How to Repurpose Your Marketing Content to Reach More People

Creating new marketing content for your business can be challenging, especially if you don’t enjoy writing. But if you tweak a single idea, so your message fits in several marketing channels, you can reuse the same idea to communicate with different audiences. What is this magical method called? Repurposing.

Repurposing does two things.

First, it provides you with marketing content to use in several places, freeing you from generating different ideas for each channel.

Second, having your message appear in several places will naturally reach more people—giving you a wider audience to speak to.

When I wrote the article “How to Curate a Consistent Web Presence” aimed at small business owners and entrepreneurs, I published it on my own marketing channels. It appeared in:

• My newsletter

• My blog

• On my LinkedIn page, using the LinkedIn Article feature

• Facebook

I used the same article in four places with only minor tweaks to fit each marketing platform.

Taking it a step further, I thought the article’s message could benefit several additional audiences. I tweaked the idea to speak to a general writing audience, and a version of the article was published in the state-wide California Writers Club newsletter.

Later, I found another opportunity to tailor my message to novelists and wrote a deep dive on the topic for the Romance Writers of America newsletter. Each rendition of the article was based on the same idea but was specific to the needs of each audience.

Repurposing doesn’t eliminate the need for new topics, but it does help stretch the content-filling life of a single great idea.

Beyond your own marketing and social media channels, where can you share your important message?

I’m sure I can come up with a few possibilities with you. Let’s chat!