The Magic of Repurposing: How to Get More Out of Your Content
The way I mange the creation of lots of content, over lots of platforms, is to repurpose like crazy.
And in this post I share the framework I use to create heaps of content each day - all on my own!
Step 1: Start with core content pieces
My content framework starts with my core content pieces of daily content.
These are longer form, original pieces of content that I create from scratch.
At the moment here is the core (original) content that I create:
🤩 my online templates and courses
🤩 a weekly newsletter
I'm really keen to start a podcast, which I hope to do in 2023, and this will also be original content.
And I want to keep working on my YouTube channel as well, which I hope to get back to again soon.
I put a lot of time and effort into my core content pieces to make them helpful for my community and to make sure they address questions and topics that my community needs help with.
Here’s some of what I share in my core content pieces and some ideas for what you could create:
the full step by step process of how to do certain things (this is particularly what I share in my paid courses)
you could create an online course around a topic that you know a lot about that you know people need help with
the answer to questions people ask me (that way I can point people to the content piece if they ask me the question rather than write the answer over and over again).
you could answer FAQs that clients ask you all the time and create content pieces out of that
education around the courses I offer - detailed explanation of how they work and what is involved.
you could explain how your client process typically works or how your product/service works
productivity tips and tricks.
you could share things like a day in the life, what your morning routine looks like, how you structure your day, software/tech you use in your business.
tips and ideas for running a design business.
you could share tips and tricks about the niche you work in
Other ideas for what you might create core content pieces around include:
Interview people in your industry (e.g. I used to have a series many years ago called ‘Mums in Design’ where I would interview interior designers who were mothers)
Case studies - e.g. before and afters of your projects or work - good for showcasing what you do and gives you expert credibility that you’ve done it before
Search Facebook groups or forums focused on your niche and answer questions that people are asking in those forums.
Recreate popular blog posts from others in your industry - this is NOT intended to be you stealing their post and posting it on your website. Instead use the topic as inspiration and create your own original content about that topic.
Find what the top searches are on Google and YouTube in your niche and create a content piece on those topics.
Use your analytics - what are the best performing pieces of content on your Instagram page or on your blog? Create more content like those.
Ask your community what they want you to answer for them - e.g. use a question sticker on an Instagram story. Then create pieces of content to answer those questions.
Use a platform like Answer the Public to find more ideas in your niche around what people are actually searching for
Honestly coming up with ideas of what to create for content is the easy part. Often for me the problem is which topic to write about first!
Once you have topic ideas make sure you set up a system for how to capture those ideas.
I keep track of mine in a system I have within my Apple Notes and then transfer this to a content creation page I have inside Notion.
You can read more about my content capture and creation system in this post
Step 2: Repurpose your core content pieces
Once I have my core content pieces created I then repurpose that content across lots of platforms each day.
Repurposing is great because:
you can easily create content across multiple platforms, which means you’ll reach more people and grow your community faster
you can change the tone/message of a content piece slightly to suit a different platform without needing to start completely from scratch each time
you will improve your organic search and brand visibility
you will find new audiences - e.g. some people don’t like to be on Instagram but love Twitter (for example). If you only posted to Instagram you wouldn’t find those people.
Here’s some of the ways I repurpose my core content:
👌🏻 I use my blog posts and Instagram content as the basis of my newsletter each week
👌🏻 I summarise YouTube videos and long form blog posts into shorter Instagram content
👌🏻 I create a blog post for each YouTube video
👌🏻 I publish all blog posts to Pinterest (each blog post includes a pin-able image at the time of publishing, which I create quickly in Canva using a template - only takes a few seconds)
👌🏻 I repurpose all Instagram posts to Facebook
👌🏻 I expand ideas that resonate with my community into lead magnets/free downloads - e.g. the top performing pieces of content can be turned into lead magnet
👌🏻 I repurpose Instagram posts to LinkedIn
👌🏻 I share links to my blog posts in to my free Facebook community
👌🏻 I expand on shorter ideas in a popular Instagram post in a longer form blog post
👌🏻 I use student case studies and testimonials as Instagram content
Other ideas of what you could repurpose:
👌🏻 turn blog posts into twitter threads
👌🏻 post Instagram reels to TikTok or YouTube shorts (or vice versa)
👌🏻 turn a few different blog posts into an ebook (you could potentially even sell this or you could just use it as a lead magnet)
👌🏻 update or recreate content that has done well in the past with a new spin.
You can see that by having a system for repurposing your content you can be 'everywhere' without it needing to overwhelm you.
Repurposing is really easy to do and very effective. It also reduces your reliance on one platform, so if anything ever goes wrong on a platform and you lose your community there (like I did in 2021 on Instagram!) then you've got a community built up elsewhere.
Never rely solely on a single platform to grow your business!
If you want to grab my complete content system template in Notion, you can get that here.
I hope some of these ideas were helpful.
Courses and Templates for Designers and Architects
DO YOU WANT TO….
Improve your professionalism?
Find more clients?
Bring in more revenue?
Create better systems and processes?
Then check out my business courses and templates for designers and architects.
These courses and templates leave you with work done - not just a long list of things you need to do next. We have a really strong focus on taking action and getting things created that improve your business.
Enjoy the rest of your day!
Clare x
Dr Clare Le Roy
