Creating high-quality content takes time, effort, and resources, so why not make the most of it? To repurpose content is a smart strategy for extending the life of your work, reaching new audiences, and saving time. It allows you to maximize the potential of each piece of content you create, ensuring it continues to provide value across different platforms and formats. Here’s a guide to repurposing content efficiently, without feeling repetitive or overwhelming your audience.
1. Start with Evergreen Content
Evergreen content is content that remains relevant over time, regardless of season or trends. This is the ideal foundation for repurposing, as you can reuse it over and over without it feeling outdated. Think of topics that your audience will find useful year-round, such as “Steps for First-Time Homebuyers,” “Tips for Staging a Home,” or “Real Estate Terms Explained.”
How to Build an Evergreen Content Vault:
- Identify Your Best Content: Look through past posts, blog articles, and videos to identify content that performs well and remains relevant. These can include guides, FAQs, lists, and informational articles that people refer to consistently.
- Organize by Theme: Once you identify your evergreen content, create a content vault by organizing it by theme, such as “Home Buying,” “Home Selling,” or “Market Insights.” This makes it easy to access and reuse in different formats.
- Refresh When Needed: Evergreen doesn’t mean it’s completely static—refresh your content periodically to ensure it remains accurate and up-to-date. For example, if you’ve written a post about the mortgage process, update it with any new regulations or trends.
Tip: Use a document or folder system to keep track of evergreen content. You can even tag or label each piece as “Repurpose-Ready” to remind you it’s suitable for reuse.
2. Transform Blog Posts into Social Media Posts
Blog posts are often packed with insights and information that can be broken down into smaller pieces, making them perfect for repurposing on social media. Each blog post is essentially a collection of valuable points, quotes, and tips that can be shared in bite-sized portions. Breaking down a blog into a series of posts not only helps you reach a broader audience but also reinforces your message by presenting it in different ways.
How to Repurpose Blog Content on Social Media:
- Identify Key Points: Extract the main points or key takeaways from your blog post. If it’s a “10 Tips” post, for example, you can turn each tip into its own social media post.
- Create Graphics or Carousels: Use platforms like Canva to design graphics or carousel posts that visually convey each key point. Carousels, in particular, allow you to tell a story or provide step-by-step information in a visually appealing format.
- Use Quotes or Stats: If your blog post includes compelling quotes, statistics, or client testimonials, turn them into standalone graphics. These can be powerful, shareable posts that convey authority and build trust with your audience.
Tip: Plan a social media series based on one blog post. For example, a blog on “Top 5 Home Staging Tips” can be split into five social posts shared over a week, creating a mini-series that engages your followers without needing additional content creation.
3. Turn Video Content into Reels, Stories, or Short Clips
If you’ve produced longer video content, such as webinars, YouTube videos, or virtual tours, you can repurpose it into shorter, attention-grabbing clips for platforms like Instagram Reels, Stories, or TikTok. Short-form video content is highly engaging and has the potential to reach a large audience due to its shareability and placement in platform algorithms.
How to Repurpose Longer Videos for Social Media:
- Edit into Short Clips: Divide longer videos into segments that each highlight a specific point, tip, or insight. These clips can range from 15 seconds to one minute, making them perfect for Reels or Stories.
- Add Captions and Text Overlays: Not everyone watches videos with sound, so add captions or text overlays to ensure your message is clear even without audio. This also increases accessibility and makes your content more user-friendly.
- Focus on Key Moments: Look for impactful moments, tips, or quotes from your video that would resonate with your audience. For example, a quick clip of you explaining a common real estate misconception or sharing a client success story can work well as a Reel.
Tip: When using Instagram Stories, use interactive features like polls, questions, and sliders to engage viewers as they watch. For example, add a poll asking viewers if they agree with a statement or have experienced the topic you’re discussing in the video clip.
4. Create Infographics or Carousels from Data-Heavy Content
If you’ve created content that’s heavy on data, such as market reports or analysis, consider turning it into infographics or carousels. Visual summaries break down complex information into digestible, shareable graphics that are more appealing to social media audiences. Infographics, in particular, are highly shareable, which can extend your reach and attract new followers interested in real estate data and trends.
How to Turn Data into Visual Content:
- Pick Key Stats or Findings: Choose a few standout statistics or findings that would resonate most with your audience. For example, “Housing Prices Have Risen 10% This Year” or “Top 3 Neighborhoods for First-Time Buyers.”
- Use Canva or Similar Tools: Canva offers templates specifically for infographics, making it easy to present data in an organized and visually appealing way. Use icons, shapes, and colors to separate different sections of the data and make it visually cohesive.
- Design a Carousel for Step-by-Step Data: Carousels allow you to present each piece of information on its own slide. Start with an attention-grabbing stat on the first slide, then guide viewers through the data step-by-step, ending with a call-to-action on the last slide.
Tip: When creating infographics, keep the design simple and readable. Highlight the most important points and avoid overcrowding the graphic with excessive text.
5. Convert Client Testimonials into Social Proof Posts
Client testimonials and success stories are powerful forms of social proof, but they don’t need to stay confined to your website. Repurpose these testimonials into social media posts to build credibility, trust, and authenticity with your followers. Client success stories are also a subtle way to showcase the results you deliver, helping you stand out from the competition.
How to Repurpose Testimonials:
- Design Quote Graphics: Turn testimonials into visually appealing graphics by highlighting the most impactful part of the review. Include the client’s first name (with permission) and a brief description, such as “First-Time Homebuyer” or “Seller in [Your Area].”
- Use Carousel Posts for Success Stories: If a testimonial tells a longer story, use a carousel to share the full journey. For example, a story about a buyer who found their dream home after months of searching can be broken into 3-4 slides, with each slide describing a different part of the process.
- Feature on Stories with Video: Record yourself reading or discussing the testimonial on your Instagram Stories, or create a Reel where you talk about a successful client experience. Adding your voice and perspective brings the story to life and makes it more personal.
Tip: Dedicate a Highlight to testimonials so they’re easily accessible on your profile. Label it “Client Success” or “Happy Clients” to keep them visible for future visitors.
Final Thoughts: Make Repurposing Part of Your Content Strategy
Repurposing content is not only a time-saver but also a powerful way to amplify your reach. By reusing high-value content in new formats, you ensure that each piece continues to work for you, reaching new audiences and reinforcing your message. Make repurposing a regular part of your content strategy by identifying evergreen pieces, breaking down long-form content, and using a variety of formats to keep things fresh.
Content repurposing doesn’t have to be complex—start with the strategies above, and soon you’ll be creating a steady stream of valuable, engaging content without the stress of constant creation. With a little creativity, each piece of content can live a second (or third!) life, helping you grow your brand and engage more followers with less effort.
Additional Resources
Creating Content: Powerful Strategies for Real Estate Agents – One of the best ways to gain traction is by creating content that followers can’t help but share with others.
How to Make Content That Converts: A Guide for Real Estate Agents – Build a strong social presence that turns followers into clients, earns you referrals, and strengthens your reputation.
3 Types of Content Every Real Estate Agent Needs to Grow Their Social Media Presence – Every real estate agent should incorporate these into their social media presence strategy.
