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If you are managing a small business, generating new content every single day can be tiring, and costly. But if you’re keeping a blog, a social media page or a channel on YouTube, demands for new content are always pressing. But here’s the bright side: You don’t always have to innovate the wheel. You can absolutely repurpose paste content — and that will give you more reach while your brand visibility grows and your SEO gets pumped up.
In the following guide, you’ll learn how to reuse your existing content to work smarter, save time, and maximize your content’s potential across platforms.
What is content repurposing?
Content repurposing is the process of taking something you’ve already created — be it a blog post, video, podcast episode, whatever — and converting it into another format. For instance, a blog post can be turned into a social media carousel. A video can be an article. A study can be transformed into an infographic.
They aren’t just working to recycle content; they want to present it in a new way, one that resonates with new audiences or that serves new needs.
The Value of Repurposing Content
There are several reasons why marketers and creators recycle content frequently. The first big advantage is time-saving. You don’t have to reinvent the wheel every single day. One great blog post can, with some creativity, feed you content material on social for weeks, emails, videos and more.
Second, it helps with SEO. With repurposing, you can create content clusters around a keyword. If your main topic is “repurpose content” and you write 5 different blogs on that topic you can quickly become the authority on that.
Third, it increases content reach. People like to consume in different formats — some prefer to read rather than watch or listen. By turning one idea into a slew of formats, you reach more people where they are most engaged.
Start With Evergreen Content
To determine the type of content to repurpose, start with evergreen topics—content that stands the test of time. For instance, “How to Write a Blog Post” is evergreen. On the other hand, the news of a product launch can become obsolete fairly soon.
Leverage tools such as Google Analytics or Search Console to identify stronger, longer-lasting blog posts. These could be used for repurposing as videos, infographics, LinkedIn posts or heck, even lead magnets!
If your content could use some sprucing up before it’s repurposed, freshen it up with current facts or examples. Then repurpose with full confidence, as you know that the content is still valuable and accurate.
Fit Each One for the Stand
One common error is treating the platforms like a cut-and-paste editor. However, each has a different style, audience and what content makes them go viral. Repurposing is not reposting — it is adapting.
So say you have a blog post that did pretty well. Instead of posting an entire blog post to instagram, make it into a carousel where you can focus on short form writing and give them 5 tips that will really make their feed look better and improve their photography. For LinkedIn, you might write a mini version, which might include bullet points and a call to action.
If you’re transcribing that blog into a YouTube video, draft a new script based on the key points. And bring it to life with storytelling, visuals and energy. Revisit the Message Don’t forget to tailor your message to the rhythm of the platform and the behavior of the users.
Cut Long Content to Smaller Pieces
A single long-form piece can spawn dozens of smaller ones. For example, if you released an ultimate guide, you can take quotes, stats, and fast tips and include in:
Instagram Reels
Twitter threads
LinkedIn updates
Email newsletters
YouTube Shorts
This is particularly useful for freelancers and businesses who need to keep up some level of activity on social media, but can’t be bothered to generate a lot of new content constantly.
(For instance: You could take a 2,000-word guide and use it to create a week’s worth of Instagram content, with one graphic tip per day.)
Turn Videos Into Blogs and Vice Versa
If you create video content, such as webinars or tutorials, then it’s simple to repurpose it into written form. Structure and write up the most interesting insights as a blog post. Include screenshots or quotes to animate your description.
Similarly, if you have a great blog post, you can repurpose it into a script for a video. With a few tweaks, your blog could be a YouTube video, an Instagram Reel or a short TikTok.
Even better is that you can strip out audio from your video and create a podcast. That way, you're turning one piece of content into three — video, blog and audio.
Repurpose Content for Email Campaigns
And on your site is not the only place where your blog should exist. And you are free to repurpose some parts of it into your newsletter. One blog post can easily generate three or four email topics, particularly if it focuses on tips, checklists or insights.
Rather than constantly linking back to your blog, put content right into the email so you can summarize it and have a CTA. This adds value to your readers and encourages engagement.
Some marketers repurpose email content into blog posts actually — just goes to show repurposing can work both ways.
Visualize Your Written Content
Visuals can also bring a bit of creativity to your content, which can help you spruce up your text and draw in your audience, especially if you’re on platforms like Instagram, Pinterest, and LinkedIn. Leverage design software such as Canva or Figma to transform blog content into infographics, quote cards, or carousel posts.
Repurpose Content for Guest Posts
Repurposing can also serve to scale your guest posting strategy. Grab an idea that you’ve already proven you can write about in the past and write from a slightly different angle, using different stories or examples or case studies.
It’s perfectly fine to construct it on a foundation you have used in the past, as long as the final article is unique. This will save you time and allow you to share the same message across different publications.
Build Repurposing Into Your Workflow
Another great time saver is creative repurposing at the point of content creation. Decide how to reuse content before later. Plan ahead.
Ask yourself:
What in this blog can be made into a quote or takeaway?
Can it be a LinkedIn post, video or email?
What graphics can I convert into carousels, or infographics?
When you plan ahead for repurposing, it’s a habit, not a hassle.
Stick to the Point — Don’t Go Overboard
You don’t need to be on all the channels. Select a couple of the most perdominent (2-3) for your target customers to dwell in and repost your content there instead. You might think blasting the same thing everywhere is efficient, but it’s not going to produce strong results most of the time.
When you stay on target and keep the same pace, your content will be better, and you’ll have less chance of burning out.
Because as pro Justin Simon explains, “Doing only a couple things well isn’t only going to see more growth than trying everything and crashing and burning.
Final Thoughts
Being able to learn how to reuse content is a superpower for marketers, bloggers and creatives. It teaches you to save time, go further, SEO better, and maximize every asset you ever create.
Rather than creating from scratch, return to your best content and wonder: What else can I do with this?
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