A Complete Guide to Repurposing Content

May 4, 2022

What is content repurposing

Repurposing content is the process of taking existing content, such as blog posts or articles and using it in a different format. This could mean reformatting the content to make an ebook, infographics, video, or presentation. It can also mean taking older content and adding to it by updating it with new information. You can recreate content for blogs, podcasts, and social media posts making your content marketing job so much easier.

In this article, you will learn why you should consider repurposing content as part of your marketing strategy. How you can identify the right content to repurpose, how you can start repurposing various types of content, and the tools you can use to repurpose and redistribute existing content across various marketing channels.

The benefits of repurposing existing content

Creating original content can be time-consuming and expensive. Luckily, there's a way to get more mileage out of your existing content: repurposing. Repurposing is the process of taking existing content and adapting it for a new audience or format. For example, you could turn a blog post into an infographic or an audio clip. There are many amazing benefits to repurposing content.

Save time and money

Time is money
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When you repurpose content, you're essentially making the most of the time and effort you've already put in. Rather than creating new content from scratch, you can take existing content and adapt it for a new format or audience. This can save you a lot of time and money.

Reach a wider audience

By repurposing content, you can reach new people who consume information in different ways. For example, if you originally created a blog post, you could turn it into a video or an infographic and share it on social media. This would give you the opportunity to reach people who prefer visual content or those who are more likely to be active on social media.

Generate more leads

If you're looking to generate more leads, repurposing content can be a great way to do it. By sharing your content in different formats, you can attract new readers and get them interested in what you have to offer. You could then include a call-to-action at the end of your content, inviting them to sign up for your newsletter or download a free ebook.

Build authority and trust

When you consistently create high-quality content, you build trust with your audience. By repurposing this content, you can further establish yourself as an expert in your field. This can help you attract more readers and followers who are interested in what you have to say.

Stay ahead of the competition

One of the best reasons to repurpose content is that it can help you stay ahead of your competition. By creating new and interesting content on a regular basis, you're showing your readers and followers that you are engaged and dedicated to providing them with valuable information.

Attract more traffic to your site

If you're looking to attract more traffic to your site, repurposing content can be a great way to do it. By sharing your content in different formats, you can reach new people and get them interested in what you have to offer. You could then include a call-to-action at the end of your content, inviting them to visit your site or sign up for your newsletter. This can also help with your website's Seach Engine Optimization (SEO) by increasing the number of relevant links to your site.

Create more social media posts with less effort

Social media is a great way to share your content with new audiences and generate leads. If you're struggling to come up with regular posts for social media, repurposing content can help. You can take existing blog posts or other pieces of valuable content and turn them into shorter social media posts that are easier to share and engage with.

Computer with do more on screen
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You can even repurpose old social media posts that are no longer in the feed (unless someone scrolled for a long while). There is no shame in repurposing and reusing old content that performed well.

As you can see, there are many benefits to repurposing content as part of your marketing strategy. Whether you're looking to save time and money, reach a wider audience, generate more leads, build authority and trust, or stay ahead of the competition, repurposing content can help you achieve your goals.

Steps to determining which content to repurpose

Now that you understand the importance of repurposing content, let's take a look at how you can identify the right content to repurpose.

When it comes to repurposing content, not all content is created equal. In order to get the most out of your efforts, you need to focus on high-quality, relevant content that has performed well in the past.

1. Analyze your website analytics to identify which content is most popular and has generated the most traffic.

2. Consider your audience and ask yourself what kind of content they would find useful or interesting.

3. Look for trends in terms of topics, formats, and platforms. For example, if you notice that a lot of people are engaging with your infographics, focus on creating more of this type of content.

4. Pay attention to feedback from your readers and followers. What questions do they frequently ask or topics do they want to learn more about?

5. Use social media listening tools to monitor discussions around your industry or niche, as well as mentions of your brand and content. This can help you identify topics that are relevant to your audience and potential opportunities for repurposing existing content.

6. Consider introducing new features on your website, such as a resource library or email newsletter sign-up form. These elements can be great ways to promote and repurpose your existing content.

7. Repurpose content that lends itself to different content types. For example, a blog post can be broken up into different content pieces. Or a podcast that can be transcribed and turned into a blog.

8. Be sure you are regularly creating evergreen content that lends itself to repurposing and reusing.

Evergreen Content is Ideal for Reuse

Evergreen content is content that is always relevant and topical, meaning it can be reused and repurposed over time. This type of content is valuable because it can be shared, again and again, reaching new audiences each time.

There are a few things to consider when creating evergreen content:

1. Focus on topics that are always relevant to your audience and industry.

2. Write content that is timeless and not tied to a specific event or trend.

3. Structure your content in a way that is easy to update with new information over time.

4. Use strong headlines and subheadings that are clear and concise.

5. Incorporate visuals, such as infographics and videos, to improve readability and engagement.

6. Include data-driven facts and research that is backed by credible sources.

7. Use a conversational tone to help your content feel more approachable to readers.

When you focus on creating high-quality evergreen content on a regular basis, you can ensure that you always have a steady stream of content to repurpose and reuse. This can help you make the most of your time and marketing efforts, while also increasing traffic and improving brand awareness.

While there are many advantages to repurposing content as part of your overall marketing strategy, it's important to remember that quality always comes first. When you focus on creating high-quality content, repurposing can be an effective way to reach new audiences and boost your brand visibility.

Repurposed Content Types

Now that you know how to determine which content to repurpose, let's take a look at some of the most popular content types that can be repurposed.

woman in pink pants working on computer
Photo by Sincerely Media on Unsplash

Write a blog post

Blogs are one of the most popular and widely used forms of content today, so this is a great place to start. You can take your existing blog post, break it up into smaller sections, or create different types of content based on specific points in the post. Or take the concept of your blog and turn it into a podcast. Blogs are easily repurposed and reused, especially evergreen blogs that are always relevant.

Most people who repurpose content either start with a blog, a podcast, or a video. This pillar content can then be transformed into different formats, or repurposed into new types of content such as social media posts, presentations, and ebooks.

Record a Podcast

If you have a popular blog, consider turning it into a podcast. This is a great way to reach new audiences and gain exposure for your brand. Podcasts continue to grow in popularity, so there is sure to be a market for your content. The average person spends seven+ hours per week listening to podcasts and by 2028, podcasting is expected to become a $94.88 billion industry. (source) With such promising forecasts, it is clear that focusing on podcasting could be very beneficial for your business.

When you record a podcast, you can either transcribe it and turn it into a blog post, or break it up into smaller segments to use as social media content. You can also use the audio from your podcast as part of a video series.

Podcasts are a great way to repurpose content because they are relatively easy to produce and can be easily turned into other types of content. Tools like Anchor.fm make it incredibly easy to create and distribute your blog and use can automate your repurposing from podcast to video and micro-video content by using https://www.headliner.app/

Create an Infographic

Infographics are another popular form of content, particularly for businesses in the B2B sector. They can help you reach new audiences and engage with existing fans and followers in a new way. When creating infographics, keep in mind the latest trends and design tools that will help you create eye-catching visuals.

Infographics are a wonderful way to bring your content to a visual audience. They can be shared on social networking sites like Pinterest and even embedded into your blog posts and website.

Design a Presentation

Do you have a lot of data or statistics that you want to share with your audience? If so, consider designing a presentation. This is a great way to engage with your audience and deliver information in an easily digestible format. You can also use presentations as lead magnets to collect email addresses from potential customers.

Take the slides from your presentation and add them to Slideshare, or take visuals from your presentation and create social media content.

Record a video

camera set up to record video
Photo by Kushagra Kevat on Unsplash

Videos are another great way to engage with your audience. You can use video to showcase your products, and services, or just to provide information in a different format. You can also embed videos into your blog posts or website, or upload them to YouTube or Vimeo.

When creating videos, keep in mind the different types of content that you can repurpose. You can take a recording of your video and turn it into shorter clips, use the audio to create a podcast, or transcribe it for blog posts.

There are many tools available to help you easily create professional-quality videos, so consider exploring different options that can help you get started with video content. With the right tools, you can easily create engaging and informative videos that will reach a wide audience.

Create an Ebook

Ebooks are another popular and effective form of content that can be easily repurposed. They can be used as lead magnets to collect email addresses from potential customers, or shared on social media sites like Facebook and Twitter.

You can take different sections of your ebook and use them in blog posts, videos, podcasts, or other types of content. You can also use the ebook as a foundation for an online course or membership site.

Want to create an ebook? Take your blog posts, podcast or video transcriptions, or content from a course or webinar and turn it into an ebook!

By creating an ebook, you can reach a wider audience and engage with them in a new way. Plus, you can easily repurpose your ebook into other types of content that will be valuable to your audience.

Create a mini Course

Another great way to repurpose your content is to create a mini-course. This allows you to break up larger pieces of content into more manageable chunks, and it can help you reach new audiences who might not be interested in consuming large amounts of information at once.

A mini-course can be delivered via email, or you can host it on a membership site or learning management system. You can also break up the content of your mini-course and turn it into blog posts, videos, podcasts, or other types of content.

When creating a mini-course, focus on the topics and content that are most valuable to your audience. This will help you create an engaging and effective course that will resonate with your audience.

Ready to get started? Consider taking some of your best content and transforming it into a mini-course that will engage your audience in a new and exciting way!

Tools for making repurposing content easy:

Now that you are getting an idea of what types of content can be transformed into other types of content, it's important to consider the tools that can help make repurposing content easier. Below are some of my personal favorite tools I use regularly for content repurposing.


Missinglettr is a tool that can help you easily create social media content from your blog posts or other types of content including YouTube videos. It can automatically create postcards, tweets, and Facebook posts based on your content, and it makes it easy to customize the content for your audience.

If you're short on time, you can schedule your content in advance so that it's automatically posted to social media sites at the best times for engagement. Missinglettr supports many social networks including Facebook, LinkedIn, Instagram, and even Google Business pages!


Descript is a tool that can help you create videos and audio files from your content. It can automatically generate transcripts of your content, and it makes it easy to create videos and audio files that are both accurate and engaging.

You can use descript to create videos and audio files for a wide range of purposes, including marketing, training, and education. Whether you want to create a video for social media or an audio file for a podcast, descript makes it easy to get started and produce high-quality content that will engage your audience.

I personally use descript to take the videos I create for my YouTube Channel and pieces of training and transform them into micro-content for Reels, stories, and social media posts.


Canva is a great tool for creating visuals for your blog posts, social media posts, and even marketing materials. It has a wide range of templates that you can use to create professional designs, and it's easy to use even if you don't have any design experience.

Plus, Canva offers a free version that gives you access to a wide range of features, and you can upgrade to the paid version if you need more advanced features.

Personally, I highly recommend the pro version of Canva. The branding tools alone are worth their weight in gold!

If you're looking for an easy way to create visuals for your content, Canva is a great option!

Examples of how you can repurpose content

working on computer
Photo by Daniel Thomas on Unsplash

There are a number of ways that you can repurpose your content to reach new audiences and engage your existing followers. Some examples include:

·Creating a mini-course that breaks down larger pieces of content into more manageable chunks

·Turning blog posts or videos into social media posts using tools like Missinglettr or Descript

·Creating an ebook or workbook from your blog posts or articles

·Designing infographics or other visuals using tools like Canva

·Recording a podcast episode based on your blog post or article

·Creating a video series that covers the main points of your blog posts

When it comes to content repurposing, the sky is the limit! With a little creativity, you can transform your existing content into new and engaging forms that will reach new audiences and engage your current followers. So get creative and start repurposing your content today!

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