Does that mean it’s outlived its usefulness? Not even close.
Think about it—why let a solid blog or case study fade into obscurity when it could work harder for you in new formats?
Repurposing isn’t recycling; it’s maximizing value.
Let’s explore how to make the most of what you’ve already created. ✍🏼
What Is Repurposing Content?
Repurposing content means taking something you’ve already created and giving it a fresh purpose in a new format. It’s about working smarter, not harder, with your existing content.
What’s more, SEMrush’s State of Content Marketing Report 2023 reveals that 42% of marketers found success in their campaigns by updating and repurposing existing content.
For instance, a well-performing blog post can transform into an engaging social media series or a quick email newsletter.
The original content stays the same, but its reach and impact grow as you adapt it to fit different platforms or audiences.
Why Repurposing Content Works
Repurposing content helps you maximize the value of what you’ve already created.
Instead of constantly starting from scratch, you can save time and resources while extending the lifespan of your best ideas. It allows you to reach new audiences by tailoring content for different platforms.
Repurposing also reinforces your messaging. Sharing similar ideas in multiple formats keeps your audience engaged and strengthens your brand’s presence across channels.
It’s a smart way to work efficiently while maintaining consistency.
🧠 Fun Fact: Even back in the 1950s, marketers were repurposing content. For example, many ad jingles were reused across different campaigns. It just wasn’t called ‘repurposing’ back then.
How to Choose Content to Reuse
Here are some strategies to help guide your choices when deciding which content to repurpose:
- Identify high-engagement content: Look for posts with plenty of views, comments, or shares. These pieces have already proven their worth.
- Focus on evergreen content: Repurpose timeless topics like how-to guides or industry best practices.
- Leverage current trends: Update older content that ties into trending topics to make it relevant again.
- Address common questions: Repurpose content that answers frequently asked questions in formats like FAQs or social media posts.
- Reuse visually strong content: Repurpose blogs, case studies, or infographics with appealing visuals for platforms like Instagram or Pinterest.
- Fill content gaps: Repurpose older content to address themes or topics that aren’t covered often.
10 Ways to Repurpose Content
Repurposing content doesn’t just save time—it helps you reach different audiences and increase your brand’s visibility across platforms.
Here are some concrete ideas for how to reuse your content effectively. 👇
1. Turn blog posts into social media posts
Take key points from a successful blog and turn them into bite-sized posts for platforms like LinkedIn, Twitter, or Facebook.
Use quotes, statistics, or questions from the original content to engage your audience and drive traffic back to the full article.
2. Create an infographic from a data-driven post
If your blog or case study contains valuable data, transform that into an infographic.
Infographics are great for summarizing complex information and work well on visual platforms like Pinterest and Instagram, where easy-to-digest content performs well.
🧠 Fun Fact: 17% of marketers consider infographics to be the top-performing content format.
3. Repurpose a blog into a podcast or webinar
Take your most popular blog and turn it into a podcast episode or webinar. This way, your content is accessible to people who prefer audio or visual formats.
You can expand on the topic, share additional insights, and even invite guests to offer different perspectives.
🖇️ Did You Know? Video retention rates show that 54% of viewers watch all the way through, but for videos under 60 minutes, retention increases to 62%.
4. Compile content into an e-book
If you have a series of related blog posts or resources on a particular subject, compile them into an e-book.
Offering the e-book as a downloadable resource can serve as a lead-generation tool, allowing you to capture email addresses for future marketing.
5. Turn a case study into a video
Case studies are packed with insights that can be visualized in a compelling way. Use the key takeaways and turn them into an engaging video.
Videos perform well across social media and can easily be shared on YouTube, LinkedIn, or your website.
6. Turn FAQs into a comprehensive guide
If you have a collection of frequently asked questions, repurpose those answers into a comprehensive guide or article.
This could be a great way to repurpose content that addresses common customer concerns while also improving your SEO by targeting relevant keywords.
7. Break down long-form content into multiple posts
Take a long-form blog post or guide and break it into smaller, more digestible pieces.
Each section or key point can become a separate blog post, social media update, or email in a series. This approach allows you to stretch one big idea into multiple pieces of content.
8. Update old content with new information
Find older blog posts or articles that are still relevant but could use an update.
To make the content more current and valuable, add new data, insights, or examples. Updating older posts can also help improve SEO rankings and attract new readers.
9. Create a slide deck or presentation
If your content is informational, such as a how-to guide or industry analysis, repurpose it into a slide deck.
Slide decks can be shared on platforms like SlideShare or used in presentations at conferences or webinars.
10. Repurpose content into email campaigns
Take your best-performing blog posts or guides and break them down into valuable email content.
You can create a series of emails that provide actionable tips, insights, or resources, helping you nurture leads and stay top-of-mind with your audience.
🧠 Fun Fact: 69% of marketers use email as their go-to method for distributing content.
Common Mistakes to Avoid
Repurposing content is a smart strategy but can backfire if done incorrectly. Here are a few mistakes to watch out for:
- Overloading with the same content: Posting the same content repeatedly across all platforms can turn your audience off. Tailor your repurposed content for each platform to keep it fresh and relevant.
- Neglecting audience preferences: Repurposing content without considering the format your audience prefers can lead to disengagement. When choosing formats, keep their habits and preferences in mind.
- Ignoring SEO: When repurposing, don’t forget to optimize your content for search engines. A new format or platform doesn’t mean you can skip proper keyword integration.
- Not measuring performance: Failure to track the performance of repurposed content can result in missed opportunities. Always measure the impact to refine your strategy moving forward.
Start Repurposing Smarter with 31Cookies
Repurposing content is a powerful way to maximize the impact of your existing assets while saving time. It allows you to reach new audiences, reinforce your key messages, and maintain consistent content delivery across multiple channels.
Stay top-of-mind with your audience and continue driving value without reinventing the wheel every time.
Why let great content go to waste? We’ll help you repurpose what you’ve already created to get more mileage and better results. Let’s chat—talk to the 31Cookies team today!
