Content Repurposing: How to Turn One Piece of Content into Many

What is Content Repurposing?

So like The Lord of the Rings, have you ever watched a movie that was based on a book?

Or downloaded a checklist that was derived from a webinar?

If you have, then you have experienced content repurposing.

Content repurposing is when you take the content you create and turn it into something else.

You’re not just recycling your content, but giving it a new shape and purpose.

Why? Because you can reach more people, save more time, and get more results.

Let me give you some examples.

You can repurpose a long blog post into:

• A video for YouTube
• A newsletter for your email list
• A series of social media posts for Facebook, Twitter, Instagram, etc.
• A slide deck for SlideShare
• An infographic for Pinterest
• A podcast for Spotify
• A webinar for your website
• A checklist for your lead magnet
• And many more

But keep in mind that content repurposing is not just copying and pasting your content from one place to another.

You need to adapt and transform your content to fit the platform and format you choose, and to suit the preferences and needs of your audience.

Why is Content Repurposing Important?

Have you ever heard of the 80/20 rule?

It’s a principle that states that 80% of the results come from 20% of the efforts.

Well, content repurposing is a way to apply this rule to your content marketing.

It means that you can get more results from less effort by reusing your existing content.

Content repurposing has many benefits for your business and your audience, such as:

• Save time and resources

Creating new content from scratch can take a lot of time and money.

When you recycle your content, you can save both time and money.

Of course, recycling content still takes some work, but not as much as creating something new.

• Increase your visibility and reach

Sharing your content on multiple channels and platforms can help you reach more people and grow your audience.

But not everyone consumes content the same way.

Some people like to read blogs, some like to watch videos, some like to listen to podcasts, and some like to interact on social media.

Adapting your content for various platforms and preferences can help you cater to different audiences.

• Boost your SEO and authority

Creating more content around the same topic and keywords can help you rank higher on search engines and establish your authority on that topic.

But you don’t want to create duplicate content, as that can hurt your SEO.

By transforming your content into fresh and unique versions, you can create more content that still covers the same topic and keywords.

• Cater to different learning styles

People have different styles of learning and understanding information.

Some people learn by seeing, some by hearing, some by doing, and some by a mix of these.

Offering different formats and mediums for your content can suit different learning styles.

• Convey your messages

It takes repetition to make a message stick in people’s minds.

This is based on an analysis of how many times a content has to be viewed for its message to stick.

By repeating your message and value proposition in different ways and contexts, you can make it more memorable and persuasive.

How to Start Content Repurposing

Now that you have a clear idea of what content repurposing is and why it is important, you may be wondering how to start repurposing your content.

Well, the first step is to identify which content you need to repurpose.

Here are some criteria to help you choose your content:

• Evergreen Content

Evergreen content is content that remains valuable and helpful for a long time, no matter what changes or seasons.

For example, a blog post on “How to Write a Resume” is evergreen, while a blog post on “The Best Movies of 2023” is not.

Evergreen content is ideal for repurposing because it can attract and retain your audience for years to come.

• New Content

New content is content that you create from scratch, usually based on your content strategy and goals.

Any long-form content that you create whether it’s blog content, research reports, infographics, etc deserves repurposing.

Why?

Because you have invested a lot of time and effort into creating it, and you want to get the most out of it.

By repurposing your new content, you can increase its exposure and impact, and reach more people with your message.

• Best Performing Content

Best performing content is content that has proven to be popular and effective with your audience.

If you have been creating content for a while, you have valuable data to help you with this strategy.

Review your previous posts and videos that have performed better than average, and see if you can spot any patterns or trends.

This will help you identify the topics your audience is most interested in, so you can create more content around them.

• Old Content

Old content is content that you have created a long time ago, and that may need an update or a refresh.

Before you start creating new content, check the content you already have that may need a makeover or a refresh.

For example, you may have content that contains outdated information or data, or that is no longer aligned with your brand or goals.

By updating and repurposing your old content, you can give it a new life and make it relevant and useful again.

Strategy Behind Content Repurposing

You’ve learned what content repurposing is and why it’s important.

But how do you actually do it?

How do you turn your old or new content into something fresh and exciting?

Content repurposing is not just a random or haphazard process.

It requires planning, creativity, and execution.

Here are some elements of a good content repurposing strategy:

• Add value

The main goal of content repurposing is to add value to your audience and your business.

You can’t just repeat the same content in different formats, but the goal is to enhance it or simplify it.

For example, you can add value by providing more details, examples, or insights, by answering common questions or objections, or by summarizing the main points or takeaways.

• Update information and data

Another goal of content repurposing is to update your information and data to make it current and accurate.

You don’t want to share content that contains outdated or incorrect information or data, as that can damage your credibility and trust.

For example, you can update your information and data by adding new research, statistics, or trends, by correcting any errors or mistakes.

• Tailor the platform

A key aspect of content repurposing is to tailor your content to fit the platform you choose.

You don’t want to just copy and paste your content from one place to another, but to adapt it and transform it to match the expectations and norms of each platform.

For example, you can tailor your platform by changing the length, tone, and design of your content by adding or updating elements or by using different formats and mediums such as text, audio, video, or images.

• Brand consistency

A final element of content repurposing is to maintain your brand consistency across all your content.

You should avoid losing or confusing your audience by switching your voice, message, or identity, but instead strengthen it and make it stand out and memorable. 

For example you can maintain your brand consistency by using your brand colors, brand tone, voice, and personality.

Real Life Examples

To inspire you, here are some real examples of content repurposing from different brands and businesses:

• Copyblogger is a leading authority on copywriting, content marketing, and engaging audiences with the power of words.

They turned one of their blog posts, The 3-Step Journey of a Remarkable Piece of Content, into a SlideShare presentation that summarizes the main points and tips.

• Looka is a logo maker that helps entrepreneurs create stunning logos in minutes.

One of their blog posts is a guide on choosing a logo font that matches your brand personality.

They repurposed that blog post into a YouTube video that covers the same topic in a more visual and engaging way. 

These examples show how content repurposing can help you reach more people, save more time, and get more results.

Wrapping It Up

Content repurposing is a powerful and effective way to get more out of your content.

By repurposing your content, you can save time and resources, increase your visibility and reach, boost your SEO and authority, cater to different preferences and learning styles, and reinforce your message and value proposition.

To start content repurposing, you need to identify which content you need to repurpose, such as evergreen content, new content, best performing content, or old content.

Then, you need to have a strategy behind your content repurposing, such as adding value, updating information and data, tailoring the platform, and maintaining brand consistency.

Finally, you can learn from real life examples of content repurposing from different brands and businesses, and apply them to your own content.

Content repurposing is not a one-time thing, but a continuous and ongoing process.

The more you repurpose your content, the more you can leverage its potential and impact.

So, what are you waiting for?

Start repurposing your content today and see the results for yourself!