Thread by @RyanMcCready1

There's only one type of Repurposing, right?

Nope!

And you have likely been using the WRONG one this entire time.

Let me show you how to use the RIGHT one.

🧵

Let's cut to the chase.

There are two main types of Repurposing:

⭐️ Reactive
⭐️ Active

Which one have you been using?

Likely, Reactive Repurposing.

With this approach, you wait to see if that new content is "successful" before you invest any more time/effort.

Those positive metrics are giving people "permission" to create more supporting content.

Most content creators fall into that trap when a new piece of content drives a ton of traffic or shares.

The gut reaction is to panic & create as much supporting content as possible.

📣 Just get in front of more people!

But often it's too late.

Either the moment has passed or the work is never finished.

It also throws off your publishing cadence because resources have been diverted to something new.

It's a lose-lose.

Thankfully, I have a win-win strategy for you:

⭐️ Active Repurposing ⭐️

With this approach, you start repurposing while you’re creating the original piece of content.

Not waiting until after you publish a piece of content, like with Reactive.

And instead of reacting to a piece getting traction, your team should be planning for it from the beginning.

Waiting for positive metrics is not an option in this mindset.

This allows you to launch the repurposed content at about the same time, as the original asset.

Not a week or more later.

It also helps your team keep a consistent publishing schedule.

And plan for supporting content months in advance.

The most important thing about Active Repurposing is that you have to be CONFIDENT in your content.

You can't second guess the value that your content is bringing to your readers or followers.

Otherwise, why are you publishing it in the first place?

Even if the repurposed content falls flat, you can reuse the template or layout for something new.

Or reshare the repurposed content at another time, like when you update a blog post.

This is what "create once, distribute forever" looks like in the real world.

If you can implement this into your content production machine.

While thinking more actively when it comes to repurposed content.

You will have a great 2022. 🎉

Now if you want to learn more about Active vs. Reactive repurposing, check out the full article.

I also break down how to start thinking of content as
a project with many moving parts & deliverables, instead of just a blog post or ebook.

foundationinc.co/lab/repurposin…