Content repurposing hasn’t always been a “thing” in marketing.

For anyone who’s worked in a fractional content marketing or freelance copywriter role, you know the pressure to churn out fresh content is real. And that the sinking feeling of staring at an empty blog, email, or social content calendar is rough.

For me, the daunting image that comes to mind is a senior marketing leader saying “We should be posting/ publishing multiple times a day.”

But the answer isn’t always in new content. Repurposing existing content saves precious time and resources (especially if you’re a one-person show managing your marketing alongside your small business)!

In this blog, I’ll explain:

• What content repurposing is
• Why it’s okay to repurpose your marketing content and the benefits
• Examples of repurposed content
• Tips for how to repurpose your content 

What is content repurposing?

Content repurposing is taking existing content and turning it into a different format for a different platform. It’s about maximizing the value you get from your content by presenting it in new ways that resonate with different audiences.

Here are the basic steps of content repurposing:

• Start with existing content: Use content you’ve already created, like blog posts, YouTube videos, or white papers. Choose long-form content to begin with because there’s more to work with.
• Modify the format: Adapt the content to a new format, such as infographics, LinkedIn posts, Instagram carousels, email newsletters, or short video clips.
• Target different platforms: The repurposed content is tailored to specific platforms like Instagram, LinkedIn, or email marketing campaigns. You can even take older content that performed well on a specific platform and publish it again. For example, if a LinkedIn post garnered engagement, rewrite it, add to it, and post it again!
• Reach new audiences: By presenting the content in different ways, you can reach new audiences who prefer consuming information in specific formats. For instance, a visual learner might prefer to watch a short YouTube clip whereas a learner with written preferences might rather read an email newsletter.

Is it okay to repurpose my content?

YES. Repurposing your content is not only okay but it’s also a recommended content marketing strategy. Here’s why:

• Saves time and resources: Repurposing leverages existing content, freeing up time for other marketing efforts like research or audience engagement.
• Maximizes ROI: You’ve invested time and resources into creating good content. Well done, friend. Repurposing ensures you get the most value from it.
• Boosts SEO: Fresh content is great for search engine optimization (SEO), but repurposing can also help. Google values updated content, and repurposing shows your content is relevant and evolving. If you have old blog posts (three years or older), consider updating and repurposing them!
• Expands reach: Different platforms have different audiences. Many users have preferred social platforms and stick to them. Repurposing allows you to reach new demographics and broaden your audience base.
• Strengthens brand consistency: Repurposing helps maintain a consistent brand voice and message across different platforms. Maintaining your online presence allows you to become the go-to resource for your niche. Your audience will trust you and want to buy from you!

Examples of repurposed content

Here are some examples of how you can repurpose content across different formats and platforms:

Long-form blog posts

• Social media posts: Break down key takeaways, quotes, or statistics from your blog post into social media snippets for platforms like LinkedIn or Instagram.
• Email newsletters: Evergreen blog posts can be repurposed into email newsletters. Chunk the information into digestible pieces and add a call to action at the end to encourage engagement. You can even include an excerpt from the blog and link to the full version as a call to action.
• Video or reels: Consider presenting your blog post’s core message in a different format. Develop a video script or presentation highlighting key points with visuals and a captivating voiceover.

Webinars and YouTube videos

• Blog posts: Summarize the insights from your webinar by pulling out key takeaways and creating a blog post. Or find a freelance copywriter to do it for you. It can even be a short blog under 500 words (as long as it delivers value). Include a call to action to encourage viewers to learn more. 
• Downloads: Develop downloadable resources based on your webinar content like a guide, checklist, or an infographic with key statistics.
• Podcast: Repurpose your audio into a podcast episode. This is an awesome way to reach listeners who prefer on-the-go content consumption.

Case studies and white papers

• Infographics: Turn data and insights from case studies or white papers into visually compelling infographics. This allows readers to view complex information quickly and easily.
• Testimonials: Turn client quotes and success stories from case studies into short video testimonials or written testimonials for social. This adds a human touch and builds trust with your audience.

Tips for content repurposing

Now that you understand HOW to repurpose, let’s shift to actionable tips you can use in the process.

Maintain brand voice and identity

Make sure your repurposed content reflects your brand’s overall voice and message. Keep the tone consistent across different platforms. For example, if you’re light and conversational on Linkedin, your blog should have the same approach.

Optimize for each platform

Avoid copying and pasting the same content everywhere. Tailor the content format, length, and visuals to each platform’s specific requirements. Twitter users like their content short and sweet content. LinkedIn readers might want more detail.

Track and analyze

Monitor the performance of your repurposed content across different platforms. Analyze what resonates with your audience and adjust your repurposing approach based on the data.

4 ways a fractional content marketing manager can help

This is what I do, so I’ll share some of that ways I (or someone like me) can supports you content marketing strategy.

1. Identifying repurposing opportunities: They can analyze your marketing (AKA a content audit) and identify pieces with high potential for repurposing into different formats.
2. Understanding your audience: They will consider your target audience and the platforms to build the most effective repurposing strategies.
3. Developing a plan: They can create a marketing plan outlining which content to repurpose, the format, and the distribution channels.
4. Modifying content for different formats: They can rewrite, restructure, and optimize your content for its new format, ensuring it’s concise and aligned with the platform needs.

Start repurposing!

The “always be creating” content marketing era is over. It’s not about constantly churning out brand-new content. It’s about maximizing the impact of your existing marketing content.

The key is to identify evergreen content. Evergreen content isn’t tied to current events or trends and offer lasting value to your audience. Their core message remains relevant over time (making them a good option for repurposing).

Repurposing isn’t a hack. It’s a content marketing strategy that allows you to maximize the value of your content, save time, and reach a wider audience.

And yep – it takes time. If you don’t have time to build your own content, I’m here for you! 

Hi, I’m Lindsay – a freelance copywriter and fractional content marketing manager based in Columbus, Ohio. If you’re looking for someone to help you build your content calendar or write your marketing content, let’s chat.