When it comes to the wonderful world of online content, speed and efficiency are key. As writers, we pour our heart and soul into crafting compelling articles, blog posts, and stories. But what if you could extend the lifespan of your work and reach a wider audience without starting from scratch every time? The answer lies in content repurposing.
Content repurposing is the practice of taking existing content and transforming it into new formats for different platforms.This saves time and effort, amplifies your message, and builds a stronger online presence. I used to regularly publish on Medium, for example, and quite a few of the articles went viral. They made decent money for a bit, but then, slowly but surely, they didn’t. But I built a small following and a decent archive of articles. Now, I’m repurposing that content, breathing new life into it on my Substack newsletter, and it’s been a game-changer.
So, how can you make content repurposing work for you? Here are a few strategies:
1. Blog Posts to Social Media Snippets:
Your blog posts are a goldmine of shareable content. Break down key takeaways, quotes, and statistics into bite-sized social media posts. Create eye-catching graphics using tools like Canva to accompany your text. Turn a listicle into a carousel post on Instagram or a thread on Threads. For example, a blog post about “5 Tips for Overcoming Writer’s Block” can become five individual tweets or Instagram posts, each highlighting one tip. Social media threads comprised of lots of numbered entries are very popular.
2. Articles to Email Newsletters:
Email newsletters are a fantastic way to nurture your audience and drive traffic back to your website or blog. Repurpose your articles by summarising the main points and including a link to the full piece. This provides value to your subscribers while promoting your existing content. Be nice to your subscribers!
3. Articles to Podcast Episodes or YouTube clips:
If you have a podcast or are considering starting one, your written content can serve as excellent fodder for discussion. Read your article aloud, adding personal anecdotes, insights, and answering potential listener questions. This creates a new way for your audience to consume your content and expands your reach to podcast listeners.
4. Blog Posts to Infographics:
Visual content is highly engaging and shareable. Transform data-heavy blog posts or articles into visually appealing infographics. Tools like Piktochart and Visme can help you create professional-looking infographics even without design experience. These can be shared on social media, embedded in blog posts, or even printed for offline distribution.
5. Articles to Short Videos:
Short-form video is dominating social media. I’m not a fan, but am not one to judge. Turn your articles into short, engaging videos by creating a voiceover and adding relevant visuals. Platforms like TikTok, Instagram Reels, and YouTube Shorts are perfect for this type of content. A concise summary of your article, combined with dynamic visuals, can capture attention and drive traffic to your longer pieces. Sora and other video generators will be able to help with this soon.
My Substack Journey:
Repurposing my Medium articles for Substack has been incredibly rewarding – and necessary. I’ve been able to reach a new audience while also giving my older work a second lease of life. By adding a personal introduction, updating any outdated information, and including a clear call to action to subscribe to my Substack, I’ve seen increased engagement and growth.
Content repurposing isn’t about being lazy – it’s about being strategic. Hardly any of my Medium readers look at my Substack, so I am reaching out to new audiences with content I have written that was previously behind a paywall. If it is interesting once, it should be again.
Repurposing is about maximising the value of your hard work and reaching a wider audience. By implementing these strategies, you can work smarter, not harder, and build a greater online presence.
You can check out my Substack here and see what I’ve been doing.
Oh – and Happy New Year!
