Time. There’s never enough of it, right? As a mom to an active toddler (without childcare at the moment and running a business mostly before wake time and during nap time), finding time to do all the things is one of the biggest challenges I face on a daily basis. Still, I know that continuing to put out quality content is an integral part of my marketing system for attracting new clients to my wedding photography business so I make content creation a huge priority.
Do you want to know a secret, though? Most of the content I put out for my couples isn’t new content. It’s actually repurposed content. As a wedding photographer, I have the big advantage that my ideal clients are immersed in wedding planning. And they’re always wedding planning. They’re wedding planning year after year after year. Because even though my actual clients change – they plan their wedding, get married, and move on to maybe buy a house and have babies – my ideal clients do not change. And that’s why I can continuously put out evergreen content that is relevant for the couples who are in the process of planning their wedding.
But how do we make the most of that content so that we can save ourselves time? Let me tell you how!
My favorite way to choose which content to repurpose is my most popular content. To find out which content is most popular, you can log into your Google Analytics to see which posts are getting the most traffic.
It’s also important to remember to pay attention to the sizing of specific platforms when repurposing. You don’t want to share your content in the same way across all platforms. The dimensions of a graphic for an Instagram Post are not the same as the dimensions for an IG Story or a Pinterest Pin. Respect the recommended sizes for each platform and your content will be more effective.
Once you’ve chosen the piece of content you’re going to repurpose and you’ve updated it to freshen it up, here are twelve ways you can repurpose it for different platforms.
1. Write an email to your subscribers and send your quality piece of content to everyone on your email list.
2. Feature the main idea in an Instagram Post featuring one of the images in the post.
3. Turn your content into a list of tips and feature them in an Instagram Carousel.
4. Create a graphic with those same tips for an Instastory.
5. Create a condensed version for sharing in an IG Reel.
6. Expand on the topic by creating an IGTV video.
7. Create a Pinterest Pin for your blog post, embed it into your blog post, and pin it on multiple boards – link it to the blog post.
8. Take the graphics you made for IG Stories and repurpose them into a Pinterest Story Pin.
9. Take the video clips from your IG Reel and/or IGTV video and create a Video Pin.
10. Take the video clips and create a Pinterest Story Pin made up of the videos.
11. Share your post on Facebook as a link.
12. Share your graphics from the Instagram Carousel on Facebook.
Drip out your content throughout the platforms throughout the year. You don’t want to bombard your audience with the same topic across all the mediums at the same time. Create it and build yourself a bank of content to pull from all year long. You’ll be so happy you have that stock when busy season starts up again!
Re-purposing content will not only save you time, but it will help you serve your clients better. Remember that just because you post a piece of content in an Instagram post doesn’t mean everyone saw it, nor does it mean they will even remember it! And since you constantly have new clients coming in planning their shoots and events, the tips you share are always relevant to your audience.
At the core of this strategy is your blog content. In order to repurpose content, you have to have varied, quality content on your photography blog. For 35 ideas on how to vary your blog content, download this free guide.
Hello there! I'm Alex! I teach hobbyist photographers how to take better photos and professional photographers how to build a thriving business. Here I share tips and resources to help you grow. Thank you so much for visiting my blog!