Content creation is at the core of every successful digital marketing strategy. But let’s be honest, it can be time-consuming, resource-intensive and sometimes completely overwhelming. At Website Success, we always recommend our clients embrace content repurposing - It’s the perfect way to cut costs, save time and reach a wider audience.
So, if you’ve ever wondered how to squeeze more out of your content marketing efforts, this guide is for you:
What Is Content Repurposing?
Content repurposing is the art of taking existing content and adapting it for new platforms, formats or audiences. It’s not about copying and pasting; it’s about reimagining. Think of it as giving your content a new lease of life.
For example:
A blog post becomes a series of social media posts.
A webinar recording transforms into a YouTube video or infographic.
A case study evolves into a podcast episode or a client testimonial reel.
Why Should You Repurpose Content?
Maximise ROI
You’ve spent time, effort and money creating brilliant content—repurposing makes sure you get the biggest bang for your buck.
Expand Your Reach
Different people prefer different platforms and content types. Repurposing helps you meet your audience where they are - whether they’re scrolling on Instagram, LinkedIn or listening to podcasts.
Boost SEO
By publishing variations of your content across channels, you increase your chances of appearing in search results. Bonus points if you include internal links!
Save Time and Resources
Creating fresh, consistent content is great, but it’s not always feasible. Repurposing allows you to stay consistent without getting stuck on ideas or burning out.
How to Repurpose Like a Pro: Practical Tips
1. Audit Your Content Library
Start by identifying your best-performing content. Look for:
Evergreen topics (timeless content)
Posts with high engagement
Content that aligns with your current goals
2. Adapt for Different Platforms
Each platform has its quirks. Tailor your content to match:
Thoughtful and professional insights from a blog or whitepaper.
Carousel posts, reels or infographics cut down from data-heavy content.
Short, snappy videos summarising key takeaways.
3. Break It Down
A long-form piece like a guide or eBook can fuel weeks of content. Here’s how:
Pull quotes for social media graphics.
Turn stats into charts or infographics.
Expand subsections into standalone blog posts - this works especially well if your audience are asking questions around this. Now that’s strategic content marketing.
4. Combine and Conquer
Bundle smaller pieces into something bigger, like:
5. Leverage Video and Audio
If you’ve written a blog, why not turn it into a quick video or podcast episode? Tools like Canva or AI-powered text-to-speech software can make this process easy-peasy.
6. Update and Refresh
Revisit old content with a fresh perspective:
Add new data or examples.
Optimise for new SEO keywords.
Modernise visuals or design elements.
Repurpose with Purpose
The key to successful content repurposing is staying intentional. Not every piece needs to be repurposed, and not every platform is the right fit. Focus on your audience’s preferences and your brand’s goals to creating more impactful content and building lasting relationships.
Looking for local content support or social media management? Website Success is here to help!
Call our Chichester digital marketing agency today on 01243888555 or click here to book a chat in our diary.
