Why You Should Be Repurposing Your Association Content (And Where To Start)

It can be easy to take one piece of content and move on to the next task at hand. However, that one piece of content can be turned into a week or even a month of posts on various platforms with a little extra time and effort.

Creating content can be one of the most time-consuming parts of your job as an association marketing professional. Coming up with new ideas for post designs, copywriting and content topics becomes harder as you run out of ideas or in a slow month of activities. One way to get around this issue is to repurpose your long-form content into multiple post types and topics to fill holes in your content schedule. Here are three ways to repurpose your content to maximize online exposure to your audience:


Consider turning your blog posts or other pieces of written content into videos. Short-form video content performs well on social media platforms, and more platforms are adopting vertical content formats (Instagram and Facebook Reels, YouTube Shorts, TikTok, Snapchat, etc.). Creating short summary videos of your content can allow users to stay engaged with you on their platform of choice and can also provide you with opportunities to drive site traffic by directing viewers to the full blog post at the end of your video.


Audio content may have not been on your radar for repurposing content, but it should be! Taking video content and posting it as a podcast is an easy way to break into a new platform. Another way to move into audio content is to add an audio recording to your blog posts. You could have someone record themselves reading the post or use a service like Play.ht, Blogcast.host, or Beyondwords.io to embed audio versions of your blog posts on your site.

Written Content

Transcribing your audio or video content is another simple way to diversify your content offerings. Services such as Rev.com can transcribe your content and you can post those transcriptions as blog posts. Another way to create more text content is to create summaries of your long-form pieces of content. Many times, long-form videos or podcasts have overarching themes, sections or takeaway points that can be summarized as a blog post or social post. A third way to create text content is simply pulling quotes from your video or audio. These can be posted on social media or on your website as graphics and can redirect back to the full piece of content.

One thing to remember when creating content is that your members may have different learning styles. Some may be visual learners while others may be auditory learners. Diversifying your content strategy can help you reach more members and help them engage the way they want to engage. Repurposing content can also help lessen the load on your marketing team. Original ideas are always great and should be encouraged, but there are days or weeks where you run out of content ideas. Having different forms of content taken from one idea can help you stay consistent on your online platforms when you don’t have an original idea to post.

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