By: Lauren Melville

Content doesn’t have to be one-and-done. Whether it’s long-form or short-form, every piece you create can be adapted for different platforms and formats. Repurposing content isn’t the same as simply reposting—it’s about taking the core idea and reshaping it to fit the audience, tone, and style of each channel. At New Jersey Realtors®, for example, magazine articles and blog posts are often transformed into social media content to extend their reach. As a Realtor®, you can apply the same strategy— repurposing your content to maximize impact, save time, and streamline your business workflow.

Why Repurpose Content?

Everyone has a busy schedule: sales deadlines, client meetings, open houses in different towns, those important closings, oh, and don’t forget your social media pages. Save your precious time and rework the content you already created. It’s more efficient to use your time making small tweaks to already existing content than brainstorming new ideas.

Rewriting and reformatting content on new platforms allows for new audiences to find your content they may not have seen the first time the content was posted. Don’t stick to one platform to post your repurposed content. According to Grad Girl Marketing, a global digital community for marketers with over 200K LinkedIn followers, “Every platform has its own audience behavior, and tailoring your content makes sure it actually fits in. What takes off on TikTok won’t land the same on LinkedIn, so adjusting your approach is key if you want people to really connect with it.” Utilizing different platforms allows you to target specific audiences found on each platform.

How To Start Repurposing

Start by identifying the highest-performing content on your platforms. Choosing which content to repurpose is important. Ask yourself, “What resonated with my audience?” Take a look at engagement levels, for example, what post on Instagram has the highest amount of likes or the highest amount of shares. The high-performing content would be the one to choose when thinking about repurposing content.

What Types Of Content Can Be Repurposed

No type of content is off limits. All types of content can be reformatted or rewritten to match the tone of each social media platform. Do you have old informational blog posts sitting at the bottom of your website? Or need to promote a new listing? Have timely statistics you want to share? These are perfect examples of content that can be repurposed.

Tailoring Your Content

For successful repurposed content, you’ll need to tailor your content for each social media platform. For example, you want to repurpose your lengthy blog post so you have multiple social media posts for your Instagram, Facebook, LinkedIn, X, and YouTube pages.

According to Amanda Kehoe, a creative marketing strategist and former adjunct professor at Quinnipiac University, “When repurposing content across social media, tailoring it to each platform’s audience is key to making sure it resonates.”

For Facebook, cut down the word count and highlight the most important piece of information you want to share, adjust the language to a more casual tone fitted for social media, and add an attention-grabbing image. For X, you’ll need a strong opening sentence, according to Buffer.com. For LinkedIn, the content should be more structured here than on any other social media platform, and the tone should be more formal.

“Adapting tone, format, and messaging helps maximize engagement and extend the life of your content,” said Kehoe. For Instagram, it’s all about the image. Whether you post a single image or a well-used carousel. In recent years, Instagram introduced Reels. Similar to TikTok, Reels allows you to post shareable short-form video content that relates to your business or previous posts, ideal for content repurposing.

Other examples of repurposed content can look like turning a long-form listing video into short clips highlighting unique features posted on Instagram Reels or TikTok, turning weekly newsletter content into short snapshot posts on Facebook, and reformatting longer videos into blog posts.

Repurposing your content is meant to simplify your business practices, not complicate them. Instead of stressing over new ideas, make the most of what you already have.

HOW NJ REALTORS® REPURPOSES CONTENT

While New Jersey Realtors® creates relevant and consistent content, we are no strangers to repurposing content. Articles from our past magazine issues are turned into multiple different social media feed posts, blog posts, and highlighted in weekly newsletters.

WAYS NJ REALTORS® REPURPOSES CONTENT:

“Picturesque Passaic County,” article written for the Summer edition of New Jersey Realtor® Magazine.

Wrote a blog post from article content, published on our consumer-facing site, consumer.njrealtor.com.

Published three different posts on social media from article content:

#1 “Picturesque Passaic County” This post is solely images featured in the article in carousel style, posted on Instagram and Facebook, and highlighting the magazine article in the caption.

#2 “3 Ways to Explore Passaic County” Still utilizing the popular carousel style on Instagram and Facebook, this post also features images from the article but includes small lists of downtowns to explore, different state and national parks to visit, and popular ice cream places on the local scene. With the call to action in the caption to read more about Passaic County, we are guiding the reader to visit our previously made blog post.

#3 LinkedIn Article Share: As LinkedIn is more business and less image-focused, we paraphrased our article with a call to action, with a link to continue to read the entire article. For some visual appeal, we included an image that was also featured in the article.

Highlighted as the feature story in one of our weekly e-newsletters, New Jersey Realtors® Weekly, to lead people to read the article, feature New Jersey Realtor® Magazine, and use it as another piece of content for the newsletter that week.