Content repurposing (or content recycling) is the practice of taking existing content and adapting it into different formats or for different platforms to reach new audiences or extend its lifespan. Instead of developing new content from scratch, repurposing involves reimagining, restructuring, or reformatting existing content in various ways.
For example, a podcast or YouTube video on the topic could be repurposed into an email newsletter, a series of visually engaging infographics, clips or shorts, an audio snippet for a podcast teaser, a series of Tweets or Threads, and an article or blog post. Unfortunately, creating this kind of high-quality content to be used across platforms can be both difficult and time-consuming, but it’s a vital part of building a brand and presence online.
Reaching Different Audiences
When you’ve put so much time and effort into creating a great piece of video or podcast content, you want it to get the maximum exposure possible. That means repurposing the content for a variety of formats, something which can take hours of work for a single piece of content (or $100s in freelancers.). However, when done efficiently, this can help provide value by building a multi-platform brand.
Audiences hang out in different networks, one person might be a Twitter doom scroller and the next might like to see pretty pictures on Instagram. 52% of US online adults say they use multiple social platforms. Of this group, 56% use four or more social platforms, and 23% use seven or more. So in order to maximise your audience capture, you need to be posting your repurposed content in a least 2 or 3 different places and formats.
Sometimes users might need to see that you’ve posted a new episode on several different platforms before they might be prompted to watch or listen. Personally, I will often see a new episode posted from a creator I like, but won’t actually be prompted to watch until I’ve seen a quote or a clip posted as well – I like to get a feel for what I am about to spend an hour consuming before I’ll take the dive in. 47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson. So it’s unlikely that the title and the fact that you’ve posted a new video or podcast will be enough to draw listeners in – you need to give them a few tasters of what to expect. This is why content repurposing is so important, it allows you to give them tasters in multiple different forms.
By adapting the content to suit different platforms and channels, creators can reach a broader audience and increase engagement. However, it is key to remember that each piece of content should reflect in the platform it is being created for; different people use different platforms for different things.
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Brand Awareness
In addition to improving reach and engagement, content repurposing can also help creators establish thought leadership, build brand authority, and foster community engagement. By consistently producing valuable content in various formats and mediums, you can position yourself as an expert in your field, build a loyal following, and encourage interaction amongst your audience. In fact, 78% of consumers will trust your brand more if you create more customized content.
The good news is that only 29% of leading marketers reuse and repurpose content. All you have to do is implement a content repurposing strategy and you’re ahead of 70% of leading marketers. And this effort can have an outsized effect on the growth of your brand or product sales. Bryan Harris, from Videofruit, extracted his most popular blog posts to repurpose and ended up making $10,000 in 24 hours.
Another benefit of content repurposing is its potential to enhance search engine optimization (SEO) efforts. By diversifying content formats and distributing them across multiple channels, creators increase the visibility and discoverability of their content online. Furthermore, interlinking between related pieces of repurposed content can improve website structure, user experience, and search engine rankings.
Don’t be worried about spamming people. Around 25-30% of the content (whether it be blog posts, white papers, or social media shares) on the web is duplicate or repetitive, it’s grouped into clusters by the search engine and isn’t considered spam. If anything it can help increase the traffic to your content.
Content Repurposing With Cast-Magic
Thankfully, all these benefits can now be yours at a fraction of the usual cost thanks to a service called Cast-Magic. I was able to use Cast-Magic to create a vast amount of content with a single click for my own podcast, Chatter. From a single video I was able to get:
- 🔖 Title suggestions
- 💡 Speaker bios
- ℹ️ Introduction
- 📚 Timestamped overview
- ❇️ Key topics and bullets
- 🎞️ Clip finder: Quotes, hooks, and timestamps for clips
- 🎬 Script for Reel/Tik Tok Trailer
- 👩💻 LinkedIn post
- 🗞️ Newsletter
- 📱 Twitter Posts
- ❓ Questions for the audience
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For podcasters looking to expand their brand across multiple channels on a limited budget, Cast-Magic provides a cost-effective solution to automate content repurposing and streamline your production workflow. Naturally, there is still some oversight and editing required to ensure each piece of content is suitable for the platform it is being created for, so human input is still required. But the time saved is incredible and invaluable for busy creators and side hustlers.
Conclusion
Content repurposing is a versatile and cost-effective strategy that enables creators and marketers to maximize the impact and longevity of their content investments. By repurposing existing assets creatively and strategically, they can reach new audiences, improve SEO, and reinforce their brand messaging across multiple platforms and channels.
