Smash out a social media plan for 2024 with repurposed content

Mattison Hofstedt


November 27, 2023

March 20, 2024

Woman happy with pen in mouth.

Table of contents:

The key to social media success in 2024: Embrace consistency and volume

Make repurposing the foundation of your 2024 content plan

Creating your 2024 social content plan: A five-step framework

Concluding thoughts…

It's that time of year again... when people frantically start looking for ideas and templates in the hope that it makes their social media plan for the new year just a little easier… Well, look no further because we have everything you need, including a plan you can actually execute on and the resources you need to do it.

Start 2024 more prepared than ever! Keep reading to learn:

  • The key to social media success in 2024: Embrace consistency and volume
  • Why repurposing should be the foundation of your 2024 content plan
  • How to create your 2024 social content plan using a 5 step framework

Dive in to make your content plan for the year not just a vision, but a reality.

The key to social media success in 2024: Embrace consistency and volume

To elevate your social media presence in 2024, the formula is clear: consistent and frequent posting is essential for boosting followers, increasing impressions, and generating leads.

However, many social media marketers fall into the trap of underposting due to several concerns:

1. Fear of overwhelming the audience

The myth of too much content: It’s a misconception that posting frequently will overwhelm your followers. In reality, people spend hours on social media seeking new content. By providing consistent posts, you're catering to their desire for fresh material.

2. Worry about repetition

The power of resonance: Don’t worry about boring your audience by sharing similar content too often. It's important to remember that if content resonates, your audience will engage. If it doesn't, they'll simply scroll past. Plus not everyone sees everything you post, every time you post it. Repetition ensures you get your key messages in front of your audience and increases recall.

3. Content creation challenges

Leveraging existing content: You don’t need to start from scratch for every post. You already possess a wealth of content (website, blog posts, newsletters, reports, case studies); the key is to repurpose and distribute it more broadly. Reusing articles and materials from the past year can be highly effective. Especially since most of your audience probably hasn’t even seen all the content you posted, doesn’t remember it, or could even benefit from hearing the information over again.

We're here to guide you on overcoming these challenges by making repurposing content a foundational aspect of your strategy.

Make repurposing the foundation of your 2024 content plan

Repurposing content is a strategic process where you transform the goldmine of content you already have (blogs, case studies, ebooks, website pages, etc.) and distribute it in fresh new ways across your social channels.

Our favorite format for repurposing is video. Why?

Making repurposing the cornerstone of your 2024 content plan is not just about making things easier; it's a strategic approach that maximizes the value of your existing content, saves time and resources, and ensures a consistent, impactful online presence.

While there will always be a need for some new content, leveraging what you already have can significantly streamline your workflow and set you up for success in 2024. 

Discover the 90-10 rule for social media success: Utilize 90% repurposed content & 10% fresh material.

Here's why repurposing should be at the heart of your strategy:

Maximizing existing resources

  • Leverage existing content: You've already invested time and resources in creating valuable content. Repurposing allows you to extend the life and reach of this content, ensuring it continues to deliver value.
  • Reach new audiences: The same content can be adapted to appeal to different segments of your audience, maximizing its impact.

Enhancing efficiency

  • Time and resource management: Repurposing content saves significant time and resources. It's faster and more efficient to adapt and update existing content than to constantly create new material from scratch.
  • Consistent content flow: With a bank of existing content to draw from, maintaining a regular posting schedule becomes more manageable, ensuring a consistent presence on your channels.

Strategic benefits

  • Reinforce key messages: By repurposing content, you can reinforce your key messages across various platforms, enhancing brand recognition and recall.
  • Flexibility for spontaneity: Having a foundation of repurposed content frees up time and resources to create new, spontaneous content as needed, keeping your strategy agile and responsive.

Streamlining content planning

  • Simplified planning process: Repurposing content simplifies the content planning process. It provides a clear starting point and direction, making it easier to fill your content calendar.
  • Adaptability to trends: Repurposed content can be quickly adapted to align with emerging trends and audience interests, keeping your content relevant and engaging.

Creating your 2024 social content plan: A 5 step framework

Creating your social media content plan for 2024 is an exciting process, especially when you focus on repurposing the fantastic content you already have. 

Here's a step-by-step framework to build a successful content strategy:

1. Gather all your existing content

Centralize in one document: Choose your best-performing pieces of content—blogs, case studies, ebooks, infographics, etc.—into a single document. Organizing everything in one place ensures you can fully leverage your existing resources and can find something when you need it. 

In our organization, the content department handles this document. It helps the social media team easily track new content that needs to be distributed and locate past content for repurposing.

Utilize a structured document like the one we use below, with separate tabs for different content types, to streamline this process.

Content Tracking Template >

2. Prepare your content calendar

Plan ahead or be spontaneous: Have your content calendar ready. You can either plan it in advance with pieces of old content you wish to repurpose or fill it out daily if you prefer more spontaneous working. Whatever suits your workflow and communication purposes better.

Here is the document that our social media team uses to plan a month of social posts and schedule it out.

2024 Social Media Distribution Calendar >

How to efficiently plan a month of social content:

  • Start with 4 key pieces: Choose four main pieces of content (e.g., ebook, blog post, report, case study).
  • Break down each piece: Turn each of these into five smaller posts. This could be quotes, key takeaways, images, or short clips (Examples in the next section).
  • Monthly content ready: Using this strategy, you'll have a full month of diverse social media posts ready to go.
  • Additional tips:

    • Re-distribute previous content: Don't be afraid to reuse the previous month's content the next month for new followers or as reminders.
    • Add variety: Mix in different types of posts like employer spotlights, industry news, or recruitment ads for a dynamic content feed.

3. Get creative with repurposing

Transform and schedule: This is where the fun begins. Whether you've pre-scheduled the content you want to use or you're choosing it on the day, remember that you don't have to share the content in its original form, and also one piece of content can be repurposed into multiple posts. Here are some examples of how you can do that.

Make a month's worth of content out of one thing:

  • Leverage different formats: Every longer piece of content can become a trailer, a listicle, a key takeaways video, a summary video, or a quote video for example. And then you can change slight details like a background asset or opening slide to give them another life, again.
Learn how to create 5 videos out of one blog here >
  • Post the same content multiple times: Don’t share something once and then call it quits. Schedule it to go out again next day, the next week and then even again at the end of the month. 

More examples of how to repurpose your content:

  • Case studies: Take a case study and either summarize it in a new format or extract a compelling quote. This quote could then be turned into an engaging video or a visually appealing static image for posting.
See how we turn case studies into videos here >
  • Utilizing various content types: Don’t overlook other materials like website pages, product descriptions, or ‘About Us’ pages. These can be valuable, especially for specific marketing goals like bottom-funnel strategies or employer branding.

Simplifying repurposing with the right tools:

  • Using AI tools: To further ease the process, use a tool like Storykit AI, which can can automate this process by transforming source text into various video formats. 

Staying trend-responsive:

  • Connect past content with new trends: Keep an eye on what’s trending in your industry. Refer to your back catalog and quickly incorporate relevant content into your calendar to stay current and engaging. For example, Semrush just released their Social Media Trends Report 2024. We could reference one of their stats about marketers not having enough time to create content and reshare our article, “Turn one interview into social content for a month”. No need to create something new, we already have valuable insights to share.
For more repurposing examples, check out: 22 ways to repurpose your existing content for social media with video

4. Track your distributed content

Monitor your outputs: If manageable, note down the publish date and add a brief description of each post on your content tracking document. This helps you keep track of what content has been used and how, aiding in future planning.

Note: If this is overwhelming to you then skip this! The most important part is that you are distributing as much as possible.

5. Incorporate new content

Blend old with new: While repurposing old content forms the backbone of your strategy, it's also important to distribute new content. 

Here's how to effectively incorporate new content into your 2024 plan:

Spontaneous posts

Don’t overthink it: React to news, create when you feel inspired and add it into the content calendar. You can also post more than once a day, so if you already have something going out, don’t be afraid to do an additional post. 

Newly published content

Maintain a separate list: Keep track of all new content created during the year. This could include blog posts, podcasts, infographics, etc. Having a dedicated list ensures you're aware of all the new materials that you need to share when they come along. Also if you update an old piece of content, then add it to this list and treat it as new. 

Publishing schedule for new content: When you have new content, consider a structured approach to its distribution:

  • Day 1: Publish the content on its release day.
  • Day 2: Share it again the following day for those who might have missed it.
  • One week later: Repost it with a changed format or angle, such as “In case you missed it,” to capture a wider audience.

Regular repurposing: Just like your older content, add these pieces to your large content library and continue to find ways to repurpose these new pieces. 

Don't forget to sign up for our upcoming virtual event this Thursday, November 30th, at 11:00 AM CEST to learn how to do all of this from Heidi Bordal, our expert on all things social at Storykit!

Concluding thoughts…

Remember that you're sitting on a gold mine of existing content, ready to be repurposed and revitalized for your 2024 social media strategy. By embracing repurposing, your approach to social media will not only become more effective but also more enjoyable and creative to implement.

Resources included in this document:

Further reading: 

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