By: Lee Ann Jackson March 23, 2023

The reality is that there is no one way to share content – there are a lot of options when creating and posting content to social media.  One common time-saving way is repurposing content.

The message of the content doesn’t change, but the form does.

Repurposing content is not only a time efficient approach to content creation, it’s an excellent way to create a variety of content for your station and, at the same time, provide opportunities to reach more listeners.

  • What is content repurposing?

Content repurposing is re-using existing content and presenting it in a new format to expand its reach and lifespan.

  • How to repurpose content.

Take note of what content has performed well on your social pages and brainstorm ways to continue to provide value to your target audiences with the same content in different forms.

Three ways your station can repurpose for social media:

  1. Curate quotes from existing content: The strategy of curating quotes from top-performing content, especially when they contain insight from top Christian radio leaders, is particularly impactful on social media channels like Instagram or Twitter.  Curate these quotes from radio broadcasts, create social media posts, and re-use them on your social platforms.
  2. Upload old images as post backgrounds: Have high-quality visuals that you’ve only used once? Try using them as post backgrounds.  Use the images as the background for quotes or simply post the images.
  3. Post snippets of existing video content: Do you have YouTube videos or any type of radio station related video content (in-studio guests, remotes in the community, etc.)?  Post snippets on social media using the stories or reel apps on Instagram.

You don’t have to spend all your time creating brand new content – instead, look towards the content you already have. Think of it like recycling a social media post and tailoring it for another channel.  Just by repurposing quotes from radio broadcasts, photo content or video, you can suddenly find a vault of social media posts to make your pages active and consistent.


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