Want Greater ROI from Your Content? You Need This Content Repurposing Workflow

Woman sitting at her desk getting ready to create a video.

Now that AI is on the scene, the pace of content creation, especially blogs, is increasing exponentially. However, fast doesn’t always mean good. That’s why you still need to have a content marketing strategy that helps you create content your clients or patients want to consume AND a content repurposing workflow that allows you to get greater ROI on your content.

By repurposing your content across various formats and marketing channels, you can extend its reach, engage new audiences, and drive more traffic to your practice’s website. So let’s explore a content repurposing workflow that can significantly boost your ROI and help you make the most of your valuable content assets.

The Real Value of Content Repurposing

Creating high-quality content takes time, effort, and resources. However, if that content’s limited to a single format or platform, its reach and impact will be limited too. That’s where content repurposing comes in. By repurposing your content, you can maximize its impact. The key benefits of content repurposing include:

  1. Expanded Reach and Audience Engagement

    When you repurpose your blog, video, podcast, and even social media content into different formats, you increase its visibility across various channels. This broader reach means you can connect with more of your ideal clients/patients based on their preferences for consuming content. By catering to their preferred formats, it’s easier to engage them which increases your chances of conversion.

    For example, imagine you’re a holistic medical doctor and you have a weekly live stream. Each week you have an hour-long conversation with a guest. If you get the live stream transcribed, you can feed the transcription to ChatGPT and ask it to come up with at least 3 different blog titles. Then you can ask it to write each of the blogs using the transcript as reference material. Then you can ask it to come up with a series of social media posts for each of the blogs. Of course, you’ll want to edit whatever it is that ChatGPT comes up with, but that’s LOTS easier than having to come up with everything on your own.

    Hopefully, you’re beginning to see how easy it can be to repurpose content.
  1. Increased Search Engine Visibility

    You’ve probably heard this from me before, but search engines love fresh and relevant content. When you repurpose your existing content, you provide search engines with more signals of relevance which can increase your visibility in search results. Plus, repurposing gives you an opportunity to target specific keywords and optimize each piece of content for search engine rankings, boosting your organic traffic and brand visibility. Hello, SEO!

The Content Repurposing Workflow

Here’s a great workflow you can use for content repurposing:

  1. Identify Key Points and Evergreen Content

    The first step is to review your existing content. This can be your blog posts, videos, podcasts, and social media posts. For each piece of evergreen content (evergreen content means it’s always relevant), you’ll want to identify its key points and valuable insights that can be repurposed across different formats. You’ll want to focus on content that’s performed well or is especially relevant to your target audience.
  1. Determine Repurposing Opportunities

    Once you know which pieces of content could work for repurposing, it’s time to think about how you might repurpose it.

    For example, a blog post can be transformed into a video, a podcast episode, or a series of social media posts. A video or podcast can be transcribed and repurposed as blog content or transformed into bite-sized video snippets for social media platforms.

    The important point here is to be creative. Look for ways to adapt your content to different formats that align with your target audience’s preferences for consuming content.
  1. Customize for the Platform and Format

    Once you know the opportunities each piece of content presents, you’ll want to identify the unique requirements and best practices for each of the platforms on which you’ll be repurposing the content. You’ll want to take the time to tailor your repurposed content to fit the platform and format you’re targeting.

    For social media posts, focus on concise and engaging snippets that highlight the main ideas.

    For videos, ensure the content is visually appealing and optimized for the platform’s specifications.

    For blogs, make sure the post is personable, visually appealing, and clearly written.

    In other words, you want to adapt your content to the platform to provide a seamless experience for your audience.
  1. Optimize for SEO

    When repurposing your content, don’t forget to optimize it for search engines. You’ll want to conduct keyword or hashtag research relevant to each format and incorporate those keywords strategically.

    (If you’re not sure how to optimize for SEO, here’s a quick read on how to do it: 5 Powerful SEO Marketing Skills Every Business Need to Develop Now)
  1. Promote Across Channels

    Once your repurposed content’s ready, it’s time to promote it across various channels. You’ll want to share your blog posts, videos, podcasts, and social media snippets on relevant platforms to reach your target audience. This can look like including them in email marketing, social media advertising, and influencer collaborations. Each of these marketing tactics can dramatically increase the reach and impact of your repurposed content.

Save Time and Improve Efficiency with Content Repurposing

Look, this probably won’t surprise you, I’m a huge believer in content repurposing. Obviously, it enhances your content marketing strategy. However, my favorite benefit is that it saves you time and effort in content creation – especially if you know how to effectively leverage ChatGPT.

So, instead of constantly creating new content from scratch, repurposing allows you to leverage your existing assets and give them new life. And when you repurpose evergreen content, you can maintain a consistent online marketing presence without chewing up time and energy. The beauty of this is that now there’s time to work on other things.

If you want greater ROI from your content creation efforts, you’ve got to implement a content repurposing workflow that capitalizes on ChatGPT. By repurposing your valuable content into various formats and optimizing it for the channels you’ll be posting it on, you extend its reach, engage new audiences, improve search engine visibility, and, best of all, save time creating content.

You’ll also want to keep in mind that content repurposing is an ongoing process. You may even want to get in the habit of planning for repurposing every time you create a new piece of content. (This is what I do.)

But, if you prefer to repurpose in batches, that works too. You’ll just want to systematically review your content, so you can identify new repurposing opportunities.

Strategic and consistent repurposing of your content will amplify its impact and increase your content’s ROI. And since we all want to make sure we get maximum value from our marketing efforts, this is a tactic the entire KJ Content Marketing team recommends to every one of our clients.

Need help creating content and repurposing it? Whether you’re looking for a content strategy or just help in getting your content done, schedule a consultation with one of the KJ Content Marketing experts and we’ll help you figure out how you can consistently create the content you need to grow your practice.


Karen Finn, PhD