Get extra out of your content material with Amy Woods: Content material Repurposing 101


Reusing content does not copy and paste content from one format to another. It's a strategic process that, if done right, can transform the way you market for the better.

For Amy Woods, founder of Content 10x creative agency, creating amazing content is all about findability, credibility, and building trust with your audience.

But the thing is, your audience will likely consume your content in different ways. Some people prefer to read blog posts, others like to find out more about your Instagram stories, and others may like to watch videos. If you're creating content for all of these channels, check the box for all three of the above.

How do you do it all

The answer: content reuse.

Content reuse is about finding different ways to communicate with your audience through different formats. It means finding out your core message in a piece of content and communicating it through channels.

However, if you're worried about being overwhelmed, sounding like a broken record, or connecting with your audience in multiple locations, Amy will put you at ease in the latest episode of The FWD: Thinking Show.

What is content reuse?

When content is reused, content is created for multiple communication channels.

But what kind of content can you reuse? Any type of content can be used for multiple media – including blog content, podcasts, videos, email content, search engine optimized content, online courses, social media content, and much more.

Understanding your audience first is the key to figuring out what content to create. Talk to your customers. Listen to the language they use and find out how to resonate with like-minded people.

Woods then advises going all-in on one channel at a time. Be streamlined and episodic in the type of content you create. Start by repurposing content for one channel at a time, and then adding more channels over time.

A good place to start is with your existing content, which is still current and relevant. This is known as the evergreen content. In general, it's timeless, great content that will benefit your audience.

How do I reuse content without repeating myself?

Sounding repetitive is a common concern for companies starting out with content for the first time.

According to Woods, it helps you break down the content in a creative way and be very platform specific to avoid sounding like a broken record. While you may have the same message in reused content, the way you communicate it is different.

Woods recommends that you ask the following questions with a journalist's eye:

  • What are the stories and angles in this content?
  • What are the questions?
  • Where can you take the different angles and reuse them to go different ways?

How do I start repurposing my content?

The process of reusing content can feel overwhelming at first. But Woods offers great advice for beginners.

Step 1: Go for a consistent form of content: Would you like to go the podcasting route? Video content and a weekly video show? Do you want to blog regularly? Or live stream?

According to Woods, the key is to create quality content, commit to one type of content, get really good and consistent, and then convert those pieces to other formats.

Step 2: Make sure your process is easily repeatable for any piece of content you create.

Use a tool like Trello to manage your project and create checklists for any content you create and include in your redevelopment action.

Step 3: Plan your content. If it's evergreen content, you don't have any time constraints when planning.

Be aware, however, that increasing traffic to your blog or website the first time content is published through email marketing and social media can benefit your discoverability.

Step 4: Don't create more content until you reuse your first one. You won't do justice to this initial piece of content until you use it again.

Woods' tip # 1: consistency. Focus on something episodic. Try to use content that is posted regularly so people know what to expect and can become fans over time.

Podcast episode resources

Episode timestamp:

  • 1:15 – Hear Amy's entrepreneurial story.
  • 5:35 – Why you need a content strategy – even if you don't enjoy writing.
  • 9:30 – How small businesses can learn more about their target audience and create content that addresses their problems.
  • 12:30 pm – Content Repurposing: What It Is and Why You Should Do It.
  • 18:15 – Repurposing does not repeat itself.
  • 23:40 – How to organize your thoughts and what kind of content works best on which channels.
  • 35:00 – What type of content works best in email marketing?
  • 38:30 – Content Marketing Forecasts for 2021.
  • 43:10 – Amy's top recommendation for people just starting out in online marketing.

About Amy Woods

Amy Woods is the founder of Content 10x creative agency, helping businesses, entrepreneurs, influencers, and thought leaders maximize their audience reach by repurposing their original content. Amy is a trusted speaker at Podcast Movement, Podcast, Content Live, Agency Transformation Live, Retail Live, and Youpreneur Summit. Before Amy became a digital entrepreneur, she worked as a management consultant at Accenture for 13 years.

Connect with Amy on LinkedIn and Twitter. And take a look at their Business Content 10X.


Jeffrey Rabinowitz