• Katie Costa

Recycling Content: Save Time and Improve Your Reach



Planning and executing a strong online presence takes a lot of time and effort. What if we told you that it’s actually beneficial to double (or even triple) dip with some of your content?


Repurposing existing content will not only save you time, but it will increase the number of people who receive your message! Chances are, you use multiple channels to communicate with your customer or client base, including Instagram, Facebook, blogging, email marketing… you get the picture. Although you may have developed overlap in audiences, each platform provides a unique opportunity to reach the people in your corner. Don’t stress about the overlap. A viewer who sees the same message from you twice is more likely to process it as a friendly reminder than a marketing faux pas.


Let’s put this into context. Say you post a lengthy Instagram caption about… puppies. That post will be seen by approximately 30% of your followers, and maybe 15% engage with it. Sharing that post to your story might catch the eye of a follower who scrolled past it in their news feed. Those who did see it will likely tap through without thinking twice.


Now, that’s not the only way to double-up on content! If you want to create a 500-word blog post, it’s a lot easier to expand on that 200-word Instagram caption than to write 500 words from scratch. Not only does this save time, it reinforces your knowledge base to your audience, and suddenly, your followers think you’re an expert on puppies.

Tip: When posting on Instagram after a blog post, mention it in your caption (think, “Click the link in our bio to learn more about this topic!”). Drive more traffic to your site and monetize on those clicks!


You don’t have to stop there. Why not put that info into an email blast as well?


You can use this method for any type of post! Information about your business, one of your offerings, hours of operation, hacks and tips, events... the list is never-ending.


This may seem like overkill to you, and that’s because we are hyper aware of the content we generate. For you, posting the same message two, three, even four times might feel a bit weird. But your audience won’t be so critical. If they’re on par with most North Americans, they’re seeing 5,000+ advertisements a day. The odds that they react negatively to seeing the same message on two different channels are slim. Very slim.


Repeat after me: what’s repetitive to you, isn’t always repetitive to the customer!

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