Repurposing Content: Breathe New Life into Your Marketing Assets


Creating fresh content can feel like a constant uphill battle. But what if you could squeeze even more value out of the content you already have? Enter the art of content repurposing – transforming existing content into new formats to reach a wider audience and extend its lifespan.

Think of it like a delicious recipe. With a little creativity, you can use the same core ingredients (your original content) to create multiple dishes (different content formats) that satisfy different tastes (your target audience).

Repurposing Content

Why Repurpose Content?

Repurposing offers a treasure trove of benefits for your marketing strategy:

  • Saves Time and Resources: Repurposing leverages content you’ve already invested in, saving you time and resources required to create something entirely new.
  • Maximizes Reach: By transforming your content into different formats, you can reach new audiences who might prefer consuming information in different ways (reading, listening, watching).
  • Boosts SEO (Search Engine Optimization): Fresh content with relevant keywords can improve your website’s search engine ranking. Repurposed content, if optimized well, can contribute to this goal.
  • Enhances Brand Awareness: By keeping your content circulating in various formats, you stay top-of-mind with your target audience and strengthen brand recognition.
  • Establishes Authority: Repurposing content based on high-performing pieces demonstrates your expertise on a topic, solidifying your authority in your field.

Identifying Content Gems: What to Repurpose

Not all content is created equal for repurposing. Here are some types of content that hold high potential for a makeover:

  • Blog Posts: These can be transformed into infographics, videos, social media posts, presentations, or even ebooks.
  • Webinars and Presentations: Turn them into blog posts, social media snippets, downloadable slides, or podcast episodes.
  • White Papers and Ebooks: Break down complex information into shorter blog posts, infographics, or social media threads.
  • Case Studies and Customer Testimonials: Extract key points for social media posts, website testimonials, or blog content highlighting customer success stories.

The Art of Repurposing: Turning Content into New Formats

Now that you have your content gems identified, let’s explore some creative ways to repurpose them:

  • Blog Posts to Videos: Use key points from your blog post to create a video script. Include visuals, animations, and narration to make it engaging.
  • Webinars to Podcasts: Extract audio from your webinar and edit it into a podcast episode. Offer additional resources or visuals in the podcast description.
  • White Papers to Infographics: Visualize key data points and statistics from your white paper into a visually appealing infographic for easy comprehension.
  • Case Studies to Social Media Posts: Highlight key takeaways and customer success stories from case studies in bite-sized social media posts.
  • Ebooks to Slide Decks: Extract key points and visuals from your ebook to create a compelling presentation for conferences or webinars.

Repurposing Tips for Success

Here are some additional tips to ensure your repurposed content shines:

  • Identify Your Audience: Consider who you’re trying to reach with each repurposed piece. Tailor the format and content accordingly.
  • Optimize for the New Format: Don’t just copy and paste! Adapt your content to fit the new format’s style and length requirements.
  • Update and Refresh: Ensure the information is current. Update statistics, examples, and visuals to keep your content fresh.
  • Promote Your Repurposed Content: Don’t let your newly minted content sit unseen! Promote it on social media, your website, and through email marketing.
  • Track and Analyze: Monitor the performance of your repurposed content. This helps you understand what resonates with your audience and what needs tweaking.


By embracing content repurposing, you can create a more sustainable and efficient marketing strategy. You’ll leverage existing assets, extend their reach, and maximize the value you get from your content creation efforts. So, unleash your creativity, breathe new life into your content, and watch your marketing reach new heights!

Bonus Tip: There are many online tools and platforms available to help you with content repurposing. Explore options like design tools for infographics, video editing software, and social media management platforms to streamline the process.

By following these tips and embracing the power of repurposing, you can transform your content marketing strategy from a constant scramble to a well-oiled machine, delivering value to your audience and achieving your marketing goals.

Post Written by

Jo Medico is DoubleDome's Director of Client Services who ensures our company remains a proactive and value-adding partner to all of our clients. When she's offline, she loves spending time with her son trying out new local cafes. She's also a fitness enthusiast and likes to be at the beach or do anything outdoorsy.
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