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    How to Create a Content Repurposing Workflow

    How to Create a Content Repurposing Workflow

    While content producers constantly post YouTube videos, blogs, and social media updates, the competition for audience engagement and brand reach gets more intense daily.

    However, what if you could use your already-written material with some modifications and take a break from producing new content? Repurposing content is helpful in this situation.

    How should you start? What kind of stuff is worthy of another look? How can repeated content be unique on many platforms without losing its authenticity? Artists, this is where your search stops. We’ll dissect the process of content repurposing in this blog and provide tools, techniques, and best practices for turning previously produced material into multi-platform viral hits.

    A Content Repurposing Workflow: What Is It?

    The workflow for content repurposing can be fundamentally understood as a strategy plan for optimizing the core value of your current material.

    It’s a systematic approach to converting previously produced marketing content—blog posts, infographics, podcasts, and the like—into new forms appropriate for various media and target audiences. It encourages you to maximize the potential derived from your earlier content marketing endeavors.

    Content Repurposing Workflow

    What Makes It Important?

    Repurposing content is a continuous process of growth and improvement rather than a one-time solution.

    You may enhance your brand voice, make a significant impact, and optimize the marketing potential of your content by following this systematic approach:

    • Repurposed content reaches more people on other platforms, growing your audience and increasing the return on your content investment.
    • By starting with your current material, you can save time and money by not having to start from scratch for more critical tasks.
    • Having relevant, helpful content on several platforms improves search engine optimization and draws attention to your business in search results.
    • Repurposing allows you to employ a variety of forms to tell stories, delve deeper into subjects, and build stronger connections with viewers.
    • By tracking performance across channels to determine what appeals to a range of people, you can develop intelligent future content creation plans.
    • A successful content marketing ROI (return on investment) depends on correct content repurposing.

    Here Are a Few Steps For Repurposing Workflows

    Step 1: Establish your repurposing objectives

    It’s crucial to think about your how and where to repurpose your material. The explanation “because leadership wants us to publish more content” is frequently given; however, it isn’t beneficial. That’s how you wind up repurposing without intention, a guaranteed path to self-doubt, dissatisfaction, and subpar outcomes. Not even goal-oriented ones, such as “Take more shots on goal,” are comprehensive enough.

    Revamp Your Workflow

    Let’s examine two separate objectives:

    1. Share your thought leadership material on social media with your internal staff and
    2. Publish more search-engine-optimized blog pieces from your social and video assets.

    Repurposing can assist in achieving these two goals! However, the processes involved in achieving each of those objectives varied greatly. It will be challenging to set up an effective workflow and, worse, difficult to determine whether your repurposing efforts have even been successful without a clear goal in mind.

    None of those above objectives must be chosen. The idea is to consider your marketing objectives and how repurposing or republishing your current content will assist you in reaching them.

    Step 2: Select your anchor formats

    The majority of your repurposed content will come from anchor forms. These are what we refer to as the “first contact” points between your ideas and your audience. Any format will do as long as you consistently devote time and attention to it.

    For instance, a long-form B2B podcast is a popular anchor format. Repurposed video footage and written content can be found on our blog, brand social media pages, and personal social media accounts. That is one of the anchor forms we utilize. The podcast offers an informal and unstructured framework that allows us to discuss ideas and points of view before bringing them to other platforms for further development, which is one of the reasons we enjoy it.

    An illustration of how we take a single topic in our podcast and develop it over several platforms.

    There are three primary considerations to make when selecting your anchor for repurposing.

    1. Select at least one video-focused anchor format.

    These days, most social media platforms favor video material, so there are many outlets to distribute your recycled content. Video content has some of the broadest reach and most significant potential for repurposing.

    1. Examine the long-form → short-form and the short-form → long-form relationships.

    It makes sense to go from long form to short form and is often done, but short form to long form is much underappreciated. Selecting a venue for releasing your short-form material allows you to test out novel concepts or approaches before devoting resources to a lengthy piece of writing.

    Uncertain about how a concept or current trend will be received by your audience? Try it out on your favorite short-form channel first, and after you have proof that it’s hitting home, turn it into a longer-form piece.

    1. When selecting a format, consider both the work and the result.

    Repurposing content has the advantage of increasing the value of each piece of content by dividing it into several assets for various audiences. Selecting one or more traditionally high-effort formats as your anchor mediums can assist in offsetting the time and work required to produce a blog post or podcast episode.

    Step 3: Create a workflow map for your reuse.

    While a physical map is not necessary, a visual workflow chart can help you organize your repurposing process and understand how things function together.

    A repurposing plan road map should, at the very least, include the following:

    1. Where your anchor formats and other original, net-new material are published
    2. Wherever you decide to repurpose this content (such as your repurposing channels),
    3. How often do you intend to reuse content each week? (e.g., 3x clips per week)

    You should not consider your repurposing map final, especially at first. The foundation of content is always a little serendipity and trend hopping, so avoid forcing yourself to republish content on your other channels just because it doesn’t work for some reason.

    Think of the map as a guide rather than a rigid route that you must follow. You can forecast how your typical week will proceed with the aid of a well-defined map, which is helpful for goal-setting, planning, and course correction.

    Step 4: Determine the content’s new use.

    This phase is more about how you approach the repurposing portion of the process than it is about deciding on your repurposing format or channel.

    Determine the content

    Match the strategy to the material.

    As we’ve previously discussed, there are a lot of different ways to reuse information on social media. “Repurposing” and “atomization” are general words that encompass several methods. The method you use will mostly rely on the type of content you want to repurpose.

    One way to do this is by taking a single piece of material and repurposing it for a different channel or media, only altering the presentation and leaving the information intact. Creating a YouTube video script based on a blog article is one example.

    The one-to-many method operates similarly. Consider converting a video podcast into several manageable segments for social media. You can crop and resize them without altering the content you’re sharing.

    Although it takes more work, content atomization is effective for assets that don’t convert well to a new medium or for delivering compelling points of view from a variety of channels. The main concepts and talking points are taken from previously published information, but the assets are completely brand-new.

    Adapt the material to the channel.

    Select the framework you want to use and how you want to use specific standard formats.

    Step  5: Increase workflow velocity

    The most significant challenge with repurposing is that, even when done well, it still requires a considerable amount of time—often longer than leadership anticipates!

    Even though repurposing content still beats starting from scratch in terms of speed, it still needs time and effort to publish at scale. However, you can accelerate the “first pass” part of your workflow by leveraging AI-powered solutions that automate repetitive operations.

    Look for areas in your workflow for repurposing content where you can relax the creative decision-making requirements.

    Here are a few preferred methods for streamlining your personal workflow:

    1. Using ChatGPT to format a transcript before editing

    The majority of transcribing software gives you a wall of text that is difficult to sort through and structure into a valid format. We advise pasting the transcript into ChatGPT so that it can be broken down and formatted for you more quickly.

    Tips for Streamlining

    While formatting  transcripts, we’ve found the following prompts to be helpful:

    • When a speaker begins speaking, insert line breaks into this transcript. This is particularly useful if you want to be able to quickly locate specific phrases that you are seeking to pull out.
    • Summarize the speaker’s points made in this text in five bullet points. Useful for creating a synopsis for an article or social media text that highlights the main points of the video.
    • Convert all occurrences of “[Word X]” to “[Word Y].” Batch correcting text in this way is a time-saving method if you have a brand name or other well-known noun that transcription software frequently gets incorrect.
    • Use subheadings in this transcript to categorize the primary subjects that these two speakers discussed. Organizing the essential ideas and takeaways in a group and writing an outline will be facilitated by segmenting the transcript in this way.

    While there will still be a lot of writing and editing to be done, the end result is not intended for publication. Instead, you’re only expediting a few steps to get the writing process going.

    1. locating videos with Repurpose Studio prior to editing

    While locating an initial selection of clips, adding subtitles, or arriving at a rough cut are much more routine portions of the workflow and may be automated, editing an attractive clip does require a really creative touch.

    1. Resizing videos automatically that we intend to repost 1:1

    Resizing a clip for a different platform can sometimes be the most excellent way to use it for a new purpose.

    Advice on how to maximize the repurposing of your content

    Consider your channels and formats as you begin to develop your content repurposing plan.

    Having a strategy in mind is crucial when it comes to content repurposing. Which formats will appeal to your target audience the most when it comes to sharing your repurposed material on social media? As part of your content development workflow, you might want to think about making branded visuals or quick films for blog pieces that you want to repurpose on social media.

    Content Repurposing Strategies

    Select timeless subjects.

    Producing evergreen content is one of the finest methods to make the most of your material. Evergreen subjects are ones that, even months or years after they are initially published, will still be pertinent and helpful. On the other hand, seasonal themes soon grow out of style and have a short shelf life. When brainstorming ideas for fresh material, attempt to consider subjects that will still be pertinent in six months as they are now. In this manner, you can later on repurpose your content and make sure it keeps readers interested and driving traffic.

    Use tools to expedite and automate your workflow.

    One excellent method of repurposing content is automation. You can achieve the desired results while saving time and energy by employing tools to automate the process. For repurposing content, AI copywriting tools are a blessing. With these tools, you can produce enough material for a month in a few hours.

    Combine the creation of your content in batches.

    Batching is the process of gathering related tasks and finishing them all at once. If you’re writing social media posts, for instance, you could batch-write all the copy for a month’s worth of postings at once. Alternatively, you may batch the effort of gathering information for multiple articles at once if you’re working on blog postings. Over time, you can save time and effort by producing your content in batches. Additionally, you’ll always have access to new stuff when you need it. Try batching your work the next time you sit down to write, and you’ll be surprised at how much more productive you can become.

    Establish a repurposing process.

    You can save time and produce work that is more consistently high quality by developing your own workflow for content repurposing. If necessary, it will also make it simpler to assign work to others. Make a list of all the actions required to repurpose your material before you begin. Next, create templates for every stage of the procedure. One template may be made for research, another for copywriting, and still another for visual design. You may expedite and improve the efficiency of the content repurposing process by using templates in your workflow.

    Employ assistance when required.

    This brings us to our final and most important piece of advice: if you discover that reusing content is taking up too much of your time, it might be worthwhile to hire someone to assist you. Many content creation companies exist that can handle every step of the process for you, including researching keywords, creating prose, and creating visuals. Additionally, you may always hire independent contractors to complete specific jobs if you want to cut costs.

    In summary

    You now understand the concept of content repurposing and the tactics you can apply to your B2B SaaS company. You may increase website engagement and conversions by strategically implementing these techniques.

    Seek assistance from a reputable content marketing agency if you need it with content strategy. They can organize the information on your website according to your specifications and take care of content reuse.

    Written by Aayush
    Writer, editor, and marketing professional with 10 years of experience, Aayush Singh is a digital nomad. With a focus on engaging digital content and SEO campaigns for SMB, and enterprise clients, he is the content creator & manager at SERP WIZARD.