As a social media manager and a content creator, I can tell you that creating fresh content consistently can be time-consuming and challenging, especially when you’re managing multiple responsibilities. But the good news is that I found an easy way to get more out of the existing content I’ve made.
By repurposing content, I can update, transform, and share my old content in new formats instead of starting from scratch every time. This practice has helped me reach a wider audience while saving time and effort.
According to a survey by Referral Rock, an impressive 94% of marketers have already repurposed their content, which has helped them in reaching broader audiences and enhancing engagement.
That is why in this article, we’ll explore some of the benefits of repurposing content, we’ll provide simple strategies to help you get started, and introduce the tools that make it easier. And hopefully by the end, you’ll be ready to transform your existing content into a valuable asset that keeps delivering results.
Are you ready to turn your content into a goldmine? Let’s get started!
Understanding the concept of content repurposing
When you hear repurposing content, it simply means the process of taking one piece of content and adapting it into different formats to make the most of it. That is, instead of creating brand new content every time, you can reuse what you’ve already made in a way that reaches more people and fits different platforms.
For example, you can take a blog post and turn it into a video, an infographic, or a series of social media posts. This way, you’re not only saving time but also making sure your message reaches different types of audiences who prefer various types of content.
It doesn’t matter if your audience likes reading, watching videos, or engaging with visuals; by simply repurposing content, you will be able to get more value out of your content while keeping it fresh and relevant across every platform.
The Benefits of Repurposing Content
As a business owner and a content creator, repurposing content offers many benefits for your brand. For example, it saves time and resources since you can reuse existing content instead of creating something new from scratch. Especially when you have a busy schedule or a small budget.
Secondly, repurposing content can help you get more value from an already existing content. For example, you can turn a blog post into a video, infographic, or even a social media post to reach different audiences with less effort. Also, it allows you to connect with a wider audience because people consume content in different ways. Some people like reading, while others prefer watching videos or listening to podcasts.
Finally, repurposing content can help boost your search engine optimization (SEO). Meaning, you can drive more traffic to your website and improve your search rankings just by updating old content with new information and sharing it on different platforms.
Types of Content Suitable for Repurposing
When repurposing content, some types work better than others. let’s take a look at some of them:
Blog Posts
You can turn blog articles into engaging videos by summarizing key points and adding visuals, making them more appealing to audiences who prefer video content.
Infographics can be created by highlighting essential information, statistics, or step-by-step processes from your blog, making complex topics easier to understand.
Social media posts can be generated by breaking down blog content into bite-sized tips, quotes, or key insights, allowing for wider reach and engagement.
Additionally, if you have multiple blog posts on related topics, you can compile them into an e-book or a comprehensive guide, providing a valuable resource for your audience while repurposing your existing content efficiently.
Videos and Webinars
When repurposing content, long videos or webinars can be transformed into multiple shorter clips that highlight key moments, making them perfect for social media platforms like Instagram Reels, TikTok, or YouTube Shorts. This will help engage viewers who prefer quick and digestible content.
Additionally, you can repurpose content by summarizing the main points of a video into a well-structured blog post, making the information more accessible to those who prefer reading. Another effective way to repurpose content is by extracting key insights or discussions from a video and converting them into a podcast episode, allowing audiences to consume the information on the go.
Infographics
Repurposing content means making the most of what you’ve already created by transforming it into new formats. For example, you can take an infographic and split it into several smaller visuals that work well as individual social media posts.
Each piece can focus on a different part of your data, making it easier for your audience to understand and engage with the information. Additionally, you can repurpose content by using the detailed data from your infographic in blog posts or slideshows.
Podcasts
Repurposing content allows you to maximize the value of your podcast episodes by transforming them into different formats. For example, you can convert podcast episodes into detailed blog posts by summarizing key discussions, providing insights, or even including a full transcript for readers who prefer text-based content.
You can also repurpose content by extracting impactful quotes from the podcast and turning them into visually appealing quote images for social media, making it easier to grab attention and spark engagement.
Additionally, short audio clips from the podcast can be shared online as teasers, helping to attract new listeners while repurposing content effectively across multiple platforms.
E-books and Whitepapers
Repurposing content allows you to get more value from your e-books by transforming them into different formats. Instead of keeping all the valuable information locked in a long document, you can break down e-books into shorter blog posts that focus on specific topics covered in each chapter. This makes the content more accessible to readers who prefer bite-sized information.
Additionally, repurposing content from an e-book into social media tips allows you to share key insights in a quick and engaging way, helping you reach a wider audience.
You can also extract valuable sections and repurpose content into email newsletters, providing subscribers with helpful knowledge while keeping them engaged with fresh and relevant material.
Social Media Posts
Repurposing content allows you to expand popular posts into full blog articles, providing more in-depth information and value to your audience. You can also combine multiple related posts into a comprehensive, downloadable guide, making it easier for readers to access valuable insights in one place.
Presentations
Repurposing content allows you to maximize the value of your slide presentations by transforming them into different formats for wider reach and engagement. You can share slides as downloadable PDFs, making them accessible for those who prefer reading or offline access.
Additionally, repurposing content from slides to create visually appealing infographics helps break down complex information into easy-to-digest graphics for social media or blog posts.
Another effective way to repurpose content is by using the slides as a foundation to record a webinar, where you can expand on key points, add explanations, and engage with your audience more interactively.
Strategies for Repurposing Content
Update Old Blog Posts
One of the ways to keep your old posts useful and relevant is to add fresh information, new examples, and updated keywords.
Break Big Content into Smaller Pieces
By repurposing content, you can take a long guide, video, or e-book and turn it into short blog posts, infographics, or quick social media posts.
Turn Text into Visuals
Change articles or stats into easy-to-read visuals like infographics, charts, or social media images.
Repurpose Videos and Webinars
Simply cut long videos into short clips, use the audio for a podcast, or write a blog summarizing the main points.
Combine Similar Content
You can put together related blog posts or tips into an e-book, resource guide, or email series.
Adapt Content for Different Platforms
You can adjust your content to fit where you’re posting, like turning a blog into a LinkedIn article or an Instagram carousel.
Use Customer Content
Another strategy is to take reviews, testimonials, or comments from your audience and turn them into posts or case studies.
Tools for Effective Content Repurposing
Canva
Canva can help you create visuals like infographics, social media posts, and presentations with easy drag-and-drop features.
Lumen5
With Lumen5 you can turn your blog posts into short and engaging videos by pasting your text into this tool.
Hootsuite
Hootsuite helps you schedule and share repurposed content across multiple social media platforms in one place.
Anchor
You can use Anchor to record and repurpose content into platforms like Spotify or Apple Podcasts.
CapCut or iMovie
These apps help you edit videos and create shorter clips or reels for social media easily.
BuzzSumo
Use BuzzSumo to find popular content ideas to guide you on how you can repurpose your materials for better reach.
Notion or Trello
These apps help you stay organized by planning and tracking your content repurposing projects.
Revive Old Posts Plugin (WordPress)
With WordPress, you can automatically share your older blog posts on social media to give them new life.
Otter.ai
Use Otter.ai to transcribe videos or audio into text so you can easily turn them into blogs or social media posts.
Challenges to Avoid
Overusing the Same Content
Avoid sharing the same piece of content too often or in the same format. This can bore your audience and make your content feel repetitive.
Failing to Add Value
Repurposing doesn’t mean copying. So, always add new insights, updates, or perspectives to keep the content fresh and useful.
Ignoring Platform Differences
Each platform has its own style and audience. What works on Instagram may not work on LinkedIn. So tailor your content for each platform.
Poor Quality in New Formats
Always ensure that visuals, audio, and text meet quality standards when converting to a new format. Because low-quality content can hurt your brand image.
Not Tracking Performance
If you’re not analyzing how repurposed content performs, you won’t know what’s working or where to improve.
Losing Consistency
Maintain your brand’s tone, voice, and style across all repurposed content to build trust and recognition.
Skipping Copyright Checks
If your original content includes images, quotes, or data, ensure you have the rights to reuse them in other formats.
Trying to Repurpose Everything
Not all content is worth repurposing. Focus on high-performing or evergreen content that offers long-term value.
Real-Life Examples or Case Studies
HubSpot
HubSpot is a great example of successful content repurposing because they turn their long blog posts into podcasts, webinars, and e-books. One popular blog post can be transformed into multiple formats, thereby helping them reach different audiences and expand their content’s lifespan.
Neil Patel
Neil Patel repurposes blog content into videos and infographics. For example, his blog post on SEO strategies is turned into a video that’s shared on YouTube, and key points are made into shareable social media graphics. This has helped him reach both visual learners and those who prefer video content.
Gary Vaynerchuk (Gary Vee)
Gary Vee is known for his effective use of content repurposing. He records long keynote speeches or podcast episodes, then breaks them into smaller clips for social media platforms like Instagram and TikTok. This allows him to reach a wide audience without creating new content every day.
Buffer
Buffer uses a similar approach by taking high-performing blog posts and turning them into Twitter threads, SlideShare presentations, and infographics. This helps them get more traction out of their best content.
Moz
Moz repurposes their webinars by turning them into blog posts, which they then share as guides. This allows them to maximize the value of each webinar while catering to different audience preferences.
End note
Repurposing content is not just a time-saving strategy but a smart way to get the most out of the hard work you’ve already put into creating content. Just by updating, transforming, and sharing your existing materials in new formats, you can reach more people, improve your online presence, and keep your audience engaged without constantly creating new content.
Also, with the right strategies and tools, repurposing can help you build a consistent and effective content marketing plan that delivers long-term results. So, whether you’re a business owner, a marketer, or a content creator, repurposing is one of the easiest ways to stay ahead of your competitors.
What are you waiting for? Don’t let your valuable content sit unused. Start by picking one piece of content and repurposing it into another format. You’ll be amazed at how much more you can achieve with the content you already have.
