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The Midlife Business



How to Create Fresh Content Ready for Repurposing


This week, I’m going to be talking about how to create new content that’s suitable for repurposing. When choosing an older piece of content to repurpose, it’s fine to start with whatever you’ve got. But if you are creating content from scratch, you need to think about how you will repurpose that content, right from the get-go rather than as an afterthought. 

When you start with repurposing in mind, it’s much easier to repurpose your original piece of relevant, high-quality, content to different platforms with different audiences, styles, etc. 

Episode Highlights:

  • (01:39) Start with a list-type post
  • (02:11) Use subheadings in your posts
  • (03:20) Decide what you are going to create
  • (04:53) Questions you should ask yourself before you create your piece of content
  • (06:01) Get clear on your content’s message
  • (07:14) What problem does this piece of content solve?
  • (09:21) Interweave your content 

Listen to Episode 30 here.


Hello, and welcome to the Midlife Business Show with Suzanne Mountain. This is the podcast that celebrates all those of us who are building a business during our middle years. I’m an ex corporate girl who started my business six years ago in my fifties. And I’m loving it. This podcast is here to inspire you with conversations with other entrepreneurs about the messy and magical ups and downs of this period of our lives. Plus, I’ll be sharing simple, actionable step by step strategies to help you build a business with impact and a life that you love


Suzanne (00:43):

Welcome to the Midlife Business Show.  Today, I’m going to talk to you about repurposing content: that is how to convert your content into other social media posts so that you don’t have to write new ones. 

So let’s start by setting the scene. You’ve spent an entire week crafting a highly compelling blog post packed with mounds of research, oodles of original ideas, and even a very relatable personal anecdote that you are super excited to share. 

Or maybe you’ve just recorded an epic podcast with a spectacular guest or shared your story with more bravado than you have ever done before, or even just tucked away your ring light, because you’ve finally finished a YouTube video that your audience has been asking for for months or years. And then you hit publish, have a celebratory cup of coffee and wait, move on to creating your next piece of genius content.

Suzanne (01:48):

Does that sound like you? 

The truth is most business owners are stuck on a never ending treadmill of near constant content creation. They get a good idea, craft content around it, put it out there on one platform or a few and PO forget about it before the week is over. 

The bad news is creating content. That way is exhausting, especially in this heat and the good news. There is another better way, and it actually involves a lot less content creation and a lot more content promotion. Let’s be honest. If you’re a smart business owner, you likely already know content repurposing is something you should be doing. Maybe you’ve dabbled in announcing your YouTube link on your Instagram or sharing your beautifully written blog post to your Facebook business page. 

Have you ever wondered exactly what you can do to ensure that even more people see, hear or experience your content?

Suzanne (02:52):

If so, you are in the right place, many business owners labour over creating new content and know they should do more with it, but they just have no clue what to do or how to get started. 


What I want to talk to you about today is about breaking down one piece of long form content into some other click worthy micro content that you can use on your social media. 

So you can attract more leads, land, more sales, and generally spread your message to a larger audience without creating heaps more content. 

So how do you need to think about repurposing content? 

First, let’s get clear on what it means to repurpose content. In this case, repurposing content simply means taking content you’ve already created and distributing it or distributing pieces of it on different platforms in different mediums. You can do this in lots of ways. However, on this podcast, I will talk about two main ways to make this happen.

Suzanne (03:59):

The first one is cross promoting one piece of content on a different platform. For example, promoting your new blog in a Facebook post on your Facebook business page or in your Facebook group. 


The second way is sharing valuable pieces of one piece of content on a different platform. For example, turning quotable moments from your blog or podcast episode into a cool Instagram story, audiogram like I do. 

Or maybe rounding up the best tips from a Facebook live and turning them into a series of Instagram posts or even an Instagram or Facebook carousel. That said, while you can technically repurpose any piece of content anywhere, each social media platform has its own intricacies, guidelines and best practices that you’ll need to take into account. For example, a blog post can easily turned into Facebook posts, but it will take some reformatting and creativity to turn that same blog post into an Instagram story.


However, you could consider using it as a loose script for an Instagram real or a live video. 

Now, while undeniably it takes work to repurpose content, the truth is the work is well worth it. 

Here are a few of the incredible benefits of repurposing your content. 

It extends the life of your content and Instagram post has a life of approximately 19 hours, but that same piece of content can live on via Pinterest for years if broken down into several pins.  

Repurposing content expands your reach. You’ll not only be reaching more of your audience. You’ll be able to reach more and new audiences.  

Repurposing content boosts your SEO efforts. Even if SEO isn’t top of mind for you right now, having the ability to interlink content will help you rank higher on search engines. You’ll be able to build better brand awareness through repetition.  

Suzanne (06:21):

People won’t just be hearing one message from you in one place, they’ll be hearing a variation of the same message on different platforms. It creates consistency. 

Just imagine not having to create new content every week, but still being able to serve up fresh content to your audience every week. It saves you time. You can create less new content and free up time to work on other business related projects, work with clients or spend time with your family. 

The truth is creating content can be time consuming and potentially costly. In fact, a survey by Orbi Media found the average blog post takes nearly four hours to create. And if you’re just gonna pop that on your website and leave it there, or maybe share it once that doesn’t seem like you’re getting good value from those four hours. Repurposing content also helps you serve various audiences, content needs.

Suzanne (07:19):

We know people like to consume different types of content and have different learning styles. You might like to write blog posts, but your audience might be more likely to watch a one minute Instagram real or a video repurposing ensures you’re providing people with content that’ll actually consume by repurposing your content. You’ll also be able to reach current members of your audience who may have missed it the first time round. It’s nearly impossible to keep up with every single piece of content from our even favorite people to follow online. So the bottom line is if you’re going to take the time to create high quality content, it just makes sense to squeeze the most out of every piece of content you create. So now you know why you should repurpose your content. It’s time to choose what content to repurpose. Yeah. 


Before you can repurpose content, you need to find a piece of source content to begin with. And you have two main options here. 

Option one, find an older piece or an evergreen piece of content to repurpose. Even if you’ve just started your business, you probably will have created content already. Maybe lots of it. In fact, probably lots of it. You don’t have to reinvent the wheel to start repurposing content. Instead, you can choose a piece of content your audience already loves and repurpose it to reach new audiences or refresh the memories of your tried and true followers. Choosing to repurpose while performing content could be a smart move, rather than trying to get more traction out of posts and content that didn’t do well the first time round plus you don’t have to create anything new, still not sure which piece of content to use. Here are a few tips for pinpointing your most loved content. 

Suzanne (09:25):

First of all, make sure you choose a long form piece of content.

This will most likely be a blog post, a podcast, or a YouTube video or a Facebook live. 

Second check your website analytics, which pieces of content are performing well. Look at the metrics like organic visibility, number of shares, number of comments, and any other KPIs you’ve established in your business, ensure that the post is actually evergreen. 

While you can always update things like outdated calls to action for example, a call to action for a webinar that’s already passed. It’s important to ask yourself if the actual message of the content is still relevant. Is it still helpful to your ideal client? Does it include outdated information that needs a refresh before you start repurposing it elsewhere? Also decide if the content aligns with your current business goals. Does it still pertain to your current ideal client? Does it speak to their problems or their desires? Do you still do the thing you talk about in the post or has your work shifted now?

Suzanne (10:34):

Of course, there’s always the option to create new source content. If you don’t have any content or you want to create fresh content to repurpose, that’s fine. And we’ll dive deeper into this in the next episode of the podcast. 

That said, if you opt to create new content, you should focus on the long form content as mentioned previously, this works best if it’s a blog post, a podcast episode or a YouTube video. 

Okay, so let’s assume that you’ve chosen the piece of content you wish to repurpose. This is how you go about deciding. What is the piece of content and what is it called? What is the location? Make a note of the URL and the location where it is, then look at the specific analytics that indicate this might be a good piece to publish again, check your website and social media analytics, ask yourself, does this piece of content align with my current business goals, ask yourself, is this piece of content actually ever green?

Speaker 1 (11:43):

Would you need to update any portion of it? And if so, then look at the format it is in now and think about what format you’ll create from it. So one blog post might be broken down into five Instagram reels. If you make five points within that blog post, or it might be broken down into one long Facebook live next is to note how many new pieces of content you will create from this one piece of long form content, asking yourself these questions before you begin will help you to be clear that you’ve chosen the rice piece of content and that you know what you’re going to do with it. 

Now it’s time to get to work soon. 

You will have some new content to share with your audience. 

In next week’s episode, I will talk about how to create fresh, fully optimised content that makes repurposing a breeze. 

Bye for now. Okay. That’s a wrap for today. Thanks for listening. Please subscribe, rate, review the Midlife Business Show and if you’ve enjoyed it, tell your business buddies all about it. 

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