Repurposing Content is How You Get the Most Value Out of Your Content

What if you could take one piece of content and convert it into a dozen pieces of content?

Your content is worth so much more than one simple format can offer.

Content repurposing is an essential strategy for digital marketers looking to extend the lifespan of their content and reach new audiences. By reusing and adapting existing content across different formats and platforms, brands can increase traffic and engagement, improve the SEO value of their content, and save valuable time and resources.

What Are the Benefits of Repurposing Content?

You’re not producing content for the sake of producing content -- or at least you shouldn’t be. If you believe every piece of content you produce has value to your target audience, then that content deserves to be seen by as many eyes as possible.

That is one of the key benefits of repurposing content:

1. Extend the lifespan of your content. Give your existing content new life by presenting it in different formats or on various channels. This strategy allows you to continuously drive value from your original work, ensuring it remains relevant over time.
2. Reach new audiences. People consume content in different ways. By repurposing content, you can reach audiences who may prefer different content types or platforms.
3. Improve the SEO value of your content. Repurposed content provides more opportunities for your content to be discovered through search engines. By targeting different keywords and formats, such as blog posts, videos, or infographics, you can improve your site’s visibility and search rankings.
4. Reinforce your message. Repetition helps your key messages stick with your audience. By presenting the same ideas across various formats, you increase the chances of your core points resonating with your audience and reinforcing your brand message.
5. Save time and resources. Repurposing content means you don’t always have to start from scratch. Instead, you can efficiently create new pieces by reformatting or expanding upon existing content, making the most of your available resources.

5 Effective Ways to Repurpose Content

There is more than one way to repurpose your content.

Here are five of them:

1. Convert Blog Posts into Visual Content

Take your blog posts and make them more visual. For example, you could take the key points from a blog post and turn them into an infographic. This approach reformats that information to appeal to visual learners and works particularly well on platforms like Pinterest or LinkedIn.

You could also create a short 30- to 60-second video to serve as a companion piece to a blog post, sharing it to social media to catch the eye of users as they are scrolling through their feed. By doing this, you can capture your audience's attention on Twitter or LinkedIn and drive them back to your website for more in-depth content.

2. Repurpose Video Content

Video content can be very versatile. Short video snippets can be clipped from longer videos and posted as Instagram Reels or YouTube Shorts, both of which are highly engaging and popular formats. You could also transcribe video content and repurpose it into text-based articles or website content, offering even more ways to engage your audience with the same material.

3. Transform Long-Form Content

Long-form content such as ebooks, white papers, or research reports can easily be broken down into shorter, more digestible pieces.You could take an ebook and divide it into a series of blog posts, each focusing on a specific chapter or section of the original material. This not only keeps your audience engaged over a longer period but also allows you to share more focused content.

You could also take the most compelling insights from a research report and turn them into engaging social media carousels on platforms like Instagram or LinkedIn.

4. Leverage Newsletter Content

Newsletters often contain valuable information that can easily be repurposed into other content formats. Take the key takeaways from a newsletter and adapt them into concise social media posts for platforms like Twitter or LinkedIn, allowing you to reach a wider audience.

Newsletter topics can also be repurposed into video scripts for YouTube content. This gives you the opportunity to create more engaging visual content based on your newsletter themes, while also catering to users who prefer watching videos over reading newsletters.

5. Update and Refresh Older Content

One of the simplest ways to repurpose content is by reviewing older material that has performed well and updating it with new information or trends. This allows you to keep valuable content relevant without having to create something entirely new.

Repurpose Your Content with a Purpose

Content repurposing is a powerful way to maximize your marketing efforts while saving time and resources. But it’s important to have a strategy to drive your repurposing. Having a strategy in place will ensure that your content continues to deliver value long after its initial creation, helping you build a more sustainable and efficient content marketing strategy.

Let’s chat about how we can maximize the value of your existing content.