Revamp & Reuse: The Smart Marketer’s Guide to Content Repurposing


Are you thinking about giving your content a second life? That’s a smart move! 

Brands have increasingly embraced repurposed content as a time-saving strategy. By reusing and reimagining existing content, they streamline their content production process, ensuring a consistent and engaging output. This approach not only maximizes the value of their content investments but also allows them to reach diverse audiences on various platforms, reinforcing key messages and boosting SEO performance.

In this digital landscape, repurposed content is a savvy solution for brands looking to make the most of their resources and maintain a strong online presence.

Not only does content repurposing help you reach a broader audience with the content you’ve put so much effort into creating (or investing heavily in), but it also saves you valuable time and ensures your content bank remains well-stocked.

But here’s the key: Repurposing content is more than just duplicating your work across various platforms. It’s about recognizing which content is ripe for recycling, finding fresh angles to present it, and more.

In this guide, we’ll dive into these tips and explore the advantages of content repurposing. But first, let’s take a look at what content repurposing is and why you should do it.

What is Content Repurposing?

Content marketing comes in various forms, but the ultimate goal remains consistent: boost user interaction with your online content. High-performing content holds the key to transforming your business, attracting more leads, and spreading your message to a broader audience.

Yet, to keep that engagement fire burning, your content must consistently captivate your audience.

Content repurposing, often called “content recycling,” is a smart way to breathe new life into your existing content in a new format aimed to reach more people.  Thus helping you establish a strong presence online and create a strong connection with your customers. This means taking what you’ve already created and giving it a new dimension, like turning a blog post into an infographic.

Why Do You Need to Repurpose Content?

The biggest win when it comes to repurposing content is that it simplifies the process of scaling your content.

In simple terms, you don’t have to start from square one with every post, video, or infographic.

For instance, let’s say you published a blog titled ‘RevOps vs BizOps: Which Strategy Suits Your Business?‘ and it got loads of love from your readers. Now, you can take that same idea and create a new type of content, like a captivating image carousel or an infographic post. This keeps your audience informed and reignites their interest in your insights. 

This content recycling practice is a handy tool for online marketing, ensuring that your websites, apps, or social media platforms remain lively and engaging. It also helps you fine-tune your content marketing strategy, tailoring it to the strengths of each platform.

Moreover, repurposing content lightens the load on your content marketing efforts, making it easier to capture the market’s interest.

Pro-tip: Before diving into content repurposing, ensure your original content is highly engaging. Keep your finger on the pulse of the latest trends, and scour your social media pages and websites to see what’s hot and what’s trending. Armed with this research, you can start publishing and repurposing content that’s hitting the mark. By using different content strategies, you’ll always provide a fresh perspective for your audience.

Benefits of Content Repurposing

  1. Boost Your SEO: Lee Odden, the mind behind “Optimize,” reminds us that when SEO and content marketing join forces, content repurposing becomes an SEO powerhouse. It creates more SEO assets that attract search traffic in various ways.
    #TCCRecommends: Read our SEO for startups article to get a better understanding. 
    1. Connect with Diverse Audiences: Michael Brenner, SAP’s VP of Marketing and Content Strategy, emphasizes the importance of multi-channel marketing. It’s all about delivering the content your audience seeks in the places they’re looking. Reach ’em wherever they are.
    1. Enhance Engagement and Insight: Here’s the wisdom from Seth Godin: “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”

    5 Best Ways To Repurpose Content

    Now let’s get straight into the best ways to give your old content a fresh spin. 

    The golden rule here: always add value to the original.

    1. Craft New Blog Posts and Articles

    Ever heard that “Frasier” is a spinoff of “Cheers”? Well, blog content can have that ripple effect too. Take a high-quality piece and break it into individual posts. This way, you can dive deeper into different aspects, provide more details, and throw in some tutorials and examples.

    For instance, a post on LinkedIn stats could transform into seven posts, each delving into a different stat. You can also flip the script. Combine a bunch of related posts into one comprehensive summary post, a neat trick for blogs that churn out quick articles.

    2. Condense Blogs into Videos

    Another cool trick for repurposing your content involves turning your blog posts into snappy video content. It’s a simple yet creative process, where you visually showcase your blog’s ideas.

    If your blog already got loads of attention, transforming it into a video can help you reach an even broader audience. Plus, videos are versatile and perfect for sharing on various platforms.

    Fun fact: In 2021, approximately 82% of internet traffic is expected to be video-based. That’s a good reason to take your repurposed content up a notch. The key is to keep your videos just the right length – not too long, not too short – to keep your unique target audience engaged.

    3. Design an Infographic

    Go a step further with infographics – a visual summary of your post’s content. It’s perfect for data-rich articles or breaking down a lengthy piece into key talking points.

    Tools like Piktochart and Visually are handy for creating infographics.

    4. Craft a Pinterest Instructographic

    This is like an infographic’s cousin, with a focus on ‘how-to.’ It’s ideal for Pinterest’s visual and actionable audience.

    Use it for any how-to content from your archives.

    5. Give Old Posts a Makeover

    Every now and then, revisit your older blog posts. Some may have gems but need a touch-up. Updates keep your content fresh, especially if time has changed a few facts.

    Change is constant, and even the most accurate posts from a few months ago might need a refresh today.

    Wrapping Up

    In conclusion, there are countless ways to give your content a second life, whether it’s transforming blog posts into captivating videos or creating eye-catching visuals for your social media.

    It is a real game-changer for content creators. It’s a time-saver that demands less effort compared to creating fresh content from scratch. Many pieces of content can be transformed into different formats or beefed up with more details, promising a much better return on investment.

    But remember, it’s not about mindlessly duplicating. Content repurposing is all about adding a fresh twist and tailoring your content to suit each platform’s specific needs.

    And if you ever need expert help with content writing or repurposing, look no further than The Clueless Company. Our team knows how to make the most out of every content piece, be it a diamond in the rough or a polished gem.