Content repurposing is the process of transforming existing content into new formats or adapting it for different channels to extend its reach and impact.
It is a strategic approach that aims at maximizing the lifespan and reach of valuable content by adapting it for various formats and platforms. Instead of creating entirely new content for each marketing channel, repurposing allows companies to take a single piece of content—such as a blog post, webinar, or whitepaper—and reshape it to fit different media formats.
Webinars are normally packed full of valuable content, insights, quotes and stats. But the long format doesn’t always scream everyday accessibility. The good news is that they are super easy to chop up into short, bite-sized video snippets that you can scatter across your social media and video platforms.
There are a ton of free platforms and websites where you can upload your webinar recording and easily cut out the most important bits to make accessible videos for your social media pages.
The extra nice benefit of this simple repurposing practice is that you can also link to the main recording (whether gated or ungated) and keep up the momentum of the webinar for those in the audience who didn’t sign up for it directly.
Another must-have trick in the repurposing handbook is to know how to turn your webinars into fully-fledged podcasts. This is another way of getting the most out of a time- and resource-consuming endeavor such as a webinar.
Minimal effort is needed here: just trim out any excursuses and off-topic anecdotes that might have crept in, and you’re good to go. Upload it to whichever platform you host your podcast on, and start entertaining your listeners.
This repurposing practice will have you feel like you were just handed a content marketing cheat sheet, but I assure you, it’s the real deal.
Not everyone consumes content the same way, and thank heavens for that — when some of your audience will hit the download button on any ebook, some of us are just not that into them and would much rather prefer tuning in a 30-minute webinar where you deliver the same value in person (or virtually, of course).
Repurposing ebooks this way allows you to maximize the impact your ebook content has on your audience and even catch the attention of those who aren’t that into reading.
This might sound hard to imagine, but think of it as a short deep dive into whatever topic you’re writing about. Invest in a good podcasting microphone, and read those articles out loud.
It’s all about how engaging your voice is, your intonation, and your excitement. Pay attention to how you’re engaging your audience of listeners, and make sure you’re ironing out all of those mannerisms typical of the written language, and you’re golden. These short 2-6-minute episodes will be just the kind of snackable knowledge pill people are looking for.
Having a number of blog posts about related topics or written around similar keywords is nothing out of the ordinary. Actually, if you’re claiming yourself an expert in a certain topic, it’s not infrequent to have several articles complementing each other in terms of general topics.
A way to repurpose those articles after they’ve been on the shelf for a while is to bundle them all together in an ebook or whitepaper. After some re-editing and updating the content to make sure it is still relevant and pertinent, you’ll have yourself a new resource to share with your audience.
This is the easiest and probably most widely used way of repurposing content: you’re simply converting your already existing content into a more easily consumable and visually appealing format. Creating short scrolls, slides, or carousels (no matter what you want to call them) will help your audience assimilate your content more effectively.
Selecting impactful quotes, stats, numbers, or salient points from your article will make the content easier to skim and remember and will land differently with your public on social media.
Writing a piece of content takes a lot of time and effort, which is why it’s good to optimize its reach and visibility. A way to do that is by distributing it on as many websites as possible.
When guest posting requires significant effort (and often isn’t available for non-original articles), sharing your own blog post on websites like Quora and Reddit is an excellent way to obtain backlinks and expand the reach of your content.
This one is one of my favorite repurposing hacks in the world, and probably not a secret to many. Whether you’re in B2B or B2C, customer testimonials, interviews, and direct feedback are precious. It validates your efforts and product or service while also acting as a powerful marketing and sales asset.
Well, a way to turn it into an even more powerful one is by converting those videos or audio interviews into fully-fledged case studies. Start from what is talked about in the interview to make your case study very specific and highlight its uniqueness. Throw in a few compelling numbers and results, and make sure to package it with some appealing visuals and photos.
You have probably worked with industry experts or thought leaders in the past to share their insights in a live interview or to collaborate on webinars, ebooks, or other written content pieces. This means that you have a bit of a collection of quotes and statements at your disposal, ready to be used.
Extract them from interviews and the such and give them a nice makeover with some design work (or by just using the Notes app on your smartphone) and share them on social media. Do not underestimate the visual appeal of an impactful, thought leadership quote, you will be surprised.
If you’re a forward-thinking company, you will most certainly have heard of employee advocacy. Therefore, you will know how effective and important it is to collaborate with your employees to create content.
Well, if you do, then you also know that all those campaigns you’ve been launching for your ambassadors’ benefit are a one-stop shop for an unlimited supply of original employee-generated content. Post those event photos you and your employees took on social media, capture those after-hours office drinks moments, and showcase them online. This type of authentic content can have a huge impact on your employer's brand and speak volumes about employee engagement and culture.