Before we dive into the HOW of this post, we’re going to chat a bit about the WHY behind repurposing.
Rather than focusing on one platform – NOW is the time to diversify and think through digital omnipresence. I want you to look at each of your accounts like a mutual fund. Some platforms will grow and skyrocket while others will plateau or phase out over a period of time. While you might post more frequently on Instagram over Pinterest, this guide will help you create clear strategies with current app trends and help you increase site traffic and conversions.
A few weeks ago – Instagram beta tested a feed that felt too similar to TikTok and it tanked. Everyone from the Kardashians to photographers pushed back and the app listened to users – reversing the test within a few days.
Facebook and Instagram is borrowed space. As I’m writing this in September of 2022, both apps have shifted 20+ times this year. While I don’t profess to know exactly how the algorithm works – there are trends and predictions that we’re seeing rollout fast and while one failed test bought us time, the writing is on the wall – it’s time to diversify.
Start by going to your site analytics and your CRM. Whether selling goods or services, look at your top referrals.
TikTok, Reels, Pinterest, and an email list. You have more to do than create content for your business. As you increase your level of posting – first focus on platforms where your ideal client is spending time online. If you’re looking for B2B relationships, look no further than posting articles on LinkedIn and Medium to establish clear credibility and backlinks. If you’re focusing on D2C with product and e-commerce, what are the demographics of your customers and touch points of convergence?
While the goal is to build a strategy on each platform to future-proof your business – there will be clear top performers for certain kinds of content and offers over others.
We’ve all heard the conversations about batch working and posting to social with a plan. That isn’t anything new. I like many of you have had seasons where I’ve been more consistent than others. (Truthfully I’m ashamed to admit how many times I’ve “restarted” email newsletters.)
As you think through ways of recycling content we’ve listed multiple ways below with a clear roadmap for repurposing your content. Some of these will be easy for you and others will take a bit more time. More than anything commit to a plan that works for both the capacity you have AND what it takes to scale your business.
A strategy made without a clear commitment from yourself will never happen. (I know we all can attest to the beautiful journals and well laid-out plans that stopped and started there.) Write out the commitment you will make to yourself. Get detailed. Make appointments in the calendar that you refuse to cancel.
Here are a few of our favorite repurposing hacks:
Our biggest tip: work smarter, not harder.