My 4 Step Content Repurposing Workflow
In this blog I outline my 4 Step Content Repurposing Workflow for sharing information with my audience. We hear it all the time in Pinterest circles, Pinterest loves fresh content! Guess what, your audience loves it too! Yes, Pinterest is my niche, but content creation and marketing is key to whatever you are doing in your business. Fresh content, however you share it, is how you will connect with new potential customers and how you will engage your existing audience.
My Content Workflow and How I Use Repurposing to SAVE TIME and Reach My Audience
What is Content Repurposing? It is a way to reach all of my audiences where they are hanging out and share my best tips, teachings, thoughts! It is how I create one main piece of content and then distribute it to my audience. Repurposing my blog content also allows me to reach a much greater audience.
In this blog, I am going to share the 4 EASY steps I take to create and then repurpose a new piece of content. This process will vary for you depending on how you share your information, but the general idea and workflow applies to anyone.
Step 1 - Creating the Main Piece of Content on Your Favorite Platform
Start with your Main Content Delivery Method. This can be a Blog Post (that’s me), YouTube Video, Podcast, however you share your expertise. This is where you will create your content. Prepare the lesson, use keywords throughout your content and optimize any images you are using. Use best practices for SEO on your platform to ensure your content reaches anyone searching for your what you are offering.
Creating my Blog Post - For me, Step 1 is creating a blog post
I research topics I want to cover. I want to determine what my audience would like to hear from me at this time. Is there a hot topic, is there a common issue, is something trending that I want to address.
Once I determine what I want to talk about, I do my keyword research. I search the terms and phrases that will be used by people to find my content. Then, I make sure to include those keywords in my blog post, blog titles, and descriptions. I will also use them later on Pinterest, stay tuned.
Next, I write my blog, add images (I use Pinterest Optimized images), check for my keywords, blog length, links, etc.
I always include at least one way for readers to join my email list! I usually include a sign up block early in the blog post, and then again at the bottom.
Finally, I optimize my blog posts in any way I can on my website. This includes adding blog excerpts and metadata, creating pinnable images and adding a thumb nail image for the blog page. Be sure to optimize wherever you can to make your blog easy to find in search.
Publish my Blog! And move onto next steps.
Step 1 can also be a new Podcast episode, YouTube Video or whatever method you share new content. I recommend adding links and show notes on your website so that visitors can access your content by clicking to go watch or listen. This will also be a great landing page idea for when you are Pinning this content.
Step 1 is where you put in your main effort! You will spend the most time in the content workflow here. You want to produce quality, relevant and searched for content for your audience. This is typically the starting point for the rest of the workflow. NOTE, I will talk at the end a little about how you can definitely jump into the workflow at a different step.
If you aren't convinced a blog is a great way to share content, I understand. The first time someone suggested I needed a blog I was not so sure! I think it's a great way to share your main content ideas. CLICK HERE for more of my thoughts on about blogging for business.
Step 2 - Creating Pinterest Pins
As a Pinterest Consultant and Account Manager, this is of course my favorite part. With over 450 MILLION active users on Pinterest, I want to be sure that I am pinning a batch of fresh pins every time I create new content.
I also continue to create new pins for older content in an effort to keep that content fresh as well.
For each new Blog Post I create at least 5 new Fresh Pins but usually create more to use later.
I create a variety of pins using:
Different pin types - status, video, story
A variety of images (who likes to see the same image over and over? No one! Plus this can look spammy to Pinterest)
Keyword rich text overlay is important. Be sure to vary your text overlay as well. I always go back to my blog to find blog titles that will work as text overlay. This is part of the content repurposing workflow. Using Titles again in your Text overlay will reinforce your blog titles.
Keyword rich pin titles help Pinterest understand your pin and offer it to searchers looking for content like yours. Similar to text overlay, I always go back to my blog to find blog titles or sections that will work as pin titles. This is part of the repurposing workflow. Using blog titles again in your Pin Title will reinforce your blog topic.
Keyword rich pin descriptions are another great place to include a brief description of your content and to help Pinterest understand your pin. Fill the space with information! I always go back to my blog post to find text that can be reused and updated as needed in my pin description. This is part of the repurposing workflow, why recreate something if you have already found the best way to explain it.
My Pinning Strategy usually goes something like this:
Pin each pin organically inside Pinterest first.
Drip at least 5 fresh pins over the next week, one per day or so.
Pin to the most relevant board first.
Schedule to other relevant boards using Tailwind.
In addition to using my pins on Pinterest, I always include some on my blog post for readers to pin and save for later.
For more information about creating pins that get more clicks, visit THIS blog post!
Step 3 - Creating Social Media Posts
Instagram is my social media engagement platform of choice. But this step could include posting to any social media platforms - Facebook, TikTok, Twitter, whatever you use.
I always create at least 2 Instagram posts per blog post and use over a week or so. I revisit my blog for my Instagram text. As part of my repurposing workflow, I use text from my blog. I create a brief summary of the content, reformat and reword if necessary and use that as my Instagram text. I add a call to action inviting them to visit my blog for more and I encourage viewers to engage on Instagram. Using your already created content as a guide to creating other posts will save you a ton of time and energy.
I often share my Instagram feed posts on my Instagram Story. I recommend you share either video or story posts to invite your Instagram audience to head to your blog for more information.
If you are a Facebook user or have a group you manage or belong to, you can easily share your content. Many groups allow the opportunity to link to a blog post on special sharing days. If you have a group of your own, share a bit about your new content and then give followers a link to head over and read, listen or watch your content.
This step allows you to share information from your main content with your social media audience. You can invite your viewers to visit your website for more details. Once on your website, your viewers will have a chance to get to know you better. They will see more of your content, they can join your email list and potentially become a new customer.
Step 4 - Email Newsletter
Your email list is full of people who have said YES, sign me up, I want to hear more from you! This is the perfect place to share your new content.
I use my content repurposing strategy and head to my blog. I grab text that I would like to include in my newsletter. You don’t need or want to share the entire lesson. In my newsletter, I share highlights from the blog and a few quality tips. I invite readers to visit the blog for more information by using a link to the blog or button. This same process applies to your content on YouTube, Podcasts or wherever you share your expertise.
I love when I have new blog content to use in a newsletter. I feel like it’s a freebie. It’s always relevant to my audience, I’ve done my research and it’s ready to go. I save an incredible amount of time repurposing in this way!
Can you Jump into the Workflow somewhere other than Step 1?
YES! I think of this as a circular workflow vs. linear. Most of the time I start with the blog. BUT, many times I get an idea after an Instagram post. For example, the idea for this blog post came from a Pinterest story pin I created. I received such good feedback, I decided it was a good thing to blog about.
In Conclusion - Content Repurposing is a Great Time Saver and A Great Way to Share your Expertise
I consider repurposing content a way to cut back on creating content and ideas for all of your different communication platforms. Repurposing will save you time. By repurposing your content, you are using your BEST original content to create and share information to other platforms and an even greater audience. There is no timeframe on going through the steps and keep in mind, you can use this same approach with older content. Consider going back to some old content and refreshing it. Then follow the steps to share with your Pinterest audience, social media followers and email subscribers.
Follow along with my 4 step workflow or jump in somewhere in the middle to create your own repurposing strategy. I believe you will find this content repurposing workflow a great way reach an even greater audience with your best content.