Repurposing Content: Maximizing Your Social Media Efforts
As a nonprofit or small business, you’re juggling a million things at once—managing programs, connecting with your community, and of course, marketing your services. The last thing you want is to spend hours crafting new content every day just to keep your social media feeds fresh.
But here's the good news: You don’t have to reinvent the wheel each time you post. Repurposing your content is a game-changer, especially when you're working with limited time and resources. It’s about making the most out of what you’ve already created, giving it new life, and reaching different segments of your audience across multiple platforms.
In this post, we’ll break down the power of content repurposing, share tips on how to do it efficiently, and show you how to get more mileage from your existing content to maximize your social media efforts.
Why Repurpose Content?
Repurposing content isn't just a time-saver—it’s a strategy that helps you:
Reach a Broader Audience: Not everyone sees your posts the first time. By re-sharing or reformatting content, you give it a second (or third!) chance to get noticed by new followers or the ones who missed it before.
Save Time and Energy: Let’s face it, creating fresh content every day is exhausting. Repurposing allows you to work smarter, not harder, and gives you more time to focus on other aspects of your business or nonprofit.
Boost Engagement: Different formats (videos, infographics, blogs, etc.) can appeal to different audiences. What works on Instagram might not get the same traction on Facebook. Repurposing allows you to tailor your content to the platform while keeping the core message consistent.
Improve SEO and Brand Consistency: The more your content is shared across different platforms, the better it is for your search engine visibility. Plus, you’ll maintain brand consistency by sharing the same key messages across various touchpoints.
How to Repurpose Your Content Effectively
Now that you know why content repurposing is essential, let’s dive into how to actually do it. Here are some simple, yet effective ways to repurpose your content across different formats and social platforms:
1. Turn a Blog Post Into a Social Media Series
Blog posts are one of the easiest types of content to repurpose. If you’ve written a detailed article or guide, you can break it down into bite-sized posts for social media.
How to Do It:
Extract key points or takeaways from your blog.
Create a series of posts with each point highlighted in an individual post or carousel on Instagram.
Use quotes or statistics from your post to create quick, shareable graphics.
Include a call-to-action in every post (e.g., “Check out the full blog for more tips!”).
Pro Tip: Repurposing long-form content into smaller, digestible posts is great for platforms like Instagram, Twitter, or LinkedIn. This way, your audience can easily consume the information, and you can drive traffic back to your website.
2. Turn Testimonials or Case Studies into Social Proof
Nothing builds trust like social proof, and testimonials or case studies are the perfect content to repurpose. If you've got a glowing review or a detailed success story from a client, nonprofit partner, or donor, why not showcase it in multiple ways?
How to Do It:
Video: Create a short video or Instagram Story highlighting the key takeaways from the testimonial.
Graphic: Turn the text into a graphic with a branded template to share across social media.
Carousel Post: For Instagram or Facebook, use a carousel to break down the case study into digestible slides.
Pro Tip: Repurposing testimonials in different formats (text, video, graphics) will allow you to share the same success story multiple times on various platforms—maximizing the impact.
3. Turn a Webinar or Live Video into a Blog or Podcast
If you’ve hosted a webinar, workshop, or live stream, you’ve already put in the time to create great content. Why not extend its shelf life by turning it into multiple pieces of repurposed content?
How to Do It:
Transcript to Blog Post: If you have a transcript of the webinar or video, use it to create a detailed blog post. Add any insights, tips, or links that will enhance the content and give it new life.
Podcast Episode: Edit the audio from your video and use it as a podcast episode. Podcasts are a growing medium, and your audience may prefer to consume content on-the-go.
Soundbites: Pull key soundbites or highlights from the webinar to create short video clips or quote cards for social media.
Pro Tip: Take a snippet from your webinar or live video that generated the most engagement and repurpose it as an “Evergreen” post for future use. This helps extend the value of your live content.
4. Repurpose Social Media Posts into a Newsletter
Your social media posts are a goldmine for repurposing into a monthly or weekly newsletter. If you’ve been sharing insightful quotes, tips, or news updates, you can curate those posts into a cohesive newsletter that provides value to your email subscribers.
How to Do It:
Take your top-performing posts from the last month and include them in your newsletter with a brief introduction.
Include links to your latest blog posts or campaigns that you've shared on social media.
Highlight user-generated content or community engagement to show how your followers are interacting with your brand.
Pro Tip: Don’t be afraid to reuse content that already performed well on social media. Your email subscribers might not have seen the original post, so they’ll appreciate the reminder (and the value).
5. Turn Graphics and Infographics into Presentations
If you’ve created any valuable infographics or eye-catching graphics, use them to create a presentation for conferences, client meetings, or other events. This is a great way to present your work in a professional setting while repurposing something you’ve already created for social media.
How to Do It:
Take the key statistics or visuals from your social media graphics and turn them into a PowerPoint or Google Slides presentation.
Include additional context and details to make the presentation more in-depth, and share it on platforms like LinkedIn or SlideShare to reach a broader audience.
Pro Tip: Presentations are a fantastic way to repurpose content for more formal settings, such as workshops, partner meetings, or fundraising events.
6. Create a Social Media Content Bank
Finally, make your content work even harder by storing repurposed posts in a content bank. This can be a simple folder on your computer or a dedicated social media calendar. By organizing your content this way, you’ll always have go-to material ready for a busy week or an unexpected gap in your schedule.
How to Do It:
Organize your content by type (graphics, blog snippets, videos, etc.).
Keep a running list of evergreen content that can be shared repeatedly without losing value.
Use a content calendar tool (like Buffer or Later) to plan out and schedule your repurposed content in advance.
Pro Tip: Having a content bank makes it easier to consistently share content without scrambling to create something new every time you need a post.
In Conclusion: Maximize Your Efforts, Not Your Time
Repurposing content is all about maximizing the value of what you already have. By recycling your content in creative ways, you can save time, engage your audience in different formats, and increase your brand’s reach without constantly reinventing the wheel.
For nonprofits and small businesses with limited resources, repurposing content is an essential part of an efficient and effective social media strategy. So, grab that content you’ve already created, give it a fresh spin, and start getting more mileage from your posts today.
Have you repurposed content in any unique ways? Share your favorite tips with us in the comments below! 👇