30 | "Will I Annoy My Audience by Repurposing My Content?"
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โWill I Annoy My Audience by Repurposing My Content?"
In today's fast-paced digital world, content creation is crucial for businesses and individuals alike. However, producing new content every time can be a time-consuming and demanding task. That's why repurposing content has become a popular strategy among content creators. By taking an old piece of content and updating it to fit a new audience or format, you can save time and maximize your reach. But the question remains: will repurposing your content annoy your audience?
In this episode, I'm busting that myth once and for all and letting you in on exactly why repetition is actually a GOOD thing and how to repurpose your content without feeling like a broken record or like you're annoying your audience.
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What is content repurposing?
Letโs set the record straight. Content repurposing is NOT about you copying and pasting the exact same thing across different platforms, or the same platforms after a few months have passed. When you repurpose your content, you should be changing it up to make it fresh and new again!
This could mean changing the format, expanding on one particular point that you mentioned, or adding extra value to that original piece of content. The point is, you are adapting that content. But at the end of the day, you are still pulling from content youโve already created.
And that is why you shouldnโt worry about repurposing your content.
In fact, the majority of the content that you are see on my podcast has come from content that Iโd already created and published. When I first started my podcast, the first 10 or so episodes were directly pulled from my blog content and turned into podcasts, and Iโm still doing this now.
Iโve turned Instagram captions into podcast episodes, and with every podcast episode I put out, I create multiple social media posts and emails, and that allows me to reach people who donโt listen to the podcast, or who need to consume something slightly differently for it to sink in.
This is the literal definition of working smarter, not harder. And this is why I love repurposing my content so much.
But if you're still on the fence and you're worried that you're going to sound like a broken record, I want to share four reasons you shouldn't worry about repetition in your content.
4 reasons you shouldnโt worry about repetition in your content
1. YOUR AUDIENCE NEEDS TO HEAR THINGS MULTIPLE TIMES FOR IT TO SINK IN
Repetition is actually a GOOD thing! Sometimes, your audience will need to hear something multiple times before they really take it in.
It all goes back to that statistic weโre all so familiar with about it taking 8-12 touchpoints before someone will be ready to buy. Although with the way the only space is now, and the rate that weโre consuming content, that number is more likely up in the 20s, so repetition is a good thing!
2. THE WAY EACH PERSON CONSUMES CONTENT IS DIFFERENT
Just like there are different buyer types, there are different consumer types. Some people learn through reading, some people learn through listening, and some people learn visually. While one person might learn through longer-form content such as blog posts or podcasts or videos, others might learn through short, snappy tips that you might see in the form of a reel or Instagram caption.
You need to create content that reaches all of these types of people, otherwise, you're excluding a huge chunk of your audience!
3. THE ALGORITHMโS A BITCH
(Not so) Spoiler Alert: Not every single person in your audience is going to see everything you post.
On average, 6% of your Instagram followers are seeing your posts. And even if they are seeing it, there's no guarantee they're actually stopping and taking it what you're saying. But when you repurpose your content, you're giving yourself the opportunity to be seen again by those who missed it the first time AND remind those who have already seen it
We're bombarded by sooo much content every single day on social media, so the likelihood of someone remembering that you posted that particular piece of content 6 months ago is extremely unlikely! But even if they did remember, youโre still going to be framing it differently so itโs going to appear like a new content piece, and that person might really need that reminder!
4. YOUโRE REACHING NEW PEOPLE EVERY SINGLE DAY
Every day, youโre welcoming new people into your audience. People who have never seen a single piece of content from you. It only makes sense to pull from your existing content bank so that they're able to see the content you posted BEFORE they discovered you. They need to hear that just as much as your existing followers did at the time. And like we just established, your existing audience probably need to hear it again.
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