Repurposing Old Content
Trying to think of new content to post all of the time can be really hard.
And that’s true whether you’re just starting out or have a whole catalogue of content that you’ve previously posted.
Or maybe sometimes you’ve got a load of content ideas but just don’t have the time to write or film them.
This is why I love repurposing old content.
And obviously it gets easier to repurpose the longer you’ve been posting.
I have over 1100 videos on my TikTok channel.
I’ve just downloaded 15 of them and scheduled them to post on TikTok, Instagram, YouTube and Facebook over the next few days.
Later on today I’ll do the same with LinkedIn posts.
With my day job being busy and Christmas is always a crazy busy time I just don’t have the head space or time to create any new content.
By repurposing existing content I don’t even have to think about it for the next few days.
How To Repurpose Content
It can be as simple as the example I gave above. Just download and post.
But there are other ways you can repurpose too.
You can take a longer YouTube video and edit it into multiple shorter clips to reuse on TikTok, Shorts or Instagram. A single longer form video can give you enough shorter content to post for a few days.
What about written content on the likes of LinkedIn or Threads? Well you can either just repost the original content as a new post, or tweak it slightly.
It’s really a that simple.
Repurposing Your Best Content
Take a look at your analytics on each platform. Which content performed best?
This content is obviously the best candidate to repurpose. It did well once it’s like to do well again.
Giving Content A Second Chance
Sometimes you can post what you think is really good content, but it bombs.
Repurpose it and give it a second chance, sometimes it really can just be about luck.
I’ve posted videos before that only had a couple of hundred views, but reposted it another time and it’s hit hundreds of thousands of views.
I’m Worried About Repurposing
So was I.
I didn’t want people to think I was being lazy and just sharing the same content all of the time but then I had a couple of thoughts.
Firstly, how likely are you to remember the video you’re watching right now or the post your reading is one you saw 6 months ago? Probably not very likely and if you do, does it bother you and make you think any less of the creator? Probably not.
But secondly, even if a piece of content has 10 million views, it’s still not been seen by the vast majority of your potential audience. On TikTok, Facebook, Instagram and even LinkedIn, 10 million views still means that 99% of people still haven’t seen it.
Don’t overthink it.
Repurposing content has really helped me grow across all of my accounts and be consistent with my posting schedules.
My LinkedIn Playbook
In "The LinkedIn Playbook: The No-Nonsense Guide To Building Your Personal Brand.", I’ll walk you through the exact steps I used to grow my LinkedIn following to over 50,000 and rack up more than 22 million post impressions in just 12 months. No gimmicks, just simple, proven strategies that actually work.