How to repurpose your content and optimize it for search engines

Feel like you are just posting the same content again and again? Listings, Market Reports, Real Estate Blogs, Rinse, Repeat.

What we are going to get into today is turning larger content into smaller bite-sized chunks, starting with your interviews. 

An interview is a multi-faceted piece of content, which you can turn into at least 4 different social media posts if done correctly. The goal for this article is to show you how you can turn your interviews into at least 10 pieces of content that you can share on your social channels.

To maximize the pieces of content that you are creating, you would need to create an interview that gives you the most to work with.

What is a gold standard interview?

To create a gold standard, top-quality interview, you would need to create both video and written content.

What is required:

First, you would begin by creating an Instagram story about who you are connecting with and why you love their business/are excited to do the interview. This serves as an organic, raw promo video to build intrigue about the interview.

Next, film the entire interview (5-10 questions) in one shot. This will be uploaded to YouTube when you post the interview and linked into the interview itself on

Following this, you would select 1-2 of the best questions and create a “mini-interview”. The purpose of this would be to film a short promotional video in 60-120 seconds. This would prevent you from needing to edit out the content of the interview later on (a big time saver!). Considering that you had done the interview already, this would mean that you already know the two “best” questions to ask!

Finish the video component by filming a Facebook story about the interview – a summary of what a viewer can learn AND why this business is awesome.

When posting the interview, provide a write up of 4+ questions underneath the interview. This can be done when posting the interview. Make sure to include several photos of the interviewee’s business and include them here.

What have you created?


  • Short-form: 2-3 questions from the interview, can be used as a solo post, and great to post directly to social media with a link back to the full interview. High energy!
  • Long-from: Entire interview, posted to YouTube and in the interview on
  • Instagram Story: Done pre-interview, to introduce who you are connecting with.
  • Facebook Story: Done following the interview, highlighting what you have created and one or two important takeaways from the interview.
  • Introduction/Promotional Video: Created before or after the interview has been conducted (gives you context for what to talk about!). High energy!


  • Questions – Introduces what a viewer can learn about from the interview
  • Quotes – What can someone learn from the interview
  • Question – What can someone learn?
  • Answer – an anecdote from the interview that reveals interesting information about the business or their products/services 
  • Blog Image of yourself and the interviewee
  • Image from the business
    • Storefront/Logo
    • Images of products
    • Images of the business itself

Following the above, you have created 11 different pieces of content that you can share onto your social platforms. Additionally, the interviewee can even share this content too, tagging you into the posts as well!

As you are creating a lot of content from your interviews, a process is needed to ensure that you are sharing it to your social platforms – a social media posting schedule, also known as a content calendar.

Social Media Content Calendar

Following a social media content calendar will ensure that you are:

  • Organized, knowing what to post and when
  • Consistent, ensuring that you are never missing a day’s post.
  • Ambitious with your social strategies
  • Capturing all relevant moments and interviews
  • Creating high-quality content
  • Tracking what works!

To begin with, choose what social platforms you are wanting to share content onto. PRO TIP: Make sure that you understand what posts work effectively on each platform. For instance:  blogging content is not suited to Instagram!

Then map out what types of content you will be creating. It could be all of the above or only a subsection of it. Once you have an understanding of what is going to be posted and where you would then organize it into a calendar based on when you will post it.

Organize the posts into a daily calendar of what you will post and when. Review the engagement of each post, tailoring it depending on the time and day of when the content was shared onto social media.

The important thing to remember is that this content calendar is fluid and can be changed at any time. Make slight adjustments over time, to ensure that the posts are given time to build in engagement. Also, consider the followers on your own social media streams. It is common for 3% of all followers to engage in a post. If you had shared content, onto a platform with 100 followers and receive 3 likes – this is in line with industry standards.

Final tip! Make sure to provide calls to action in your posts. This instructs the viewer to perform a desired action. E.g. “If you would like to be interviewed, leave a comment and I will reach out to you to book in a time!”

Optimizing your content:

Where we will end our blog today is outlining a direction for you to create your content. In many instances, a local leader will interview a variety of businesses and people in their community. This does not necessarily mean that they are optimizing their content to be found organically.

The most effective way to do this is by using a keyword search. This is something that the Parkbench support team can do for you!

How does it work?

Parkbench will complete a keyword search for your area. This will reveal the most commonly searched for terms online that relate to your sponsored space (or surrounding area). We will organize the results by most popular with respect to how difficult it is to rank for this particular term.

Here is a snapshot of what you would receive:

The sponsor for Yardley now knows that Restaurants are a massively popular term that is searched online. The next steps for this sponsor would be to create content that includes “Restaurants” and “Yardley” as the subject AND incorporates these keywords within it.

This gives you a blueprint for what to create content for as you know the most commonly searched for terms as well as how difficult it is to rank for this topic.

The final steps would be to ensure that the content that you are creating, is tailored to match what search engines are looking for. 


Your title needs to be eye-catching and include your focus keywords! Keep it relatively short, otherwise it gets cut off in a google search.

Using words like “Now” “Fast” “Get” “Try” “Free” are particularly useful for Google’s Algorithm.

Example of an optimized title: “Autism Awareness in Auckland, get to know it’s Director Chris Jensen”

Tip: Include your focus keyword further in the sentence if there is a lot of competition. This will make it stand out from others. See example below when “REALTOR” is indented.

Interview Summary

The video summary is used as the meta description on google. The meta description is a snippet of up to about 155 characters – a tag in HTML – which summarizes a page’s content. 

Search engines show the meta description in search results mostly when the searched-for phrase is within the description, so optimizing the meta description is crucial for on-page SEO”

The first two sentences of the meta description must include:

  • Focus keywords
  • Must be eye-catching
  • Have a description of the interview
  • Needs to be relevant

Outside of the first two sentences, the summary can be as detailed as you want. 

Written Answers

Include your focus keywords in the questions and answers of your written content. 

Instead of: “Describe your business?”

Include the name of the business: “Describe Autism Awareness to our viewers?”

The difference is that it highlights the focus keyword that you are wanting to rank for.

Answers must be written in full and should provide information that can be categorized by Google.

To learn more, check out this article for a full breakdown of how to optimize your interviews and site overall.

If you are interested in having a keyword search completed for your area for FREE – make sure to email asking for a keyword search for your sponsored area. Our team will complete this in 1-2 business days and from there you can create content that will be optimized to the most commonly searched for topics online.