by Sarah & Kevin Arrow

Ultimate Guide to Content Marketing: Repurposing Your Content

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Repurposing Your Content: A Creative Approach to Maximising Your Existing Assets

We're on a roll, aren't we? Navigating our way through the content marketing maze, we've covered strategy, distribution, planning, formats, headlines, publishing approaches, and syndication. And today, the spotlight is on a real game-changer: content repurposing. It's like finding treasure in your own backyard! Let's dive into how you can breathe new life into your existing content.

Start by Taking Inventory: Know What You Have

Before you can repurpose content, you need to know what's in your toolbox. Look at blog posts, ebooks, webinars, videos – everything. For example, a healthcare provider may find a series of webinars that could be transformed into helpful guides.

Get Creative with Possibilities: Think Outside the Box

Repurposing your content is a playground for creativity. A single blog post can morph into various forms, like a podcast, infographic, or even a Slideshare. A tech company might turn a detailed article on AI trends into an engaging video or a series of social media snippets.

Make Necessary Formatting Changes: Tailor to Fit

Content repurposing isn't just about copying and pasting; it requires thoughtful adaptation. A retail brand could take insights from a customer survey and present them in a visually appealing infographic. This transformation involves choosing the right visuals, fonts, and layout.

Promote the Repurposed Content: Unveil the New Look

Sharing and distributing repurposed content is essential. For instance, a travel agency might repackage blog posts into an exciting travel guide ebook, promoting it through newsletters and social channels. This renewed promotion can attract new eyes to existing content.

Update Content Occasionally: Keep It Fresh

Content repurposing also offers a chance to refresh outdated information. A finance company might update an old whitepaper with the latest market trends, ensuring it continues to provide value.

Track Performance: Monitor the Magic

Keep an eye on how your repurposed content performs. If a fashion brand sees that their blog posts turned into YouTube tutorials are gaining traction, it's a sign that this format resonates with their audience.

Examples Across Industries: Content Repurposing in Action

  • Blog posts into videos: Great for educational institutions wanting to visually explain complex topics.
  • Webinars into podcasts: Ideal for B2B companies like software providers to reach busy professionals on the go.
  • Infographics into blog posts: An opportunity for fitness trainers to break down exercise routines into detailed guides.
  • Whitepapers into Slideshares: A smart move for legal firms wanting to present complex laws in an easily digestible format.
  • Article excerpts into social posts: Effective for food bloggers to tease recipes and drive traffic back to their site.

Balance Is Key: Blend the Old with the New

Content repurposing should complement, not replace, new content creation. It's about finding new angles and opportunities without losing the essence.

Over to You

Now, look around your existing content landscape. What gems could you polish and present in a new light? Content repurposing is not just about saving time; it's about enhancing reach, relevance, and resonance.

Share your repurposing ideas or ask any questions you might have. Can't wait to see what creative spins you put on your existing content as we eagerly await Day 13. Onwards and upwards! 🚀

About the author, Sarah & Kevin Arrow


Sarah & Kevin Arrow have worked in digital marketing since 2006. They share their thoughts and tips here on this site. They'd love to help you become more visible. Book in a call or ping us a message - we're waiting to hear from you!

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