Repurposing pre-existing content is both a time and money saver for your company. Breathe new life into your old content by giving it a creative flair or publishing it on a new platform.
Valuable content, including photos, videos, and blog posts, can be updated for social media platforms to reach a new and broader audience.
Continue reading to learn how to repurpose some of your top existing content to be used on social media platforms!
What is Evergreen Content?
Evergreen content is content that has no expiration date. This content will not be related to any fleeting fads, trends, or news, but rather topics that will always be relevant to your audience.
You can identify evergreen content by focusing on topics with consistent search traffic. Often, this content will include your business’s top keywords so that search traffic will continue to grow over time.
Evergreen content in blog posts doesn’t have to be directly related to your business. Look for keywords to direct your content towards a particular audience. If a topic isn’t relevant to your business, try using long-tail keywords that will bring traffic to your site without having too much competition.
Repurposing Blog Posts
Researching, writing, and editing blog posts is a time-consuming process. With an estimated 4.4 million blog posts published per day, you don’t want your hard work to disappear into the vast abyss of the internet.
If you have written a “How To” blog post, consider turning it into an easy-to-read infographic to be posted on social media. Drive traffic back to your website by writing in the caption that more information is provided in a detailed blog post.
If you delved deep into a particular topic, you could make a multi-slide post on Instagram. On each slide, provide less than a sentence’s worth of information to ensure your feed is not oversaturated with writing.
If your company sends out a newsletter, this is a great way to reuse writing from your blog posts. Include links to full blog posts about relevant topics, and make sure each newsletter is sharable to maximize potential engagement.
Twitter now allows users to post tweets of up to 280 characters so that you can include a line or two from a blog post, then tell users to follow up through a link to your blog or website.
Reworking blog posts expands your reach without an additional time commitment.
Repurposing Photos
Whether you splurged on a professional 
photoshoot or took and edited photos yourself, the money, time, and hard work you put into images shouldn’t go to waste.
One of the easiest ways to reuse an oldphoto is to change the edit and add an overlay with a quote, review, or statistic. If your business sells products, consider taking a line from a positive review and layer it over a photo of that specific product.
Utilize Facebook, Instagram, and Twitter’s story-sharing features to draw user’s attention to a previous post. The story features of these platforms stay up for 24 hours and are located at the top of users’ feeds, meaning they should draw a fair amount of attention when posted.
Encourage your customers and followers to post or send you photos of them using your goods or services. If you have permission to repost their content, it can be used as testimonial material with photographic proof from real consumers.
Take advantage of emerging trends (or memes, if you want to get humorous) by posting old photos and relating the caption content to the current narrative.
If you have posted photos on one platform but not another, feel free to add them at any time! Each social media platform has its audience, and posting the same content at different times will help attract a wider audience.
Repurposing Videos
Depending on your skillset, videos may be one of the most challenging types of content to produce. Between writing, filming, and post-production editing, creating video content is time-consuming, even hiring outside work.
If you have a rather lengthy video, crop it into separate, shorter clips that will work well on social media. If you are making a regular post, keep the tape under 10 seconds. Studies have shown that the average Instagram user only watches between 6-10 seconds of a video post, so anything over that may be a waste of your time.
You don’t need to be a professional cinematographer to separate a pre-existing video into shorter clips. A quick internet search will lead you to plenty of user-friendly resources (both free and paid) to assist in your video editing.
Depending on how professional you like to keep your social media profiles, you can post outtakes or behind-the-scenes footage from videos you have produced. For many, social media is a place of self-expression, and showing consumers an inside look at the people behind the company will be appealing.
Final Thoughts
There are a few things to keep in mind when repurposing your top content for social media posts. While this strategy is much more efficient than generating utterly new content, it usually won’t be as simple as reuploading the same content.
Content needs to be formatted correctly for whatever social media platform you are using, especially in photo and video content. If you are repurposing blog content, make sure that your post is not too wordy for social media.
Make sure that your content is worthy of reposting- is this high-quality content? Ask yourself this before you decide to share it again. Your top-performing content is sure to be high quality and if it received a lot of traffic, be sure to change it up a bit, so your audience isn’t seeing a repeat.
Your hard work deserves to be recognized, and we at Paton Marketing want to help maximize the traffic coming to your website.