Content repurposing is a smart way of sharing existing content in a new package.
Before we begin, you should know what repurposing content means.
If I take this article and create a YouTube video on this same topic and then publish the video in audio format as a podcast episode, then that’s called repurposing content.
In average person terms, I just converted the content of this article into a YouTube video. And then, using the same audio from the YouTube video, I published the audio as a podcast.
Publishing the same content in different formats on multiple platforms.
Creating new content can take up to one week, sometimes even more than that. However, when repurposing content, you already have the information. You just have to compile it in another format.
This way, you’ll save a lot of time, effort, and resources. Further, you’ll be able to target a different set of audiences on another platform.
However, you should not repurpose every piece of content published on, whatever platform you’re using. Only target those that are already performing well.
A blog post, for example, that’s driving in a lot of visitors proves that readers like the content. So if you repurpose it into another format, there’s a high probability that it’ll also perform well.
Similarly, you can convert various forms of content into other formats. Let us have a look at content types that you can consider for repurposing.
- Content Format #1: Blog Post
- Content Format #2: Video
- Content Format #3: Infographic
- Content Format #4: Podcast
- Content Format #5: Slide Deck
- Content Format #6: Social Media Post
- Content Format #7: Pinterest Board
- Content Format #8: Quora Q/A
- Content Format #9: Case Study
- Content Format #10: Email Newsletters
- Content Format #11: Webinar
- Content Format #12: Interview
- Content Format #13: Guide
- Content Format #14: Ebook
- Content Format #15: Guest Post
- Content Format #16: Online Courses
- Content Format #17: Research/Surveys
- Content Format #18: Web 2.0 Content (User-generated Content)
Content Format #1: Blog Post
A blog post is a comprehensive summary of a topic that people want to learn about.
You can create ample blog content in various formats, such as – how-to tutorials, resource lists, detailed guides, and so on.
You can further convert blog posts into other content formats, and use them for targeting buyers across multiple stages in the buyers’ journey. Alternately, create blog posts by repurposing other content assets available with you.
To: Repurpose blog posts into video scripts, ebooks, slide decks, email content, guest posts, social media posts, etc.
From: Develop blog posts from videos, ebooks, interviews, guides, slide decks, infographics, user-generated content, webinar, etc.
Content Format #2: Video
82 percent of internet traffic will be consuming online video content by 2022.
Imagine the impact you can render if you can create and promote videos for your business. Since every platform now supports video content, it’s a good idea to work on creating videos.
Besides promoting videos on platforms like YouTube and Vimeo, you can share them on social media platforms, websites, blogs, and other places. And when you repurpose videos into other content formats, other promotional avenues open up.
To: Repurpose videos into blog posts, slide decks, audio podcasts, email content, social media posts, and stories, etc.
From: Develop videos from blog posts, social media posts, and stories, interviews, testimonials, product guides, etc.
Content Format #3: Infographic
An infographic is a middle ground between text content and visual content.
Consider it as an enlarged image showcasing crucial information in an organized way. Readers love it because it’s attractive, concise, readable, and informative.
Repurposing content into an infographic is an excellent way to offer something unique to your audience and, at the same time, build quality backlinks in a short duration.
Converting an infographic into other formats is also not difficult since you already have access to information.
To: Repurpose infographics into blog posts, videos, slide decks, social media posts, and stories, guest posts, email content, etc.
From: Develop infographics from blog posts, videos, case studies, social media posts, slide decks, podcasts, research/surveys, etc.
Content Format #4: Podcast
Podcasting is growing at a furious pace. In 2006, only 22 percent of the US population was aware of a podcast.
That figure rose to 70 percent in 2019. A podcast is a convenient way to gain insights into your favorite topic. Whether you are driving, working, or cooking, you can access podcasts all the time.
Since you can produce them often, you’ll amass plenty of information to produce something else.
To: Repurpose podcasts into blog posts, videos, slide decks, interviews, guest posts, infographics, email content, social media posts, and stories, etc.
From: Develop podcasts from interviews, videos, blog posts, slide decks, Quora Q/A, webinar, etc.
Content Format #5: Slide Deck
The slide deck, also known as a presentation, is more common in B2B and professional spaces.
Creating a slides presentation is easier than making a video and lets you present information in an organized way. People often download slide decks and also links to them.
When you repurpose content into a slides presentation, you’re creating opportunities to earn quality backlinks and reach your target audience. Conversely, you can repurpose a slide deck into various forms of content since you already have plenty of information.
To: Repurpose slide deck into videos, blog posts, infographics, social media posts, and stories, ebooks, email content, podcasts, etc.
From: Develop slide deck from blog posts, videos, infographics, case studies, social media posts, and stories, podcasts, ebooks, etc.
Content Format #6: Social Media Post
Social media posts are generally short snippets of information (unless you plan to write lengthy posts).
You can create these in a couple of minutes and frequently post across platforms such as Facebook, Instagram, Twitter, LinkedIn, Snapchat, and others.
You can repurpose all types of content into social media posts and stories. However, ensure posts are suitable for each social media platform. For example, a lengthy post will work for Instagram but not for Twitter.
To: Repurpose social media posts and stories into slide decks, videos, infographics, email content, etc.
From: Develop social media posts from blog posts, videos, case studies, infographics, slide decks, interviews, webinars, email content, etc.
Content Format #7: Pinterest Board
Pinterest is the most underrated platform among all. It’s witnessing impressive 26 percent year-on-year growth.
Besides low competition, Pinterest is excellent for advanced targeting, which, in turn, will increase conversions.
Creating Pinterest pins is easy and quick. Further, visuals tend to get more shares. So if you can create attractive images and videos, you can promote them by pinning them on Pinterest boards.
To: Repurpose Pinterest Board content into social media posts and stories, slide decks, videos, infographics, etc.
From: Develop Pinterest pins from blog posts, videos, social media posts, and stories, infographics, slide decks, webinars, ebooks, etc.
Content Format #8: Quora Q/A
Quora is a well-known question-answer platform where users seek answers to their questions.
It’s a flourishing community of seekers who are either asking for opinions or factual insights into a topic. Anyone can post on Quora, provided they have an account.
Repurposing content into Quora’s question-answers sounds logical because you’ll be able to target people who are actively looking for answers.
It means they are deciding. So if you can resolve their query, you may acquire a new customer or a follower.
To: Repurpose Quora’s question-answers into blog posts, email content, videos, infographics, slide decks, guides, social media posts and stories, etc.
From: Develop Quora’s question-answers from blog posts, user queries, case studies, videos, webinars, user-generated content, etc.
Content Format #9: Case Study
You can gain a lot of traction by publishing a case study because it’s an original form of content.
Think about it. You have access to exclusive, raw data that you can organize into a case study. People give preference to fresh insights, and if you can provide them with one, they’ll be happy to do business with you.
To create case studies, you need data. You can either source it in-house or from outside. For example, if you’re a Facebook marketing agency, you can use campaigns’ data to develop case studies.
It’s an excellent way to showcase your expertise as well as achievements.
To: Repurpose case studies into blog posts, videos, email content, infographics, ebooks, guides, slide decks, social media posts, and stories, etc.
From: Develop case studies from information available from various sources, such as data analytics tools.
Content Format #10: Email Newsletters
Email newsletters can be a boon as well as a bane. If you serve valuable information in the form of email newsletters to your subscribers, it’s a boon.
And if you just promote your offerings without adding any value, they’ll not hesitate to unsubscribe.
You can literally transform any type of content into email newsletters.
Since email newsletters are generally short and concise, you can break down content into short-form content suitable for emails. Further, you can also curate and share a list of resources that are worth the mention.
To: Repurpose email newsletters into social media posts, and stories; Quora Q/A, blog posts, etc.
From: Develop email newsletters from blog posts, social media posts, and stories, list of resources, user-generated content, videos, infographics, etc.
Content Format #11: Webinar
95 percent of marketers consider webinars an important strategy for acquiring loyal customers.
Webinars provide you with an opportunity to communicate one-on-one with the participants, resulting in higher engagement rates.
It’s advisable to record webinars because, afterward, you can use them in different ways. Moreover, you can conduct webinars on various topics for which you have created content in the past.
It will make your job easier because you already have access to information.
To: Repurpose webinars into videos, social media posts and stories, email newsletters, blog posts, slide decks, etc.
From: Develop webinars from best-performing content, consisting of blog posts, social media live stream recordings, etc. You can also create webinars based on user queries or for product promotions.
Content Format #12: Interview
Conducting interviews is like a partnership; the participants get exposure to each other’s audience. Moreover, the audience gets access to valuable insights in a short duration. It’s a win-win situation for everyone.
While there is less scope of repurposing content into interviews, you can compile user queries from your blog, social media profiles, and emails, and frame questions around them.
Moreover, you can take up hot topics for discussion that have the potential to perform well.
To: Repurpose interviews into blog posts, podcasts, videos, social media posts, email content, slide decks, etc.
From: Frame interview questions from user queries, blog post topics, video topics, trending topics, product-related topics, industry-related topics, etc.
Content Format #13: Guide
A guide is a comprehensive source of information that covers everything related to a topic.
As a form of content, a guide performs really well because it satisfies the reader’s queries profoundly. Moreover, if you keep it up to date, it’ll keep on generating leads for you.
To create a guide, you can compile various types of content available on a topic, arrange them in order, and publish them on your website or blog. You can use videos, interviews, slide decks, blog posts, and more to create an informative guide.
To: Repurpose guides into guest posts, blog posts, videos, email newsletter series, slide decks, social media posts, and stories, infographics, etc.
From: Develop guides from blog posts, videos, slide decks, research papers, Quora Q/A, case studies, infographics, etc.
Content Format #14: Ebook
If lead generation or increasing email subscribers is your priority, consider developing and distributing ebooks.
One of the most downloaded content, an ebook is always in demand. And if you share valuable content, it will be viral in no time.
Repurposing content into an ebook demands effort. This is because you may not have all the information in hand to create an ebook.
You have to source data from blog posts, videos, third-party resources, research/surveys, expert opinions, and others.
To: Repurpose ebook content into blog posts, email content, videos, infographics, slide decks, social media posts and stories, webinars, guest posts, courses, etc.
From: Develop ebook content from blog posts, courses, webinars, interviews, surveys & research studies, case studies, etc.
Content Format #15: Guest Post
Guest posting is one of the best strategies to build backlinks and increase brand awareness. However, marketers struggle with finding guest post topics.
Here you have an option to either repurpose existing content or find new topics of importance.
Converting existing content into a guest post is a wise move because you already have a topic that’s performing well, and you also have access to content. You just need to repurpose it, add relevant content, and submit it for review.
To: Repurpose guest posts to videos, email content, infographics, webinars, case studies, Quora Q/A, social media posts, and stories, etc.
From: Develop guest posts from blog posts, webinars, infographics, videos, Quora Q/A, case studies, ebooks, etc.
Content Format #16: Online Courses
Online courses are the latest addition to content marketing. And it’s performing commendably well because everyone wants to learn and keep themselves abreast with the latest developments.
Online courses are here to stay and grow as aspirants can enroll and start learning from anywhere and anytime.
Creating courses demands time, effort, and resources. You can source content from different sources.
But you’ll be spending most of the time creating new content because you’ve got to explain everything in detail. Once your course is ready for launch, you’ll have a massive amount of information to repurpose and publish.
To: Repurpose courses into guest posts, blog posts, infographics, email content, videos, webinars, case studies, social media posts, and stories, ebooks, guides, podcasts, etc.
From: Develop courses from research, and studies, blog posts, educational resources, ebooks, videos, webinars, case studies, guides, podcasts, expert interviews, etc.
Content Format #17: Research/Surveys
If you want to gain an edge over your competitors, publish your original research/surveys in the form of findings. People look for data to back their claims or infer an opinion.
You’ll generate a lot of backlinks and credibility if you publish reliable data based on research/surveys.
Conceptualizing, organizing, and publishing findings demand time. You’ve to present it in an interactive format so that it’s easy for the audience to understand and infer. Repurposing original research/survey is mandatory if you want to promote it effectively.
To: Repurpose research/survey findings into blog posts, videos, email content, guest posts, social media posts and stories, slide decks, guides, ebooks, etc.
From: Develop research/survey findings by conducting surveys, asking questions, using data scraping tools, collaborating with market analysis companies, etc.
Content Format #18: Web 2.0 Content (User-generated Content)
User-generated content is gold when it comes to content marketing. It can help you build trust, improve SEO, increase brand awareness, and more. It’s effortless to create user-generated content. And once you have the content, you can recreate it in various ways.
For example, if your business sells sports earphones, you can launch a social media contest wherein users should post a 30-second video doing a workout while using your earphones.
When you have plenty of videos, you can repurpose them and create a compilation.
To: Repurpose user-generated content into product reviews, blog posts, videos, infographics, testimonials, email content, social media posts, and stories, etc.
From: Develop user-generated content by asking for reviews, testimonials, photos, captions, running contests, etc.
There are numerous other ways to recreate content from existing ones. However, these are the most prominent ones. You can use any – or all – of these to come up with brand new content suitable for publishing on different platforms.
When repurposing content, keep in mind the platform that you’re creating content for. You have to optimize it accordingly to render maximum impact on the consumers.
Once published, promote it extensively and let people know how awesome your content is.
Do you have any questions? Or do you know of any content repurposing strategy that we should know about? In either case, please leave a comment.