Time is a constant challenge for marketers. With tight deadlines and endless to-do lists, creating fresh content from scratch often feels impossible.
The good news? Your best-performing content can be transformed into something new. A blog post can become a LinkedIn carousel. A webinar can turn into a series of short videos. It’s about making the most of what you already have.
Content repurposing isn’t just a shortcut; it’s a practical strategy. By reworking your existing assets, you can reach new audiences, extend the lifespan of your content, and stay visible without starting over.
This guide will walk you through turning five solid pieces of content into thirty impactful ones. With practical, we’ll help you unlock the full value of your content library.
What Is Content Repurposing?
Content repurposing is transforming existing content into different formats to reach a broader audience. For example, a detailed blog post can be turned into an infographic, podcast, or short video, allowing you to share the same message across multiple platforms.
Think of it like turning a book into a movie. While the book contains a lot of detail, only key elements make it to the screen, adapted for a new medium. In the same way, you can take your core content ideas and rework them for different platforms—be it social media, video, or podcasts—without losing the original message.
Repurposing helps your content reach more people without creating something entirely new each time. It’s not about cutting corners but about adapting your content thoughtfully to save time and maximize impact. By reusing what you’ve already created, you ensure it continues to engage new audiences in different ways.
Content repurposing is a strategic move to extend the life and reach of your content while maintaining its value.
Why Content Repurposing Matters: The Power of Repetition in Marketing
The “Rule of 7,” coined in the 1930s by movie executives, is a marketing principle suggesting consumers must encounter a message at least seven times before taking action. This insight came from their observation that moviegoers were more likely to attend a film after repeatedly seeing its advertisement.
While this originated in the film industry, the rule has since become a cornerstone of modern marketing.
Why the Rule of 7 Works
The core idea behind the Rule of 7 is simple: repetition builds familiarity, trust, and recognition. When people see a message multiple times, they become more comfortable with it.
Familiarity with your brand or offer makes it easier for potential customers to trust you, and this trust is crucial for influencing purchasing decisions.
How Content Repurposing Fits In
Repurposing content is a great way to follow the Rule of 7. Instead of creating new content each time, reuse and reformat existing pieces like blogs, videos, or podcasts for different platforms. Each encounter with your message, even in a different form, reinforces the same idea, gradually building the familiarity and trust needed to prompt action.
Connecting with different types of content increases your chances of engagement, whether through social media, email, or search engines.
Benefits of Repurposing Content
Boosts Search Visibility
Repurposing content helps you appear in more search results. For example, turning a blog post into a video can get it ranked on YouTube, while the original post targets a different audience on Google.
Reaches New Audiences
People consume content in various ways. Converting a written guide into an infographic or podcast allows you to engage with audiences who prefer those formats, broadening your reach across different platforms.
Maintains Message Consistency
Repurposing reinforces your core message without being repetitive. A consistent message across multiple channels builds trust and makes your brand more recognizable.
Simplifies Content Creation
Instead of creating new content from scratch, repurpose existing material. This is more efficient and allows you to focus on refining what’s already working.
Cost-Effective Approach
Repurposing maximizes the value of your original content. A whitepaper, for example, can be transformed into blog posts, social media snippets, and webinars, reducing production costs.
Maximizes ROI
Repurposing extends the life of your content, giving it more opportunities to generate traffic, engagement, and leads. This ensures your content works harder and delivers more value over time.
Keep These In Mind Before Repurposing Your Content
Before repurposing content, assess what you have and where it fits. Planning ensures each piece serves a purpose and resonates with your audience. This saves time and maintains quality.
Adjust for Clarity or Relevance
Review your existing content. Does it align with your current goals? Updating outdated stats or simplifying jargon can make old content more relevant and engaging.
Combine for New Perspectives
Sometimes, mixing related topics can create fresh content. For example, combining a blog on social media trends with one on audience engagement can produce a comprehensive guide to digital presence. This adds value by connecting previously separate ideas.
Expand to Dig Deeper
Some content can be expanded. Turn a high-performing blog into an eBook or a popular video into a webinar series. This deepens your audience’s understanding and builds authority on the topic.
How to Repurpose Content Effectively to Maximize Impact
Repurposing content helps you extend its value and reach by adapting it into different formats. It creates a content ecosystem where one idea drives multiple outputs, engaging audiences across various platforms. Below is a step-by-step guide to repurpose your content strategically.
Step 1: Pinpoint Your High-Impact Content
Start with content that has already performed well. This could include high-traffic blog posts, videos with good engagement, or content that addresses common customer problems. Selecting content that’s proven to resonate ensures you’re investing effort wisely.
Criteria for Selecting Core Content
Strong Performance Metrics: Focus on content with high traffic, shares, or engagement. These metrics show what resonates with your audience.
Evergreen Content: Content with lasting relevance, like best practice guides, remains valuable and valid over time and works well across formats.
Problem-Solving Potential: Identify content that addresses common challenges. For example, turning a “how-to” SEO guide into an infographic or short video makes your expertise more accessible.
Step 2: Start with Core Content Pieces
Once you’ve identified your best content, focus on a few versatile formats that can be easily repurposed. This keeps the process efficient and manageable. Choose content that can be adapted into various formats to maximize reach.
Examples of Core Content Types
Blog Posts: These are packed with information and can be broken down into smaller pieces.
Videos: Visual and dynamic, videos can be turned into clips, podcasts, or how-to guides.
Webinars: Comprehensive webinars can be repurposed into slide decks, infographics, or quick tips.
Podcasts: The conversational style of podcasts works well for social posts or blog content.
Case Studies/Whitepapers: Data-rich content like case studies can be turned into summaries, visuals, or stories.
Step 3: Repurpose Each Piece into New Formats
Once your core content is ready, repurpose it into formats that suit your audience’s preferences. This lets you reach people on different platforms in ways that work best for them.
Core Content #1: Blog Posts
Social Media Bite-Sized Takeaways: Extract key points or tips from your blog and share them as individual posts on platforms like Twitter, LinkedIn, or Facebook. This is perfect for reaching people who prefer quick insights.
X (Tweet) Threads: Break down your blog into a series of tweets, each focusing on one takeaway. Include links to the full blog for more details. This format allows for quick consumption on Twitter while driving traffic to the full post.
Short Video Scripts: Use blog content to create video scripts for platforms like Instagram Reels, YouTube Shorts, or TikTok, focusing on a single idea from the post.
Infographics: Condense key statistics, steps, or prominent points into visually appealing infographics. Platforms like Pinterest, Instagram, or LinkedIn thrive on shareable infographics that simplify complex ideas. This is perfect for visual learners and those who prefer quick takeaways.
Slide Decks: Create a slide deck summarizing the main points of the blog. Share it on SlideShare or LinkedIn, or use it in webinars or presentations.
Email Newsletters: Summarize your blog in a newsletter. Make sure to include a clear call-to-action that encourages readers to click through to the full post for more information.
Podcast Scripts: Convert your blog content into an outline or script for a podcast episode. This format caters to an audio-first audience who might prefer listening over reading.
Core Content #2: Videos
Podcast Episodes: Extract the audio from your videos to create podcast episodes. This lets you reach listeners who prefer content on the go, like during commutes or workouts. Distribute on platforms like Spotify or Apple Podcasts.
Short Video Clips for Social Media: Break your video into bite-sized clips, showcasing key moments. These can be posted on platforms like Instagram Reels, TikTok, or YouTube Shorts to boost engagement and drive traffic to the full video.
Blog Posts Inspired by the Video: Convert the main points of your video into a blog post. This will allow you to reach more readers and improve your SEO by offering more detailed content on the same subject.
Transcripts for SEO: Publish a transcript of the video on your site. This adds text for SEO and provides value to readers who prefer to read over watching.
Email Newsletter: Send an email summarizing the video’s key message and including a link to the full video. Highlight the main takeaway to provide value upfront.
Interactive Webinars or Q&A Sessions: Follow up with a live webinar or Q&A based on the video. Engage with your audience and dive deeper into the topic. Record and publish the session later.
Behind-the-scenes (BTS) or “Bloopers” Content: Share lighter, behind-the-scenes clips or bloopers from the video shoot to humanize your brand and engage your audience with a more personal touch.
Core Content #3: Podcasts
Blog Posts: Take the key themes from your podcast into a blog post. This gives readers an alternative way to engage with the content.
Social Media Quotes: Extract impactful quotes or snippets from the podcast and share them as graphics or text on platforms like Instagram or Twitter.
Email Newsletter: Create an email series around your podcast episode, highlighting different aspects of the episode, offering more in-depth analysis, or linking to a related blog post or resource.
Video Snippets: Convert select moments of your podcast into video clips or video snippets, perhaps with a static image or dynamic animation of the podcast’s topic. This allows you to share audio content visually across social media and increase its reach.
Visual Summaries or Infographics: Summarize key points or stats from the podcast in an infographic that can be shared on visual platforms like Pinterest or Instagram.
Transcript for SEO: Publish the podcast transcript on your blog to improve your site’s SEO. You can also use it for further content, such as social media posts or case studies.
Core Content #4: Webinars
Short Videos: Break your webinar into short clips, each covering a specific topic. These can be shared on social media or included in email campaigns.
SlideShare and LinkedIn Carousels: Convert webinar slides into SlideShare presentations or LinkedIn carousels for easy sharing on professional networks.
Downloadable Resources: Create templates, worksheets, or checklists based on your webinar content. These add value and help reinforce your message.
Follow-up Email Series: Send a series of follow-up emails summarizing key points from the webinar, with links to the recording and related resources.
Case Studies: If the webinar involves real-life examples or data, turn those into case studies that can provide even deeper insights.
Infographics: If your webinar includes data or statistics, turn these figures into infographics. This makes the information visually appealing and easier to share on social platforms or use in follow-up communications.
Blog Posts: Write a blog post summarizing key takeaways from the webinar, linking to the recording for more details.
Social Media Posts: To engage your audience, share impactful quotes or insights from the webinar on your social media channels.
Core Content #5: Case Studies/Whitepapers
Digestible Blog Posts: Summarize the key takeaways from your case study or whitepaper in a blog post. This makes the content more accessible to a broader audience.
Engaging Visuals: Convert your data into visuals like bar charts, pie charts, or timelines that can be shared on social media or in presentations. These visuals are easy to share on social media or in presentations.
Social Media Series: Break down the case study into bite-sized stats or findings and share them as a series on social media, with a relevant comment or call-to-action.
Email Campaigns: Send a series of emails highlighting different sections of the case study. Spread the emails out over a couple of weeks to maintain engagement and offer consistent value.
Lead Magnet or Downloadable PDF: Offer a PDF version of the case study or whitepapers as a lead magnet on your website in exchange for email sign-ups.
Video Summaries: Create a short video summarizing the main points of your case study or research. You can share it on YouTube or use it in a promotional campaign.
Interactive Webinars or Roundtables: Host a live discussion around the case study or whitepaper findings, inviting experts and encouraging audience interaction. Be sure to record the discussion so you can publish it later.
Step 4: Maximize Distribution Across Channels
Repurposed content thrives when it’s distributed thoughtfully. Since each platform has its own audience, adapt your approach accordingly.
Distribution Strategies
Social Media Optimization: Adjust the content to fit the tone and style of each platform. Share in-depth posts on LinkedIn and short, actionable tips on Instagram or TikTok.
Email Marketing: Use repurposed content in newsletters to reengage your existing audience with fresh takes.
Third-Party Platforms: Share on Medium, SlideShare, or industry forums to reach wider audiences.
Step 5: Automate and Schedule Content Distribution
Automation helps you maintain consistency without added effort. Plan and schedule content to keep your presence active.
Tools and Best Practices
Automation Platforms: Use tools like Buffer, Hootsuite, or HubSpot Marketing Hub for scheduling across multiple platforms.
Content Calendar: Set up a content calendar to schedule your content, ensuring variety and consistency in the types of content shared.
Additional Tips for Successful Content Repurposing
Leverage Tools Like HubSpot’s Content Remix
HubSpot’s Content Remix automates content repurposing, saving you time. With templates and AI-powered suggestions, you can quickly adapt a blog post into an email, graphic, social media post, or podcast.
Use Data to Guide Repurposing
Analyze performance metrics to identify content that resonates with your audience. Focus on top-performing content, such as high-traffic blog posts or popular videos, to ensure your repurposed material continues to engage.
Match Formats to Platforms
Not every content type fits every platform. You should adapt your content based on where it will be shared: blog posts work well on LinkedIn or Medium, infographics are great for Pinterest, and short, snappy videos are ideal for Instagram and TikTok. This way, you ensure your content is tailored to the platform’s format and audience preferences.
Keep Your Branding Consistent
Repurposed content should always reflect your brand’s voice, style, and messaging. Whether you’re resharing a blog post as a video or turning an article into an infographic, make sure your visual style and tone are consistent. This helps maintain brand recognition and trust across all content formats.
Work Smarter, Not Harder: Maximize Efficiency with Content Repurposing
The biggest challenge for many is time. No one has the luxury of constantly creating fresh content. The good news? You don’t need to.
Repurposing allows you to get more from your existing content by adjusting it for the platforms you’re using. Aside from this, repurposing also helps you reach a wider audience without doubling your workload. Instead of creating new content from scratch, take what you already have and adapt it to different formats. This way, you extend the life of your content across multiple channels while keeping the message consistent.
Tools like HubSpot’s Content Remix make this process easier. They help automate the transformation of content so you can focus on the creative side instead of spending hours reworking the same material.
Repurposing content saves time and boosts your marketing impact—letting you focus on the bigger picture.
Eager to optimize your business operations and drive sustainable growth?
Streamline your workflow and ensure long-term success with our expert support.
Set Up a SessionFrequently Asked Questions (FAQs)
How to do content repurposing?
Content repurposing involves transforming a piece of content into different formats or platforms to reach a wider audience. For example, you can turn a blog post into a social media post, create a video summary, or adapt it into a podcast. The key is to tailor the content to fit the needs and preferences of each platform and audience.
How do I choose which content to repurpose?
Start by reviewing your best-performing content. Look for posts, articles, or videos that have generated high engagement, traffic, or conversions. Repurpose this content into other formats, like infographics, social media snippets, or eBooks, to extend its life and maximize its value.
What is the purpose of repurposing your content?
The purpose of content repurposing is to maximize the value of your existing content. It allows you to reach different audiences, save time on content creation, and improve the consistency of your messaging across multiple platforms. This approach enhances your content’s ROI by getting more mileage out of each piece.
What tools help with content repurposing?
Several tools are available to assist with content repurposing, such as HubSpot’s Content Remix, Canva for visual content, and Buffer or Hootsuite for scheduling social media posts. These tools can simplify the process and make it easier to adapt content to different formats and platforms.
How often should I repurpose content?
The frequency of repurposing content depends on your content strategy and resources. Ideally, you should repurpose high-performing content regularly—monthly or quarterly—while staying flexible to current trends and audience needs. Avoid repurposing too often, as it may lead to content fatigue.