It’s good for us, we should all be doing it and it has lots of long-term benefits, but many people avoid doing it…
Am I talking about exercise? Am I talking about content repurposing?
In fact, I’m talking about both!
Exercise and repurposing are two things I’m passionate about.
If you follow me on Instagram, you’ll know that I love exercising. But, like everyone, I’ll sometimes find myself avoiding a workout, even when I know it’s something that I should be doing for my own good.
There are lots of different reasons why you might be avoiding what’s good for you, whether it’s exercise or, yes, content repurposing!
I realized recently that the exact same reasons why people avoid exercise apply to avoiding content repurposing too. I’m going to share six of the most common reasons, so you can find out how to stop letting them get in your way, and start doing what’s good for you and your business – maximizing your content!
You can listen to the podcast below.
You can watch the video.
Or you can read on.
What’s stopping you from repurposing your content?
We all know that exercising is good for us, but a large majority of us don’t do it. We have the same excuses, “I don’t have enough time” or “I don’t do it regularly enough, so I don’t see any benefit”. Do these sound familiar to your reasons for not repurposing content?
Not every content creator knows enough about content repurposing to realize they should be doing it (I’m trying to change that!).
However, there are many people who know that content repurposing is going to be beneficial to their long-term content marketing goals...yet they still don’t do it. No amount of education, tips or advice on content repurposing will change their actions, information is not what they require. They get it!
Often these are creators who do exactly that – create! They record podcast episodes, go live on LinkedIn/Facebook/Instagram/YouTube/Twitter…etc, write blog posts, produce YouTube videos every week…In other words, they’re sitting on an unrealized treasure trove of potential content.
If that sounds like you, then you probably already know that content repurposing would be a powerful part of your content marketing strategy, just like you know that exercising would be a powerful tool to change your body for the better. So, what’s stopping you?
Read on, and let me know which reason (or reasons) is why you’re avoiding starting your content repurposing journey…
1. You just don’t like content repurposing!
Simply put, if you don’t like doing something, you won’t do it.
When you tell someone you don’t like exercise, you’ll often get a response along the lines of: “you need to find something that suits you.” “If you don’t like team sports, you could try running.” Or perhaps “if you prefer gentler movement, so why not try yoga?”
Where there are many different types of sport, there are also many different types of repurposing methods.
For example, let’s say you have recorded a video. If you really hate writing, try repurposing your video into a podcast episode vs. a blog post. If you’re more artistic, how about repurposing your video into an infographic? How about repurposing your video into lots of pithy Tweets?
It could be the case that you’re putting off content repurposing because the methods you’ve tried before don’t suit you. Research some other types of content, lean into what you enjoy creating, and you might find one that sticks. If you need help make sure you get a copy of my book.
Also, unlike exercise, when it comes to content repurposing, if you have the budget you don’t have to do it yourself. Why not outsource and leave it to experts? We can help - click here to find out more about our content repurposing services.
2. You don’t know how to get started with content repurposing
Believe me, when I say I know that getting started is the most difficult part.
That first step on a new journey can be incredibly intimidating, especially when you don’t always know which direction to go.
Take running for example. For a long-time runner, it’s as straightforward as heading out of the door and running. If you’re a first-timer, you might doubt that your trainers are right, not know what distance to aim for, or wonder how you’re going to carry your phone! These small doubts can grow into a big barrier to starting your journey.
The only way to break them down is with knowledge.
Knowing how to counter any doubts makes sure that they won’t get in your way. This is where podcasts, YouTube videos, and resources like my book and the Content 10x Toolkit come in. It’s my mission to help you tackle any content creation or repurposing barriers you face. Empower yourself with knowledge, and never get stopped by a barrier of doubt again.
3. It’s difficult to build a new content repurposing habit
“If you always do what you’ve always done, you’ll always get what you always got.”
This is a famous quote by Henry Ford, and it’s something my old headmaster always used to drill into us.
Staying in your comfort zone is easy. Change is hard. You have to be willing to train yourself to start repurposing content like it’s a habit and stay on track with it long-term.
But self-motivation isn’t always enough to keep you going, and when nobody’s holding you accountable, it’s even harder to reinforce new behaviours.
If you feel stuck in your ways, check out this podcast. I talk about how to break out of your old habits with actionable techniques to begin building a new one.
4. You doubt whether content repurposing will pay off
Did you know that if you eat one McDonald’s cheeseburger, you’d have to run for around 30 minutes to burn it off?
That’s a lot of effort to burn off one cheeseburger. The question is, will it be worth it? (in my case, the answer is always yes….mmmmmm…food!)
Some people are dubious about the investment vs reward of content repurposing and don’t believe that it will reap a worthy amount of rewards in return for the efforts they’d have to put in.
People who have this mindset are going to struggle to see success with their content marketing strategies. If you’re not sure whether the benefits of content repurposing will be worth the hard work watch this video, where I explain more about how you can transform your business’s approach to creativity with this one mindset shift.
5. You haven’t seen results from your previous content repurposing efforts
Picture this…you signed up for ten weeks of yoga classes, or a month of CrossFit, but at the end, you couldn’t do the splits or pull a tractor with your bare hands. Time to quit, right?
It can be frustrating when you commit to trying something new, hoping that you’ll get some incredible results, only to find that your results aren’t happening as quickly or as dramatically as you’d hoped. It can be enough for you to lose confidence and give up.
The chances are you’re being impatient.
Also, you might be playing it too small but expecting big results.
Going all-in can feel like a huge risk. Think about it, how many of us pay for our gym membership monthly instead of annually? It’s safer for us to start small, but the problem is, if we don’t dial up our efforts then we don’t dial up our results either.
This video can show you how to start thinking differently about your relationship between expectations and investment, and why it could be a game-changer for you.
6. You stop and start, and can’t commit to a content repurposing strategy
According to Forbes, less than 25% of people stick to their New Year’s resolutions for longer than 30 days, and only 8% of people stick to them long-term or complete them. That means that a jaw-dropping 92% of New Year’s resolutions are not seen through to completion.
How many times has an exercise goal been part of your New Year’s resolution?
How many times has content repurposing been a part of your New Year’s resolutions? (I wish it was a part of everyone’s resolutions!)
Stopping and starting a plan can make you lose faith in its effectiveness. Unfortunately, inconsistency can lead to confused and even disappointing results.
You say: “I tried repurposing my videos into blog posts and it just didn’t do anything”
The reality: You repurposed 3 videos into 3 blog posts. Stopped. Did this again with 3 more videos after a year.
You confused whether it worked or not, with the fact that you got bored and stopped.
Or, perhaps you started and then found yourself scratching your head about your next steps. Maybe you didn’t like what you were doing. Or possibly you just found it too hard to stick to a new habit. Whatever it was that put you off the first time around, don’t be afraid to go back and try again.
Remember that consistency is key, and no matter what part you’re struggling with, there are always new ways to help keep you motivated towards achieving your goals.
You can get help with your content repurposing
The problem with exercise is you can’t get anyone else to do it for you!
If only you could ask someone else to do 100 sit-ups for you…they do the work and you reap the benefits.
You can get help with exercise, from content, to joining classes, hiring coaches or personal trainers, and so on. You just can’t get anyone to do it for you!
The good news is you can get help with your content repurposing too.
You can consume lots of free content (check out my podcast and blog). You can get a copy of my book, Content 10x: More Content, Less Time, Maximum Results, the ultimate guide to repurposing every type of content. Or, you can get The Content 10x Toolkit where you get shown how to repurpose videos and podcasts via video tutorials, checklists, swipe files, step-by-step guides and more.
BUT, unlike exercise, repurposing can be done for you. So that you can focus on more important aspects of your business.
Options include working with freelancers, hiring in-house, or outsource to experts - in that case look no further than Content 10x! Find out more about what we do here – we’re the world’s leading creative agency that focuses on content repurposing.
So, which one of these profiles sounds most like you? And do you now feel more motivated to begin (or re-start) your content repurposing journey?
I plan to dig much deeper into these topics in future to keep providing you with the tips and advice you need to stay on track with your content repurposing strategy – because I know that sometimes it takes more than a nudge to inspire you to pursue what’s good for you.