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15 Content Repurposing Strategies to Try

15 Content Repurposing Strategies to Try

To help you maximize the value of your existing content and reach new audiences, we've gathered fifteen proven strategies from content marketers and managers. From transforming text into multimedia formats to creating social media summaries from blogs, discover how these professionals successfully repurpose their content.

  • Transform Text into Multimedia Formats

  • Revitalize Old Blog Content

  • Take an Industry-Focused Approach

  • Shift YouTube Videos to Blogs

  • Recycle Webinars and White Papers

  • Pull Microlearning from Long-Form Content

  • Change Blogs into Podcast Content

  • Pick Video Content from Written Blogs

  • Repurpose a Reddit-Focused Infographic

  • Collect LinkedIn Comments

  • Adapt Facebook Posts into SEO Blogs

  • Be Selective with Content Repurposing

  • Craft Image Posts from Blog Articles

  • Prioritize Pillar Content

  • Create Social Media Summaries from Blogs

Transform Text into Multimedia Formats

One particularly effective strategy I employ in maximizing content value is transforming text-based content into various multimedia formats. For instance, I might repurpose a well-received blog post into a podcast episode, an infographic, or even a short animated video. Not only does this allow me to expand our content's reach, but it also caters to different audience preferences for information consumption. Furthermore, it has underpinned SEO strategies, expanding our reach in search engines and directly contributing to audience growth.

Another technique that has proven successful is breaking down comprehensive guide-style pieces or eBooks into a series of shorter, targeted blog posts. This approach provides more opportunities for social media sharing, creates anticipation for upcoming pieces, and strengthens our keyword breadth. I’ve found it particularly effective in reaching audiences who prefer bite-sized information over lengthy reads.

Mia Comic, Content Marketer, Instrumentl

Revitalize Old Blog Content

Most sites have a plethora of old blog content that once drove traffic and now just sits there like abandoned relics in the museum of cyberspace. This content can be brought up-to-date and repurposed. It's an easy way to maximize its value and is far easier than writing new articles from scratch.

Search Console lets you track organic traffic over time for free. Use it to compare visits to your site over the past month versus a year or two ago. Find those pages that have seen the biggest dip in traffic and ask yourself if the topic is still relevant. If it is, modernize and expand your content. As you do, keep an eye out for meaningful phrases within each article to convert to quotes and share on social media.

This lets you create relevant blog posts you know have the potential to bring site visitors. It also gives you inspirational social media shares, all for considerably less time investment than inventing something new.

Martin Woods, CEO and SEO Consultant, Indigoextra

Take an Industry-Focused Approach

Through guest-post outreach, we find websites that can benefit from a similar article that focuses the topic on a specific industry. For example, if we have an article about website-design trends, we may outreach to an automotive publication and suggest we create an article about "automotive website-design trends." Then, we request that the article have a link back to our website. It's a win-win for everyone involved.

Jason Vaught, Director of Content, SmashBrand

Shift YouTube Videos to Blogs

Content longevity is key, and our standout repurposing strategy is turning YouTube videos into comprehensive blogs. Once a video is published, its key topics are extracted, refined, and launched as a blog. This taps into the rising blog readership, catering to those who favor on-the-go word content.

Additionally, short clips from our podcasts are crafted for social media, acting as teasers of our total content. This dual approach amplifies our reach, catering to diverse audience preferences.

By transforming a single video into multiple content pieces, we've expanded our audience reach, ensuring our content remains versatile and resonant.

Madhurima Halder, Content Manager, Recruit CRM

Recycle Webinars and White Papers

We do this a lot: recycling content and giving it new life. For example, whenever we do a webinar, we edit the transcript into a blog. We sometimes take snippets of the videos and use them on social media. If we have marketing white papers that have been around for a while, we retire them, split them up, edit them, and turn them into blogs.

Sometimes, we've taken blogs and combined them into white papers. One thing we've done recently is offering the option to download longer blogs as a PDF. You'd be surprised how well this works. Thousands of people on our website have filled in a form to get the PDF version of a blog that is fully available as a web page.

Pull Microlearning from Long-Form Content

One of the best and simplest ways we've repurposed content is by turning longer-form pieces into microlearning opportunities on our social platforms. We've created marketing myth/fact posts and other content that repurposes our work and educates new, potential, and existing clients.

The best part of repurposing website content for social media is that it opens us up to fresh audiences, which we can do through hashtagging, keyword use, and by turning posts into Instagram Ads with just a few clicks.

Change Blogs into Podcast Content

We feature blog readings on our podcast. We keep it audio-only, so it's easy for our team to record and edit quickly, and it helps our content reach an entirely new audience. Since we have listeners who subscribe to our podcast, that's a dedicated audience engaging with our content every time we publish a new blog.

Liz Kelley, Content Marketing Manager, Focus Lab

Pick Video Content from Written Blogs

Repurposing existing content to reach new audiences and enhance its value is a fundamental strategy in content marketing. One technique that I've found highly successful is transforming written blog posts into engaging video content.

By converting your written material into a video format, you tap into a different audience segment, including those who prefer visual content over text. These videos can be shared on platforms like YouTube and other social media sites, expanding your reach significantly. Additionally, consider creating short video teasers to promote the full video, enticing your existing readers and attracting a new audience.

This cross-format approach not only maximizes the value of your content but also allows for broader audience engagement. Remember, repurposing content is about adapting to the diverse preferences of your audience, ultimately strengthening your online presence and SEO performance.

Repurpose a Reddit-Focused Infographic

Reddit is a powerful marketing platform if used suitably. Thus, I capitalize on it to repurpose my content. According to my experience, I understood that the key lies in promoting value-based content on Reddit. You can't post content that is self-promoting. It shouldn't advertise your brand or product. Therefore, I always have to tread carefully in choosing the right content.

The primary thing is to post authentic content there, or else you can attract adverse reactions. I repurpose content on Reddit by converting it into infographics and posting it there. It's my common strategy. Sometimes, I also post the TL;DR version of my content with a link to the entire and original content. Whoever gets interested in the title can click the link.

Collect LinkedIn Comments

Using my own LinkedIn comments, LinkedIn is a hub of cutting-edge knowledge, especially in growth and marketing. Often, I come across posts that inspire me to share my own insights. Instead of leaving those thoughts as fleeting comments, I turn them into outlines for my own LinkedIn posts.

Sometimes, they spark such rich internal discussions with my team that they evolve into full-fledged blog posts on our company website. I avoid generic tactics like focusing on keywords. Instead, I aim for genuine insightfulness as the criterion for repurposing content. That's how I achieve more by doing less and also position myself as a thought leader who shares thought-provoking content instead of generic knowledge.

Adapt Facebook Posts into SEO Blogs

I write posts on Facebook most days. This content has a short life on socials, so I repurpose this content on my blog and use it to generate long-form, SEO blog posts that rank on page 1.

I developed a system that makes this easy. I use the Meta API to pull all Facebook posts into WordPress. An editor allows me to edit or discard the Facebook content.

I keep the best content. It's automatically added to a new WordPress post. The images are automatically downloaded, added to the WordPress media library, and added to the new post's thumbnail and image gallery.

Here’s an example: my socials document a cycle trip around the world. When I cycled the West Australian desert and Nullarbor Plain, I wrote eight Facebook posts.

The script pulled all the content onto the website. I consolidated the posts and optimized the content. Once the bulk of the content was there, completing a 4,000-word article was easy.

A Google search for “cycling Nullarbor Plain” sees my article on page one.

Stewart Law, Website Developer and Tech SEO, Road to Frame

Be Selective with Content Repurposing

I've found that creating content comes down to about 80% same and 20% unique when trying to hit different audiences, as it's the hook that needs to be different enough to bring that audience to read it. This means that at any given time, we really only need to repurpose that 20% and save ourselves the effort on the rest of it - the piece of content will succeed or fail based on that adapted hook, not on the remaining bit of boilerplate content.

Craft Image Posts from Blog Articles

I sometimes repurpose content from my previous blog articles by turning them into image posts for social media. When your article contains interesting facts or statistics, it's easy to take that snippet and then make a chart or graph with a quick summary. Visitors to your social media channels can digest this content layout quickly.

Kevin Hall, Digital Marketing Consultant, Halls Consulting

Prioritize Pillar Content

As an agency that creates a lot of content for our clients and internal needs, we like to create pillar content that is then repurposed into smaller bits for multiple platforms. For example, here at Belkins, we record podcast episodes that are then repurposed into blog posts, social media posts, bits, reels, and other content across our platforms.

The one strategy I can recommend is to focus on creating pillar content and repurposing it. Outsourcing and freelancers can help manage the load if your main team is too busy focusing on the pillar content. In fact, outsourcing is a great strategy for repurposing your content with limited resources.

Michael Maximoff, Co-Founder and Managing Partner, Belkins

Create Social Media Summaries from Blogs

Repurposing content for new audiences is a highly effective way to get more mileage from your work. One strategy that has worked well for me is adapting an in-depth blog post into a short-form social media summary and graphics.

I'll take a 2,000-word blog post and pull out the key steps and takeaways into social media posts and reels that hit the main points. Along with the condensed copy, I'll create simple, bite-sized graphics highlighting the tips that people can save and share. This introduces the content to new eyes, gives followers a taste of our thought leadership, and links back to the full piece for those interested in learning more. It's an easy lift that expands my reach.

I've found that repurposed snippets and stats also make great newsletter fodder to engage my email subscribers. Thinking creatively about spinoffs and iterating for different formats gives my content new life.


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