“Content repurposing” means turning an existing content into a new form and/or uploading it to a different platform. For example, you recorded a video for your YouTube channel. When you turn that video into written format so you can add it to your blog, that’s repurposing. When you upload the same video on Facebook, that’s also repurposing.
I don’t know about you but I learn best with examples.
And when I was learning the strategies on how to repurpose content effectively, I’ve found a handful of experts that I constantly refer to and I’m going to share what I’ve learned with you.
But first…
Why do experts repurpose their content?
Business and marketing experts like Gary Vaynerchuk, Neil Patel and Vanessa Lau repurpose their content because they understand that their audience are in different platforms consuming content in many different ways.
And it’s brilliant!
Because instead of spending time, energy and money into creating a brand new content, all you have to do is repurpose so you can make the most out of a content you already have.
How Gary Vaynerchuk repurpose their content
I know Gary Vaynerchuk (also known as “GaryVee”) as a serial entrepreneur dropping valuable truth bombs about entrepreneurship and life in general.
He owns VaynerMedia which is a full-service advertising agency servicing Fortune 100 companies, and is also an early investor of big tech companies such as Facebook, Twitter, Tumblr, Venmo and Uber.
Overview of Gary Vaynerchuk’s content marketing strategy
| Platform | Followers | Frequency | Types of Post |
|---|---|---|---|
| 8.5M | 1-3 daily + stories | short-form videos; some images | |
| TikTok | 4.9M | 1-3 daily | short-form videos; some images |
| 4.9M | 2-6 daily | mostly images; some videos and links | |
| 4.3M | 2-6 daily | mix of text, images, videos and links | |
| YouTube | 2.9M | at least once weekly | long-form videos |
| 2.2M | at least once daily | text, retweets | |
| Podcast | (private data) | daily | audio |
| Blog | (private data) | 1-3 weekly | text |
Gary shared his content strategy on his blog in 2019.
A year later, his team fleshed it out with examples.
They talked about the content pyramid.
It looks like a reversed pyramid wherein the largest portion on top represents Gary’s long-form content.
They turn those long-form contents into “micro content” basically short-form content and then distribute it into different platforms.
Gary is a big proponent of quantity over quality.
He believes that you find quality by providing quantity.
Apart from his paid team who’s in charge of his content, Gary has given his audience the opportunity to create micro contents for him in exchange for exposure.
So if what you create is posted on any of his accounts, you’ll be credited in the captions.
How Neil Patel repurpose their content
I know Neil Patel as an internet marketing expert teaching search engine optimization (SEO), content marketing and social media marketing.
Like Gary, Neil also owns a full-service advertising agency called Neil Patel Digital. He built a complete SEO tool called Ubersuggest which starts at $12 a month.
Overview of Neil Patel’s content marketing strategy
| Platform | Followers | Frequency | Types of Post |
|---|---|---|---|
| 1.1M | at least once daily | mostly videos; some links | |
| YouTube | 760K | 3 weekly | long-form videos (less than 10 minutes) |
| 406K | 2-3 weekly | mix of text, images, videos and links | |
| 371.2K | 2-3 weekly | mix of text, images, videos and links | |
| 205K | 2-3 weekly | videos, images | |
| Podcast | (private data) | daily | audio |
| Blog | (private data) | at least once daily | text |
Neil offers a lot of resources about content marketing and repurposing content in particular.
Here’s a couple of actionable ones:
- 16 Ways to Skyrocket Your Blog Traffic Through Content Distribution
- How to Drive Even More Traffic to Your Top Performing Posts
But I haven’t seen any where he shared his own.
So I observed how he does it.
Let’s take one of his YouTube videos as an example…
He uploaded this video on August 17, 2020.
He turned the thumbnail into a square format shared that it as a Community post on YouTube.
(Note: Creators with over 1,000 subscribers have access to Community posts.)
The YouTube video is embedded on a WordPress post and published as a video post.
Then he uploads the same video on his Facebook Page under the “Neil Patel” Series/Playlist.
On September 9, 2020 — 12 days after the video was first upload to YouTube — the video was upload to Neil’s Instagram as an IGTV video.
Notice how the video changed into 9:16 ratio or the portrait (vertical) format.
He also added an attention-grabbing headline on top that is shown all throughout the video.
And the subtitle is now burned into the video.
Knowing Neil, he would cite this video on his blog posts whenever appropriate.
He may also take a quote this video, tweet it…
Then he’ll turn it into an image and post it to Intagram.
How Vanessa Lau repurpose their content
I know Vanessa Lau as a YouTube and Instagram expert teaching fellow entrepreneurs how to turn followers into clients.
She has grown her YouTube channel and Instagram account to over 100,000 followers in less than a year, and made $1,000,000 when she launched of her online course called the BOSSGRAM Academy less than two years of running her business.
Overview of Vanessa Lau’s content marketing strategy
| Platform | Followers | Frequency | Types of Post |
|---|---|---|---|
| YouTube | 361K | once weekly | long-form videos |
| 126K | at least 2 weekly + stories | short-form videos, images | |
| Facebook Page | 9K | 1-2 weekly | mix of images, videos and links |
| Facebook Group | 17K | at least once weekly | mostly text; some links |
| 3K | (inactive; last post 1 month ago) | mix of links, text and videos | |
| TikTok | 800 | (inactive; last post 1 month ago) | short-form videos |
| 400 | (inactive; last post 3 months ago) | image | |
| 300 | rarely | text | |
| Podcast | (private data) | once weekly; on break | audio |
| Blog | (private data) | (inactive; last post 3 months ago) | text |
Vanessa teaches YouTube and Instagram strategies so it’s not surprising that those two have the most number of followers.
She shared how she repurposes her content on her blog.
She outsources it to a service provider called Repurpose House.
They turn a 2-minute clip into multiple “assets” or pieces of content.
Conclusion
Repurposing your content allows you to show up consistently online without the pressure of creating brand-new content every single day.
When you show up consistently, your community grows.
And when your community grows, your business also grows.
So, today, I want you to do something…
Decide that you’re going to start repurposing your content.
Don’t dwell on the details like how you’re going to do it or who’s going to help you. (I’ll teach you in a few days.)
For now, simply decide.
Marketing your business can be easy if you allow it to be.
And you deserve easy.
Thanks for your time.
This is Part 1 out of 3 of the content repurposing series. If you’re still unsure whether or not repurposing can help you grow your business, continue to Part 2: 6 Reasons Why You Should Repurpose Your Content
Want to learn how to turn one content into 7 more? Check out Part 3, How to Repurpose Content [Step-by-Step Guide].
Ready to outsource this part of your business? Check out my service, Repurpose Your Content.
If you love my content, then I invite you to join my mailing list.
By joining my mailing list, you’ll receive a weekly email from me summarizing the things I’ve shared online.
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