Five ways to successfully repurpose your content

Creating great content takes time, so why not make it work harder for you? Repurposing content is a great way to get more out of every shoot, reach different audiences and keep your marketing fresh without starting from scratch every time.

Here are five ways to repurpose your content successfully and make every piece go that little bit further.

Adapt each piece of content for different platforms

If you’re posting on LinkedIn, Meta platforms, or Tiktok, you’ll know that each platform has a slightly different audience. You can make your content work that little bit harder for you by adapting it to suit each platform and keep it relevant to that specific audience.

For example, if you shot a thought-leader style piece from a brand, you can edit it together for LinkedIn to be a long informative piece, chop it down for Meta to become a ‘quick-fire question’ video, edit the bloopers together for an entertaining Tiktok or even turn it into a written blog for your website. This means one video can cover multiple pieces of content, and still suit your audience. 

Think about why your audience needs to see the content again

One of the best ways to repurpose content is to prioritise the reason why you are sharing it again. This way, people won’t think of it as repetitive, and the purpose behind re-sharing it is clear. A great example of this is if you are a student accommodation provider who shot footage of a Halloween party last year, you can make a new edit of the old videos to promote this year's party. 

As a content creator, you should always be asking yourself what the purpose behind every post is, and this still stands when using older content. 

Make sure you capture plenty of footage at each content visit

The more content you collect at a video shoot or content visit, the more you have to use later. This means you aren’t necessarily repurposing the same content, but you are repurposing a visit which can save you time later on, as you won’t have to go back and film more stuff.

A good tip is to always gather any relevant B-role or stock images for a brand while you are already on-site. For example, if you’re taking videos of a team event, you can try and get some PR shots of the senior leadership team, or photos of their office building, while you are there so when you need them, you already have them.

Give older content a new lease of life 

Repurposing content always goes better when you give it a freshen up. If you’re using the exact same graphic for a specific deal or promotion every time, it is going to start to get boring. Instead, you can use the original graphic as a template, and simply change things like the background image, the wording, or even just the colours. 

Whether it is a video piece or static graphic, giving it another look over to see if you can add anything to make it more relevant will help elevate it that little bit more.. 

Plan what you are going to repurpose in advance of making it 

If you know before you go into shooting content exactly what you’ll need it for, this will be essential to making the most of it. This is where planning in advance and organisation is key. When we go to a content visit, we plan when our next one will be, and make sure anything needed between that time is covered.

Using our example of the Halloween party, if you know that next year you will need to use the content to create a promotional video, make sure to capture double the amount you need so you can have fresh videos to weave into your edit. 

If you need help with how to get the most out of your content, contact us today to find out more about how the Chapter II team can support you.