If you’re trying to market your small business on the internet, it requires content. And not a small amount. The thing is (you know this), creating content takes time—even with the help of artificial intelligence. But when you’re a business owner, the other thing you know is time hardly feels like it’s on your side. And there are a lot of things demanding some of what you’ve got. Many of those things feeling more important than creating content.
But the thing I know? You’ve tried really hard to create content for your marketing. Sometimes you’ve even bent over backwards to make it happen and keep up with what you need to get your marketing done. But that isn’t sustainable—and it borderline makes you resent your marketing. Maybe you’ve even come way too close to burning yourself out.
You don’t have to do that. Instead of running yourself ragged trying to create unique pieces of content every time you need to post on social media or write a blog or record a longer form piece of video…you can repurpose your content. And reusing content in a way that helps you keep your small business visible (without burning out) is what I want to walk you through today.
In this blog post, you’ll get ideas to help:
- Repurpose blogs
- Repurpose video content
- Repurpose social media content
And learn how Enji makes it easy to reuse content to save you tons of time!
Why Reusing Content is a Smart Thing to do
Just in case the logical side of your brain is wondering why reusing content is a good thing (I’m betting the emotional side already knows it), I wanted to share a few points to make sure this hits. Because even when you feel like something is the right thing for you to do, it’s normal to also look for a few facts to back it up—that is how we feel confident about the decisions we make!
Here are 3 reasons repurposing content is going to help you get your marketing done without burning out.
- Get more eyes on your content: Creating a piece of content isn’t enough because if you build it, they will not just come. You need to put your content in front of people, and oftentimes more than once, in order to get them to actually click into it.
- Save time: Starting from a blank page is the hardest place to start. So when you use what you’ve already created as your starting point, it speeds things up.
- Save brainpower: Decision fatigue is a very real thing as a small business owner. So repurposing content saves your brainpower because you don’t have to constantly come up with new ideas.
Are both sides of your brain in agreement now? Great—let’s dive into the how now.
Way #1 to Reuse Content: Repurpose Blogs
Your blogs are seriously waiting to be repurposed. And if you’ve ever heard me talk about my blog first approach to content creation workflow, here it is again! But this is the smartest way to use a very common piece of long-form content you are creating. Here are ideas to help you repurpose blogs into:
- Social media content: Copy and paste your blog intros and use them as captions. Or use section headlines to create listicles or tips for your audience
- Email newsletters: (Again) copy and paste your blog intro into a newsletter with a button to read more. Or summarize the key points and encourage readers to visit your blog for more
- YouTube videos: Take the main themes of your blog and create informative YouTube videos. Hell, you can use your blog post as a script and simply record yourself reading it!
- Podcast episodes: Same here, turn your blog into a script to read or write something just a little different based on the big takeaways.
Way #2 to Reuse Content: Repurpose Video Content
The internet loves video content these days, so if you are creating any of it, it’s a goldmine for repurposing. Here's how to reuse YouTube content:
- Short form video: Clip longer YouTube videos into shorter ones for platforms like Instagram, TikTok, or YouTube Shorts
- Email newsletters: Send an email newsletter with your latest video and write just a quick introduction to share along with the link
- Blog posts: Use video outlines or transcripts to create blog posts. Oh, and then embed the YouTube video in the blog post!
- Podcast episodes: Extract audio from your videos to create podcast episodes (we use Hello Audio for this and to host our private podcast)
Way #3 to Reuse Content: Repurpose Social Media Content
Even though most social media content is the equivalent of fast fashion, not all of it is throw-away. Look at your insights to find the posts that have done the best and basically repackage it into new ones. Turn:
- Reels into carousel posts: Turn your engaging Reels into carousel posts to provide more detailed information about your main points
- Carousel posts into Reels: Turn carousel posts into Reels using the original caption as a starting point for your script
- Stories into Reels or Carousel Posts: Extend the lifespan of your stories by taking the topics and turning them into Reels or carousel posts that don’t disappear in 24 hours
- Threads into Reels or Carousel Posts: Screenshot Thread posts and turn them into carousel posts or talk about the topic in a Reel
How Enji Helps You Reuse Content
You’re using Enji to make sure your marketing gets done without you needing to become a full-blown marketer, and in addition to being the place you plan and schedule things, Enji can also help you repurpose content! And in case you missed it, here’s what you can do:
Quickly copy social media posts to schedule to different platforms
Use the AI copywriter to write captions based on other pieces of content
COMING SO SOON: Repurpose blog posts into social media content with AI
Repurposing content isn’t just a time-saving hack—it's a smart approach to get the most out of your marketing efforts without burning yourself out. So remember…you don’t have to start from a blank page every time! Reuse content across multiple platforms. Turn successful posts into content of a different format. Take the work you’ve done to do your future self a favor. And use Enji to make this process as efficient as it can be so you can focus on the parts of your business you really love doing!
