Repurposing Content: Time-Saving Marketing Tips for Nonprofits
During our session on the 10 Things Nonprofits Need to Know About Repurposing Content, nonprofit copywriter and strategist Jean Boampong shared her expertise on the art and science of content repurposing for nonprofits.
Jean, who’s a member of The Good Growth Company roster, provided tips on how to effectively repurpose content to maximize its value and reach, with helpful details including:
The importance of ensuring content is valuable before repurposing it
How repurposing content can significantly cut down on content creation time
Strategies to reach multiple audiences through content repurposing
The critical balance of avoiding overboard repurposing
The role of content repurposing in enhancing brand consistency
The recording of the session including the Q&A is available to Members. Find out more about membership here.
This article features some key tips and takeaways.
This short video is an example of content we repurposed from this session.
What is Content Repurposing, and why consider it?
This content marketing tactic requires you to alter or repackage a relevant piece of content by giving the content new meaning or purpose, changing the presentation of the content or transforming the content from one format to another.
The goal of content repurposing is to expand the reach of existing content by providing new value to your audience, and ultimately saving your organization time and resources.
The Cycle of Content Repurposing
Choose content to repurpose — This content should be relevant, valuable, high-performing, expendable and/or evergreen as well as have valuable messaging.
Determine the content type to repurpose current content into — This could consist of blog posts, videos (short and long form), podcast episodes, infographics, reports, slide decks, Q&As, FAQs and more.
Determine the best way to repurpose current content — Strategies include: Reuse, update content with insights or reflections, reinterpret, different angles or perspectives, repackage, reimagine, or divide into parts.
Identify communications channels to share content — Channels include website, social media, newsletter/email, brochures, intranet etc.
Decide best format transformation for content — Examples include a podcast episode to a blog post; an article into a slide deck or social media threaded story; and a webinar into a step-by-step tutorial.
Strategically share content — Use an editorial calendar, type of content (interactive, promotional or externally sourced) and strategic goals and/or objectives as factors in your decision.
Key Takeaways from Jean
Content repurposing is a tactic, not a strategy.
There are numerous ways to repurpose content.
Content repurposing works best in a system (such as part of existing communications plans or strategies). Avoid the stress of starting from scratch each time, and doing too much manual execution, by developing a workflow and system and using digital tools.
Your content must first be worth repurposing.
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Answering your questions
There were dozens of questions submitted before the Repurposing Content session, along with some asked live. Members can submit written questions along with attending live Q&A sessions with our roster of experts.
For this particular session, Jean and Daniel addressed questions and provided guidance on:
The specific considerations and strategies for content repurposing within nonprofit organizations were discussed, focusing on tailored approaches for social impact.
Tailoring content for diverse social media platforms within the nonprofit context was emphasized, aiming for optimized platform-specific engagement.
The repurposing of graphic and text content for social media and email communications within nonprofit settings was explored, showcasing efficient content utilization.
Reflecting the mission and values of nonprofits through intentional content creation, inclusive language and repurposing was highlighted with emphasis on alignment with organizational goals, strategies and objectives.
The transformation of back-office work and operations into valuable content assets within nonprofit environments was discussed, showcasing resource optimization.
The process of repurposing content to maximize its reach and impact was explored, emphasizing the value of repurposed content.
Strategies for fostering growth and engagement on social media platforms such as Facebook were discussed, aiming for enhanced audience reach and interaction.
Approaches for increasing content engagement were explored, focusing on fostering meaningful interactions and audience involvement.
Examples of successful content repurposing within nonprofit contexts were also discussed, showcasing real-world applications and outcomes.
What’s next for organizations looking to repurpose content?
Identify where content repurposing could fit into your workflow, strategy and/or plan.
Determine the worth and value of your content. Consider using this content repurposing scorecard.
Use frameworks that already exist, such as Michele Linn’s Content Repurposing Framework.
Test content repurposing ideas. You won’t know what works for your organization without repetition and testing.
Looking for training or support on content and communications for your organization?
You’re in the right place. Connect with The Good Growth Company team for training, consulting or an intro to our experts.
If you’re looking for ongoing mentorship and support for your organization, you can also join our membership waitlist here.
