What Is Content Repurposing?

Content repurposing is the process of taking existing content, like blog posts, articles, and videos, and transforming it into different types of media to reach a new audience. Content repurposing is a type of content distribution. The goal is to maximize the impact of the content, while minimizing cost and effort. It can be done through techniques like reformatting existing blog posts into video or podcast format, creating an infographic from an article, or combining several blog posts together into an ebook. Content repurposing can help brands quickly expand their reach and create more engagement with their audiences.

In today’s digital age, creating new and fresh content every day can be a daunting task, especially if you are a CMO responsible for managing your company’s content marketing strategy.

Content repurposing is a smart and effective way to breathe new life into your existing content and get more bang for your buck. But what is content repurposing? Why does it matter? And how does it work? In this ultimate guide, we will answer these questions and provide you with practical tips to master content repurposing and take your content marketing to the next level.

Understanding The Types Of Content Repurposing

Reactive repurposing of content is the practice of taking existing content and reusing it in a different way, such as turning a blog post into an infographic or a podcast. This type of repurposing is useful for creating quick and easy content without having to invest much time or resources.

Active repurposing requires more effort but can produce bigger results. It involves analyzing old content to identify areas that could be improved upon, then using the updated information to create new pieces of content. For example, companies can review their most popular blog posts from last year and create an ebook about similar topics with more up-to-date information that appeals to readers who are interested in those topics.

Overall, reactive repurposing is great for quickly generating new and fresh content while active repurposing allows you to create more unique and engaging content that takes advantage of current trends.

Benefits of Content Repurposing

Repurposing content offers numerous advantages for content creators and marketers:

1. Time and Resource Efficiency: By reusing and adapting existing content, you save significant time and resources that would otherwise be spent on creating entirely new pieces. This efficiency allows you to maintain a consistent content schedule without burning out.
2. Increased Reach Across Different Platforms: Each platform has its unique audience and content format preferences. By repurposing content for various platforms, you can reach audiences you might have missed with the original piece. For instance, someone who doesn’t read blog posts might discover your content through a YouTube video or an Instagram infographic.
3. Reinforced Messaging: Repurposing allows you to reiterate your key messages across different formats and platforms. This repetition helps reinforce your brand message and increases the chances of your audience remembering and acting on it.
4. Improved SEO: Creating multiple pieces of content around the same topic can boost your search engine optimization efforts. It provides more opportunities to target relevant keywords, create internal links, and signal to search engines that you have comprehensive coverage of a subject.

Types of Content Suitable for Repurposing

Almost any type of content can be repurposed. Here are some common examples:

1. Blog Posts: Long-form articles can be broken down into social media posts, turned into infographics, or used as scripts for videos or podcasts.
2. Videos: A single video can be repurposed into a blog post transcript, short clips for social media, or an audio podcast.
3. Podcasts: Audio content can be transcribed into blog posts, key points can be turned into social media quotes, or visual elements can be added to create YouTube videos.
4. Infographics: The data and visuals from infographics can be expanded into detailed blog posts or used to create animated videos.
5. Social Media Posts: A series of related posts can be compiled into a comprehensive guide or ebook, or expanded into a more detailed blog post.

How To Implement Content Repurposing Strategies

Figuring out how to repurpose content is akin to unlocking a treasure trove of endless possibilities. It begins with the realization that every piece of content you create holds the potential for multiple forms of expression and audience engagement. The journey often starts with an audit of existing content, identifying evergreen pieces or those with untapped potential. From there, it’s about envisioning each piece in a new light, asking, “How can this serve a different purpose or reach a new audience?”

This exploration leads to creative brainstorming sessions where traditional boundaries are pushed, and innovative ideas come to life.

1. Audit Your Existing Content

The first thing you will want to do is understand what you have.

Before diving into repurposing, take stock of what you already have:

• Review your blog posts, videos, podcasts, and social media content.
• Identify top-performing pieces that resonated with your audience.
• Look for evergreen content that remains relevant over time.
• Note any content gaps that could be filled by repurposing existing material.
• Analyze your Google Analytics to see what’s actually resonating with people
• Do an in-depth analysis of the top posts from your website on Reddit

2. Define Your Goals and Target Audiences

Clarify what you want to achieve with your repurposed content:

• Increase engagement on a specific platform?
• Reach a new demographic?
• Boost SEO rankings?

Understanding your goals will guide your repurposing efforts and help you choose the right formats and platforms.  Think about your target audiences and what types of content they prefer. For example, if you’re targeting a younger demographic, videos and social media content may be more effective in capturing their attention.

3. Choose the Right Repurposing Techniques

Select methods that align with your goals and resources:

• Turn long-form content into a series of social media posts.
• Create an infographic from a data-heavy blog post.
• Transform a popular blog post into a video tutorial.
• Compile related blog posts into an ebook or whitepaper.
• Extract audio from video content to create a podcast episode.

4. Optimize for Each Platform

Tailor your repurposed content to suit each platform’s unique characteristics:

• Adapt your tone and style to match the platform’s audience expectations.
• Resize visuals to fit platform-specific dimensions.
• Add captions to videos for platforms where users often watch without sound.
• Use platform-specific features like Instagram Stories or Twitter threads.

5. Maintain Consistency in Branding and Messaging

While adapting content, ensure your brand voice remains consistent:

• Use consistent color schemes, fonts, and visual styles across platforms.
• Maintain your brand’s tone of voice, whether it’s professional, casual, or humorous.
• Ensure key messages and call-to-actions are present in all versions of the content.

6. Create a Content Repurposing Calendar

Plan your repurposing efforts systematically:

• Schedule regular content audits to identify repurposing opportunities.
• Align repurposed content with your overall content calendar.
• Set deadlines for each stage of the repurposing process.

7. Leverage Tools and Software

Utilize technology to streamline your repurposing efforts:

• Use design tools like Canva for creating visuals from text-based content.
• Employ video editing software to repurpose long videos into shorter clips.
• Try AI-powered tools for generating social media captions from longer content.

8. Measure and Analyze Performance

Track the performance of your repurposed content:

• Use analytics tools to measure engagement, reach, and conversions.
• Compare the performance of original and repurposed content.
• Identify which repurposing strategies work best for your audience.

9. Continuously Refine Your Strategy

Use insights from your analysis to improve your approach:

• Double down on successful repurposing techniques.
• Experiment with new formats and platforms.
• Regularly update and refresh your repurposed content.

10. Hire a Content Repurposing Agency

If you find content repurposing time-consuming or challenging, consider partnering with professionals:

• Content repurposing agencies specialize in adapting your existing content for various platforms and formats.
• They bring expertise in different content types and platform-specific best practices.
• Agencies can provide fresh perspectives and creative ideas for repurposing.
• They often have access to advanced tools and resources for efficient repurposing.
• Hiring an agency can free up your time to focus on core business activities.

When choosing an agency:

• Look for experience in your industry or content niche.
• Check their portfolio for examples of successful repurposing projects.
• Ensure they understand your brand voice and target audience.
• Discuss their process for maintaining content quality and brand consistency.
• Clarify their metrics for measuring the success of repurposed content.

Effective Content Repurposing Strategies

To make the most of content repurposing, consider these strategies:

1. Adapting Content for Different Platforms: Each platform has its own best practices and audience expectations. When repurposing, ensure you’re adapting the content to fit the platform, not just copy-pasting. For example, when turning a blog post into Instagram content, you might create a series of visually appealing carousel posts that highlight key points. Tip: Study the top-performing content on each platform to understand what works best.
2. Updating and Refreshing Old Content: Don’t let your evergreen content gather dust. Regularly review and update old posts with new information, examples, or data. This keeps your content relevant and can give it a new lease on life. Tip: Set a calendar reminder to review your top-performing pieces every 6-12 months.
3. Breaking Down Long-Form Content into Smaller Pieces: A comprehensive guide or whitepaper can be a goldmine for smaller content pieces. Extract key sections or data points to create multiple social media posts, short videos, or infographics. Tip: When creating long-form content, plan ahead by structuring it in a way that makes it easy to break down later.
4. Combining Multiple Pieces into Comprehensive Resources: Look for opportunities to combine related shorter pieces into more substantial resources. A series of blog posts on a topic could be transformed into an ebook or an online course. Tip: Keep a content inventory to easily identify pieces that could be combined.
5. Changing the Format: Transform written content into visual or audio formats, and vice versa. This caters to different learning styles and content consumption preferences. Tip: Experiment with different formats to see what resonates best with your audience.

Remember, the key to successful content repurposing is to add value with each iteration. Don’t just rehash the same content; instead, look for ways to present the information from new angles or with additional insights that make it worth consuming in its new format.

Understanding How To Do Content Repurposing

First of all, let’s define content repurposing. Simply put, it’s the process of taking one piece of content and transforming it into another format to reach a new audience or achieve a different objective. For example, you can turn a blog post into a video, a podcast, an infographic, or a series of social media posts. The key is to leverage your existing content assets and make them work harder for you.

So, why does content repurposing matter? There are several reasons. Firstly, it saves you time and resources. Instead of starting from scratch every time you want to create content, you can repurpose what you already have and save yourself hours of work. Secondly, it allows you to reach new audiences. By presenting your content in different formats, you can appeal to people who prefer video, audio, or visual content. Thirdly, it helps you reinforce your message. Repurposing content across different platforms and channels can build brand recognition and credibility with your audience.

Now, let’s talk about how content repurposing works. The first step is to take your best-performing content and assess its potential for repurposing. Look for content that has generated a lot of traffic, engagement, and conversions. Ask yourself how you can transform that content to add value to your audience. For instance, if you have a blog post that has received many shares and comments, you could turn it into a podcast episode where you expand on the topic and share more insights.

Next, you need to choose the right format for your repurposed content.

Consider your audience and their preferences. Some people may prefer to read a blog post, while others may prefer to watch a video or listen to a podcast. You should also think about the platform you want to publish your content on. Each platform has its own requirements and limitations, so make sure your content fits the medium.

Once you have decided on the format, it’s time to create your repurposed content. This can involve editing, adding new elements, or repackaging the content in a new way. For example, if you want to turn a webinar into a blog post, you may need to add more visuals and summarize the key points in a concise way.

Finally, you need to promote your repurposed content. Don’t just repurpose your content and hope for the best. You need to get it in front of your audience and promote it on different channels. Use social media, email marketing, and any other relevant platform to amplify your content and attract new readers, listeners, or viewers.

Content repurposing is a powerful tool that can help you streamline your content marketing efforts, reach new audiences, and reinforce your message.