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May 12, 2021

Why repurposing your content works

Don’t let existing content stagnate in your archives — make the most out of the stuff you’ve already created by repurposing your content.

A lot of effort, time and research goes into content creation. We know, it’s not always easy to churn out new high-quality content regularly.

Why not save yourselves the trouble and lengthen the shelf-life of your existing work by repurposing it into various forms for different audiences?

In fact, Curata research shows that 82% of marketers do repurpose their content.

What does it mean to repurpose content?

Repurposing your content means that you’re taking your existing content asset and presenting it to a new target audience on a different platform.

After all, the people you’re trying to reach are not homogeneous — they have different content consumption preferences.

Some people like to look at pictures and infographics, while others may prefer to read in-depth articles and blogs. There is also a growing population of audio-oriented consumers who like to listen to podcasts.

Repurposing content that can work in different mediums is key to appealing to a wide audience, and it also means giving your existing work a new lease of life.

What kind of content should I repurpose?

If you can’t decide which content to repurpose, you should focus on two main sources — evergreen content, and content that has performed well on your site.

Evergreen content

Evergreen content refers to timeless content. It’s always relevant, regardless of what season or news cycle we’re currently in.

For example, if you’re a dietician, you may consider writing a piece on “Foods that keep your heart healthy”. Whether it’s 2021 or 10 years from now, the topic of healthy living will always be relevant.

Popular content

It makes plenty of sense to repurpose your most popular content, based on analytics and reach.

You already know that they are relevant and have connected to a segment of your audience. Now all that’s left to do is to repackage it into another format so you can put them out on even more platforms and boost awareness of your brand.

Ways to repurpose content

Long videos or webinars into short social clips

As you might’ve known, the attention span of people has been in decline over the past years. It might be more beneficial to cut your long videos or webinars down to short clips for social media so as to keep your audience engaged. By making these shorter shareable clips, you can produce more assets from one original piece of content, and widen your audience reach especially as social media platforms have become part of our daily lives.

How-to blogs into carousels

How-to blogs are part of your evergreen content, so they can be used to grow your traffic over time. However, keep in mind that visual data is processed 60,000 times faster than text, so turning your how-to blogs into visual content like carousels is an effective way to go — enabling new audiences to digest the information more quickly.

Studies/reports into infographics

In today’s busy world, not everyone has the luxury of reading pages of meticulous research published by your business. Instead of it going to waste, why not summarise your findings into infographics? This allows you to entice new audiences who don’t have the time to read your whole report.

Webinars to podcast

Podcasts have been growing during the ongoing pandemic. Reach audiences in a new way by turning your webinars into a podcast episode. You can extract the recording and record an introduction to add more context or re-record the audio with the talking points of the webinar. Your guest can add more insights or newer information that’s not on the webinar.

Podcast into articles

Podcasts can be a great content source for your articles or blog posts. It can maximise your reach in both audio and text platforms. But don’t overwhelm your readers by transcribing the entire podcast — select quotes or themes that you want to highlight, and reorganise the conversational content to an easy, readable version for the audience.

Republish blogs onto alternative sites

Your website is not the only place for your blog to flourish, but it can be repurposed to appear on other content publishers you’ve partnered with.

For instance, you can do a guest posting gig for your partners, linking the piece to the original content on your blog. By doing so, both businesses benefit from increased traffic.

Alternatively, your blog post can also be posted on Linkedin or Medium to maximise reach.

Do you know that Quora has over 300 million unique monthly visitors? By answering a question on the site using information from an article you’ve written, you can build credibility and trust in your brand. Most importantly, you can even redirect them to the original post to increase traffic.

Best Practices

Refresh and edit with updated SEO keywords

Google’s algorithms are continuously changing. It’s your job to keep up if you want your content to rank high on their search engine consistently. Do edit SEO keywords, headlines, or meta-data descriptions based on these algorithm changes.

Update and tweak your content if necessary to stay current. For example, if you wrote about “Best Social Media Platforms” in 2017, you may want to update add TikTok to the list in 2021.

Update with new statistics

As time goes on, society’s attitudes, behaviour, and preferences change, so having the latest statistics and figures is essential to keep your content updated and relevant with the changing times. By doing so, your audience can trust you as a credible source at all times.

Repurposing your content is a great way to maximise the reach of your existing content without breaking the bank. It saves time and energy to engage new audiences on different platforms that will result in your brand being known across multiple channels and segments of your audience.


Want to create content that can be easily repurposed into different forms and channels? Contact our editorial content director David Austin at [email protected] today!




Read more from Click2View:

  1. This is the value of creating emotional content.
  2. New to podcast advertising? Here’s an introduction.
  3. Branded videos don’t always have to be talking heads.

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Click2View is Southeast Asia’s premiere full-service independent B2B content marketing agency servicing clients like Microsoft, Google, Visa, Prudential, and the Lee Kuan Yew School of Public Policy.

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