Episode 421: 5 angles for repurposing content

21 Oct 2024 | Business Planning and Productivity, Content Marketing and SEO: Blog, Podcast, Video, Messaging, Niche and Copy, Podcast

If you feel like being a business owner (especially an online business owner) requires you to be in a never-ending cycle of creating content over and over and over again, then you’re going to love this episode of the Heart-Centred Business Podcast where we’re exploring five angles for repurposing content.

Let’s dive in!

Tash Corbin podcast repurposing content

Here for the links referenced in the show notes?


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First of all, we need to define what I mean by repurposing content.

There is a difference between repurposing content and reusing/redistributing content exactly in its current form.

For example, let’s say that I share this podcast episode when it’s first released, and then I reshare it in future podcast episodes when I refer back to it. I then go and share the podcast episode to my mailing list, then I do a post in a year’s time where it’s I mention this podcast again.

That’s reusing/redistributing the exact same piece of content.

But there is a difference between doing that and actually repurposing/redefining your content with a slightly different angle.

That is also different to me taking short, bite-sized chunks of the recording of this podcast and then resharing those chunks as they currently exist.

There are definitely lots of ways that you can reshare existing content in its exact same current form.

But one of the things that I think a lot of content creators and business owners miss out on doing (and it’s actually a lost opportunity to really hit their message home) is by looking at the same piece of advice or the same piece of content from a slightly different angle.

I call this a repurposing angle.

Let’s say that you have shared a piece of advice in some content. You’ve got this great tip that helps people to achieve an outcome or move towards a goal, and you’ve:

  • Shared that tip on social media
  • Put that tip into a podcast
  • Talked about that tip when you’re interviewed by someone else
  • Got a blog about it on your website

That’s you just sharing that one piece of advice.

But some of us need to come at that advice from different angles to actually be even open to hearing that piece of advice.

What I’ve done is I’ve come up with five different repurposing angles for you to review your existing content to see if there’s another avenue through which you can actually give that same piece of advice or share that same content, but in a fresh way.

The example I’ll use throughout this podcast episode when I’m walking you through the different angles is my ‘How to increase your prices’ content.

I have a podcast episode (which you can find at tashcorbin.com/310) that walks you through the steps to increasing your prices and how to use increasing your prices as a way to make a lot of short-term sales, as well as look after the long-term viability and profitability of your business.

It’s a very practical podcast episode that has all the steps laid out.

I even give you some scripts of things to say or ways to share it, with where to tell your audience, how many times to tell your audience. etc. It’s all detailed in this amazing podcast episode.

But there are only so many times that I can share on social media that that podcast episode exists. Not everyone thinks that they need to listen to my podcast episode about increasing their prices.

What I’m going to do is I’m going to walk you through five different repurposing angles through which I could record new content or share content on social media that referred back to my podcast (or shorter sharper versions of it).

I’m going to share with you what those five repurposing angles are, and then I’m going to talk about what that would look like for the ‘How to increase your prices’ podcast episode.

You may even hear some podcast episodes in a few months where I am using the repurposing angle for this episode! You’ll have a cheeky insight into the behind-the-scenes of my business…

Let’s dive into the five angles for repurposing content!

Angle 1: The logical angle

This includes things like:

  • Logical reasons
  • Statistics
  • Updated information or insights that remind people that this is something that they might need to address

In the case of increasing your prices, I might say: “Did you know on average, businesses have increased their prices by 32% over the last three years? When was the last time you increased your prices?”

I’m using logic and statistics to let people know that the desire to increase their prices is a legitimate one.

I might use this angle to nudge them – they’ve been resisting putting their prices up, and I’m out here telling them they should do it.

I’m looking for all of the logical reasons why someone might need me to share that content with them.

Then I either point them to that content at the end, or I quickly give them a how-to within that content.

If I were going to record a podcast episode on five reasons to increase your prices in the next three months, I would probably just redirect them back to that old podcast episode. But if I were going to do a Facebook Live about five signs it’s time for you to increase your prices, I would walk them through the steps quickly on that Facebook Live, give them all the information in one go and keep them on that platform.

If I were going to run a webinar on the five reasons to increase your prices in the next three months and how to get it done quickly, then I would include all of that in that piece of content.

In short-form content, sometimes I just refer back. Sometimes I don’t even mention that I’ve already got a podcast about increasing your prices, especially if I’m sharing on social media.

I might just give them the five signs that it’s time for them to increase their prices, and then people will naturally ask me in the comments how to do it. Then I can either answer those questions directly and create a one-to-one relationship, or I can answer their questions and also direct them over to that podcast episode.

See how by just applying the logical angle to this topic, I’ve come up with 15 new pieces of content. But they’re not really new! It’s just repurposing an old message. Repurposing an old piece of content.

That is angle number one for repurposing content.

Angle 2: The emotional angle

This is where you’re connecting to their emotion or sharing your emotion about something.

I might say something like: “It’s really frustrating for me to see that every single item in the supermarket has pretty much doubled in price since this time two years ago, and yet my chiropractor still charges me the same amount for my sessions as I paid her when I first started going to her three years ago.”

I can repurpose this content by connecting with the emotion of frustration.

Maybe the emotion is an emotion of pride at seeing someone finally charging a reasonable amount for what it is that they’re worth, or what I see their sessions being worth.

Another example of using the emotional angle is, “I can remember when I first started my business, and I first started charging $97 an hour for people to work with me. And I remember how awkward and uncomfortable I felt letting people know that my prices were going up to $147 an hour. But at the time, I had to do it because I was just too overrun with inquiries and new clients, and I knew that it was unsustainable for me to keep charging $97 an hour.”

See that emotional connection? I’m connecting to that sense of frustration and burnout, as well as the discomfort of telling people that my prices were going up.

That’s how a lot of people in my audience feel. I’m creating that emotional connection.

It’s the same content, but the angle with which I’m coming into it is very different. And because the angle is different, sometimes that means that the tone of the content is a little different, or how I would talk about it is a little different.

In the logical angle, the tone might be very informative, straightforward, and how-to (here’s a logical reason to do it, and here’s how to do it).

In the emotional angle, it might be that I’m sharing the emotion and how I felt. Rather than just being matter-of-fact about how to increase your prices because you should, I might be more understanding or create that content more through the lens of how to soften the blow for your audience, or how to make it a win-win for your audience.

I might talk about it through more of a feelings and emotions lens this time.

Again, it’s the same content. But it’s just coming at it from a different angle! THAT is the power of repurposing content.

Angle 3: Your story angle

It might be:

  • The story of my before and after
  • Where I messed something up
  • Where I really succeeded at doing something well and why I feel like it went well
  • The battle that I had on my pathway to doing something

If we look at the price increase strategy, I might share a story of when I increased my prices too soon and what the warning signs were.

I might share a story of when I resisted increasing my prices, and what the result of that was.

It might be a story about a rule that I set for myself, because I used to have a rule that every ten new clients and every three months I would review my prices. But there came a time in my business when that was no longer serving me, and so I could share that story of why it was no longer something that I needed to do so consistently, and what I do now instead.

It’s still talking about price increases. It’s still going to elicit a lot of questions about increasing prices. It still gives me an angle to refer back to that podcast episode or to talk through the steps of increasing your prices again, but it’s through that slightly different angle of a story.

That story could also be someone else’s story. It doesn’t necessarily have to be mine, as you’ll see in the fourth angle for repurposing content…

Angle 4: Client-centric angle

I might share the story of a past client. It might be client-centric because most of my clients have experienced XYZ, or it might be about something that happens when I work with clients.

Similar to the story of my resistance to increasing my prices and where everything went wrong, I could share about a client who:

  • Resisted increasing their prices
  • Made mistakes increasing their price
  • Increased their prices really successfully

I don’t want you to just think about this through the lens of a client story. I want you to think about this through the lens of being client-centric. There’s a difference.

Being client-centric doesn’t rely on you constantly telling stories of what happened to clients, what clients did or didn’t do, or what their mistakes or successes were.

Being client-centric can also help you draw upon your experience of seeing patterns among your clients – “Something that I’ve noticed for a lot of my XYZ clients is this happens.”

For me with price increases, I might say something like, “For the people who work in the business-to-consumer space, they are often the ones who are least likely to increase their prices when we are experiencing an economic downturn. Those people who work business-to-business seem to be less resistant to increasing their prices during an economic downturn. What’s your business about?”

People who work direct-to-consumer can often feel that they need to be more mindful that their clients are probably experiencing tight constraints financially, and so they’re more resistant to increasing their prices. By just touching on what I’m seeing as a pattern, I’ve found another angle.

Other ideas from a client-centric angle could be:

  • Here are the top five reasons that clients say they don’t need to increase their prices right now … Here’s what my response to that would be.
  • Here are five questions that I ask my clients that help me determine whether they need to increase their prices in the coming months.

I’m using a client-centric approach, but I’m not necessarily telling the stories of clients every single time.

You could also talk about when you work with clients because it gives them that angle of having done this before with other people, therefore you could do this with them.

I might say that when I’m working with my clients VIP, one of the things that I make sure we touch upon at least every few months is a review of their current pricing structure.

What I’m doing there is talking about my experience of working with clients without necessarily telling one person’s individual information.

I’m just saying that I’m mindful of that when I’m working with my clients.

Alternatively, I could talk about how one of the things that we do in the Take Off program is we have three sections of the program, and at the end of each section, we talk about pricing.

What I’m doing there is seeding this idea of pricing being covered in the Take Off program. But it also is another angle through which I can give people information about how to increase their prices, why to increase their prices, and when to increase their prices.

Then onto the final angle for repurposing content…

Angle 5: The permission/relief angle

This is where I’m providing relief for people:

  • You don’t have to do this
  • You’re not alone
  • You absolutely can do this!
  • It’s not your fault if you haven’t done it or if you did it wrong,

I’m providing that sense of relief or permission.

What sense of relief or permission do your ideal clients need to hear from you on this topic?

With the price increase example, I might give people permission to increase their prices even though we’re experiencing an economic downturn.

There are so many different ways I could do this. I might draw on logic, I might draw on emotion, or give them permission in some other way.

Here are some examples:

  • Your cost of living is going up so of course you’re going to need to increase your prices. Here’s how to do it.
  • If you’re worried about your audience right now being able to afford to work with you, here’s why it’s actually in their best interest that you increase your prices as well.
  • Here are three unexpected reasons why increasing your prices actually means you’re more accessible to most of your audience.
    (I absolutely have those by the way, and that may be a future podcast episode.)

Give people that sense of permission. Give them that sense of relief.

Sometimes people will say to me that they think they’ve increased their prices too much and now everything has dried up. I’ll often go through this angle to make them feel better.

I might create a podcast episode called ‘What to do if you think you’ve increased your prices too far’, and the first thing I’ll talk about is creating that sense of relief that everything’s going to be okay.

I need to give them that sense of relief first before they’ll even listen to me about the strategy.

This can often come up with pricing. Some different lenses I can look at this through are:

  • Why it’s good that you’re the most expensive in your market.
  • Three things to do if you think that you are more expensive than most of the other people in your industry.
  • Do you want to increase your prices but you’re worried about what people will think of you? Here are three things I want you to know first.

I’m just creating that sense of relief that everything’s going to be okay, or that they haven’t messed up or they haven’t broken anything. I’m also giving that permission slip.

I reckon the permission/relief angle (especially at this time and in this market with everything that’s going on in the world) is one of the most powerful, and will probably elicit the most ideas for most people.

I think I could come up with thirty pieces of content about increasing prices through the permission and relief angle right now, because it is such an important one – especially during an economic downturn…

That’s it for this episode!

I’ve given you five angles for repurposing your content:

1. Logical angle
2. Emotional angle
3. Your story angle
4. Client-centric angle
5. Permission/relief angle

What I want to challenge you to do is to try this out and give it a go. Even if you just go and have a look at the top-performing posts on your primary social media platform over the last 90 days (you can find that in your insights on social media).

Go and have a look at what the top ten things are that you shared in the last 90 days on your socials. Then I want you to look at each of those through these five angles.

You could turn each of those ten things into five new pieces of content.

That’s fifty fresh repurposed pieces of content that are actually all reinforcing the same messages. You’re not coming up with anything new, you’re just approaching it from a slightly different angle.

Look at the amazing, prolific content creation that you have just done and that you could do simply by reviewing your existing content through these five angles! SPECTACULAR.

With this episode, I have some I’m free and paid resources that you can check out to help you to create more content more quickly, and more easily, that is more effective at attracting and converting your ideal clients in your audience

Here are some resources for you that provide some extra tips, tricks and ideas for creating content consistently without feeling like you’re in a burnout cycle of constantly creating new content:

Until next time, I cannot WAIT to see you SHINE.

Tash Corbin Business Mentor and Strategist