Four ways to repurpose old posts for new audiences

One of the phrases I am sure we have all heard at some point in our lives is: ‘Why reinvent the wheel?’. When it comes to content, we should keep this phrase in mind. Why keep creating fresh content when you can breathe new life into some of your older posts and extend their reach without starting from scratch? Creating fresh content can feel like a never-ending task, so this is where repurposing content comes in. By revisiting and reusing your existing content you can reach new audiences, improve engagement and boost your content strategy.

As you know, I love to start with a definition. Don’t be fooled; repurposing doesn’t mean sharing the same thing, it’s more about taking your old posts and adapting them for different platforms and formats. Here are a few ways in which you can repurpose your old posts to attract new audiences and maximize your strategy.

• Turn posts into email newsletters – You have a captive audience in your email database. Repurposing old content for your newsletter for example, reminds them of your value while offering something they may have missed. Even if they have seen it before, you can add a new spin which can encourage clicks.

How- Seek out a key section of an old blog post or article on your website with a catchy subject line and a call to action to read more on your website.

Benefit -This engages your subscribers without overwhelming them with too much new content whilst at the same time driving traffic to your website.

• Turn long form videos into short clips – Think about it. In today’s world, not many people have the time to sit through a full length video. Instead of letting a long form video go to waste, why not break it down into shorter, snack-able clips that highlight key takeaways. You can then share these bite sized clips on platforms like Instagram and Tik Tok.

How: Let’s say you have tutorial or a ‘how to video’; you can cut that into two or three shorter clips (depending on the original length), each focusing on one specific tip or technique

Benefit: You can now reach audiences who prefer quick content, encourage higher engagement on platforms with short form video formats and even drive traffic back to the full video.

• Repurpose videos into articles or blogs – Extend the value of your video by turning it into written content. For example, if your video covers a specific topic or process, you can transcribe the key points, expand on them and turn it into a comprehensive article.
This offers another way to engage with people who prefer reading over watching videos.

How: Let’s take a ‘behind the scenes’ vlog about how your product is made. You can transform it into an informative article detailing the process, the team involved and the benefits of the product.

Benefit: This attracts a different audience, boosts SEO rankings and extends the lifespan of your content.

• Create social media stories or posts from video highlights – Video content fits perfectly into ‘stories’. By repurposing video highlights into stories or posts, you can showcase snippets, teaser content, or share key insights from the video. This approach keeps your social media content fresh and dynamic.

How: Let’s say you created a tutorial on how to use your new online platform; simply pull out a key tip and share it as a short on Instagram Story, with a swipe-up link to the full video.

Benefit: This engages your social media audience with fresh, interactive content and provides an easy way to redirect them to your full video for deeper engagement.

Candice Sealey is the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR Consultancy that helps businesses/brands to stand out and communicate the right message to the right people at the right time through Strategy, Marketing, Media services and Design solutions.
She is also a freelance content writer, advertising copywriter, voice-over talent, media personality. Follow us on FB & IG @igniteresults Phone:784-432-2223.