A framework for repurposing content

by | Feb 6, 2022

You are the only person who sees 100% of your social media content.

And if you’re constantly looking for new content ideas you’re probably on your way to burnout. The truth is, there are no new content ideas! Everything has already been said by someone somewhere.

That’s why repurposing is a major part of a smart content strategy.

Unfortunately, most people don’t do that.

So all the best content never gets as much exposure as it deserves. Social media marketers get burnt out from constantly working on new ideas. And when the audience gets confused by constantly seeing new things, the strategy starts to fail.

Repurposing content helps reinforce the message the audience needs to hear and prevents content creation burnout.

You need a method to repurpose your best content in a smart and strategic way.

Introducing the 3–5–1 Framework

By using this framework you can take one existing piece of content and create 6 new pieces of content.

You can apply this method to any type of content to share on any platform. By sharing the same ideas and messages in different ways you can reach new people and reinforce your message using the mere exposure effect to build a deeper connection with your audience.

Step 1: Identify the content you want to repurpose

The 3–5–1 method works with any existing content but we’d recommend you start by identifying your best-performing pieces to repurpose.

This could be a blog, video, podcast or even an email. Choose content that your audience has already shown an interest in.

Step 2: Extract 3 parts

The three key points you extract from the original content will all be used in the new content.

So when choosing your 3 points, make sure they are related and of high value to the reader. You might choose talking points, tips or advice. Or it might be examples, ideas or opinions.

Step 3: Create 5 new pieces of content

The 3 points from the previous step will be included in all 5 new pieces of content.

The content formats will depend on your audience and chosen platforms. Choose a variety of formats to appeal to the widest group of people. For example a Reel, Carousel, Twitter thread, LinkedIn post and Facebook Live

Step 4: Go deep on 1 key point 

Finally, you’ll create one final piece of content from the most valuable point you originally chose.

This is your chance to do a deep dive on that point to reinforce the message to your audience. This will be the most valuable piece of the 6 new pieces of content.

What does this look like in reality?

Let’s take this blog for example. The 3 points we might choose to repurpose would be the introduction, an overview of the 3–5–1 framework and the types of content someone could create.

Our 3 points would be

  • A short overview of the introduction. The ‘why?’
  • The 3–5–1 method
  • Content formats

We could use these points to create an educational Instagram carousel, or write a LinkedIn post.

We‘d also do a deep dive on the 3–5–1 method in a more detailed Reel video.

Once you’ve mastered this technique you can rinse and repeat it for all your content to reshare the same ideas in different ways to cater for different sectors of your audience.