How to repurpose content

Just as your body needs vitamins, your website and social media channels needs up-to-date and high quality content that reflects a thriving business. This content takes planning and is time consuming to create. That is why clever content producers are strategic about repurposing. By repurposing, you can continue to circulate content and thereby maximise value of your work.


Repurposing is important because one of the biggest concerns that we meet regarding SoMe is content. It takes time, planning and at times joint efforts and external ressources to reach the final result. Then you end up with a great piece but why just leave it there? Let’s explore some of the first steps to successful repurposing to increase the value of your content economy. 

Content repurposing?

Starting with the basics, repurposing is taking a great piece of content that you already created and change it so it suits a different goal, media or format. After spending countless hours creating content that resonate with your audience and builds trust. Your research, topics and formats is carefully chosen to make your audience explore your offers, expertise and services. What we often see is content is published then left there to gather cyberspace dust. 

By repurposing, you collect that same content piece and same information you already used and repackaging it to appeal to a different audience. It may also serve a different purpose and when you recreate content you expand reach, involve a different audience while being aware of time consumption remains at a minimum. We all strive to work smarter not harder - repurposing is one way to do that. 

Meet your customers on their journey

Repurposing of content is an efficient way to work but it is also a mean to follow your audience, prospects and leads on their customer journey. Let’s break it down: Content marketing about influence and feeding prospects and customers with the information they need at the stage they are at, when they need it. Obviously, content needs to differentiate to fit their personal preferences.

If you share too much at an early stage, your early buyers will be overwhelmed. They need to be presentet to information that confirm that they have a problem, but they are not yet looking for a solution. When they become more confident with the subject, they are in a position where they are seeking content that point them in the right direction and a possible solutions. 

In the early stages, educational content can be effective to gain readers’ trust and make them see you and the business as competent and ressourcefull. If you do not meet their need for information on this level, they will go looking for it elsewhere. As they become more insightful, you can use the same topic for instance by comparing different solutions to resolve a problem. Even though it is based on the same piece of content, the way it is presented differentiate to fit the potential buyer’s needs. 

Repurpose by changing formats

The next step is to think in different formats. Live and native videos are popular content formats, but this does not mean all other content format should be faced out. People like different formats and this mixture makes your stream and flow more comprehensive. Some people like to read articles, blogs while others prefer podcasts and webinars. Changing formats is thereby also a way to repurpose content to reach people with different preferences. 

Start by reusing the content you have already 

There are some organisations that create several substantial pieces of content on a regular basis for instance for industry magazines, white papers etc. These ‘cornerstone’ content pieces are well-reseached, reflects the keywords and topics the business want to be associated with and is well-written to demonstrate expertise and professionalism to attract and retain customers. 

By repurposing cornerstone content, you build a supportive base for your cornerstone content and by breaking it down into smaller pieces you can target smaller acres and use more specific keywords and a reference to the source content.

Ways to reuse long-reads

  • Share statements or specific insights with a referral to the source

  • Make a short video introduction about the subject

  • Spark discussion in Facebook or LinkedIn groups to facilitate a Twitter chat

  • Publish SlideShare with the source’s key findings 

  • Co-host with a guest speaker to produce a podcast and point listmnerstowards the source

  • Break it down into smaller pieces as blog posts and publish them on websites, LinkedIn or externally as Medium or industry blog sites. 

The other way around is also a possibility. If your organisation’s content producers are active bloggers, this is an opportunity to create cornerstone content. By gathering smaller pieces of content that circulate around a common topic into a more substantial piece. Giving smaller pieces a second or third chance makes sense especially because blogposts often are left to dust in archives. 

Repurpose shorter pieces

  • 3-5 blogpost is great e-book and you just have to ad an introduction 

  • Collecting the most valuable blogposts as a foundation for a white paper

  • With a comprehensive topic, create videos 

  • Facilitate whiteboard tutorials or online webinars

  • Illustrate findings in an infographic 

  • Downloadable formats such as PDFs 

We all have preferable content formats but limiting yourself to only one or few formats, you’ll miss out on the opportunity to interact with your audience that react to a different message format. Take on the challenge and for instance it is a great place to start by repurposing text into an insightful infographic or write a short story to a picture from a conference. Repurposing is not hard but is a creative way of seeing a great story from different angels. This is a unique way to create more value for your readers as well as it improves search rankings. 

Consider repurposing your content into these different formats: 

  • Blog Posts

  • eBooks

  • Guidelines

  • Video

  • Podcast

  • Presentations

  • Webinars

  • Live or native Presentations

  • Illustrative infographics

  • Images (tips&tricks, quotes, statistics, charts, diagrams etc.)

  • Downloadable PDFs

With repurposing you make your content work for you and you will easily see your online presence improve. Implementing this strategy and diversifying content, you not only increase reach but also improve your ability to satisfy prospects’ and customers’ needs.

A diversified employee advocacy programme

With repurposing, employee advocacy becomes diversified and you can activate exactly those with the interest and expertise that suits the content topic and format. With a vast pallet for content, your content flow becomes more differential and spamming is avoidable. A consistant content flow is also a mean to increase awareness and influence.

Contact us to learn more about repurposing content for your employee advocacy programme.