Lots of people get stuck trying to think of new ways to create engaging content, whether that’s for organic social media posts, blogs, emails, and more. But sometimes, it’s simpler than you think. You just need to repurpose the content you already have.
Content repurposing is the process of taking an existing piece of content and changing it into new formats or for different platforms. For example, you could turn a blog post into a social media thread, or a webinar into a podcast episode, or create an infographic from a long-form article.
Not only does this help extend your content’s reach by presenting it in fresh ways for different audience segments, but it also maximises the value of your original content. The goal is to make the most of the work you’ve already created, without constantly having to come up with brand new ideas from scratch.
So below, we’ve put together a simple guide to help you repurpose your existing content more effectively.
1. Which assets should I repurpose?
Start by identifying your high-performing content, which are pieces with strong engagement or traffic. These are the best assets to prioritise when repurposing content. You can use tools like Screaming Frog to extract performance data and identify your top-performing pages or content pieces.
2. How do I repurpose content?
It’s important to tailor your content to fit each platform’s style and audience. Here are a few examples:
Social Media –
Goal: To capture attention quickly with engaging, concise content.
Approach: Break your content down into smaller insights using visuals, short captions, and bullet points.
Example: If you’re repurposing a blog post, pull out 3–5 key takeaways and turn them into a carousel or thread for platforms like LinkedIn or X. For Instagram, create visually engaging graphics or short reels featuring the main highlights.
Blog Posts –
Goal: To deliver valuable, in-depth information that keeps readers engaged.
Approach: Structure your content with clear headings and subheadings, while adding more context and examples where needed.
Example: Expand on a social media post by turning it into a detailed blog post that talks about the subject further.
Podcasts –
Goal: To create a more conversational and engaging version of your content.
Approach: Extract the core message and turn it into a discussion-based episode.
Example: Use an article as a loose script for a podcast episode, with hosts discussing each key point and adding real-life examples.
Emails –
Goal: To nurture and grow your audience and keep them engaged over time through email marketing.
Approach: Break your content into smaller lessons, tips, or takeaways and send them as a series.
Example: A detailed blog post could become a three-part email series, with each email focusing on one main takeaway.
Videos –
Goal: To engage your audience through visuals and audio in a way that’s easy to digest.
Approach: Create short, punchy videos that summarise the key points with engaging visuals and captions.
Example: Turn an article into a two-minute explainer video highlighting the most important information.
Just remember, don’t over-repurpose your content or post the exact same thing across every platform. Not every piece of content needs to be reused. Instead, just focus on repurposing your strongest content and identifying which topics and formats deliver the best results.
And if you’re not sure where to start, or simply don’t have the time to do it all yourself, that’s where we can help. Whether it’s turning blogs into social posts, creating email campaigns, or building a full content strategy, our team’s here to take the pressure off.
Feel free to get in touch for a no-obligation, FREE 30-minute chat with one of our experts and let’s see how we can make your content work even harder for you!