Content repurposing means taking a piece of content and tweaking it into new formats. It’s a great way to create engaging assets without constantly having to come up with new ideas.
Instead of starting from scratch, you take what you’ve already created—like a popular blog post. Then you adapt it into social media graphics, a podcast episode, or a video. Each format opens doors to connect with different audiences and boost traffic, visibility, and conversions.
For content marketers, a solid content repurposing strategy is essential for long-term success. It maximizes your resources so you can maintain consistent content publication without the need for endless new production.
Ready to start repurposing assets?
Start with your top-performing content. Especially pieces with high engagement, such as shares or comments.
Research from Zebracat shows that 65% of marketing teams repurpose each piece of content into four or more formats. (You don’t need to reuse all of your content if your team doesn’t have the bandwidth for that. Instead, focus on evergreen topics, like guides, tutorials, or resources in your niche.)
Review analytics platforms, such as Google Analytics, to identify content with a proven track record of drawing traffic. Take a look at these metrics—time spent on the page, bounce rates, and social shares.
Comb through blog posts, case studies, and in-depth guides that have resonated with your audience. Look for insights or tips that could be useful across different formats.
Hint: A blog post that consistently drives traffic serves as a strong foundation for various content formats. (More on this in a bit.)
After choosing content to repurpose, adapt it for different formats.
Here are some effective techniques to try:
One of the simplest ways to repurpose content is by changing its format.
For example…
Take a blog post with helpful statistics and insights—and turn it into an infographic for LinkedIn or Instagram. Or take a case study and adapt it into a webinar. Walk your audience through the key takeaways and answer their questions live.
Let’s say you published a blog post on “metal building ideas.”
(Source)
You could turn this single blog post into:
Each format provides potential customers with a fresh way to engage with the content. This can build long-term interest in your brand.
Content expansion means taking an existing piece of content and adding more depth to it. If you have a short list of tips on “Content Marketing for Beginners,” consider transforming it into a longer, detailed guide.
Include case studies, industry insights, or an interview with an expert to expand the scope and depth of the discussion. This builds value and appeals to audiences looking for more detailed advice.
Adding more sections, visual aids, or quotes from thought leaders can also improve your expanded content’s SEO ranking. For instance, you might take an existing white paper and turn it into a multi-part blog series. Have each part go deeper into one aspect of the topic.
Content updates breathe new life into old blog posts or guides.
Update older blog posts by refreshing the stats, references, and examples to make them more relevant. This works especially well for evergreen topics that might need minor adjustments. For example, adding current year’s trends. Or updating the information to the latest industry data.
For example, if you have a guide on “E-commerce supply chain insights” from 2023, review it regularly. Stay current with SEO trends, such as the latest keywords and linking strategies. And refresh the insights to this year’s data so they’re up to date.
Updating old content helps maintain search engine rankings and keeps readers engaged with current information.
Another effective approach is to break down long-form content into smaller, more manageable pieces.
Let’s say you have a detailed ebook on project management tactics. You could divide each chapter into separate blog posts or create LinkedIn posts for each key point.
Alternatively, you could condense a detailed guide on investing in real TikTok likes into shorter posts on Instagram. Or convert specific insights into podcast episodes. For instance, dive deep into the investment process, what you (really) get in return, and where to buy likes responsibly. You could also share case studies of brands that bought likes and how it helped their sales goals.
If you have infographics in your long-form content, pull those out and use them as stand-alone posts on social media. Or in your email newsletters.
Here’s a great example of one from the blog post from above:
(Source)
Speaking of visuals…
Visual content is great for audience engagement, especially on social media platforms. Infographics, for example, make it easy to share complex information in a simplified visual format.
If your blog content includes helpful data or stats, turn them into infographics and share them on Instagram or LinkedIn.
Another option is to create short video clips from a podcast episode. Or use quotes from a blog post to design shareable graphics. The more visual your content is, the more you encourage shares and website traffic.
Repurposing content is an excellent opportunity to enhance SEO and maintain your brand’s visibility in search results.
Here’s what to do:
When repurposing content, focus on preserving its original SEO value. Keep core keywords, but update them to align with current trends and market demands. Refresh any outdated links and add new ones where relevant.
For example…
If you’re converting a blog post into a video, include the original keywords in the video description (see the image below).
(Source)
Add links to the blog post or related content to guide viewers back to your site. This encourages them to explore further. It also helps maintain SEO strength and boost engagement across formats. (More on this below.)
Here are a few more examples of repurposing content while retaining SEO value:
1. Turn webinar content into a blog series
Break down a recorded webinar into a series of blog posts. Focus each one on a specific topic or question.
Include semantic keywords throughout. Embed the webinar video for readers who prefer to watch it.
2. Repurpose a podcast episode into a LinkedIn article
Take the main insights from a podcast episode and reshape them into a LinkedIn article.
Use keywords from the episode’s show notes. Add a link to the full episode to drive listeners back to your podcast.
3. Transform a white paper into a social media infographic
Summarize complex data or insights from a white paper into a simple infographic. Post it on platforms like LinkedIn or Instagram. Use relevant hashtags and keywords to improve visibility.
Include a link to download the full white paper for more in-depth information.
4. Turn case studies into short video testimonials
Take key points from customer case studies and transform them into short video clips featuring customer testimonials. Use keywords in the video captions and link to the full case study on your site.
Adapt to shifting keyword trends (and follow the latest keyword research tips) to keep content relevant to current search terms.
If you’re repurposing popular blog posts, research updated keywords and insert them into the new versions. Tools like Google Analytics and keyword planners can guide you on trending terms to target.
Linking strategies support SEO and keep readers on your site longer. As you repurpose content, be sure to embed links to relevant pages on your website.
If you’re creating a YouTube video from a blog post, link back to the blog in the description. Or place relevant links to blog posts with similar topics in the video description.
(Source)
It’s also important to decide which assets to build backlinks to. Consider working with an SEO agency for support. They’ll help you choose. They’ll also set up guest-posting strategies to help you build quality backlinks to your assets.
Consistency is key to effective content repurposing.
Keep the following top of mind:
Every time you repurpose content, make sure it remains relevant. Update facts, data, or industry examples to reflect current trends.
This helps your brand stay credible and keeps readers engaged. For example, if you’re using a blog post as a podcast, update any statistics or advice that may have changed since writing the blog.
Quality control ensures that your repurposed content meets the same standards as your original content.
Avoid rushing through format changes. For example, if you’re making an infographic from a blog post, make sure the pictures are clear, the data is correct, and the design matches your brand.
Keep an eye on how your repurposed content performs.
Use metrics like engagement, views, shares, and conversions to see which formats work best for your audience. If a blog post that gets turned into a podcast episode gets high downloads, you might focus more on creating audio content.
Tracking helps you refine your repurposing strategy over time, allowing you to focus on formats that yield the best results.
When creating a content repurposing plan for new pieces, start by making a clear goal for each asset. And think about how each piece could change across formats.
Here’s a simple methodology you can use to get started:
Following these tips will help you reach new audiences, maximize your investment, and create an efficient and effective content repurposing strategy that you can rely on and adapt over time for long-term success.
Remember to select the right content, employ varied repurposing techniques, and stay current with SEO best practices. This keeps your brand relevant and top of mind.
Bookmark this article and check out the rest of our blog for more content marketing advice.
If you’re ready to streamline your content production workflow, sign up for your free 30-day trial of Wordable today!
What is content repurposing?
Content repurposing means taking existing content and transforming it into different formats.
For example, turning a blog post into a video or social media post. Or turning social media posts into a blog post series.
Why is content repurposing important?
Repurposing content helps you make the most of your time. Different platforms help you reach a broader audience without creating entirely new content.
It can help boost engagement, improve SEO, and extend the lifespan of your content.
What types of content can be repurposed?
Most content can be repurposed. This includes blog posts, videos, podcasts, infographics, and case studies. You can expand or adapt even social media posts into long-form content or visual assets.
How do you choose which content to repurpose?
Focus on high-performing, evergreen content that resonates with your audience. Look for content pieces with high engagement or valuable insights that are still relevant.
What are effective ways to repurpose content?
Some popular methods include converting blog posts into videos, podcasts, or infographics. Others include summarizing articles into newsletters, creating social media carousels, and updating older content with new insights.
How does content repurposing impact SEO?
Repurposing content can improve SEO by generating more backlinks, increasing page views, and keeping content fresh.
It also shows search engines that you care about publishing relevant content for your audience.