When marketing for your small business, the adage “work smarter… not harder” can come in handy when trying to maximize your time. Finding tools that help you work more efficiently, productively, and effectively is crucial. These tools can help reach your target audience while aligning with your business goals and so much more.

One of our favorite tools that help you work smarter and not harder in digital marketing is repurposing content. Before getting into the details of repurposing content, let’s look at this concept illustrated in the real world.

A Lesson from Daniel Tiger

I (Operations Manager Sarah) recently came across a great example of repurposing content in an unexpected place. I have a preschool-aged son who loves Daniel Tiger. Daniel Tiger is the main character in Daniel Tiger’s Neighborhood, an Emmy-winning animated television show targeting preschool-aged children that teaches life skills and social-emotional strategies inspired by Mister Rogers’ Neighborhood.

It turns out there’s a lot Daniel Tiger can teach us about repurposing. For Valentine’s Day this year, my son and I watched the “It’s Love Day / Daniel’s Love Day Surprise” episode in which 4-year-old Daniel Tiger and his friends find creative ways to share their love and care for each other. Then, we came across not just one but two different books utilizing content from the episode at their local library. One was a lift-the-flap board book with a simplified storyline targeting 1-to-3-year-olds. The other was a hardcover book with paper pages and a more detailed story targeting 3-to-7-year-olds. The illustrations and overall storylines were essentially the same but provided two opportunities for children of different ages to interact with the story originating from the TV show episode.

There are different ways to repurpose content. You start with one idea and create long-form content – a blog post, video, or podcast recording. Then, you turn snippets into short-form content such as a social media post, reel, infographic, etc. There’s no pressure to do it all, just what makes the most sense for your business, your target audience, and your business’s goals.

The brains behind Daniel Tiger’s Neighborhood created long-form content with the 30-minute TV show episode. They then took snippets of the episode and turned them into short-form content – a lift-the-flap board book for younger children and a hardcover book for older children. This repurposing allows Daniel Tiger to connect with audiences at different ages and stages while still providing meaningful content.

Get the Most with Repurposing

Repurposing differs from content recycling because it goes beyond simply copying and pasting content from one platform to another. The goal is to get the most out of your content and remix it. To strategically re-use content in a new format or context to extend its value and reach your ideal audience.

Repurposing is also a long-term game. You may start with content in a few different forms, but there will always be more opportunities to repurpose! Repurposing content is an incredibly valuable marketing tool.

Let’s take what Daniel Tiger can teach us about repurposing content and explore some helpful tips to consider. There’s no reason not to add repurposing content to your marketing toolbelt!

You don’t need to come up with something new every time you create content.

How is that for some good news? If you need new content, you don’t have to expend valuable time and energy coming up with something new. You can repurpose content by taking valuable information that resonated with your audience in the past and republishing it. If you’ve created good content in the past, why wouldn’t you reuse it?

One such example is evergreen content. This timeless content stays relevant because the information does not change with time, and people’s interest does not wane. Guides, FAQs, tutorials, how-to guides, and case studies are evergreen. Consider what people ask the most when they learn about your business and what you do. What questions come up most frequently when working with new clients or customers?

If the content you create is valuable, you should keep sharing it. If you write a blog post, adapting the content for your monthly newsletter and a social media post will take much less time than creating all-new content for each platform. You can simplify and adapt to the platform. Don’t be afraid to link to your blog and direct people to your website to learn more.

You can also revisit content you’ve shared in the past. Even if it’s outdated, you can update the content and help educate your target audience along the way. In the Daniel Tiger example, they took the same story and repurposed it into different types of media – a show and books. What if they offered that same story for a screen-free audio player like the Yoto or Toniebox? They could also offer a free DIY Love Day printable if you subscribe to their email newsletter. Remember, the world is your marketing oyster!

Repurposing can help you reach the same audiences and also different audiences.

The digital landscape is very competitive with a lot of noise. At Sidewalk Marketing Co., we do our best not to contribute to it by posting for the sake of posting. However, we also recognize people can easily forget what they see.

Want to target the same audience? Let’s say you posted something six months ago that was great. People may not remember, so feel free to introduce the same idea again to remind people. What if you want to target a different audience? Someone following you now will not see what you posted six months ago, so post it again.

As we said earlier, repurposing is not just about copying and pasting. You can change up graphics and captions because the goal is to capture and reshare the same ideas.

Daniel Tiger can teach us about repurposing in this specific way with how they repurposed the same story for different reading levels. The lift-the-flap board book is a great fit for younger preschoolers who can move up to the hardcover book. Or a new audience of 3-to-7-year-olds who missed Daniel Tiger when they were younger may discover the character and story through the hardcover book.

Repurposing can be worked into your content strategy very easily.

Here’s some more good news. Some marketing tools or strategies may feel intimidating or require learning new software. Repurposing content can go as far as you want or can go. This tool can meet you where you are.

This tool can also meet your target audience where they are. Think about where your audience is showing up. Choose the platforms they regularly use and engage with. You may have different segments of your audience that consume information differently than each other, so be sure to keep that in mind as well.

Look for content that can be updated, expanded, or condensed to suit different platforms and audiences. We mentioned them earlier, and we’ll talk about them again here. Evergreen topics are the best candidates for repurposing. Remember, it’s not just about changing the format but adapting your message differently to keep it fresh and relevant to the audience you are trying to reach.

Today, we’ve taken a page from an animated preschool program and what Daniel Tiger can teach us about repurposing. This crucial marketing strategy maximizes your content’s reach and extends its lifecycle. Repurposing can relieve some of the burden of constant content creation. It makes creating content for your business much more sustainable and is truly a better use of capitalizing on your expertise. Leverage your best work through thoughtful repurposing!

Do you have content ready to repurpose or need support creating content in the first place? Wherever you are in your content strategy, we want to be your ally and help you leverage your best work. Book a call if you want some help getting the creative juices flowing!