14 Innovative Ways to Repurpose Content

Creating content these days takes up significant time and resources, and with so many platforms and content types out there, it can be challenging for marketers. Actually, it’s not just challenging, but near impossible unless you use content repurposing in your strategy. Did you know that, according to a Content Marketing Institute study, nearly 60% of marketers reuse content two to five times?

Any form of content can be repurposed and when done in the right way, it can be highly effective in your marketing efforts. Repurposing content should focus on finding new and effective angles from existing content; it shouldn’t be about copying/pasting a link or paragraph across multiple channels – that’s content distribution…

In this post, I am going to highlight 14 different ways to repurpose content with examples, to make your content marketing efforts a little easier.

What is Repurposing Content?

Content repurposing is the process of using existing content, altering it, and publishing it in a new format on different marketing channels. It’s like giving your content a second life. Imagine you’ve written a blog post. That post can be turned into a podcast, a video, an infographic, and more.

One major misconception when it comes to repurposing content is that it includes using content that has been produced by another brand or someone else. This is not content repurposing; you can take inspiration from other people’s content but if you want to re-use something for your audience, it should be from content you or your brand has created.

Also, as mentioned in the intro, simply copying the link of a blog post and pasting it into Facebook is not content repurposing. Repurposed content should provide value to your audience over saving time on your marketing efforts.

Tip: When creating a piece of content, list out every different possibility for repurposing that content. This will make it easier when you come back to look for new content, as you will already have a list of everything that can be repurposed.

Why is Repurposing Content Important?

Repurposing content is important for several reasons including reaching new audiences, saving time and money, and maximizing the ROI on your content.

Not everyone likes to consume content in the same way. Some prefer reading, others love watching videos, and some might enjoy listening to a podcast while commuting. Repurposing content is a great way to reach new audiences and cater to diverse preferences.

Then there’s the SEO impact. More content in various formats means more opportunities to rank in search engines and drive organic traffic to your site. It helps establish your authority across different channels and also improves brand awareness.

Repurposing content also maximizes your return on investment. You’ve already invested resources in creating original content. Repurposing allows you to squeeze every bit of value out of that investment by reaching more people over a longer period.

15 Ways to Repurpose Content

Transform Blog Posts into Infographics

Infographics have been around for some time, but they are still as impactful as ever. They take the written words of content and shrink them into visual narratives, making complex information easily digestible and shareable. In an age where 65% of people are visual learners, according to the Social Science Research Network, infographics can significantly amplify the reach of your content and also help people digest it.

Tips on Selecting Key Points and Designing Infographics

1. Identify the Core Message: Look for blog posts with clear, concise points or data-rich content.
2. Simplify and Summarize: Break the information down into bite-sized, easily understandable segments.
3. Choose the Right Design Tools: Utilize platforms like Canva or Adobe Spark, which offer user-friendly infographic templates.
4. Incorporate Branding: Ensure your infographics reflect your brand’s color scheme, fonts, and style.
5. Use Visual Hierarchy: Guide the viewer’s eye through size, color, and layout to emphasize key points.
6. Add Visual Elements: Use charts, icons, and images to make the data more engaging.
7. Make it Shareable: Optimize the size and format for easy sharing on social media and your website.

Create Podcast Episodes from Blog Content

Considering that there are over 2 million active podcasts, as reported by Podcast Insights, marketers should be jumping at the chance to start a podcast. Podcasts offer a personal and engaging way to connect with an audience. By converting your blog content into podcast episodes, you can reach audiences who might not have time to read blog posts but are happy to listen to podcasts.

Steps to Convert Written Content into Engaging Podcast Scripts

1. Choose Engaging Topics: Select blog posts that sparked interest or discussion.
2. Adapt Your Tone for Audio: Conversational and engaging tones work best for podcasts. Don’t use robotic AI voices for example.
3. Break Down the Content: Organize the blog content into a coherent, episodic format. You can use AI to help with this step.
4. Add Personal Anecdotes or Opinions: This makes the podcast more relatable and engaging.
5. Incorporate Interviews or Guest Speakers: Adding different voices can provide additional perspectives and depth.

Develop Video Content from Blog Posts

Video content is one of the most impactful and effective forms of content that can be used in today’s age. According to Vimeo, 80% of people prefer videos over written text, highlighting how important video content should be as a part of a content marketing strategy. Also, you can embed the repurposed video into your blog posts to create a better user experience and improve SEO authority.

Guidelines for Scripting and Producing Videos

1. Select Suitable Blog Posts: Choose posts that are informative and visually translatable, like how-to guides or listicles.
2. Craft an Engaging Script: Condense your blog post into a concise, engaging script. Keep language conversational and viewer-friendly – AI can help with this.
3. Plan Your Visuals: Decide on the type of visuals – animations, live-action, screencasts, or a mix.
4. Edit for Engagement: Use editing tools to add effects, transitions, and captions that enhance viewer engagement.
5. Incorporate Branding Elements: Include your logo, brand colors, and style to maintain brand consistency.
6. Optimize for Different Platforms: Tailor the video format and length for platforms like YouTube, Instagram, or your website – further repurposing the video for different usage.

Use Webinar Content for E-books

Webinars are a goldmine for e-book content and according to CNBC global ebook sales are projected to reach $28.73 billion by 2028. They are often packed with detailed information, expert insights, and valuable discussions. Repurposing this content into an e-book format allows you to reach a wider audience and provide a permanent, accessible resource. You can also use e-books as lead magnets depending on your goals.

Extracting Key Insights and Structuring an E-book

1. Identify Key Themes and Topics: Review your webinar content and note the main themes and valuable insights. You can copy a transcript into AI and ask it to do this for you.
2. Organize Content Logically: Structure the e-book in a way that flows logically and is easy to navigate.
3. Expand on Webinar Content: Use the webinar as a foundation but add additional research, examples, and insights to provide more depth.
4. Incorporate Visuals and Data: Use charts, graphs, and images from the webinar to enhance the e-book’s visual appeal.
5. Edit for Clarity and Cohesion: Ensure the content is clear, concise, and free of jargon – remember a webinar will generally have a different directive than an e-book would.
6. Design a Reader-Friendly Layout: Use headings, bullet points, and short paragraphs to make the e-book easy to read.

Convert Internal Data into Case Studies

Case studies can be incredibly powerful in demonstrating the impact of your products or services. But how do you get the content for case studies? Well, it might be staring you directly in the eye – internal data. If you have data or stories that can be shared with an external audience, the right person can turn this into a case study; Which can significantly boost your credibility and customer trust.

Identifying Compelling Data and Crafting a Narrative

1. Select Impactful Data: Look for data that shows clear results, such as increased sales, improved customer satisfaction, or enhanced efficiency.
2. Define the Problem and Solution: Start by outlining the challenge faced and how your product or service provided a solution.
3. Tell a Story: Frame your data within a narrative that engages the reader. Introduce the characters (your clients), the conflict (their challenge), and the resolution (how your service helped).
4. Use Visuals to Enhance Your Data: Incorporate graphs, charts, and infographics to make your data more digestible and engaging.
5. Include Testimonials: Add quotes from satisfied customers to add authenticity and a personal touch.
6. Keep It Relatable: Ensure your case study is easy to understand, avoiding overly technical language or jargon.

Repurpose Social Media Content for Blog Posts

Usually, social media content would be taken from blog posts, but why can’t it be the other way around? Social posts are concise whereas blogs can expand on information and provide more value to those that are interested. According to OptinMonster, marketers who prioritize blogging are 13x more likely to have a positive ROI on their efforts. If your company is active on social media, take a look through at what posts get the most engagement to stimulate which ones would make for a good blog post!

Elaborating on Popular Posts or Threads

1. Find Engaging Content: Look for posts that have generated significant engagement, such as likes, shares, or comments.
2. Expand the Idea: Take the core idea of the post and develop it further. Add details, background information, and additional insights.
3. Maintain the Original Tone: Keep the spirit of the original post, whether it’s humorous, inspirational, or informative.
4. Incorporate User Feedback: Include reactions or comments from the original post to add different perspectives and create a sense of community.
5. Add Multimedia Elements: Enhance the blog post with images, videos, or infographics that were part of the social media content.
6. Link Back to the Original Post: Create a connection between your blog and social media platforms, encouraging cross-platform engagement.
7. Optimize for SEO: While keeping the original essence, ensure the blog post is optimized for search engines to increase its reach.

Turn Customer Testimonials into Storytelling Pieces

When 72% of consumers will take action only after reading a positive review, turning your positive reviews into repurposed content can be very powerful. These stories can showcase the impact of your brand on real people’s lives, helping to establish trust and relatability. The type of content you create will depend on your strategy, but customer testimonials can be used in email marketing, social media posts, website copy, and even traditional marketing efforts.

Turning Testimonials into Compelling Stories

1. Select Impactful Testimonials: Look for testimonials that tell a story or highlight a specific problem and solution. For example “Great job!” would not be a good pick.
2. Build a Narrative Structure: Frame the testimonial within a story arc – setting, conflict, climax (your product/service as the solution), and resolution.
3. Add Context and Background: Provide background information about the customer to make the story more relatable and authentic.
4. Use Direct Quotes: Incorporate the customer’s own words to add credibility and a personal touch.
5. Keep it Authentic: Ensure the story remains true to the customer’s original message and experience.

Develop Email Series from Blog Content

Email marketing remains a key tool for nurturing leads and building relationships with your audience, according to email marketing stats from McKinsey, email marketing acquired 40x more customers than Facebook and Twitter combined. By repurposing your blog content into an email series, you can provide consistent value to your audience, keeping them engaged and informed. This helps in segmenting your content into digestible pieces, making it more accessible and personalized.

Segmenting Blog Content into Email-Friendly Digests

1. Identify Cohesive Themes: Choose blog posts that can be logically grouped into a series.
2. Break Down Content: Divide the content into smaller sections that can each serve as an individual email.
3. Write Engaging Subject Lines: Create compelling subject lines that reflect the content of each email and encourage opens.
4. Add Personalization: Personalize emails with the subscriber’s name and tailor the content to their interests.
5. Optimize for Readability: Use short paragraphs, bullet points, and images to make the emails easy to read.
6. Test and Refine: Use A/B testing for subject lines and content to see what resonates best with your audience.

Use Q&A Sessions to Create FAQ Pages

The last thing you want for visitors to your site or company pages is for them to search for information – everything should be easy to find and cover common pain points to avoid the risk of losing that visitor/customer. Q&A sessions, such as Reddit AMAs (Ask Me Anything), are rich sources of information and customer insights.

By turning these interactions into FAQ pages, you can address common customer pain points without them having to ask or search for information. This not only enhances the customer experience but also saves time. Consider also using questions from support tickets, chatbots, social media, and anything that becomes a trending theme.

Compiling and Categorizing Questions

1. Gather Questions: Collect questions from Q&A sessions, customer support interactions, social media, and other sources.
2. Identify Common Themes: Group questions by topic to identify common areas of interest or confusion.
3. Write Clear and Concise Answers: Provide straightforward and helpful answers to each question.
4. Organize Logically: Arrange the FAQs in a logical order, starting with the most common or important questions.
5. Update Regularly: Keep the FAQ page updated with new questions and refined answers based on customer feedback.
6. Make it Searchable: Include a search function to allow users to easily find specific questions.
7. Link to Additional Resources: Where relevant, link to blog posts, guides, or other resources for more in-depth information.

Repurpose User-Generated Content for Social Proof

User-generated content (UGC) is a goldmine for content repurposing and also brands looking to build credibility and authenticity. UGC is anything your customers create related to your brand, from reviews and testimonials to photos and videos. Repurposing this content allows you to share their experiences and leverage social proof, which can significantly influence potential customers’ decisions. Learn more about how to leverage user-generated content.

Curating and Showcasing User-Generated Content

1. Find Valuable UGC: Look for high-quality, relevant content that positively reflects your brand.
2. Seek Permission: Always ask for permission before using a customer’s content in your marketing.
3. Categorize and Organize: Group UGC by product, experience, or theme to make it more accessible.
4. Incorporate UGC in Your Platforms: Feature user-generated content on your website, social media, and other marketing materials.
5. Add Context: When showcasing UGC, provide background or a story to make it more engaging.
6. Encourage More UGC: Motivate other customers to share their experiences by highlighting UGC and offering incentives.
7. Maintain Brand Alignment: Ensure the UGC aligns with your brand’s image and values.

Creating a Video Series from Customer FAQs

Video content can also be a powerful tool for customer service. By creating a video series that addresses FAQs, you provide your audience with an engaging and easy-to-digest format to find answers to their common queries. This not only enhances customer experience but also adds a personal touch to your customer service. The video content can then be shared across different channels for more awareness and engagement.

Developing an FAQ Video Series

1. Gather Common Questions: Compile a list of frequently asked questions from customer service interactions, social media, and your website.
2. Script the Answers: Write concise and clear answers, keeping them conversational as if you’re speaking directly to the customer.
3. Plan the Video Format: Decide whether the videos will be talking-head style, animated explainers, or a mix of formats.
4. Keep Videos Short and Focused: Aim for short videos (1-2 minutes) that address a single question or topic to keep viewers engaged.
5. Add Visual Aids: Use visuals, text overlays, and graphics to enhance the clarity of your explanations.

Turn Interviews into Expert Roundup Posts

Expert roundup posts are a fantastic way to showcase industry expertise and provide diverse insights on a particular topic. By turning interviews into posts, you’re not only giving your audience access to expert opinions and advice but also enhancing your content’s credibility and depth. This approach is particularly effective in establishing your brand as a thought leader in your industry.

Compiling Interview Highlights

1. Select Relevant Interviews: Choose interviews that offer valuable insights on a specific topic or theme.
2. Extract Key Points: Go through each interview and pull out the most significant and insightful comments.
3. Organize Thematically: Group these insights by subtopics or questions to provide structure to your roundup post.
4. Provide Context: Introduce each expert and explain why their perspective is valuable.
5. Balance the Content: Ensure each expert’s viewpoint is represented fairly and the post offers a well-rounded perspective.
6. Include Direct Quotes: Use direct quotes for authenticity and to capture the expert’s voice.
7. Conclude with a Summary: End the post with a summary of key takeaways or your own insights on the discussion.

Use Blog Posts to Create a Webinar Series

Webinars offer a more personal way to engage with your audience through live, interactive sessions. According to GoToWebinar, 92% of professionals think a webinar is the best way to engage a large remote audience. By using your blog content as the foundation for a webinar series, you can provide deeper insights into topics, live demonstrations, and interact directly with your audience. This format not only breathes new life into your existing content but also adds a personal touch that can enhance audience connection and engagement.

Planning and Structuring Webinars Based on Blog Content

1. Identify Suitable Blog Posts: Choose in-depth, popular, or topical blog posts as the basis for your webinars.
2. Develop a Webinar Structure: Break down the blog content into segments that can form the outline of your webinar. Include introductions, main points, Q&A sessions, and conclusions.
3. Incorporate Interactive Elements: Plan for polls, Q&A sessions, and other interactive elements to engage the audience.
4. Practice and Refine: Rehearse your webinar to ensure a smooth delivery and make adjustments as needed.
5. Promote Your Webinar: Use your blog, social media, and email lists to promote the webinar series.
6. Provide Additional Resources: Offer attendees supplementary materials like handouts, links to the blog posts, or additional reading materials.

Crafting Inspirational Quote Graphics from Content

Quotes have the power to inspire, resonate, and spread like wildfire across social media platforms. They are easy to find, easy to create, and can go a long way in your marketing efforts. You can extract impactful quotes from your existing content and turn them into visually appealing graphics that can increase your content’s visibility and engagement.

Creating Quote Graphics

1. Identify Powerful Quotes: Skim through your content to find memorable, insightful, or particularly meaningful quotes.
2. Keep it Short and Impactful: Choose quotes that are concise yet powerful – ideally no longer than a sentence or two.
3. Design for Visual Appeal: Use graphic design tools like Canva or Adobe Spark to create visually striking graphics that complement the quote.
4. Incorporate Branding Elements: Include your brand’s color scheme, logo, or other design elements to maintain brand consistency.
5. Choose Readable Fonts: Ensure the text is easy to read, especially on smaller screens like smartphones.
6. Add Contextual Backgrounds: Use relevant images or abstract designs as backgrounds to add depth and context to the quote.
7. Optimize for Social Sharing: Format the graphics for different social media platforms, considering the ideal dimensions and layout for each.

Conclusion

These 14 ways to repurpose content can provide content marketers with an endless amount of content that can be implemented into marketing strategies. Each method of repurposing content has a unique purpose and caters to different audience preferences, enhancing engagement and maximizing the impact of your content efforts. It allows marketers to be resourceful, creative, and efficient in their content strategy.

The key is to think creatively and strategically about how your content can continue to provide value, reach new audiences, and achieve your marketing goals in innovative ways.