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Tips to Repurpose Content for Specific Channels

Tips to Repurpose Content for Specific Channels

Repurposing content for various channels can extend the ROI of each piece and increase your audience.

Yet cross-promoting of a single content piece on multiple platforms requires more than simply reposting that content in the exact same format or just linking to it. For your content to get the best results, it needs to be reformatted so that it is optimized for each those platforms. The following tips will help you effectively reuse content on specific channels.


Less is more on Facebook: Although Facebook's limit is more than 63,000, the ideal amount for posts seems to be closer to 40 -- and posting to Facebook too often can turn customers away rather than attracting them to your brand. For repurposing content on Facebook, you should focus on highlighting the main point or value of your content, ideally with an image, then provide a link to the full blog post.

As video becomes not only more popular but promoted by Facebook, the platform's live video capability is another option for repurposing the best information from your latest content piece. Blog posts and other content pieces that focus on helpful tips or quick explanations easily translate to the live video format.


Especially for B2B brands, LinkedIn can be an influential platform for establishing authority and knowledge in your industry -- making it important to include in your content repurposing strategy. One method for reusing content is to simply repost your blog or article directly as a Pulse article. Since Pulse articles can only be posted from a personal LinkedIn account, you'll want to be sure to share it to your personal LinkedIn page.

To drive more traffic to your website, however, you may consider composing a few paragraphs from the initial post and linking that to the original content. You can also post the content to your company page as updates, breaking up the content into several parts. For the best impact on LinkedIn, you should also pair your repurposed content with a relevant and eye-catching header image designed specifically for LinkedIn.


Instagram is obviously about attractive visuals and compelling imagery -- which means a much larger transformation of your content from its original text format. Social Media Examiner suggests creating an image for each key point in your article. These can then be organized into an Instagram group so that together they tell a complete story -- an Instagram Story. To make this work, you'll need to ensure that those images are posted in the correct order.

Beyond this, the same best practices for posting original content to Instagram apply to your repurposed content. You need to pay special attention to the captions you use with your images as well as including relevant hashtags to reach a larger audience. Creativity in your posts, especially with making them interactive, is also key to making repurposed content work on Instagram.


There are many ways to effectively repurpose content for email. A long blog post can easily translate into a series of emails focusing on the key points of the post. You can also create a round-up email that links together a group of related posts that your email subscribers will find timely and useful.

Formats other than text can also be effective in repurposing content for your email marketing strategy. Content that focuses on facts and statistics translates well to an infographic that can be shared in an email -- and will stand out in comparison to the text-focused style of most marketing emails.

Your best content deserves to live on more than one platform, so it can reach even more customers -- and eventually lead to more sales for your business. The above tips for reusing content on Facebook, LinkedIn, Instagram and Twitter will help you successfully repurpose those key posts for optimal engagement.

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