When you first start your business, it’s important to try a lot of things – different platforms, different ways of explaining what you do, etc. You’re still figuring out what works, and that’s okay!
What often happens for a lot of business owners, though, is they get so used to staying in that experimental phase that they just keep creating more and more content, even though they may already have a HUGE library of content they’ve created over time.
Hint: If you feel bored by your content or find yourself repeating the same ideas over and over, this might be you.
As you progress into a more mature phase of your business, where you’ve figured out what works and what resonates with your audience, it’s tempting to change things up. But honestly, what you really need to do is keep doing what’s working!
One of the best hacks for staying focused on what actually works is repurposing content. Not only does it save you time, but it’s also something you can delegate to someone else – like a virtual assistant or social media manager – without losing that personal touch that makes your content feel uniquely “YOU.”
Why Repurposing Content is a Game Changer for Your Coaching Business
A lot of business owners have a virtual assistant repurpose content for them, or they do it themselves—taking old blog posts, social media content, or emails, and putting them back out there with varying levels of editing.
But here’s where I need to interject: not all content repurposing is equal. If you really want to grow engagement and get clients from your repurposed content, you need to make data-driven decisions about what gets shared again… and how.
How to Repurpose Content the Right Way: A Data-Driven Approach
When you repurpose content, you shouldn’t just grab something from the archives and post it again. Instead, you need to specifically look at the data and analytics in your business to figure out what’s already working.
Here’s how to approach it:
- Track Your Best-Performing Content
Look at the content that has already performed well in your business. This could be:- Emails that had a high click-through rate or converted into clients
- Instagram posts that resulted in a large number of new followers
- Podcast episodes that got the most downloads
- Blog posts that are bringing in the most organic search traffic
- Analyze What Made It Work
Once you’ve identified your best-performing content, study what made it successful. Consider factors like:- Format (Was it a reel, a carousel, a blog post? What format got the most engagement?)
- Visuals (What colors, fonts, and photos resonated with your audience?)
- Key Phrases & Topics (What words or topics seemed to engage your audience the most?)
- Inform Your Repurposing Strategy
With this data in hand, you can make smarter decisions about what to repurpose and how to do it. This data should inform your approach to everything you post, allowing you to focus on the pieces of content that really move the needle for your business.
Creating a Sustainable Content Strategy Based on Data
Over time, you’ll continue to gather data on what works for your audience. This data will allow you to refine your strategy and make repurposing content even more efficient and effective.
This process is essentially based on the Scientific Method – start with a hypothesis (what content will work), test it, collect data, and refine your approach based on what you learn. It’s a repeatable, sustainable system that ensures you’re spending time on content that works, rather than just creating for the sake of creating.
Ready to Repurpose Content and Get More Clients?
Repurposing content isn’t just about recycling old material. When done right, it can be a powerful tool for increasing engagement and attracting clients to your coaching business. But it’s important to do it strategically – based on the data that tells you what’s working.
If you’re feeling stuck or unsure about how to make repurposing work for you, I can help. As your Fractional CMO, I collaborate with you to create a content strategy that is sustainable and aligned with your business goals. Depending on how much content you already have created, I could run your entire marketing strategy (from emails to social media) without new inputs from you at all… Click here to learn more & contact me.
