An Introduction to Content Repurposing
While constantly creating new content from scratch can feel like a never-ending grind, there’s good news. You don’t always have to reinvent the wheel. This is the magic of content repurposing — a smart, strategic way to get more out of the content you’ve already created.
Not only does it save time and resources, but it also helps you reach new audiences and reinforce your message across platforms. Let’s dive into what content repurposing is, how to do it effectively, and why it can be a game-changer for your content strategy.
What Is Content Repurposing?
Content repurposing is the process of taking existing content and transforming it into different formats, for new platforms, audiences, or goals. Instead of creating something completely new, you tweak what you already have, whether it’s a blog post, podcast episode, webinar, or social media series.
Think of it like leftovers, but in a good way. Just like turning last night’s roast chicken into a taco salad or soup, content repurposing takes one asset and reshapes it into something equally delicious (and valuable).
Content repurposing is powerful because people consume content differently across platforms. A long-form blog might not reach someone who prefers video. A webinar might not appeal to someone who loves Instagram carousels. Repurposing helps you meet your audience where they are, without having to generate brand new ideas.
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What Content Can Be Repurposed?
The short answer is that almost any kind of content can be repurposed. If it’s useful, informative, or engaging, it can usually be reimagined in another form. Here are some examples of content types that are perfect candidates for repurposing:
Blog posts: Turn into a series of infographics, video scripts, email newsletters, or social media posts.
Webinars: Break into bite-sized video clips, slide decks, blog summaries, or downloadable guides.
Podcasts: Transcribe into blog articles, pull out quotes and turn them into social media graphics, or capture video for a social media clip.
Whitepapers or e-books: Slice into a series of blog posts, social content, or an email marketing campaign.
Case studies: Share as testimonial quotes, newsletters, or social media posts.
Newsletters: Republish as blog content or break into a series of social media posts.
The key is to start with content that already performs well, is an excellent representation of your brand, or delivers a strong, timeless message that warrants a second (or third) round in a new package.
How To Repurpose Content
With endless possibilities, here’s a simple, step-by-step process for repurposing content without getting overwhelmed.
1. Audit your existing content. Start by identifying your top-performing content. Look at your analytics: What blog posts get the most traffic? What social content has the most engagement? What videos get watched to the end? These high performers are perfect for repurposing.
2. Choose the right format. Ask yourself: How else might someone prefer to consume this information? A how-to blog post could become a step-by-step Instagram reel. A webinar could become a highlight reel for YouTube. Consider your audience and the platforms they hang out on.
3. Adapt and refine. Repurposing isn’t just copying and pasting. It’s about reshaping the content for a new format and audience. That might mean tightening the message, updating stats, adjusting the tone, or simplifying complex concepts. The goal is to preserve the core value while making it feel fresh and relevant.
4. Optimize for each platform. Make sure each version of your repurposed content is optimized for the platform it lives on. Use the right dimensions, hashtags, SEO keywords, or CTAs based on where you're sharing it. A one-size-fits-all approach doesn’t work here. Customize for best results.
Effective Content Repurposing Strategies
When it comes time to refine your message for a new platform, as outlined in step 3 above, there are a number of guiding strategies that can help you get the most out of your content. Here are some tried-and-true favorites:
1. The “Big Rock” strategy. Take one comprehensive piece of content (a.k.a. the “Big Rock”) and break it down into smaller assets. For example, a 2,000-word guide could yield a blog series, infographics, short videos, and an email drip campaign.
2. Pillar and cluster model. Turn pillar content into a content ecosystem. Let’s say you have a core piece of content, like “The Ultimate Guide to Content Marketing.” You can spin off smaller, related posts like “Content Marketing for Small Businesses” or “Common Content Marketing Mistakes.” Each supports the other, which creates SEO value and depth.
3. Repurpose across the funnel. Adapt content to suit where your audience is in the customer journey. A top-of-funnel blog can become a bottom-of-funnel case study or testimonial when reframed with results. Match content to intent.
4. Time-based reposts. Some content is evergreen, meaning it stays relevant over time. Don’t be afraid to refresh and reshare it. Update the copy, switch out the images, and reintroduce it on social or email with a timely new angle or headline.
5. Turn internal resources into external content. Do you have a killer sales deck or internal training guide? Turn them into a blog post or newsletter. Look inside your company—you may be sitting on valuable content without even realizing it.
Final Thoughts: Content Repurposing
Content repurposing isn’t just a content hack, it’s a content strategy. It allows you to do more with less, never run out of ideas, boost your brand visibility, and get your message in front of more people across more platforms. It saves time, stretches your resources, and reinforces your thought leadership.
More importantly, it recognizes that good content deserves more than a one-and-done appearance. By repurposing, you're extending the life and impact of every asset you create. So next time you feel daunted by a blank content calendar, don’t start from scratch. Look back at what’s already working and find new ways to spin it forward.
Happy repurposing!
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