Are you feeling like a hamster on a never-ending content creation wheel? Do you feel like you’re falling behind on various platforms? Don’t worry, you’re not alone! We’ve all been there!

I started Ethos AI as my first official business as a solo founder. Given my limited amount of time and resources, it’s challenging for me to constantly spend time coming up with new content while doing engineering work to provide value for customers.

But don’t worry – there’s a solution: content repurposing.

Repurposing content is the act of taking existing content and giving it a new life through a different format or medium. It’s a great way to get more mileage out of the hard work you’ve already put in, while still providing value to your audience.

So, how do you go about repurposing content in a way that maximizes value for your audience? Here are some tips to get you started:

Customize your content for the platform: Just because you’re repurposing content across multiple platforms doesn’t mean it should look or behave the same. Take the time to customize your content for each platform, whether that means using different hashtags, cropping images differently, or writing unique captions. Every platform has different rules from character limits to video settings. Searchability will also change depending on the platform.

As an example, for Google Search, creators need to demonstrate E-E-A-T.

• Expertise
• Experience
• Authoritativeness
• Trustworthiness

Most platforms do not yet include “Experience” as an important factor for search ranking. Google recently added to combat the influx of AI-generated content and boost those with new and unique insights. If your content leaves this out, you may not be as optimized as your competitors.

Choose the right content to repurpose. Not all content is created equal when it comes to repurposing. If you’re starting out, look for evergreen, long-tail content that has proven to be popular with your audience. This will ensure that your repurposed content has a longer shelf life and will continue to provide value for a longer period of time.

Taking this blog as an example, I chose to focus on topics that I found useful in my personal journey as a new entrepreneur. If I stuck with generic topics, it would be tough to stand out.

Get inspiration from others! You are not alone in this content creation game and there are always new viral trends where you can board the hype train. As you grow, you can incorporate different strategies and styles from people you admire. But remember to make the content yours and don’t plagiarize!

Personally, I made a list of a few leaders who I admire and whose style I want to incorporate and modify into something I can call my own.

Experiment with different formats or platforms! Don’t be afraid to get creative with your repurposing efforts. Consider turning a comment on a Youtube Video into a Tiktok video, or a podcast episode into a series of social media posts. By experimenting with different formats, you can reach a wider audience and keep things interesting for your existing followers.

Update and refresh the content. Just because you’re repurposing content doesn’t mean it can’t be improved upon. Take the time to update and refresh the content to make sure it’s still relevant and accurate. This will help to ensure that your audience gets the most value out of your repurposed content.

Promote the content. Don’t forget to promote your repurposed content just like you would any other piece of content. Share it on social media, send it out in your email newsletter, and consider paid promotion to reach a wider audience.

Monitor to understand your audience. Adjust to provide value. As with any content marketing strategy, it’s important to track and measure the results of your repurposing efforts. This will help you to understand what works and what doesn’t, and allow you to make adjustments as needed.

Different social media platforms have different demographics, so it’s important to understand when and where your audience is most active or where your content is being interacted with the most. If you’re targeting a younger audience, for example, you may want to focus on platforms like TikTok and Instagram.

At Ethos AI, we provide you with analytics tools to help give you insights so you can make well-informed decisions.

Conclusion

So, don’t be afraid to give content repurposing a try. It can be a great way to provide value to your audience while also saving time and resources. Just remember to tailor your content, choose the right content, experiment with different formats, update and refresh the content, promote it, and track and measure your results.