Repurposing Content for Social Media
A Time-Saving Guide for Busy Business Owners
Repurposing content for social media is not just a shortcut; it’s a smarter, more sustainable way to make your marketing efforts work harder.
Because, let’s face it, creating fresh content for social media week after week can feel like a full-time job. For many small business owners, the idea of sitting down to craft post after post is enough to make you want to log out for good.
But here’s the thing… you don’t need to reinvent the wheel every time you post. Instead, give your content a second life. Take something you’ve already created, tweak it slightly, and make it relevant for another purpose or platform.
What is Repurposing Content for Social Media?
Repurposing content for social media is turning one piece of content into multiple formats to reach more of your ideal clients. For example, a blog post can become a carousel post on Instagram, a quick tip on Facebook, a short video for TikTok, and even a slide deck for LinkedIn.
The beauty of repurposing is that it meets your ideal clients where they are. Some people prefer to read, others watch videos, and some are all about visuals. By adapting your content, you can speak to all those preferences without creating new material from scratch.
Why Repurposing Works
Here’s a fun fact: most of your ideal clients won’t see your content the first time you post it. Thanks to algorithms and the sheer volume of content out there, your brilliant insights can easily get lost. Repurposing content for social media gives you another shot at getting your message across.
It also helps you get off the content creation hamster wheel. Imagine turning one well-thought-out idea into five or six different pieces of content instead of scrambling to come up with something new every day. It’s efficient, consistent, and gives your message more mileage.
How to Repurpose Your Content
1. Start with Your Best Content
Not all content is worth repurposing. Focus on pieces that have performed well; blog posts with lots of traffic, social posts that sparked engagement, or email campaigns that generated replies. These are your goldmines.
For instance, if you wrote a blog on “5 Quick Tips for Better Time Management,” pull out each tip and turn it into a standalone social media post. Add a call-to-action (CTA) like, “Want more tips like this? DM me for a link to the blog”.
Hint: notice I didn’t add the link directly in the CTA. This is because social media platforms want people to stay on/in their platforms, so any posts with links to outside the platform will have a reduced reach.
2. Adjust for the Platform
Each social media platform has its quirks. What works on Instagram might flop on LinkedIn, and TikTok videos won’t always translate to Pinterest. The trick is to adjust the format and tone while keeping the core message intact.
For example:
- Instagram: Turn your blog into a carousel post with short, snappy captions.
- Facebook: Share the blog with a personal insight or anecdote to start a conversation.
- LinkedIn: Reframe the blog’s main points as professional tips or industry advice.
- TikTok or Reels: Create a short video highlighting the key takeaways, with text overlays for context.
3. Mix Up the Medium
If your original content is text-heavy, try turning it into something more visual or interactive. A blog can become an infographic, a quote card, or a voiceover video. If you’re more of a talker than a writer, record a short podcast or live video.
One of my personal favourites? Turning client testimonials into engaging graphics. A happy client’s quote can easily be transformed into a visually appealing post that showcases your credibility while showing the value of repurposing content for social media.
4. Refresh and Update
Old content doesn’t mean outdated content. Go through your archives and refresh anything that’s still relevant but could use a new spin. Add current stats, update references, or reframe the message for today’s context.
For example, if you’ve got a blog about “Social Media Trends for 2023,” revisit it for 2024. The core insights are probably still valid, but tweaking it makes it feel fresh and timely.
Common Repurposing Mistakes (and How to Avoid Them)
1. Overusing the Same Content
If you post the exact same thing across every platform, your ideal clients will notice. It’s not about copying and pasting—it’s about reimagining content effectively while sticking to the principles of repurposing content for social media.
2. Forgetting to Optimise for Each Platform
A great LinkedIn article isn’t necessarily a great Instagram post. Tailor your tone, length, and visuals for each platform.
3. Not Tracking Performance
If you’re repurposing content without looking at what works, you’re missing half the picture. Keep an eye on metrics like engagement, reach, and clicks to refine your strategy.
Why Repurposing Isn’t “Cheating”
This is the part where I get on my soapbox for a moment. Some business owners tell me they feel guilty about repurposing content for social media, like it’s a cop-out. But let me ask you this: do you think your ideal clients care if you posted that tip last month in a different format?
No, they don’t. What they care about is the value you’re delivering. If anything, repurposing shows you’re strategic and intentional with your messaging. So, give yourself permission to work smarter, not harder.
Make Your Content Work Harder for You
Repurposing content for social media isn’t just a time-saver, it’s a way to make your marketing efforts more strategic and effective. By meeting your ideal clients in different formats and on different platforms, you’re maximising the value of every piece of content you create.
So, go on… take that blog, video, or post gathering dust in your archives and breathe new life into it. Trust me, your ideal clients (and your to-do list) will thank you for it.
Now, if you’ll excuse me, I need to turn this blog into a carousel post, a few Instagram stories, and maybe even a LinkedIn article. Because yes, I practise what I preach.
Or, if you need help with creating content for your social media – let's talk.
