Last time on the blog, I chatted to you about creating a balanced social media feed and gave you some categories that can guide you in creating unique content. But that blog post was missing one important, and often overlooked, aspect – what about content that already exists?
A huge part of being a social media manager is understanding where you can already find great content and knowing how to repurpose it on social media. My clients often feel a bit nervous when I talk about repurposing content.
“But won’t my followers know it isn’t new content?”
There are many answers to this but my favourite is this:
You don’t have to reinvent the wheel every single time. Repeating great content doesn’t decrease the power of it, it actually makes it more potent. In an online world that is full of content and the latest ‘new’ trend, it actually serves us better to stick to the same message, own our truth and shout it from the rooftops.
So now you know why you should be repurposing content, where can you find it? Here are a few of my personal favourites!
For: the creative who loves to blog!
I work with clients who have two years of content on their website and it’s just sitting there in archives aching to be seen again. Often when we publish a blog post, we post a link to social media and we never share it again. Blog post links are great for sharing on rotation and old posts are just as shareable as new ones!
But perhaps you’re tired of simply sharing a link to your blog post? So why not go through old blog posts and pull out some really important information that you can pop on a quote image or share as a status?
I used this technique when writing my Lady Boss Guide to Hashtags. Instead of sharing the link to the blog post just once, I decided to make a series of shareable quote images that displayed the biggest takeaways from the blog post. This made the information more digestible and anyone who wanted more could still click over to the post on my website.
Using the same hashtags for every image means that you're reaching the same pool of people with all of your posts. Widen your reach by mixing it up with different hashtags. You can do this by looking at the content you post, categorising your images into themes and then creating a set of hashtags for each theme! You can read more about how to do this in my latest blog post. Link in bio ✖️
Diaries and Notebooks
For: the creative who loves to journal!
I love to journal and create notes all over the place! So every time I’m stuck for blog content, I do a diary audit where I go through all of my journals and notes to see what ideas I’ve jotted down. This includes the notes on my phone, laptop or even post-it notes. I always find a wealth of information and walk away feeling inspired and full of ideas for social media content! The caption on this post was an example of something I'd scribbled in my journal and then published on social media.
Tell me lovelies: why do we still use those terrible apps that tell us who has unfollowed us? Surely there is no good reason other than curiosity and a little bit of self-sabotage? I mean, who has ever felt really good after looking at their unfollow list? Especially when someone that you know and love unfollows you. Let's be honest, that shit hurts! So why do we do it? Why do we invest our energy into the things that we don't have? What would happen if we spent that time showing gratitude for what we do have? Don't worry beauty, I've totally been there! But social media really doesn't have to be a game of lack. Let's make it a game of gratitude and abundance! ✨
For: the creative who works with clients via email!
For anyone who works remotely with clients then you’ll know that you spend a lot of time giving advice and coaching over emails. Start to get conscious about when you do this and file the emails into a folder that you can come back to later. I often take the bones of an email and write just a few more paragraphs to turn it into an informational blog post or social media post.
Speaking gigs, events or interviews
For: the creative who loves to speak in public!
Do you engage in any promotional activities that require you to speak your story? Why not take the notes from your next speaking gig, event or interview and turn that into a social media series. It’s as easy as picking the most important parts from the presentation and repurposing that content into a social media post. Confession: this blog post is a version of the notes that I wrote for the Social Media Masterclass with It Starts With Us events.
Books, podcasts and magazines
For: the creative who love to immerse themselves in information
Just because the content isn’t yours (like the quotes in a book or magazine) doesn’t mean that you can’t share or have an opinion on it. So pick out some of your favourite books, podcasts and magazines and share a quote along with a little bit of your own commentary and opinions. You don’t always have to be a content creator and sometimes it’s just as nice to curate information!
Here is an example of how I normally do this:
I’ve been reading The War of Art by Stephen Pressfield and I love his take on authenticity. He says “Our job in this lifetime is not to shape ourselves into some ideal we imagine we ought to be, but to find out who we already are and become it”. So instead of sitting down and planning out our big visions for the year, or our lifetime, what if we instead asked: What do I feel growing inside of me? Let us bring that forth and we will then know the true meaning of authenticity. 📷 : @rachelgadiel 💜
Finding good content is all about opening your eyes and recognising that your thoughts and opinions are so, so worth sharing! It doesn’t have to be difficult, you don’t have to slave for hours to create one social media post. It’s likely that the information is already there and all you need to do is dedicate some time to re-creating and sharing it!