When it comes to repurposing content, let’s set the record straight.
Content repurposing is NOT about you copying and pasting the exact same thing across different platforms. And it’s not about posting content on the same platforms after a few months have passed.
When you repurpose your content, you should be changing it up to make it fresher and newer. You’re repurposing, NOT repasting.
This could mean changing the format, expanding on one point that you mentioned, or adding extra value to that original piece of content.
The point is you are adapting that content. But at the end of the day, you are still pulling from content you’ve already created and thereby saving yourself a lot of time and energy.
This is the literal definition of working smarter, not harder.
However, a lot of business owners seem to shy away from content repurposing because they’re afraid that they’ll sound like a broken record, or even annoy their audience…
Nothing could be further from the truth!
4 Reasons Not To Worry About Repetition Within Your Content
1. Repetition Helps Us Learn
It all goes back to that statistic we’re all so familiar with about it taking 8 to 12 touchpoints before someone is ready to buy. And keep in mind, that statistic is old. It’s likely that the touchpoints required now is closer to 20.
As humans, we have a limited attention span and a tendency to forget information quickly. This is why repetition is so important in the process of learning and retaining information.
In the digital age, our attention spans are even more limited due to the overwhelming amount of information available online. In fact, studies show that the average person is exposed to over 5,000 marketing messages per day. With so much content competing for our attention, it’s no wonder that it takes multiple touchpoints for a message to stick.
Repeating your message through repurposed content is a highly effective way to reinforce your message and help your audience remember it. By presenting your content in different formats, such as blog posts, social media posts, videos, and podcasts, you can reach different segments of your audience and provide them with multiple opportunities to engage with your message.
And, by repurposing content, you can ensure that your message is consistent across all channels and touchpoints.
Consistency is key in building brand awareness and establishing trust with your audience. When your audience sees the same message repeatedly, they are more likely to remember it and associate it with your brand.
So, in short, repetition is a good thing when it comes to repurposing content. By repeating your message through different channels and touchpoints, you can reinforce your message, increase brand awareness, and help your audience remember your message.
So don’t be afraid to repurpose your content and repeat your message – it’s an effective way to get your message to sink in.
2. Everyone Consumes Content Differently
At this point we should all know, and accepted, the fact that different types of consumers have different learning preferences.
Some people prefer to learn through reading, while others prefer to listen or learn visually. Therefore, creating a variety of content formats is essential to reach all segments of your audience.
For example, some of your audience members might prefer longer-form content, such as blog posts or podcasts, that allow them to dive deep into a topic and learn at their own pace. Others might prefer shorter, snappier tips that they can consume quickly, such as reels or Instagram captions.
By repurposing your content across different formats, you can ensure that you’re reaching all of these different types of learners.
For instance, you could create a blog post, a podcast episode, and an Instagram reel that all cover the same topic, but present the information in different ways.
Additionally, creating content in multiple formats can also help to expand your reach by appealing to new audiences.
For instance, if you typically create blog posts, repurposing that content into a podcast or video format could attract new listeners or viewers who prefer those formats.
This comes down to one central realization… that by creating content in different formats, you can reach all types of learners and ensure that you’re not excluding a significant portion of your audience.
A wider targeted audience means higher sales!
Repurposing content across multiple formats is an effective way to expand your reach and appeal to new audiences, while also reinforcing your message and increasing brand awareness.
3. The Algorithm's A Pain In The Ass
Another reason why you shouldn’t worry about repetition when repurposing content is that the algorithm can be unpredictable, and not every person in your audience will see everything you post.
In fact, on platforms like Instagram, only a small percentage of your followers are likely to see your posts.
With so much content competing for attention, it’s easy for your message to get lost in the noise.
Even if someone did see your post the first time around, there’s no guarantee that they actually stopped and absorbed the information you were sharing.
Repurposing your content gives you the opportunity to be seen again by those who missed it the first time, and remind those who have already seen it.
By presenting your message in different formats and on different platforms, you can increase the chances of your message being seen and absorbed by a larger audience.
Even if someone did see your post six months ago, the likelihood of them remembering it is low. By repurposing your content and framing it differently, you can make it appear like a new piece of content and provide a valuable reminder to those who may have forgotten about it.
In summary, the algorithm can be unpredictable and not every person in your audience will see everything you post.
Repurposing your content gives you the opportunity to reach a larger audience and remind those who have already seen it, even if they may not remember it.
By framing your message differently and presenting it in different formats, you can increase the chances of your content being seen and absorbed by your audience.
4. Your Content Is Reaching New People Each Day
The final reason why you shouldn’t worry about repetition when repurposing content is that you’re reaching new people every single day.
As you grow your audience, there will always be individuals who have never seen any of your previous content.
By repurposing your existing content, you can ensure that these new audience members have the opportunity to see your earlier messages.
It’s important to remember that the content you posted before a new audience member discovered you is just as relevant to them as it was to your existing followers at the time. Repurposing your content allows you to deliver your message to a wider audience and increase the chances of it resonating with individuals who may have missed it the first time around.
Moreover, as previously mentioned, repetition is crucial to reinforcing your message and increasing brand awareness. By repurposing your content across different formats and platforms, you not only reach new audiences, but also reinforce your message to your existing followers.
In conclusion, reaching new people every day is a great reason to repurpose your content. By tapping into your existing content bank, you can deliver your message to new audiences, increase brand awareness, and reinforce your message to your existing followers.
Repurposing your content is a powerful strategy that can help you make the most of your existing assets and expand your reach over time.
In conclusion, repurposing content is a smart and effective strategy for reaching a wider audience, reinforcing your message, and making the most of your existing assets. By embracing repetition, you can ensure that your message sinks in with your audience and increases brand awareness.
Whether you’re targeting different buyer types, catering to different learning styles, battling the unpredictable algorithms, or reaching new audiences, repurposing content is a powerful tool that can help you achieve your marketing goals.
So don’t be afraid to reuse and repackage your content in new and creative ways, and watch as your message resonates with a broader audience over time.
