What Is a Content Repurposing Workflow (& Why You Need One)?

Are you spending a ton of time making content for each individual channel you have? Does it take up way too much of your energy? Creating a content repurposing workflow lets you effectively reuse content you’ve already created. 

One piece can become many pieces that you can share on different platforms and channels. If you’re a busy content marketer, this is going to make your life so much easier.

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Why Should You Consider Repurposing Your Content? 

When you repurpose your content, you’re just taking an asset you’ve already created and using it again elsewhere. When you give a piece of content your all, whether it’s a video, podcast, or in-depth blog post, you want to use every last bit of that powerful and engaging piece. 

 Creating a content repurposing workflow is going to save you so much time and energy. It also extends your content’s life! 

It allows you to boost your traffic by increasing your odds of connecting with your target audience on a particular topic. When several different assets are directing leads to the same thing, it works out in your favor.

 If you know you want to repurpose your content, keep that in mind from the start. Create assets that are easy to split into smaller pieces without looking choppy.

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How to Create An Effective Content Repurposing Workflow

While the exact components of your content repurposing workflow should be tailored to your specific needs, these tips will help. Content creation will go from an hours-long ordeal to a quick time slot on your weekly calendar! 

Figure Out What Platforms You Want To Utilize

If you don’t know what platforms you’re using, your content repurposing workflow isn’t going to be effective. Figure out what platforms serve your audience and direct your energy there. 

Some possible options include:

  • Your website’s blog
  • Instagram and Facebook Live
  • Instagram and Facebook Stories
  • Facebook Page & Instagram Feed Posts
  • IGTV
  • Pinterest
  • Emails

Select Long-Form Content To Create

The long-form content you produce will give you all the content you need for your other platforms! Depending on what you do, this is likely a blog post or video. 

Once you have your long-form content figured out, you can design a 30-day calendar to promote the piece.

Side note: if you don’t have a blog for your website yet, you should! Having a blog improves your SEO. It’ll also give you a foundation to build a content repurposing workflow around. 

Your Actual Content Repurposing Workflow

When it comes to figuring out your actual content repurposing workflow, using a task management software is super handy. Of course, you can do it with notebooks or your planner, but a digital system is a lot smoother! 

Apps like Trello and Asana let you assign tasks and deadlines and easily monitor what needs to be accomplished (and when). 

 Create a sample template to use each week. This should have every step in the process written out. Whenever you have new content, you just duplicate the template and you’re ready to go.

 Use your task manager to keep track of where and when you’ll be posting your content.

Map Out One Month Of Content Based On Your Long-Form Piece

Once you’ve totally finished your long-form piece of content, you can schedule out a month of content around it. 

Since everything comes from this one piece, you want it completely done before you move onto the next step.

When it’s (totally and completely) done, you want to go through the long-form piece and pick it apart. Take any pieces you need and add them to your graphics, emails, or social media posts.

Schedule As Much As Possible In Advance

Scheduling ahead of time makes everything easier. 

When you create all of your content in one go, you’ll only need to spend a short amount of time each week or month scheduling your posts. 

This will save you so much time and energy!

Use Metrics to Repurpose the Right Content

You’ve worked hard on the content you produce, right? So you don’t want it to fade into the abyss! Repurposing content breathes new life into older materials.

Add monitoring some of these metrics into your content repurposing workflow. These metrics will tell you when older content is ready to be repurposed.

Page Views

When a piece of content stops getting views, it may be time for some recycling.

 If your content isn’t drawing an audience anymore, that doesn’t mean you should just forget about it. How can you rework it or put it into a different format to bring the crowds back?

Page view metrics can tell you:

  • What pieces of your content are doing the best
  • Your general traffic and website performance over time
  • When content should be repurposed or reshared 

 Play to your content’s strengths as you build a content repurposing workflow! 

Maybe you can draw a new audience by presenting it in a new format. Or, perhaps you can remind your existing viewers about something they’ve forgotten.

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Time On Site

While page views may tell you how popular a topic is, it doesn’t tell you everything. 

You want viewers to engage and, eventually, buy. So you don’t just need to know how many people are visiting. You also want to know how much time they’re spending on your site. 

 Tracking the amount of time your visitors spend on your site gives you a better idea of how engaging your content actually is. 

Track these numbers super easily with Google Analytics! You can see overall how much time people are spending or even break it down by individual pages. This will help you see what content is ready for repurposing.


 Make the most out of each piece of content that you pour your heart into. By creating a content repurposing workflow, you can breathe new life into old content or extend the life of a newer piece. 

This will save you so much time and energy, freeing you up to work on other things that excite you! All of the organic traffic you’re driving to your website is so much easier to maximize when you start repurposing your content. 

Start understanding your organic traffic on a deeper level to build a solid content repurposing workflow. 

Learn how Google Analytics can help you make data-driven decisions to grow your business with these tutorial posts:

 

Google Analytics Source/Medium Report

How Google Analytics Can Make You A Better Copywriter

How To Set Up Goals In Google Analytics

 

What Is a Content Repurposing Workflow (& Why You Need One)| The Nimble Co.