Repurposing Content for Social Media: 7 Actionable Tips

Rachna Shah

January 8, 20249 min read

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Are you part of a dynamic marketing team that’s constantly racing to meet the relentless demand for fresh content across numerous channels? Have you ever wondered if there's a way to streamline this content-creation marathon?

Well, you're not alone. Many of us have been there, juggling the demand for fresh content across multiple channels.

But guess what? There's a simple and straightforward solution that your brand can adopt right away — content repurposing

Content repurposing is a marketing-savvy way to revitalize your existing content, injecting it with fresh energy and appeal. It's a time-efficient strategy that calls for just a touch of creativity, resulting in a more exciting and engaging content experience.

According to recent studies, 46% of marketers have found success by updating and repurposing their existing content. Plus, 65% of marketers endorse its cost-effectiveness. In this guide, we'll be exploring the strategic importance of content repurposing and its benefits. Plus, we’ll be providing you with a roadmap for effective repurposing and sharing valuable conversion tips and success stories from renowned brands.  

So, join us on this journey to elevate your social media marketing strategy and make content creation a cinch for your entire team.  

Also Read: Comprehensive Guide on Social Media Content Creation 

Table of Contents

Why repurposing content on social media is important? 

Content repurposing helps you get more from what you've already created and share it in different ways. It's like breathing new life into your content and reaching more people without starting from scratch. 

Here’s how it helps: 

1. Maximizing reach and visibility 

Repurposing content allows you to reach a broader audience. You're essentially taking your valuable content and presenting it in different, more engaging ways or to different segments of your audience. This means your message has greater chances of being seen and shared due to its authenticity and relevance.  

2. Maintaining consistency in messaging 

Brand consistency is crucial for trust and recognition. Repurposing helps you keep your core message consistent across all your social media platforms, whether it's your blog, YouTube channel or Instagram handle. 

For example, Coca-Cola maintains message consistency across platforms by emphasizing its core themes of happiness, refreshment and global unity, using uniform brand imagery and slogans. Additionally, it tailors content to suit each platform while ensuring the central brand message remains intact. 

Using an efficient social media automation platform can come in handy to maintain consistency and increase engagement by up to 180%.

Coca-Cola maintaining brand consistency in all of its messaging across platforms

Source

3. Saving time and resources 

Creating high-quality content takes time and resources. Repurposing allows you to maximize your initial investment in content creation. You're essentially getting more mileage out of what you've already created, leading to greater efficiency and cost-effectiveness.

4. Increasing engagement 

People have different content preferences. Some like to read, some like videos and others prefer visuals like infographics. Repurposing lets you cater to a more diverse audience. By presenting your content in various formats, you're engaging a wider range of people.  

5. Boosting SEO 

Search engines love fresh content. When you repurpose and update older content, you signal to search engines that your website is active and relevant. This can result in better search engine rankings and increased organic traffic.

6. Reinforcing key messages 

Certain messages are worth repeating. Repurposing content that conveys your brand's core values and messages reinforces them in the minds of your audience. Repetition leads to better retention and understanding. Something Coca-Cola does extremely well as we saw in the example we mentioned earlier.  

Now that you understand the importance of repurposing content, let's delve into how you can do it effectively across various content formats. 

Deep Dive: How to set social media goals for your business 

How to repurpose content for social media effectively? 

Audiences are dispersed across various social media platforms, each with its own unique characteristics and user preferences. Effectively repurposing your content for social media involves transforming it into different formats that resonate with your audience.  And to truly connect with your audience, it's essential to understand how they utilize these platforms and then strategically meet them at multiple touchpoints with varied, interesting content formats, like these: 

1. Blog posts 

Blogs are a goldmine for repurposing. You can: 

  • Create infographics: Condense key points into visually appealing infographics

  • Turn blogs into videos: Convert your blog post into a video script and create engaging videos

  • Share excerpts: Share snippets of your blog on social media platforms with a link back to the full post 

  • Create podcasts: Transform your blog content into audio format for audiences that consume content primarily through podcasts

An infographic showcasing the various formats a blog post can be repurposed to

Source

2. Videos

Videos are highly engaging, but they can be repurposed, too: 

  • Transcribe and share as blog posts: Use the video transcript to create a blog post 

  • Create short clips: Divide longer videos into shorter, attention-grabbing clips for social media 

  • Make infographics: Summarize the video content into an engaging and fun infographic 

  • Audio clips for podcasts: Extract audio snippets to use in podcasts 

    Read More: Your Complete Guide to Social Mobile Video Ads   

Different ways to repurpose video content

Source

3. Infographics

Infographics are visually appealing and can be repurposed in several ways: 

  • Create blog posts: Expand on the information presented in the infographic

  • Share on social media: Post the infographic on your social media platforms 

  • Make slideshows: Convert infographics into slideshow presentations for platforms like SlideShare

  • Video infographics: Animate your infographics for video content

Four steps to creating an infographic outline from existing content

Source 

4. Podcasts

Audio content is versatile tool, and it’s growing at an amazing speed. Around the globe, there are more than 400 million podcast listeners who tune in for all sorts of content on podcasts. Which just goes to say that this is a format you cannot ignore. You can: 

  • Transcribe for blog posts: Turn your podcast episodes into blog posts 

  • Create video content: Record video versions of your podcast episodes 

  • Pull quotes: Share standout quotes from your episodes as social media posts 

  • Infographic summaries: Create infographics summarizing podcast episodes 

A snippet of The Joe Rogan podcast that uses short clips to repurpose content

Source

5. Webinars

Webinars are rich sources of content as well: 

  • Break into blog posts: Summarize key points and insights from webinars in blog posts 

  • Create videos: Convert webinars into on-demand video content 

  • Share slide decks: Share the presentation slides on platforms like SlideShare 

  • Audio for podcasts: Use the audio from webinars for podcast episodes 

The promo of a webinar event that can be used to repurpose content

Source 

6. E-books

The number of readers in the e-books market is expected to amount to 1.1 billion users by 2028. So, if you aren't investing in them, it's high time you start doing so, and then repurpose them as follows for a broader reach: 

  • Extract chapters: Share individual chapters as blog posts 

  • Create email courses: Use eBook content to develop email courses 

  • Infographic summaries: Summarize eBook content in infographics 

  • Create video series: Convert eBook chapters into video content 

The varied formats that an eBook can be presented in

Source 

7. Social media posts 

Even your existing social media content on platforms like Facebook, Instagram, Pinterest, Tikitok and beyond can be repurposed in the following manner: 

  • Combine them into e-books: Compile related social media posts into e-books 

  • Update and repost: Refresh old posts with updated information and repost them

  • Create tutorials: Turn how-to posts into step-by-step video tutorials

  • Quizzes and polls: Convert informative posts into interactive quizzes or polls

How to use polls and quizzes to repurpose content

Source 

Now that you know about the different formats you can use to repurpose content, let's dive into some tried and tested tips. 

Tips to repurpose content for maximizing conversions 

In this section, we'll share essential tips and strategies to help you transform your existing content into conversion-driving assets. Whether you're aiming to increase sales, sign-ups or engagement, these insights will guide you towards achieving your business goals. 

1. Understand your audience inside out 

To create content that converts, you must understand your audience. Consider these people as your closest confidants. What are their challenges, what solutions do they seek and what are their interests?  

Dive deep into their concerns and desires. Audience analysis can go a long way in helping you truly understand them. Once you've grasped these insights, tailor your repurposed content to directly address their pain points and offer practical solutions.  

When your audience feels that your content speaks directly to their needs and desires, they're much more likely to take the ideal action, whether it's making a purchase, signing up or engaging further with your brand. 

Also Read: 3 effective ways to improve social media customer engagement 

2. Quality trumps quantity, period

When it comes to content, it's the quality that truly matters, not the quantity. Picture it like dining out at a restaurant — you'd prefer a single, delectable dish over a vast but mediocre buffet, right?  

Apply this principle to your content repurposing strategy. Focus on ensuring that every piece of repurposed content you create is top-notch. Fill it with valuable and relevant information that genuinely benefits your audience.  

Even if you end up producing less content that’s of superior quality, your audience will value it more. This appreciation often translates to higher conversion rates because your audience recognizes the worth of what you're offering.

3. Never stop tweaking and testing 

Think of your content strategy as a finely tuned machine rather than something you set and forget.  

Just like a car needs regular maintenance, your content requires ongoing optimization. After repurposing your content, it's essential to keep refining it. Try out different formats, experiment with various headlines and explore new strategies, with SEO even, maybe.  

Pay close attention to what resonates most with your audience. Continuously make adjustments based on what works best. It's a continuous journey of improvement that can steadily enhance your conversion rates over time. 

Using a trusted marketing analytics tool here can help you gain actionable insights and measure performance in no time.

Success stories of popular brands 

Now let's look at two success stories that demonstrate how strategic content repurposing, coupled with compelling images, can propel brands to new heights of engagement, user interaction and business success.

1. Starbucks: Brewing success through visual storytelling  

The challenge: Content fatigue  

Starbucks, like many businesses, faced the challenge of continually engaging its audience on social media. Maintaining a consistent and appealing online presence required fresh and captivating content. 

Solutions employed 

  1. Strategic content repurposing: Starbucks recognized the potential of repurposing its existing content. It transformed initial pieces, such as blog posts about their coffee blends, into various formats that were suitable for different social media platforms. 

  2. Visual storytelling: To enhance its content, it embraced visual storytelling. It created beautifully crafted images of its coffee, showcasing the rich aroma and inviting ambience. It also incorporated images of latte art, coffee beans and satisfied customers enjoying their beverages.

Starbucks- Instagram profile showcasing alluring visual content

Source 

Benefits achieved 

  1. Enhanced engagement: Starbucks' combination of engaging content and eye-catching visuals significantly increased audience engagement. People weren't just reading; they were captivated by the images, making the content more memorable.  

  2. Inspiration and desire: Starbucks' images made its coffee blends seem irresistible, stirring desire in its audience. This emotional connection translated into increased sales and brand loyalty. 

  3. Consistency in branding: Starbucks maintained a consistent brand message across all platforms, reinforcing trust and recognition. Its visual identity, accompanied by well-crafted content, contributed to its success.  

  4. Increased conversion: The compelling content and images prompted action, leading to higher conversions. So, Starbucks effectively used content repurposing with visuals to drive sales and business growth. 

In summary, Starbucks overcame the challenge of content fatigue by strategically repurposing its content and enriching it with compelling images. This approach not only enhanced engagement but also inspired desire to maintain brand consistency and ultimately increased conversions.

2. Airbnb: Turning travel stories into visual adventures

The challenge: Content volume 

Airbnb needed to maintain a consistent flow of content on social media. Sharing unique travel experiences to inspire and engage its audience required an ongoing effort. Solutions employed: 

  1. User-generated content (UGC): Airbnb turned to user-generated content (UGC) by collecting and repurposing authentic travel stories from its users. The brand transformed these stories into captivating visual narratives. 

Also Read: How top brands harness UGC marketing  

Airbnb repurposing user-generated content into travel stories on social media

Source 

2. Visual storytelling: Airbnb incorporated breathtaking visuals of travel destinations, accommodations and satisfied travelers into its content. These images showcased the beauty and allure of the places featured in the stories.

Benefits

  1. Authenticity and trust: Airbnb's use of UGC created authenticity and trust. The real-traveler stories and visuals resonated with the audience, strengthening the Airbnb community. 

  2. Content efficiency: By leveraging UGC, Airbnb reduced the effort required for content creation. It repurposed real experiences into engaging content, saving time and resources.  
    Using a trusted review management software here can be beneficial in identifying and showcasing reviews and experiences of happy customers to drive conversions. 

  3. Wanderlust inspiration: The visuals in Airbnb's content stirred wanderlust, encouraging people to explore and book accommodations through its platform. 

  4. Strong community: Airbnb's approach fostered a sense of community among travelers. Sharing their experiences and seeing them repurposed in content created a bond among users. 

Also Read: The value of brand communities 

In summary, Airbnb effectively addressed the challenge of content volume by repurposing user-generated travel stories into visual adventures. Its strategy built authenticity, inspired wanderlust and created a strong community, ultimately contributing to its success in the competitive travel industry. 

Conclusion

As is evident from the examples above, content repurposing stands tall as the beacon of efficiency and creativity. By leveraging your existing content reservoir and reshaping it for various social media channels, you unlock a realm of possibilities, enhancing engagement, broadening reach and nurturing a deeper connection with your audience.

And in your quest for seamless content repurposing and distribution across diverse platforms, tools like Sprinklr Social emerge as the linchpin. With its intuitive interface and robust functionalities, Sprinklr's unified social media management platform empowers your team to streamline the process, ensuring your repurposed content finds its perfect stage for engagement.

As you embark on this transformative journey, armed with the insights and strategies outlined in this guide, remember: the key isn’t just recycling content but reinventing its purpose and impact. Let innovation guide your approach and let Sprinklr be your trusted ally in this endeavor.

Book a personalized demo today to learn how Sprinklr can meet all your content needs!

Sprinklr Marketing

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