3 Savvy Ways to Repurpose Your Content (Without Becoming a Broken Record)

Let's face it: most of us are pretty busy. 

Okay, crazy busy. Buzzing-around-like-bees-in-summer busy. 

I can give anyone a run for their money when it comes to busyness. I run a 6-figure business from my home. I'm a mama to a precocious young woman of three and a bouncy joy bundle of six months. I travel several times a year, take classes, attend events, cook frequently for crowds of friends, and do a whole bunch of ... blah, blah, blah. 

I used to take a lot of pride in my busyness. It made me feel like I was accomplishing something. Now, not so much.

These days, I'm learning about efficiency. And one of the ways we can be more efficient as writers is to take the great content we've already written and put it to work again, and again, and again, in different places and in different ways. 

Recycling isn't just for cans and bottles! 

Recycling isn't just for cans and bottles! 

We can use content from a blog post to create a Facebook ad. We can use our book's back cover copy to create our Amazon sales copy, website sales copy, and even a press release. We can pull excerpts from our book to create blog content that then directs readers to the book itself. 

But here's the thing: we have to do this strategically, because our readers are smart, and if they keep seeing the same exact batch of words across multiple platforms all the time, they'll start to get bored. Or worse, annoyed. 

 

How to repurpose your content without sounding like a broken record

Strategy #1: Write a new introduction

If you have a body of text that is powerful and translates well across platforms (for example,  an invitation to an event or a prompt to buy your book), you can multipurpose it by writing a new introductory paragraph (or two) for each new location where you want to post it. This new text will catch readers' eyes differently and prompt them to read further. My friend, content marketing expert Deb Coman, shared with my Cover to Cover course group recently that his strategy works well when you're posting across multiple Facebook groups or pages because it helps keep readers engaged—while at the same time helping you avoid being tagged as spam and put in "Facebook jail."  

 

Strategy #2: Add or subtract content within sections or bullets

If you have a short piece that you want to use in another location that requires longer-form content, you can easily add content to sections or bullet points to fill things out and give more value to readers without starting from scratch. 

You can also do this in reverse to trim down a longer blog post or article into an educational Facebook or LinkedIn post or other short-form piece. Just make sure that you're keeping the most important tidbits to tantalize your readers. 

Soon, you may find yourself writing in "expandable bullets" all the time! 

 

Strategy #3: Put it all together

Have a pile of articles, blog posts, and social content on the same subject? Why not compile it into an e-book or lead magnet? 

However, if you do this, make sure you're employing strategies #1 and #2 so your e-book flows and makes sense from cover to cover. In particular, be sure you're only selecting relevant content, not tangential or peripheral content, and remember to remove irrelevant intros and outros!There's nothing worse for readers than opening up an e-book and getting a super-obvious pile of blog posts.

 

There you have it: my simple, savvy strategies for repurposing your content.

Do you have your own big ideas about how to reuse, renew, and recycle your work? Post them in the comments below! 



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Bryna Haynes is a word alchemist, book strategist, and the founder and President of The Heart of Writing. She's also the chief editor for Inspired Living Publishing and the best-selling author of the multiple-award-winning book, The Art of Inspiration: An Editor's Guide to Writing Powerful, Effective Inspirational and Personal Development Books. In over a decade as a book coach, editor, ghostwriter, and publishing consultant, she has helped hundreds of authors find their authentic voices and create powerful, memorable, successful works. She lives outside of Providence, RI, with her husband, Matthew, their Moonbeam, Áine, and their Little Star, Aelyn. 

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