You’ve got content sitting around that you haven’t touched since you published it. Before you decide what to do with it (or whether to do anything at all) there’s a fast and simple way to figure out which ones are worth the time. I’m sharing three signals I look for before I repurpose, plus a quick test you can run in less than 30 seconds.
Enjoy the episode!
🧰 I love me a good digital marketing tool. This week’s recommended tool is Canva.
I almost feel like duh, on this one and yet I’m still surprised when occasionally I mention this and some people don’t know about it. I use it mostly for social graphics and podcast thumbnails. I have create animated .gifs from videos for my emails. I’ve used it to create bulk post creatives in the past. I was doing a set of tips for 30 days and I put them all in a spreadsheet and bulk added then into Canva to give me the 30 graphics. So much easier than copy/pasting the full 30.
🎧 This week’s recommended podcast episode is How to Let Go & Start Over (4 Shifts That Will Change Your Life) on the On Purpose with Jay Shetty podcast.
My biggest takeaway is why we hold on to things we’re trying to let go of. I can’t tell you what it is! Go listen to the episode!
If you listen to the book, let me know how you like it!
Find other recommended episodes here.
Other Resource Links
Webinar for Flexible Repurposing System
Listen on Spotify
<iframe data-testid="embed-iframe" style="border-radius:12px" src="https://open.spotify.com/embed/episode/2c0Vje6l5FWtb3TOq5Ejcg?utm_source=generator&si=ef30daea64a64fbf" width="100%" height="352" frameBorder="0" allowfullscreen="" allow="autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture" loading="lazy"></iframe>Listen on Apple
<iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;border-radius:10px;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/the-3-signals-for-stretching-your-content-marketing-ep114/id1728291369?i=1000776875675"></iframe>You might think that you would want to repurpose every single piece of content you have. And that’s not entirely a reasonable solution.
If you repurpose at the time of creation, great, then maybe yeah. But that doesn’t happen for most of us. We create our primary piece of content and then later, if we decide to repurpose, it gets out.
Today: three signals that tell you a piece of content is repurposing ready. Plus a quick test you can run in less than :30 seconds.
Signal one. It’s evergreen.
Evergreen means the information is still accurate and relevant today as it was the day it was posted.
A post about why your website contact page needs a clear next step? Still true. Probably will be for years.
An email tied to a launch that ended in March? Not evergreen. Let it go.
Asking “could I post or send this again” is the question to use here. If yes, then signal one is a go.
Signal two. It performed or it never really got a chance.
Funny right, how this signal is basically a default yes?
Strong engagement, saves, shares, replies… your audience liked it. They probably would love to see more.
And also: you created it, posted it once, and moved on. Never promoted it. Never mentioned it again. It didn’t really get a chance to reach your audience in its entirety.
So the question here isn’t only “did it do well.” It’s also “did it get out on more than one channel.”
Signal three. It’s a question the people you help keep asking.
If you’re hearing the same question more than twice, that topic is a candidate for repurposing.
The quick test.
Run any piece of content you have through these three questions:
- Is this topic still relevant right now?
- Did I actually say something useful here — not just surface level?
- Could someone brand new to my work get something real from this?
Two or three yes answers: Repurpose it.
No yesses or only one: let it be and move on. Seriously. It’s ok if not everything gets repurposed.
Before I get into the takeaway…
We are three weeks into this series and July 30th is coming up soon!
That’s when I’m hosting Messaging Momentum — a free webinar about building a flexible repurposing plan.
We’re going to cover how to separate your content structure from your message so your plan holds for a quarter, a simple scoring system for your backlog, and tactics that actually get finished content out the door.
And next week, week four of this series, I’m sharing the one thing that makes the whole repurposing plan work. And I’ll share where we get stuck the most.
It’s a good one.
Here’s The Takeaway
Not all content is worth repurposing. The ones that are will hit at least two of those three signals… evergreen, underdistributed, or answering a question your people keep asking – are the key to stretching your content marketing and easing the production process.
Your future self will thank you so you’re not starting from scratch each week.
About This Show
The Get More Website Traffic Podcast covers the strategies, tools, and tactics that help small business owners get more people to their website and turn that traffic into leads. Host Barb Davids breaks it down in plain language every week, with bonus episodes featuring other business owners sharing their expertise on topics that matter to running a small business. Produced by Compass Digital Strategies.
