SOCIAL MEDIA: Kim Morrison looks at content repurposing

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As I promised in my last article, this week I’m going to look at another commonly used marketing term, Content Repurposing.

This means updating or changing content into a different form than the original to serve a different audience or the same audience differently. Creating your original content costs your business time, money and effort so you want to ensure that it reaches and appeals to as many of your target audience as possible.

Best Practices

Before leaping blindly into repurposing everything you’ve ever produced, there are a few key things to keep in mind when repurposing your content:

-- Will the repurposed content be valuable to your customers?

-- Will it offer them something that the original content did not?

-- Will it achieve its intended goal of helping your customers solve their problems?

If the answer to these questions is yes, then you’re ready to start repurposing content.

Repurposing Content Ideas: How and Why

I thought I just include a few simple ideas on how to repurpose your content for social media to reach the widest audience you can.

1. Use Hyperlinks

One of the easiest – not to mention cheapest – methods of repurposing your content and extending its shelf life is creating hyperlinks back to it later. These links can be placed throughout the new content you produce as a way to get readers to go back to other relevant content. Don’t get carried away and use too many links or you’ll distract your reader or encourage them to “bounce” off the page.

2. Images

As I covered in my article “Why I love pictures..”, images are very popular online and one of the most shared pieces of content on social media. You can easily create an image by taking a key phrase from your article and putting it on a pretty background. Then post it on your website and social media platforms such as Pinterest.

3. Blog Posts/Email Newsletters

You can break a long article down into smaller pieces to create short blog posts for your website or email newsletter content for your specific customer database.

4. Social Media Tweets and Posts

Pick out key messages from your article and use them as quick social media updates. This way you can use social media scheduling programs, such as Hootsuite, to make sure you have a steady flow of tweets and status updates going out. I also use a great plug in for my WordPress site called “Click to Tweet” that allows me to easily create tweetable content for my readers.

5. Infographic

To reach customers who simply glance through content online, you can make an infographic that condenses and relays the information from the original article in an engaging and visually appealing format. You can use a variety of software to do this and even use PowerPoint just by changing the size of the slide!

Here are a few more ideas if you have more time and resource available:

Create a slideshow using PowerPoint and host it on SlideShare and LinkedIn

Turn your article into an instructional How-To Video

Record a Podcast for those who prefer to learn information by listening

Go more in-depth about your topic, combine the original article with other related content to create an eBook.

Repurposing your content makes the process of creating consistent, high-quality content more manageable while still providing excellent content to your market.



Google decided to remove the author profile pictures and Google+ circle counts on desktop and mobile search. A controversial decision as it was one of the main reasons that many set up Google authorship. You’ll still have your name in search results, and your name will be linked to your Google+ profile, but your photo and social following will be hidden.


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