As an entrepreneur and content creator, I have always believed in the power of repurposing content to reach a wider audience and strengthen my brand presence online.

Recently, I found myself knee-deep in an Instagram Thread that discussed repurposing and after reading so many responses and opinions, I knew I needed to share my thoughts on this topic.

I’ve been repurposing content for eight years. In the beginning, it was because I was working a 9 to 5, months into my postpartum journey, and building a business from scratch. Then, my goal with repurposing shifted when I took my business “full time” and wanted to expand my reach to other platforms.

I consider myself an expert in this topic so today I’m sharing my thoughts on the art of repurposing and its impact on building an authentic brand online.

Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:

The controversy around repurposing and what most entrepreneurs and content creators are getting wrong.
The #1 thing you need to understand around repurposing to be successful and make sure you’re not annoying your audience.
How I repurpose my content, and ways to improve your repurposing strategy!

**I’ve included the main points below, but I encourage you to dive into the full episode via audio or video!

For the full content, and all the insider tips, listen to Episode 113 now.

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Understanding Repurposing and Content Stacking

Repurposing goes beyond copy-pasting content from one platform to another; it involves adapting content based on its purpose.

Content stacking plays a crucial role in ensuring that the content created aligns with the specific goals of each platform. Each platform will fall into one main goal for your business - be it increasing brand awareness, attracting an audience, or fostering a deeper brand connection.

While, there will be a crossover with your content, for example, a YouTube video might be designed for brand awareness, but my existing audience might love viewing my content to build a deeper connection, its main purpose needs to be defined.

To effectively repurpose content, having a clear content plan and stack is essential.

By understanding the purpose of each platform in the content stack, you can tailor the content to meet your audience's needs and expectations across different channels.

This strategic approach not only maximizes the content's reach but will also strengthen your brand's online presence.

Leveraging Repurposing Tools and Scheduling

Utilizing tools that simplify the repurposing process and establish a consistent content creation schedule is key to repurposing content effectively.

I shared some of my favorite tools inside Episode 112 last week.

From AI transcription tools to content scheduling platforms, investing in the right tools can streamline the repurposing workflow and enhance content distribution.

I’ve also found that sticking to a structured schedule ensures timely and consistent delivery of repurposed content across multiple platforms.

These two elements can help you repurpose your content more often which is a top request I get from my audience.

The Impact of Repurposing on Brand Growth

Repurposing content can significantly impact your brand growth by extending the life of your content, reaching new audiences, and increasing engagement across platforms.

You’re taking the time to create your content, so let’s make sure it’s working for you and getting seen.

By repurposing content strategically and adapting it to suit each platform's purpose, you can elevate their brand visibility, attract new followers, and foster deeper connections with their audience.

But, repurposing content isn't just a matter of sharing the same information across different platforms; it's about adapting content to resonate with audiences on various channels.

Creating a Repurposing Workflow

In today’s episode, I explained my repurposing workflow in great detail. Here are the steps to follow, but be sure to check out this video for a detailed, visual representation.

STEP 1: Determine Your Content Stack and Platforms

STEP 2: Decide on Your Core Content. I highly suggest this is a long-form piece of content you’ll produce every week either in the form of a video, podcast, or written blog.

STEP 3: Create Your Repurpose Plan. This will look like small webs off of your core content and include things like:

Transcribe into a blog post
Create short-form videos
Send an email to my list
Create 2-3 social media posts

STEP 4: Create Your Workflow. Now, that the plan is created you want to add your weekly workflow (i.e. all the steps needed to execute the plan) into your task management system. We use ClickUp.

STEP 5: Choose Your Tools. This step will help you drastically streamline and speed up the process. To learn more about my favorite tools, check out this post.

CONCLUSION

By embracing the art of repurposing and mastering the content stacking technique, I know you can harness the power of repurposed content to build a truly authentic brand online.

I hope that more entrepreneurs understand how repurposing works, and can use it effectively in their marketing.

When you create a streamlined plan, you’ll be able to improve your reach, increase your brands exposure, and ultimately revenue without having to spend all of your time online.

Every week, I’m showing up on at least eight different platforms, and it takes me roughly 2 hours to create the content and distribute it - I know it’s possible for you as well!

Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.

P.S. Want to not only master your repurposing plan but also streamline your marketing efforts off of social media? It’s time to diversify your marketing strategy and inside Brandmerry Academy I show you how to do it effectively without having to invest in a bunch of different programs or spend all of your time on Google. To learn more about Brandmerry Academy, visit brandmerry.com/academy.

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