Most women struggle to put out content consistently. That’s because they’re not repurposing their content. When you repurpose content (vs. creating every single piece of content from scratch) you’re working smarter, not harder. That’s why I brought in content repurposing guru Ellyse Colson to give us all her tips in this week’s episode of the Market Like a Boss podcast.
Contrary to popular belief, you don’t have to spend a lot of your time creating quality content for your audience. According to Ellyse, content repurposing involves taking a piece of content that you’ve already created (not just written but also podcast, video, live, etc.), then posting it to multiple platforms.
Sharing content is not the same as repurposing content. Sharing the same post on Facebook and Instagram at the same time won’t encourage people to follow you on different platforms. You have to develop a strategy for your content vs. just posting the same content over and over for the heck of it.
First, here’s what you need to have an effective content repurposing strategy:
1. Start with ONE social media platform.
This is the place where your primary source of content comes from – whether it’s your Facebook group, Youtube channel, podcast, or other platforms where you mostly get your ideal clients from.
2. If you want to extend to another platform, identify the PURPOSE of that platform.
Start by adding one platform at a time. Once you identify the purpose of the platform, decide which type of content will perform best. This may involve some research, as well as trial and error to see which pieces of content get the most reach and engagement.
Content strategy and repurposing is a marathon. It may take months for you to hone in on what resonates most with your audience. This is normal. Don’t shortcut the learning process because you’re impatient. There’s so much value in learning what works in real-time.
Ellyse also shares three steps to repurpose your content once it’s created:
1. Start off with one primary piece of content.
Your core content may come from a variety of sources – such as video, newsletter, podcast or blog posts. These sources will give you enough content that you can share multiple times on different platforms…which means less content you have to create!
2. Use a system where you repurpose content.
Try out tools like Trello or a simple spreadsheet where you can brainstorm and list down your repurposed content. You’ll also need a schedule outlining when and where you’re posting each piece of content.
3. Use an app to schedule out your repurposed content.
This makes it easier to batch and schedule your content so you’re not tied to social media all day everyday.
One of the main benefits to repurposing content is that it saves you time and energy that you can spend on landing and serving clients. Ellyse recommends that you sit down and take time for yourself to create your primary piece of content. This should be at a different time you’re creating repurposed content so you can focus on each task and avoid exhaustion. Moreover, figure out the time of the day you have the most energy and creativity to create or repurpose content.
If you feel like your current content strategy isn’t working, Ellyse recommends you ask yourself these questions:
What is your purpose of posting on different social media platforms?
What is your call to action? Are you asking people to reach out to you?
How engaged are you with your audience?
If you’re planning to hire someone to help with this, Ellyse advises getting to know the person first so you can build a certain level of trust. Then you can begin handing off tasks that you’re comfortable with, such as scheduling your content. Once you have that foundation, you may delegate more advanced tasks to that person, such as taking your primary piece of content and repurposing it into a few posts to share elsewhere.
Want to connect with Ellyse and get more tips to repurpose your content? Follow her on Instagram @ellyse_colson_!
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