Think back to what your world, your industry, and your business looked like six or seven months ago. It might feel like forever ago, but it really wasn’t. Yet so much has likely changed in that time.
In all those months, here’s what’s probably happened:
You created things.
You published things.
You launched things.
And some of those things hit the mark. They resonated deeply with your audience—whether it was an article, a webinar, a social post, or even a tweet. They may have even turned casual readers into loyal customers or advocates for your brand.
But time marches on. You moved on to the next project, the next campaign, the next big idea. Those once-effective pieces of content? They’re gathering digital dust. What a waste.
It doesn’t have to be this way.
What Brands Should Do With Old Content: Reshare & Repurpose
Think back to what your world, your industry, and your business looked like six or seven months ago. It might feel like forever ago, but it really wasn’t. Yet so much has likely changed in that time.
In all those months, here’s what’s probably happened:
You created things.
You published things.
You launched things.
And some of those things hit the mark. They resonated deeply with your audience—whether it was an article, a webinar, a social post, or even a tweet. They may have even turned casual readers into loyal customers or advocates for your brand.
But time marches on. You moved on to the next project, the next campaign, the next big idea. Those once-effective pieces of content? They’re gathering digital dust. What a waste.
It doesn’t have to be this way.
The Case for Revisiting Your Greatest Hits
The idea of resharing or repurposing content often comes with a common objection:
“But won’t my followers notice? Won’t they get annoyed?”
Short answer: No.
Most people are busy. They won’t notice if you share an older piece of content, let alone remember seeing it the first time. And for the rare few who do notice? They’ll likely be grateful for the reminder. Because even if they loved it when it first went live, they probably forgot just how valuable it was.
Your best content deserves a second, third, or even tenth life. When done thoughtfully, resharing and repurposing doesn’t just save time—it amplifies impact.
How to Reshare Without Feeling Repetitive
Resharing old content isn’t about hitting copy-paste and calling it a day. It’s about finding fresh, creative ways to breathe new life into what you’ve already created. Here’s how to do it:
1. Write a Fresh Angle for Email
Take a piece of content that performed well and reintroduce it to your audience via email. But here’s the trick—don’t just send a link. Write an email that tells a story or offers a new spin on the original topic, then reference the original piece.
Pro Tip: Make the email worth reading on its own. Don’t just say, “Hey, check out this old post.” Hook your readers with insights or ideas that make them want to click.
2. Repurpose It as a Slide Deck for LinkedIn
Turn your content into a visual format like a LinkedIn carousel. Break it down into bite-sized slides that communicate the key points in an engaging way.
Bonus Tip: Drop the link to the original content in the comments to drive traffic back to your site.
3. Create an Instagram or TikTok Slideshow
Take those LinkedIn slides, convert them into JPEGs, and share them as a carousel post on Instagram. Want to take it up a notch? Create a short video using the slides and upload it as a Reel. Double the impact by sharing it on YouTube Shorts.
4. Experiment with Formats
Take a blog post and turn it into:
- A tweet thread.
- A podcast episode.
- A short YouTube video.
The format doesn’t matter as much as the fact that you’re giving your content another chance to shine.
Why This Works
The truth is, most of your audience won’t see your content the first time around. Algorithms change. People scroll past. Timing is everything, and sometimes, your best work gets buried.
By resharing and repurposing, you give your content the chance to reach people who missed it the first time—and remind others why they loved it in the first place.
Don’t Let Content Collect Dust
If you’ve created something valuable, don’t let it gather cobwebs in your archive.
The work you did last year, six months ago, or even last week still has value today.
It’s time to get intentional. In the next two weeks, pick a few pieces of content that performed well and give them a new life. Amplify them in creative ways. Experiment with new formats. Watch as your old work sparks fresh results.
One More Thing
If this idea resonates with you, I’ve got something coming soon that you’ll love:
My new book, Create Once. Distribute Forever. It’s more than just a book—it’s a toolkit, packed with ideas, strategies, and perks to help you make the most of your content in 2024 and beyond.
Stay tuned.
Until then, remember: Create once. Distribute forever.