There’s one surefire way to make your business fail: don’t tell anyone about it.
How will people discover your amazing product or service if you’re keeping it a secret?
Spreading the work increases your chances of getting more clients.
Afonso and Vasco are two entrepreneurs who realized this quickly. They started working on an AI writing tool in April with $0 monthly recurring revenue (MRR) and 20 followers. Now Journalist AI is a successful SaaS earning $20K MRR.
How were they able to grow so quickly? By sharing their product in every way possible.
Exploring New Channels
Publishing content everywhere, all at once has pushed me to maximize my creative performance.
I’m currently creating fresh content in four different channels:
- UpGroves Newsletter (you’re reading it now, yay!)
- My Personal Blog
- Brain Tickles Newsletter
- Twitter
To make my life easier, I could cross-post my articles on Reddit or Medium, or do what Seth Godin does – simply share an article link:
But sharing the same content is not going to make it. Imagine dumping this 1,500-word piece on LinkedIn; it wouldn’t perform well.
Different channels often require tailored content. You have to adapt your content for each channel so that it matches the format and language unique to each platform. If I found a LinkedIn-style video on TikTok, I’d swipe past it in a heartbeat.
Matching the content to each platform’s format and style is the key to making people pay attention to you, as social media guru Gary Vaynerchuck explains:
Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. On social media, the only story that can achieve that goal is one told with native content.
Native content amps up your story’s power. It is crafted to mimic everything that makes a platform attractive and valuable to a consumer—the aesthetics, the design, and the tone. It also offers the same value as the other content that people come to the platform to consume.
The Art of Content Repurposing
Yesterday, I spent the day transforming content I’d already published, adapting it for different channels.
Why should you repurpose content?
- Expand Your Reach: Increase the visibility of your existing content.
- Add Calls-to-Action (CTAs): Use extra opportunities to encourage your audience to subscribe or book a call.
- Scale Yourself: Avoid making content creation a full-time job. Repurposing lets you generate content more efficiently, freeing up time for other projects.
- Boost Your SEO: Enhance your website’s ranking by linking back to the original content.
So, what does repurposing look like in action? Keep reading to discover how the experts transform their blog content to expand their reach.
5 Ways To Repurpose Blog Posts
1. Instagram Posts
Foundr Magazine transformed a section of their article, “How to Come Up with New Product Ideas (That Don’t Suck),” into an Instagram carousel titled “Four Keys to Product Innovation.”
They cleverly used the carousel format to add a CTA inviting viewers to join their e-commerce course, complemented by a short text in the description to reinforce the CTA: “Want to elevate your own idea? Comment START.“
2. Twitter Threads
Amanda Natividad, VP of Marketing at SparkToro, shared her Adweek article, “Beyond Influencers: How to Maximize Your Reach and Brand Loyalty,” as a Twitter thread.
She starts with an engaging hook to catch people’s attention (“Influencer marketing is more than partnering with celebs and huge social accounts)” followed by six insightful tactics.
She also strategically tagged the influencers mentioned in the article, improving the potential for virality.
3. LinkedIn Posts
VC and Angel Investor Sahil Bloom is a master at repurposing. He writes The Curiosity Chronicle, a newsletter with over 400K subscribers. In this newsletter edition, he details “The ABC Goal System” (love the catchy name) used to prepare for his first marathon. On LinkedIn, he shares a summary of his system.
Like Amanda Natividad, he starts his post with a great opener: “How to transform your life (quickly)” and includes a link to his YouTube video where he expands further on his system.
4. Pinterest Posts
Pinterest is an excellent platform for sharing repurposed content that’s often overlooked. While it may not be among the top social media platforms, it still has an impressive user base of over 480 million active users.
SEMRush leverages this platform by crafting cool infographics based on the content from their blog. For example, they converted the article “8 Essential On-Page SEO Factors for Fast Impact” into this infographic summarizing the key points. They included their logo and the website URL at the bottom of the image for increased brand visibility and traffic. This strategy brings them over 330K monthly views.
5. Presentations
Transforming a detailed blog post into a SlideShare presentation is another effective strategy.
Copyblogger did just this with their article, The 3-Step Journey of a Remarkable Piece of Content, and transformed it into a SlideShare presentation, which has earned them more than 110K views.
I’m quite surprised by this. I hadn’t anticipated SlideShare’s potential to attract such a substantial number of views.
Tips for Effective Repurposing
There’s no doubt that repurposing content can be highly effective, but it’s key to do it the right way.
Some tips to help you repurpose more easily:
- Take a look at your past content. Identify which tweets garnered the most engagement or articles that received better feedback.
- Consider the unique characteristics of each social media platform. If unsure, check and learn from the style and format of successful people in your niche.
- Start with the medium you’re most comfortable with. Use this as your primary source for repurposing content across other channels.
- Focus on creating evergreen content that withstands the test of time. This will make your repurposing process easier.
As for me, my repurposing day worked. I ended up with many posts and various graphic assets that I plan to post on LinkedIn. I even shared a few posts and a little infographic based on the previous edition of this newsletter on Productized Services (I’m so proud of it!).
What about you? Do you repurpose any of your content? Reply this email and let me know!
