Duck, Duck, Repurpose
My favorite conference of the year is the Momentum Weekend Workshop hosted by Lou Mongello. It takes place in Walt Disney World, the perfect location to dream big, feel creative, and be inspired. The workshop is for entrepreneurs and it is limited to 50 people. We have three days of amazing speakers and I always leave with a ton of new knowledge, new ideas, and, well, momentum. What I learn is not only great for my own business but it gives me things to share with my museum clients as well.
One of our sessions was on Repurposing. We like to “dive” into this topic a lot and our resident expert is, Jeff Sieh.
This time, Jeff gave us each a bag of 6 Legos and said, “Build a duck.”
"Now, see how many different ducks you can build with this same set of Legos.”
At first, I thought, well the first duck will be easy but I’m not sure how many more I can do after that. I surprised myself! Once I got going it wasn’t as hard as I thought it would be. After we were done, he asked us to pool our legos together for one big “Franken-duck.”
Here are some things I’ve learned from Jeff over the years and then taught my museum clients to implement. I hope they help you too!
What Exactly is Content Repurposing?
First, what exactly is content repurposing? Think of repurposing as content recycling, but way more fun, satisfying and good for your museum’s brand. It’s taking something you’ve already created—whether it’s a blog post, an exhibit script, or even a past social media campaign—and reworking it for different platforms or audiences. The idea stays the same, but how you present it changes. It’s like giving your content a makeover!
Why Should You Bother Repurposing?
Save Time and Energy
You’ve already put in the effort to create great content, so why not let it work for you in more than one place? Repurposing helps you get more out of your hard work without starting from scratch every time.
Reach More People
Not everyone hangs out on the same platform. Some folks love Instagram, others are die-hard LinkedIn fans, and some prefer a good ol’ blog post. Repurposing your content means you can meet people where they are and get your message in front of different audiences.
Boost Your SEO
The more content you have out there, the better your chances of showing up in search results. Repurposing helps you rank for more keywords, which means more eyes on your content—and more visitors to your museum!
Keep Your Message Front and Center
Sometimes, people need to hear (or see) something more than once for it to really stick. By repurposing content, you can keep reinforcing important ideas and stories, helping your audience remember what matters most.
Creative Ways to Repurpose Your Museum’s Content
Turn Exhibit Info into a Blog Series
Got a special exhibition or an awesome collection? Break it down into blog posts! Focus on individual artifacts, artists, or fun facts. It’s a great way to dive deeper into each piece and keep the conversation going online. You can also use a blog post to look at things from a different point of view. If your exhibit focuses on the artifacts, maybe the blog series can focus on the people behind the artifact.
Make Social Media Magic
Got a long blog post or exhibit script? Pull out the best parts and turn those bite-sized pieces into quick, shareable social media posts. Don’t be afraid to go beyond sharing just words. Repurpose those words and create a video for an Instagram reel or YouTube video.
Snip Event Recordings into Short Videos
Speaking of video, have you hosted a webinar or a lecture? Instead of letting the full recording gather digital dust, snip it into short clips for Instagram or YouTube. Bonus points if you add some fun captions or music to make it more engaging!
Create Eye-Catching Infographics
Museums often have a lot of rich data or research that can be, well, a little dense. But with a few simple visuals, you can turn complex information into easy-to-digest infographics. Perfect for sharing on social media or embedding in a blog post!
Repurpose Exhibit Text for Online Content
You’ve already spent time crafting that perfect exhibit label, so why not use it in more ways? Take the same text and use it for virtual exhibits, newsletters, or even interactive social media posts.
Highlight Your Best Hits
Got a collection of awesome blog posts or social media content from earlier in the year? Pull together a “Best of” roundup! It’s an easy way to re-engage your audience and celebrate the great work you’ve already done.
Tips for Making Content Repurposing Work for You
Start with a Content Audit
Take a look at what you already have. Find your most popular posts, videos, or research. Anything evergreen (content that doesn’t go out of date) is a prime candidate for repurposing.
Tailor It for the Platform
A blog post won’t translate the same way on LinkedIn as it does on Instagram. Adjust the format, tone, and length of the content to match the platform’s vibe and audience.
Give It a New Spin
If you’re repurposing older content, make sure it’s still relevant. Add new details, fresh stats, or updated examples to make it feel current. Better yet, when you are creating content for your website, think in terms of it being “evergreen” but also schedule time to check back in on the post and see if it needs updating.
Track What Works
Pay attention to how repurposed content performs. Did it get more engagement on Instagram than Twitter? Use that data to refine your strategy moving forward.
Final Thoughts
Repurposing content isn’t just smart—it’s essential, especially for museums working with tight resources. By giving your existing content new life, you’ll save time, reach more people, and keep your audience engaged with less effort.
Next time you’re stuck for new ideas, remember: you’ve already got everything you need to create something amazing. All it takes is a little creativity to make your content work harder and go further!
Have you tried repurposing content before? Come share your thoughts and experiences in the Love my Museum Facebook Community!
