As a small business owner or a solopreneur with little time to spend on sales and marketing, a consistent content creation strategy can save you time and catapult your SEO and marketing results. My purpose is to help you work smarter, and not harder, so let me tell you about this essential small business content strategy: content repurposing!

We know it can be hard in today’s fast-paced digital world to create meaningful content, constantly think of new ideas to post, and stay consistent. With content repurposing, you can utilize one piece of content across multiple platforms to help you save time, and cut down on your content effort.

Too good to be true? Let’s dive into what content repurposing is all about.

Content repurposing or content recycling, is a content strategy that allows you to strategically transform or “recycle” one long-form piece of content or a specific piece of content, into different formats.

Repurposing your content will maximize the life-span of your content, your SEO strategy, and finally its reach and effectiveness without having to create fresh content every day. It’s the strategy we use, and the strategy we recommend to everyone!

Table of contents:

➡ The Power of Content Repurposing

➡ The Benefits of Content Repurposing

1. Time Efficiency

2. Expanded Reach

3. Consistency

➡ Steps to Effective Content Repurposing

1. Identify Your Core Content

2. Understand Your Target Channels

3. Adapt and Reformat

4. Optimize for SEO

5. Maintain Consistency

6. Analyze and Iterate

➡ Conclusion

The Power of Content Repurposing

A content creation strategy can be an extremely effective tool to build your authority, but also grow your organic search results. Unfortunately, creating content takes time to create. The thing every solopreneur doesn’t have enough of!

But one thing is clear, creating content for the sake of it, without a goal in mind, or real value to your target audience, can be a useless waste of time.

Content is king in today’s world. YouTube videos, reels, TikToks, Pinterest graphics…how do you keep up?

We see our solopreneurs and small businesses often fall victim to the overwhelm of creating new original content, thinking that’s the only way to reach a wider audience and leads into their small business.

But you need to STOP that way of thinking, because you don’t have to reinvent the wheel when creating content! NO ONE has the time or energy to do that when you’re running a full-time business, assuming that you also have a life to live.

The fundamental goals of a good content creation strategy are consistency and value, and content repurposing is the power tool that will help you achieve those goals, reduce your anxiety levels and allow you to pay more attention to what’s important.

Creating high-quality, original content is essential, but it's equally vital to ensure that your hard work doesn't go to waste after a single use. Repurposing allows you to extract the maximum value from your content by adapting it to various channels, audiences, and formats. This is the quality over quantity approach.

Here's how it can benefit your marketing strategy:

The Benefits of Content Repurposing

1. Time Efficiency

Developing long-form content, such as a blog post, an in-depth article, guide, or YouTube video requires significant time and effort. However, with content repurposing, you can take your existing content and transform it into multiple pieces, saving time in the long run.

You can break one piece of content into additional blogs, social media posts, create infographics and much more. Here at Mudra, we recommend creating branded templates in Canva (aka the best marketing tool for time savings) that you can use time and time again. You can also re-size and transform into multiple pieces of content. This will allow you brand consistency, and save time when posting on social media, generating blog posts, or creating YouTube videos.

We also recommend creating a template on Squarespace for your blogs, so it will be a walk in the park to insert each new blog post on your website.

You can even re-post older content that performed well! No one will remember that post from 5 months ago, believe me!

2. Expanded Reach

Different audiences prefer different types of content, and each social media channel prefers not only a different type of content, but a different way of delivering it.

By repurposing your content into various formats, you can appeal to a wider audience range, increasing your chances of engagement and conversions. It’s important to look at analytics and see how the different types of content are performing in each of the different channels.

3. Consistency

Maintaining a consistent online presence is crucial for brand recognition. Repurposing content ensures that you always have fresh material to share, even when you don’t have the time to create new content, because let’s be honest, life happens!

Having a consistent content calendar will relieve stress and anxiety, and will allow you more headspace for high-value tasks on your business, and less snapping on your personal life.

Pro Tip: Creating ‘Evergreen Content’, content that stays relevant or helpful for a long time, can continue to work in your favor years after you create it! For example, I had a YouTube channel for yoga classes back in the day. I still have the channel running, and it is still being viewed and helping people 4+ years later! This is similar to how a training or course works, too. Talk about a return on your time investment.

Steps to Effective Content Repurposing

Now, let's talk about the process of repurposing your content effectively:

1. Identify Your Core Content

Start by selecting a piece of long-form content that forms the foundation of your repurposing strategy. This could be a comprehensive blog post, a podcast episode, a YouTube video, an e-book, a whitepaper, or even a recorded webinar.

Remember to have a clear goal in mind and do some research on the things that are working or trending. It’s a great idea to chart out your content each quarter, so that you have a plan of action. You can evaluate how you did with execution of your plan and performance of your posts each quarter.

Content Creation Ideas:

• Product or Service Details / FAQ / Benefits

• Behind the Scenes

• Frequently Asked Questions

• Share Your Expertise - Guides, How-Tos, Best Practices, Troubleshooting, etc.

• Customer Stories / Case Studies

  
  

If you’re having trouble thinking of ideas, Chat GPT can be your best friend for idea creation!

2. Understand Your Target Channels and Audience

Different platforms have distinct requirements and audience expectations. Before repurposing, research the channels you intend to use (e.g., social media, email marketing, YouTube, podcasts) and understand the content formats that perform best there.

Just remember, you don’t have to be everywhere. You only need to be where your clients are. For example, if your main client is the older generation, they may not be on TikTok. Identify your audience and target the platforms they are on.

3. Adapt and Reformat

There are many ways to repurpose content. You can repurpose anything, really! What we like to recommend is starting with a blog or video, and utilizing that for many forms of content. Like mentioned above, Canva is going to be your best friend when it comes to creating graphics!

Let’s not forget AI (because honestly, this new technology has dramatically increased my productivity). That said, you cannot rely on AI to create and reformat everything that you do, but it will literally save you hours of looking at the screen and overcome the dreadful starting point. You can ask the AI generator to create you short descriptions, social media captions or ideas for specific platforms based on what you created.

Here is an example for one of our B2B tech clients:

• Tech B2B client:

  • Start with long form video that is SEO optimized. Includes product demo and overview.

  • Video can get clipped into smaller sections and demos for additional video content to be added to YouTube.

  • Video gets embedded to the website with corresponding article or transcription

    • Article includes images, which can also be searched by Google

  • Video sections and quotes are clipped for multiple LinkedIn posts

  • Graphics and infographics can be created to share on social channels and email blasts

  • Email our tech partners about our new upload

4. Optimize for SEO

Content repurposing is an amazing way to boost your SEO. One piece of content can provide a multitude of SEO opportunities. Just make sure that writing differs from platform to platform. For example, don’t just copy and paste your YouTube description to a blog post. Try to edit it slightly to prevent Google from identifying duplicate content.

Follow this SEO article writing guide to ensure you’re optimizing properly! SEO for Blogs: A Solopreneurs SEO Optimization Guide for Ranking Blog Content

If you want to dive deeper into SEO and grab our proven, easy-to-follow strategy, you can’t miss our all-in-one, affordable SEO Guide for Beginners & Small Businesses. Tailored specifically for local and service-based businesses, we’ve distilled over 12 years of SEO experience into a simple, actionable guide that anyone can use, so you can grow your business organically and on autopilot for years to come.

This guide is for you if:

• You own a small business, service-based business or local retail business

• Are struggling to understand the complexities of SEO

• Looking to grow your online traffic without daily effort

• Don’t have a huge budget to dedicate to marketing

• Are looking for efforts that impact your business years down the road

• Want to drive traffic and make sales, no matter what time of day or hour

What are you waiting for? Let’s get your site soaring past your competition on Google!

5. Maintain Consistency

Maintaining a consistent schedule for content repurposing is crucial. Plan and schedule your repurposed content in advance to ensure a steady flow of material across all your chosen channels.

We recommend schedule blocking one day a week to work on your long form content. Setting up a day each week to work on your long form content will help you look forward to it and complete it. From there, you can repurpose throughout the week, or right away.

6. Analyze and Iterate

Regularly monitor the performance of your repurposed content. Identify what works best on each platform, analyze metrics, and use this data to refine your strategy over time.

Content repurposing is a timesaving and effective strategy in your marketing arsenal. It allows you to stretch your content further, save time, and make a significant impact across a variety of channels.

By understanding your audience and the requirements of different platforms, you can adapt your content to fit seamlessly into each space, while boosting your SEO. This not only broadens your reach, but also ensures your brand remains consistently visible and engaging.

In a world where content is king, content repurposing is the crown that helps you rule the kingdom of digital marketing with efficiency and impact.