The Content Repurposing Mindset

The Content Repurposing Mindset

Mindset plays such an important role in our lives.

It guides us through the decision making process and dictates how we handle situations. It helps us process information, reframe circumstances and it can help (or hinder) our progress. 

The famous Green Bay Packers quarterback Brett Favre once said: “Most talented players don’t always succeed. Some don’t even make the team. It’s more what’s inside.”

Similarly, when it comes to being successful in business, your skills, knowledge, and abilities will get you so far, but it’s your mindset that will set you apart.

So what is a content repurposing mindset and how do you apply it?

You can listen to the podcast episode on this topic below… or continue reading to find out more about the content repurposing mindset…

If you’d like to listen, hit play on the podcast player below:

While we can (and do!) provide lots of tips, tools, resources, and strategies for repurposing content, the first step to success is developing a repurposing mindset.

Change how you view your content

To get the most value out of your content, it’s important to change how you view it. See its potential beyond the original purpose and message it was designed for.

Content is essentially a way to package up a message. And there’s no one single way to package it.

When our founder, Amy Woods, delivers her keynote on The Content Repurposing Mindset, she often starts by asking the audience how many of them know Spiderman.

You might have watched the TV movies and series, bought the pyjamas, played the games, and so on… but have you read the original comics created by Stan Lee in the 1960s?

Spiderman would not be so well known if the original idea hadn’t been expanded upon, grown, and reimagined into so much more.

Your content is just the same.

Create content with repurposing in mind

At Content 10x we always say: create content with repurposing in mind.

Start creating your content by thinking ahead to what more it can become - how are you going to repurpose it? That way, you’ll approach the creation stage a little differently and think of the bigger picture.

It also means that you’re less likely to leave content repurposing to be an afterthought.

For example, if you want to create a video and know you’re repurposing into a podcast episode as well, you’ll be more mindful of the audio quality. You’ll also be more mindful of what you say and how you present, because you are thinking of the audio-only listeners as well as the video-viewers.

We know video-first approaches are taking over content, as we covered in How to Create Content with a Video-First Approach, but audio podcasts are still worth making!

Also, try to ensure that your video is not visually dependent in order to add value. If you do want to have parts of the video that are visual, segment them nicely, so they are easy to edit out for the podcast audience.

If you are going to create short teaser videos for TikTok, YouTube Shorts or Instagram Reels, you’ll want to make sure you are making points really clearly and introducing sub-topics within the main topic. That way your teaser video clips are easier to pluck out of your main video. 

For another great example of the content repurposing mindset in action check out How to Repurpose Content like a Pro with Jay Baer. We spoke to our wonderful client, Jay Baer, founder of Convince & Convert, about the epic repurposing of his Talk Triggers content. In a nutshell, it went from research to a keynote talk to a book, a weekly video show and podcast, social media content including videos and graphics, a weekly blog post and so much more…

This is a wonderful example of the content repurposing mindset. Content is created with repurposing in mind, and the repurposing is carefully mapped out beforehand.

Be open-minded to repurposing opportunities

Another important element of the repurposing mindset is to be open-minded to opportunities that come along.

We covered a number of great examples of this as part of our It Started with Content series.

One was the story of Ella Mills, who created the food blog Deliciously Ella in 2012. This went from being a simple passion project to making her into a household name. She now has published cookbooks, a podcast, merchandise and even her own restaurant!

After pursuing blogging as a hobby, Ella noticed that she took things further than she had planned and began to expand her content empire. You can read more about Ella’s story in our case study here.

Treat your content like a start-up

The Content Repurposing Mindset

Believe it or not, there are some similarities between content and start-ups.

Start-ups need a lot of planning, goals, objectives, and financial projections – in other words, they need to know where they are heading.

Start-ups are also very nimble. That’s what helps start-ups compete against more established, incumbent organizations. They can act fast and jump on opportunities when they arise. 

We believe content should be treated the same.

Planning is important, both on the content creation and content repurposing sides. And equally, being nimble and open to new opportunities is also super important when it comes to content.

Viewing your content like a start-up goes hand-in-hand with a content repurposing mindset. Once you start to shift your mindset in the ways we explained above, you can start to see beyond your original content ideas and turn them into something much more impactful. 


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