things that matter. Be present and pay attention. Everything from the flap of a butterfly's wings to the tear on a child's cheek matters.
- But if you pay attention to what you can control, you make the most impact in your life.
- Everything from the flap of a butterfly's wings to the tear on a child's cheek matters. But if you pay attention to what you can control, you make the most impact in your life. And perhaps, that tear doesn't have to be on that child's cheek after all.
As you can see that you can even reuse portions as long as you add something new to a clip. As time passes, you can repurpose ever-green bits of your content, even if the entirety of a video or a podcast is dated. Here is what that can look like for different types of content creators:
- Podcasters: If your podcast has references to news and current events, you can still chop certain bits that involve interpersonal interaction that doesn't refer to the news. These bits can be posted much later.
- Keynote speakers: If you're referencing companies that have gone bankrupt or have gotten involved in a scandal, you can still strip all the inspirational advice and post it later.
- Life coaches and consultants: If you've recorded advice for a client, their name can be removed. If you've made a video about working from home and the global culture shifts back to offices, you can remove references to home and repost such content about managing anxiety when one is alone.
11. Frees up Your Schedule for Better-paid Work
If you create content to increase your brand visibility, chances are that creating content isn't your main job. A professional speaker gets paid to speak. A comedian gets paid to film comedy specials or perform live. Content creation is a necessity that takes time away from your paid work.
And that's fine, but the content volume burden starts increasing the more competitive the social media landscape gets. With content repurposing, you can actually free up your schedule and spend more time working with clients.
But what if being a content editor is your main job? If you're responsible for the content of a company or a content editor whose sole job is to edit clips and videos, you probably already leverage repurposing.
The best way for you to increase your paid time is to use content repurposing software like Content Fries. It allows you to create a week's content in a few minutes, and many virtual assistants use it to maximize the number of content editing clients they can fit into their respective schedules.
12. Increases Your Discoverability
Not everyone is on every platform, but if you're on each one, you can make sure your potential clients and audience members don't miss out on your content. Let's take the example of videos since almost every platform allows publishing them. If you don't strip the audio to make a podcast, you're missing out on audio-only clients! And they have the longest retention time.
13. It Can Lead To Higher Web Traffic to Your Sales Page
Repurposing your content can maximize your reach alongside making you more endearing to people who repeatedly consume your content on a more frequent basis. This can result in more people clicking on the links you post and buying from you.
14. Can Make Your Message Stick
It takes, on average, 8 repetition to get a specific point across in a memorable way. This is derived from an analysis of how many times an ad has to be viewed for its message to stick. Even if you don't pay to push your message, the rule remains the same. Repurposing allows you to reinforce your message.
15. The Algorithms Love It
Some of the advantages of repurposing content are transferable to recycling content. However, algorithms hate recycled content. If the same people view the previous content, this can results in people unfollowing or unsubscribing.
Examples of Repurposing Content
An example of content repurposing is turning a video into audio, text, blog, quotes & more or vice versa. Another example is turning a long-form video content into bite-sized pieces of content.
For example, in practice we use content repurposing to turn one blog post into 20+ pieces of content, including:
- Video introduction;
- Video version;
- Audio from the video;
- 3-15 bite-sized video content pieces;
- 1-5 quotes.
We're working on our SEO and one article per week is a part of that. It would be a bummer not to leverage it to its fullest potential.
Here is a draft of a content repurposing process we're currently working on:
- Our SEO guy creates an assignment;
- A copywriter writes an article;
- The article is checked and added to our blog;
- We create a 150 words summary script, explainer, or introduction, depending on what is the best for the article;
- A Fiverr guy records it as an audio voiceover;
- My assistant then takes it and turns it into an animated video of sorts;
- Newly created video is then repurposed into a portrait for YT Shorts, Reels, TikTok;
- Then we make an infographic for the blog and Pinterest and slides for Instagram;
- Create script for video version and record as 5-10 minute YouTube video;
- Turn it into audio for a podcast;
- Repurpose the video into shorter bits;
- Mark the most engaging ideas and generate quotes out of them.
Depending on the article length and type, we should be able to get 10-30 pieces of content.
This process is new and we will improve upon it, but it is a great example of what you can do with strategic content repurposing.
You can do something similar with your long-form audio or video content like podcasts, interviews, webinars, keynote speeches, YouTube videos and more - you can basically use any content and transform it into shorter bits, or different form of content.
ContentFries might be a great tool to help you with that!
Content Repurposing FAQs
What Is the Difference Between Content Recycling and Repurposing?
Content recycling means reposting your old content on a social media platform, while repurposing refers to using portions of your content across different media or formats. Repurposing is typically done by cutting shorter clips, transcribing audio, or stitching shorter clips for long-form content. With ContentFries, you can add a logo to your video or create a nice looking video progress bar easily.
Does Content Repurposing Help Your Content Marketing Strategy?
Content repurposing helps your content marketing strategy by enabling you to maximize your uploads without getting penalized for duplicate material. It also engages the audience with a wider variety of preferences and attention spans while allowing you to be on multiple platforms at once.