Creating content is hard work, but what if the secret to growing your audience and maximising reach lies not in creating more but in doing more with what you’ve already created?
For content creators, the pressure to constantly churn out fresh, engaging posts can be overwhelming. Yet, amongst the thousands of posts, videos, and articles produced daily, a surprising truth emerges: most people haven’t seen your best work. This is where the art of smart repurposing steps in, redefining how creators leverage their efforts to gain maximum impact.
Imagine this: you spend hours crafting a piece of content only for it to reach about 10% of your audience. It’s a sobering statistic that reveals a vast untapped potential. Take LinkedIn strategist Nick Broekema’s approach, for example. By repurposing 60% of his top-performing content every three to twelve months, he effectively reaches new followers and re-engages existing ones. His audience increased by 20% in just 90 days, proving that great content doesn’t expire – it simply awaits rediscovery.
Smart repurposing goes beyond reposting. It’s about analysing what works, reformatting it for diverse platforms, and ensuring your message stays relevant. A LinkedIn post could transform into an engaging Instagram carousel, a detailed blog post, or even a podcast episode. The flexibility to adapt content across formats ensures you’re meeting your audience wherever they are, in the way they prefer to consume content.
The beauty of repurposing lies in efficiency. Content creation is time-intensive, and burnout is a real challenge -Unless your using Draiper ContentFlow :). Repurposing offers a way to maintain a consistent output without compromising quality. It’s a strategy rooted in the principle that great ideas deserve to be heard – again and again, in diverse ways, for diverse audiences.
But why repurpose at all? The logic is simple yet profound. First, your audience is constantly growing. New followers likely missed the content that initially built your brand. Second, even loyal followers don’t see every post. Organic reach on platforms like LinkedIn often caps at around 10%, meaning 90% of your audience hasn’t encountered those impactful ideas you worked so hard to share. Third, relevance is timeless. Just like a hit song enjoys repeated airplay, your best content deserves repeated visibility.
Then there’s the “how” of smart repurposing. The key lies in intentionality. Start by identifying your highest-performing content. Review analytics to pinpoint posts that delivered the most engagement, shares, or conversions. Once identified, think about ways to adapt these pieces. Could a text post become a video? Could a blog be distilled into a tweet thread? Tools like Draiper ContentFlow simplify this process, enabling creators to streamline their workflows and strategically reuse content across multiple formats.
Nick Broekema’s strategy underscores another critical lesson: repetition builds recognition. By reposting high-value content periodically, creators reinforce their brand identity and message. People don’t remember what you post; they remember what you repeat. Through consistency, repurposed content amplifies impact while maintaining originality.
However, smart repurposing isn’t just about reusing old ideas. It’s about refining and evolving them. Consider feedback from your audience. Use fresh angles to keep the message dynamic while retaining its core value. For example, updating a post with current trends or data can reframe it for today’s audience, ensuring it remains relevant and engaging.
Moreover, platforms themselves evolve. Strategies that worked a year ago might need tweaking to align with today’s algorithms and user behaviours. Experimentation is key. If Instagram videos aren’t performing as well as carousels, shift gears. Repurposing isn’t static; it’s an adaptive, creative process that evolves alongside your audience and the platforms you use.
Ultimately, smart repurposing is as much an art as it is a strategy. It’s about recognising the enduring value of your ideas and presenting them in fresh, exciting ways. For creators, it’s a practice that not only maximises reach but also preserves sanity in an overwhelming content landscape.
So, the next time you’re racking your brain for new ideas, pause and look back. Chances are, your most impactful content just needs another moment in the spotlight. After all, brilliance isn’t fleeting – it’s just waiting to be rediscovered.
This content was generated by Draiper co-founder Tim Brown and Draiper ContentFlow, the AI-powered content workflow assistant. The final result was produced in under 3 minutes.
References: Nick Broekema on LinkedIn: How I repurpose my content | 225 comments