Content Production
Blogging and Written Content

Repurposing Content

Repurposing content has become an essential strategy in the world of content marketing.

As content creators, we invest a significant amount of time and effort in crafting valuable and engaging content.

However, often that content remains confined to a single format or platform, limiting its reach and potential impact.

That's where the power of repurposing comes into play.

Repurposing content involves taking existing content and transforming it into different formats, such as videos, infographics, podcasts, or social media posts.

By repackaging and repurposing our content, we can extend its lifespan, reach a wider audience, and extract more value from our creative efforts.

In this article, we will explore the importance of content repurposing, best practices to effectively repurpose content, and how to make the most of this strategy to expand the reach and engagement of our content.

Here is what you will read in this article:

  • Repurposing Content
  • What Is Repurposing Content?
  • Why Is Content Repurposing Important?
  • Best Practices
    • Find Evergreen Content Pieces
      • Google Analytics
      • YouTube Analytics
      • Post-By-Post
    • Adapt the Content To Each Format
    • Split Up Content Into Pieces
    • Go Visual
    • Reuse Bits and Pieces Across Content
    • Repurpose Content For Guest Posts
    • Republish Your Existing Content
  • Conclusion

What Is Repurposing Content?

Repurposing content (also known as "content recycling") is the practice of reusing all or elements of existing content in order to expand that content's reach.

Repurposed content is typically transformed into a new format (for example, turning a blog post into an infographic).

Why Is Content Repurposing Important?

Content repurposing is important for several reasons:

  1. Maximizing Content Value: Content creation requires time, effort, and resources.
    • Repurposing allows you to extract more value from your existing content investments.
    • Instead of creating new content from scratch, repurposing enables you to leverage and extend the lifespan of your valuable content assets.
    • It helps you make the most out of the knowledge, expertise, and insights you've already shared with your audience.

  2. Reaching a Wider Audience: Different people prefer consuming content in various formats.
    • By repurposing your content into different formats such as videos, infographics, podcasts, or social media posts, you can cater to diverse audience preferences.
    • This enables you to reach a wider audience that may have different content consumption habits or preferences.
    • Repurposing also helps you tap into new platforms and channels where your target audience may be more active or receptive.
  3. Enhancing Content Accessibility: Repurposing content makes it more accessible to different segments of your audience.
    • Some individuals may prefer watching videos or listening to podcasts while on the go, while others may prefer reading articles or viewing infographics.
    • By repackaging your content into multiple formats, you remove barriers to consumption and make it easier for people to engage with your content in their preferred way.
    • This improves the overall user experience and encourages greater interaction with your brand.

  4. Increasing Content Discoverability: Repurposing content increases the chances of your content being discovered by new audiences.
    • By repackaging your content in different formats and sharing it across various platforms, you expand its visibility and reach.
    • Each format and platform has its own unique audience and discovery mechanisms.
    • By tapping into different mediums, you increase the likelihood of your content being found by individuals who may not have come across it in its original form.

  5. Reinforcing Key Messages and Themes: Repurposing content allows you to reinforce key messages and themes across different channels and touchpoints.
    • By presenting your content in various formats, you can emphasize important concepts, insights, or ideas from different angles.
    • This repetition and reinforcement help to solidify your brand's messaging and make a stronger impact on your audience.
    • Repurposing also enables you to address different aspects or angles of a topic, providing a comprehensive and well-rounded experience for your audience.

  6. Saving Time and Resources: Repurposing content saves you time and resources in the content creation process.
    • Instead of starting from scratch for each new format or platform, you can repurpose existing content and adapt it to suit the requirements of each medium.
    • This streamlines your content production workflow and allows you to focus on maximizing the impact of your content rather than constantly generating new material.
    • It also enables you to maintain a consistent content schedule and deliver fresh content consistently to your audience.

Best Practices

To ensure effective content repurposing, it is important to use the following best practices to optimize the process and maximize the impact of repurposed content:

Find Evergreen Content Pieces

When repurposing content, it's recommended to focus on evergreen content.

Evergreen content is timeless and remains relevant over an extended period.

Look for blog posts or articles on your website that have proven to be popular and have maintained their value over time.

These evergreen pieces can serve as a solid foundation for repurposing.

Google Analytics

Use Google Analytics to identify landing pages that generate significant traffic and resonate with your audience.

These pages are prime candidates for repurposing, as they have already proven their appeal and relevance to your target audience.

YouTube Analytics

Similarly, analyze your YouTube videos' performance using YouTube Analytics.

Identify the videos that have gained traction and attracted views and engagement.

These successful videos can be repurposed into other formats, such as blog posts or podcast episodes.


Review your blog feed post by post to identify evergreen content that is still relevant today.

Update and refresh these posts if necessary before repurposing them into different formats.

Adapt the Content To Each Format

When repurposing content, it's crucial to adapt the content to each specific format.

Each medium has its own requirements and audience preferences.

For example, a blog post may need to be condensed and transformed into a visually engaging video, while a podcast episode may require additional narration and storytelling elements.

Tailor your repurposed content to suit the format and captivate the audience effectively.

Split Up Content Into Pieces

Another effective repurposing strategy is to break up your content into smaller pieces and share them on social media platforms.

Extract key insights, tips, or quotes from your existing content and create bite-sized posts, videos, or tweets.

By doing so, you can maximize the reach of your content and engage with your audience on various platforms.

This approach also allows you to provide quick, digestible content that captures attention and encourages further exploration.

Go Visual

Visual content is highly engaging and shareable.

Take advantage of your existing text-based content and transform it into visually appealing formats such as infographics, images, or slideshows.

By repurposing your content visually, you can attract new audiences and increase the overall visibility of your message.

Visual content has the power to convey information more effectively and make a lasting impact on viewers.

Reuse Bits and Pieces Across Content

Don't hesitate to reuse certain elements, tips, or strategies across different pieces of content.

If a particular technique or approach is effective, you can incorporate it into multiple articles, videos, or podcast episodes.

However, ensure that each piece of content provides unique value and offers fresh perspectives or examples to avoid repetition.

By repurposing successful elements, you can reinforce key messages and maintain consistency across your content ecosystem.

Repurpose Content For Guest Posts

Repurposing content is a fantastic strategy to scale up your guest posting efforts.

Instead of simply rehashing the same content, take an existing strategy or topic that you've covered and use it as a foundation for your guest post.

Craft a unique piece that offers fresh insights, new examples, and different perspectives.

Bloggers are more likely to accept your guest post if it brings something valuable and unique to their audience.

For instance, if you previously wrote about "The Skyscraper Technique" on your blog, you can adapt and expand upon it for a guest post on another website.

Present the technique in a new light, provide additional case studies, share exclusive tips, and offer your unique perspective on its effectiveness.

By customizing the content for the guest post, you ensure that it adds value and stands out as a distinct piece.

Republish Your Existing Content

Republishing your existing content on platforms like LinkedIn Articles and can give your content extra exposure.

While republishing may not yield the same results as creating new content, it allows you to reach a different audience and increase visibility.

Republishing is a simple and quick way to extend the lifespan of your content and attract new readers.

Consider optimizing your republished content to align with the platform's requirements and audience preferences.

By following these best practices, you can effectively repurpose your content, expand its reach, and maximize its impact across different formats and platforms.

The key is to be creative, strategic, and mindful of your audience's preferences and needs.


Repurposing content is a powerful technique that allows us to maximize the value and impact of our content assets.

By repackaging our existing content into different formats and platforms, we can extend its lifespan, reach new audiences, and engage with our target market in fresh and innovative ways.

Repurposing content not only saves time and resources but also enhances our content marketing strategy by leveraging the strengths of various mediums.

Whether it's transforming a blog post into an engaging video, republishing content on different platforms, or breaking down long-form content into bite-sized pieces for social media, repurposing enables us to amplify our message and achieve greater visibility and influence.

By adopting best practices and being creative in our approach, we can unlock the full potential of our content library and create a strong and cohesive content ecosystem that resonates with our audience.

So, let's embrace the power of repurposing and make the most of our valuable content resources to drive meaningful engagement, expand our reach, and achieve our content marketing goals.

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