Creating content is hard work—you pour time and energy into blogs, social posts, videos, and emails, only for them to get a few days (or hours) of attention before they disappear into the internet void. So let’s be honest… aren’t we all looking to make our content work way harder?

That’s where a content repurposing system comes in. Instead of constantly scrambling to create something new, you can stretch your best content across multiple platforms, saving time and reaching more people without burning yourself out.

In this post, we’ll walk you through how to set up a simple, repeatable system to get the most mileage out of everything you create. Expect to see:

• Why a good system for repurposing content starts with a core piece of content
• How to make older content work harder for you
• Setting up a system for repurposing your content as a small business owner

Start With a Core Piece

First, start with a core piece of long-form content. That might be a blog post, a guide, a YouTube video, or a podcast you’ve created. That piece of long-form content is probably chock full of tips and quotes that your audience would love… you just need to find those parts to turn them into additional content!

For example, a quote from a podcast can make for a great Instagram post, or a clip from a Youtube video can be repurposed into many different TikTok videos. Highlights from your blog posts could also end up becoming themes for your newsletters or other email content. 

By starting with a core piece, your content planning can become much easier. Whether you plan quarterly or monthly, it means that you only have to come up with a few great ideas, instead of trying to come up with new, fresh content every day. Two or three core pieces of content can end up filling your entire calendar with fresh ideas. 

An Example of Repurposing Long-Form Content 

Let’s drive this point home with an example. One of the easiest systems for repurposing content is turning a blog into social media content.  

Because blogs are text-heavy, it’s easy to pull key points and turn them into Instagram carousels, LinkedIn posts, or Threads. 

Some examples include: 

• Take key quotes or points from your blog and put them on a graphic
• Break down the blog content into multiple slides to guide followers through a step-by-step story or list
• Create a quick face-to-cam reel that highlights the main points of your blog post.
• Use story features like polls, Q&A, or swipe-up links to share snippets and drive traffic to your full post.
• Share the process of creating your blog content or extra tips that didn’t make the final post

And because we love giving you a behind the scenes look into how we do our marketing, here is one way we often repurpose content.

1. Write an SEO-driven blog post
2. Film a YouTube video about the same topic and embed it in the blog post
3. Share about the new blog post in an Instagram story
4. Share a clip of the YouTube video in an Instagram story
5. Include a link to the blog post and/or YouTube video in an email newsletter

Truthfully, the sky is the limit. And while repurposing long-form content is one of the easiest ways to repurpose content, it’s not the only way. Let’s talk about more ways to create a system for repurposing content next.

Refresh & Update Old Posts

If you’ve been in business for a while, we are willing to bet you have a ton of content opportunities hidden right on your website. It’s so easy for us to ignore our old blog posts—we want to focus on what’s shiny and new! But, updating that older content can actually yield more results than spending the time on a brand new post. 

Take stock of your older blog posts and consider which ones you can update with new takes, updated stats, or fresh new headlines. And, updating old blog posts is good for SEO!

At Enji, we’re literally always doing this! We’re always keeping track of our posts so we can easily see what we have and what’s available to update. A lot of the time, we’ll even think of a new idea for a post, then check our blog and realize we already published something similar a while ago. That means we take work off our plates by doing a simple refresh of the older post (what a relief!).

Here are a few things we look for in order to decide what blog posts we’ll update:

• Blog posts with good traffic numbers but low time on site
• Blog posts that have core keywords and low traffic
• Blog posts that can be updated for timely and/or relevant information
• Blog posts that are related to an upcoming marketing campaign

Turn Written Content Into Video (And Vice Versa)

We consume content in so many different ways these days. Reading, watching, listening, and viewing images, to name a few. By leaning into all of those different mediums, you can easily transform your written content into multiple types of posts. 

For example, a blog post can become a YouTube video, podcast episode, an infographic on Pinterest, or a short TikTok. 

At Enji, we have a lot of people write guest posts for our blog (which btw, is a little extra reminder that you don’t need to do everything yourself). But even further,  to promote them, we usually schedule an Instagram live about the post, which we then save as a Reel! It’s a great way to get more mileage out of our blog content. 

Combine & Expand Your Content Into a Lead Magnet

Another way to start repurposing content is finding a way to both combine and expand what you already have. Especially if you have a lot of blog content on your website, you likely have a ton of similar content that’s all related (and if not, you should!). 

We’ve already talked about ways you can (and should) repurpose your content on social media, but we have an even better idea. You can re-package them into an eBook, webinar, or longer-form guide. 

This ends up being a win-win because it gives you an easy way to repurpose your content that’s also more in-depth and comprehensive for your audience. Plus, you can deliver it by email and grow your list in the process.

Combining and expanding your content doesn’t always have to apply to your blog content either. Say you have a podcast with a ton of episodes—you can create a “start here” eBook with different “playlists” of episodes based on key topics. 

By combining your content, you can also spend time updating the information and including even more value for your audience. 

Automating & Scheduling Your Content

Last on the list, you need to actually get your repurposed content out into the world. We all have great ideas, but it's not easy to take your ideas all the way from concept to execution every week or even every month! 

So how can you actually get it done? To create a system for repurposing content that’s even easier, you can use tools (like Enji!) to plan and rotate evergreen content, so you’re not always starting from scratch. 

For instance, with our social media scheduler, you can schedule a post to go out once a year or even once a quarter if it’s timely. You’ll be much less overwhelmed and feel more organized with a better way to plan and visualize your content calendar. 

Plus, when those moments come when we have the best idea, but we just can’t figure out how to say it, our AI copywriter comes into play. Because it’s connected to our social media scheduler, it can make it much easier to repurpose your content and create captions that are just as fresh and engaging as your original idea. Start your free trial to give it a try here!