For this blog post on two proven ways to repurpose your content, I brought in my friend, and wedding vendor marketing expert, Heidi Thompson. Hear from Heidi about repurposing your content below!

Heidi Thompson is the best-selling author of Clone Your Best Clients and the wedding business coach & marketing strategist behind Evolve Your Wedding Business where she helps wedding professionals book more ideal clients and craft a business that gives them the income, life, and freedom they want. 

Her business & marketing expertise has been featured on several wedding and business outlets and events including Wedding Business Magazine, Wedding Industry Insider, The Wedding Empires Podcast, WeddingMBA, Aisle Planner, Honeybook, and WeddingWire World. 

She is the creator and host of Book More Weddings Summit & Wedding Business CEO Summit. Over the past 12+ years, Heidi has helped thousands of wedding pros of all kinds across 6 continents grow their businesses without working 60+ hour weeks.

You’ve put in the time and effort to create a piece of content—congratulations! Whether it’s a blog post, an Instagram Reel, or a TikTok video, your content is an asset and it’s worth making the most of it.

Repurposing your content is hands down one of the best ways to extend the life of what you’ve already created. Not only does it save you time (and let’s be honest, we all need more of that), but it helps you reach more people across different platforms. 

In this post, I’m going to walk you through two super effective ways to repurpose your content: breaking down big content into smaller pieces and reusing what’s already working for you.

Why Repurposing is a No-Brainer

Most content wedding professionals create is evergreen content, meaning it’s just as valuable a year from now as it is today. That means you can and should be reusing and repurposing it. Repurposing allows you to continuously build up a library of assets that can save you from having to start from scratch every single time you need content.

And let’s face it—different people like to consume content in different ways. Some love to read, others are more visual, and then there are people who can’t get enough of video. Repurposing your content lets you meet your audience where they are and deliver your content in the format they prefer.

Most importantly, this approach lets you do more of what’s working and less of what isn’t. That’s something I always strive to do in my marketing and it’s a common theme that comes up when working with my clients. 

Inside my membership, The Wedding Business Collective, members create their marketing plans with a sharp focus on doing more of what’s working and less of what isn’t. It makes your business and life so much easier.

By focusing on repurposing the content that gets the most engagement, you’ll spend less time spinning your wheels on things that don’t resonate and more time doubling down on what actually drives results.

With that in mind, there are two different approaches to repurposing I recommend using in your wedding business.

Approach 1: Big to Small

The first approach is all about taking a big piece of content, like a blog post, and breaking it down into smaller, bite-sized pieces that can be posted across different platforms. Here’s how to make it happen:

1. Pull Out the Key Takeaways
   Go through your blog post and extract the most important points. These will become the foundation for smaller content. Let’s say you wrote a post about “5 Ways to Plan a Stress-Free Wedding.” Each of those five tips can easily become its own social media post.
2. Create Social Media Content
   Now that you’ve got your key points, it’s time to get them out there. Here are a few ways you can repurpose your blog post for social media:
   • Instagram Feed Posts: Take each key point and turn it into a caption or an eye-catching graphic.
   • Carousel Posts: Break down a step-by-step process or list into individual slides for a carousel post.
   • Reels: Create short, snappy videos that highlight each point, and direct people back to the full blog post for more details.
3. Mix Up the Formats
   Don’t feel like you’re limited to just one type of content. You can create videos, infographics, audiograms—whatever works best for your audience. The goal here is to take that one piece of content and spin it into multiple formats, so you’re not constantly reinventing the wheel.

Approach 2: Reusing What Works

You can straight-up re-post something you previously posted that performed well, that’s totally allowed and it works. But why stop there? 

This second approach to repurposing focuses on what’s already working in your content strategy and leveraging it to your advantage. If you’ve been active on social media, you probably already have a good idea of what resonates with your audience. So why not repurpose the content that’s proven to work?

1. Audit Your Best Performers

Go back through your social media posts and see what’s been killing it in terms of engagement. Did a certain post get tons of comments, likes, or shares? Those are the posts you want to repurpose because your audience has already shown they love them.

2. Repurpose the Hits

Take your top-performing content and give it new life in a different format. Here’s how:

• Instagram to Blog Post: If an Instagram post explaining your process got a lot of engagement, why not expand it into a full blog post? Just add more detail to each step of your process and optimize it for SEO.
• Stories to Reels: Did a story where you shared a quick tip get a great response? Turn that into a Reel to reach even more people. You can use a stock video from Canva with the tip written out or create a video where you’re basically reading the quick tip out loud to the camera.
• Social Media to Email: If a social media post really resonates with your followers, turn it into an email to your email list. If you use email marketing this can go either way (social media to email or email to social media). I often repurpose my emails into social media posts.

3. Double Down on What Works

This is where doing more of what works really comes into play. When you find a content format that works, do more of it. If your audience loves Reels, for example, create a weekly series based on the topics they’ve already shown interest in. By focusing on what’s working, you can maximize your content efforts and get better results without working harder.

Supercharge Your Repurposing with AI

AI has come a long way and it’s now a game-changer when it comes to repurposing content. If you’ve ever felt like repurposing is time-consuming, here’s how AI can make it faster and easier than ever:

1. Turn Written Content into Different Formats
   Tools like ChatGPT can quickly help you break down your blog post into smaller pieces, like social media captions, email newsletters, or even scripts for Reels and TikToks. You don’t have to start from scratch. Instead, use AI to create variations of your content in a snap. Just copy and paste the text from your blog post into ChatGPT and tell it what type of content you’d like to create with it.
2. Turn a Blog Post into a Script for Videos or Live Sessions
   AI can help transform a blog post into a script for a video or IG Reel. For example, if you wrote a post about “Choosing the Perfect Wedding Venue,” AI can pull out the key talking points and format them into a script or outline which will save you a ton of time when filming.
3. Repurpose Audio & Video Content
   AI-powered transcription services like Otter.ai or Descript can turn your audio and video content like podcasts or videos into blog posts or social media snippets. You can also use these tools to extract key moments from your content and turn them into quotes or audiograms for Instagram and Facebook.

Make Your Content Work Harder for You

I am all about making marketing easier and when my clients tell me their marketing finally feels easy, I know I’ve done my job. You don’t have to reinvent the wheel every time you want to post something. You probably have more content than you realize that you can easily repurpose.

Repurposing content isn’t just about saving time (though it’s a huge bonus). It’s about getting the most out of everything you create and reaching more people in the process. 

Whether you’re breaking down a big blog post into smaller pieces, reusing what’s already working, or using AI to streamline the process, these approaches make sure your content is working as hard as you are.

Want to see content repurposing in action? Click here to get my free private podcast series, Inside Profitable Six-Figure Wedding Businesses: What They Do That You Don’t (So You Can Grow & Scale Too).

I created this free private podcast series by taking a live training I did and turning it into an audio-only podcast series and it’s been really popular. Because it’s an on-demand podcast series, people can listen on the go and pause when needed. That means people who couldn’t make it to a live training can still get access to the content which increases the impact of the content I created.

Working with Emily Foster Creative

Make sure your website is up to par when you repurpose your content. Want to book a website audit to see what’s working for you, or ready to refresh your brand? Contact me here.