The Fundamentals of Content Repurposing

What is Content Repurposing?

Content repurposing is the practice of reworking existing content into different formats. You can also use it for different platforms to extend its reach and lifespan. Repurposing involves adapting the material to fit new contexts and audiences rather than simply reposting or recycling older posts. It’s about making the most of your content investments by giving them new life.

For example, a webinar can be transcribed into a blog post, key points can be turned into social media posts, and insights can be expanded into a thought leader article. You can reach different segments of your audience who prefer different content formats without starting from scratch each time.

The Benefits of Repurposing Content

The benefits of repurposing content are manifold:

  • Maximize Reach and Engagement: Presenting your content in various formats can help you reach a wider audience. Some people prefer reading, while others might engage more with videos or infographics.
  • Boost SEO: Recycling content can improve your search engine rankings by creating more opportunities to find your content. Different pieces of content can target different keywords, enhancing your online visibility.
  • Save Time and Resources: Instead of investing time and effort into creating new content, reusing helps you work smarter, not harder, by leveraging what you already have. This time-saving aspect of content repurposing can make your content strategy more efficient and less stressful.

Identifying Repurposable Content

Not all content is equal when it comes to reusing. The best candidates for re are pieces that have performed well in the past, are ‘evergreen’ (content that remains relevant and valuable over time), or have the potential to be expanded or adapted. Consider content like:

  • Webinars or Podcasts: These are rich in information and can quickly become blog posts, articles, or even ebooks.
  • White Papers or Research Reports: These can break into a series of articles or infographics.
  • Blog Posts: High-performing blog posts, ones that have received a high number of views, shares, or comments, can be expanded into more detailed articles or transformed into video content.

By identifying and reusing the right content, you can ensure that your message continues to resonate with your audience in new and impactful ways.

To learn more about repurposing content, download our free guide, “Maximize Your Content in 30 Days: An Entrepreneur’s Guide to Repurposing.”