My Client Wants the Same Content Everywhere. Is It Worth It?
Do you have a client who wants to "repurpose" content across all their platforms just to have a presence on EVERY platform? While we love content repurposing, it isn't exactly just copy and pasting a post across every social media platform that's out there.
In this blog, we are covering why this is challenging as a social media manager and how you can manage this situation as an SMM!
What is content repurposing?
Content repurposing is taking an existing piece of content and adapting it to a new platform. It's important to recognize that "adapting" piece of the definition, because it's not just taking a piece of content and uploading it to a different platform. It's strategically changing it to fit the new platform. You cannot copy and paste in 2025 and expect the same results!
Why is content repurposing important?
Content repurposing is a strategic way to save time and maximize efficiency when it comes to social media. It can create a sense of cohesiveness with your social media, while still aligning with different platform features and audiences.
What does content repurposing actually look like?
Content repurposing is not:
Creating a Reel and sharing to Facebook, posting on Pinterest, and TikTok.
Instead, repurposing can look like this:
Create a blog post
Share in an email newsletter and link back to the blog post
Create a LinkedIn Article and Post
Explain in a YouTube Video, Reel, or TikTok, using different editing features to fit the platform.
Share a poll on the subject in stories
Discuss in a podcast episode and share more of your personal experience with the topic
Break it down into a caption or carousel for Instagram
Take steps from the blog and turn it into an educational idea pin for Pinterest
How Do I Explain This To Clients?
Communicating this to clients can be tricky, especially if they’re used to a one-size-fits-all content approach. You can frame it like this: repurposing helps your message travel further while respecting how people consume content on each platform. One strong piece of content can fuel a full week of platform-specific posts that all feel fresh and native. And, when they ask if you can just copy + paste on each platform for the same fee, let them know that it's not worth it!
Our final thoughts:
Repurposing content is only effective when you repurpose with intention. It can save you time, but we also don't want to forget that we still have to put effort into it! Make sure you go into content repurposing with a strategy, vs just posting and seeing what happens. And let clients know that this is an essential piece of the puzzle when it comes to repurposing.