The Pursuit of Online Entrepreneurship


Podcast Episode 025 – Repurposing Content to Leverage Your Original Content

by | Mar 19, 2019 | Podcast

Repurposing Content To Leverage Your Original Content

Hey there! Before I forget, I’ve got a freebie for you! It’s a one-page framework for turning one piece of original content into 40 pieces. And the best part? You can use this framework with any type of original content, and you can easily adopt it for different social media platforms.

We spend so much time creating our original content! We know how important content marketing is, but thinking about creating brand new content every single week feels daunting and overwhelming. How can anyone create quality content that quickly while running their business?

The answer is, you don’t have to. I want to show you a different way to think about your original content, plus a few of my favorite strategies for extending the life of that original content. So today, I’m teaching you how to leverage your original content to create even more content with just as much impact and very little extra effort.

I used to refer to my process of repurposing content as “upcycle and recycle,” which mostly made sense to me. Over time though, I’ve fine-tuned my process and system and now refer to it as The Three R’s: Revisit, Rephrase, and Repurpose!

In this episode, we’ll delve into what each of these R’s stands for. I’ll walk you through a few examples to show you that you’ve probably already created months and months worth of content without even knowing it! Then, I’ll show you how to effectively implement The Three R’s to add value, increase your online visibility, and showcase your expertise by sharing a consistent message.

So buckle up—today is all about repurposing your content to make it work for you! You’re gonna want to grab a pen and paper or sit down at your computer to take some notes, because I’m about to drop some value bombs!

Now, let’s get started.

Raise your hand if you’ve heard any of these expressions before:

  • “Work smarter, not harder.”
  • “Get the most out of what you’ve already done.”
  • “Repurpose your content.”

When I read these, my next thought is typically, Oh yeah, right. Easier said than done.

Cliches become cliches for a reason though—they’re so true! One area where these quotable statements definitely apply is when we talk about repurposing our original content.

I get it—you hear the phrase “Repurpose Your Content” and you’ve immediately got concerns about talking about the same thing over and over and over again. Won’t your audience get bored?

There are definitely a few things to consider when trying to repurpose your existing content: How to do it without sounding repetitive, for example, and in a way that won’t get your content deleted by the online police (Don’t worry, there’s no such thing. But sometimes the algorithms feel like they’re policing our content, am I right?).

It’s time to put those concerns to rest. I’m about to share with you a few different ways you can successfully and efficiently repurpose your original content in a way that will consistently look and sound fresh to your audience.

Let me start by briefly going over our original content strategy. Here are the basics steps we’ll follow:
1. Deciding on an event/offer
2. Establishing a main category or theme: focus on the journey
3. Choosing a sub-theme: 3-4 content pillars (topis related to your main topic) and ultimate offer or event
4. Choosing 1–2 primary social media platforms + the medium by which you’ll deliver your content (written, blog, pre-5. recorded, Facebook Live, Instagram stories, etc.)

Think about it this way: Each piece of original content can result in three, five, 10, 20 or more pieces of content to either share your message on different platforms or extend the life of your original content.

The Three R’s: Revisit, Rephrase, Repurpose

1. Revisit: Look back at what you have with a plan to move forward.
2. Rephrase: Rephrase original content to refresh it.
3. Repurpose: Extend the life of your content—don’t reinvent the wheel.

I’ve been using this system for over three years. Like I said earlier, I used to call it “Upcycle and Recycle,” but that didn’t seem to fit quite right. Once I fine-tuned and clearly defined this repeatable process, I began to feel so much better about creating original content because I knew that the time I spent on it up front would result in mass amounts of micro-content that I could share online with my audience on a variety of platforms.

If you’re feeling confused about how to do this with your own content, take a deep breath! I’m here to help. Here’s a step-by-step look at how I implement The three R’s for my own content, and how you can too.

1. Revisit Your Original Content

  • Look back at your existing content. Analyze performance.
  • Select pieces that connected & resonated with audience most.
  • Track original content.

2. Rephrase Your Original Content

  • Look at your records and decide which pieces will you start with.
  • Create a google doc or spreadsheet. Add the original title and idea, plus these columns:
    • Ideas for rephrasing
    • Story to use
    • Call to action

This is how you’ll refresh your existing content. Stay on theme, but keep it fresh for your audience. The message you’re sharing will be the same, but the story you share with it and/or call to action may be different.

  • If you want to go the extra mile, swap out the image! People are visual, so giving your audience something new to look at will make your message seem fresh.
  • Feel free to swap out your title! If the original title was a question, turn it into a statement, a power word, or a lead-in invitation

3. Repurpose Your Content Using Different Platforms

Remember Episode 24, when I mentioned tracking your content’s performance and repeating what works?

“Don’t get overwhelmed thinking about how you’re going to come up with all this original content, much less make time to keep up with it regularly.

That’s what I’m helping you with.

Instead of stressing about all the new ideas you have to come up with week after week after week, it makes more sense to keep track of content you’ve already published and how it performed.

Pay particular attention to content that performs well. Use it as a framework. Duplicate your efforts. Keep what worked and re-purpose it by rephrasing the lesson, using a different story to highlight your main point, or communicating the same message with a different type of content.”

That’s exactly what we’re talking about here. Let’s break this down further with an example.

Let’s say you created an original piece of content—specifically, a written Facebook Post sharing 7 ways/steps/reasons to do something. As you work through your original content, remember to think about what’s coming up for you in order to make sure your content is taking your audience on a journey to get the results you expect and want to see.

The ANATOMY of a written Facebook Post is typically as follows
(use as your original piece of content for this example)

  1. Headline
  2. The Challenge/The Before
  3. Tips/Ways/Reasons
  4. Personal Story (How You Implemented Those Tips to Get a Great Result
  5. Summary/Recap
  6. Call To Action

So that’s your start: A Facebook post with 7 Ways/Steps or Tips. Now let’s take that original piece of content and build on it.

Before I forget, I’ve got a freebie for you! It’s a one-page framework for turning one piece of original content into 40 pieces. And the best part? You can use this framework with any type of original content, and you can easily adopt it for different social media platforms.

Once you’ve identified an original piece of content that performed well (and by that I mean your audience liked it, there was engagement, reactions, and even conversations), your next step is to create a spreadsheet. Using a spreadsheet makes it easy to track what you’ve created, where you’ve shared it, and brainstorm related ideas, all in one place.
Measure your content’s performance with likes, reactions, comments, and engagement, and use that information to create additional content around the same topic. In doing this, we’re refreshing high performing content so it stays powerful, relevant, and popular.

This strategy will help you keep your messaging on point and show up consistently to improve your overall content marketing strategy. It’s a repeatable process that will help you to create mass amounts of content.

Think of Repurposing as “Power Content Batching” to grow your message awareness, provide value, stay on point, attract, connect, and grow your audience. While repurposing content may feel like you’re repeating your message, that repetition is what makes you look and sound consistent.


Here are The 3 R’s to Leverage Your Original Content:
1. Revisit: Look back at what you have with a plan to move forward.
2. Rephrase: Rephrase original content to refresh it.
3. Repurpose: Extend the life of your content—don’t reinvent the wheel.

Don’t worry about repeating yourself. Repetition is actually a sign of consistency of message. Most of us can’t remember what we read a few hours ago, let alone yesterday—so stop making this an excuse for not repurposing your content! Deal? Okay!
I hope you got a lot from today’s topic and can see the opportunity for extending the life of your original content. I know this strategy alone has been a game-changer for me, and with a little planning and creativity, the same can be true for you.
I’d love to hear from you. Scroll down to the comments section and tell me: what’s your first piece of original content you plan to revisit and repurpose?

Also, have you left a review for my podcast in iTunes? It’ll take you less than 30 seconds, and it would mean the world to me. Getting lots of reviews helps people find The Pursuit of Online Entrepreneurship so we can continue to grow our community.
Don’t forget to come back next week, when we’ll be talking about when & where to share your content.

I thank you for showing up for me, for yourself, and for your business.
Until next time, I’m Veronica. Bye for now!

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