01 Dec Content repurposing: Your ultimate guide to marketing smarter, not harder
Content creation is like building a Lego masterpiece – the real magic happens when you keep reconfiguring the pieces into something new.
In the content marketing world, we call that repurposing.
Repurposing is the ultimate way to get more mileage out of your ideas, making every content dollar stretch further while keeping your audience hooked across multiple channels.
Here’s why repurposing should be integral to your content strategy – and how to get started with actionable ideas you can implement today.
From efficiency to reach: The perks of repurposing
Think of repurposing content as a way to streamline your efforts while multiplying your results. Specifically, it allows you to:
- Save time and resources. Imagine turning one great idea into 10 valuable assets. Repurposing allows you to do just that – taking the pressure off constantly coming up with new ideas while still keeping your content fresh.
- Expand your reach. Different people hang out in different places online. By repurposing, you can share your message on LinkedIn, Instagram, podcasts, blogs and beyond – meeting your audience where they are.
- Maximise ROI. You’ve already invested time (and likely budget) in creating your content. Repurposing lets you extract every drop of value from that investment.
Our top 9 ways to repurpose your content
Here are our favourite ways to give your content a second (or third) life. No fluff. Just practical ideas you can start using right now.
1. Break a blog into several social media posts
That 1,000-word blog? It’s packed with potential.
Pull out key takeaways, stats or quotes and turn them into snappy posts or carousels for LinkedIn or Instagram. Bonus points for pairing them with eye-catching visuals.
Need an example? See how we turned our ever-popular Gen Z translator blog into an eye-catching carousel.
2. Turn a video into a content goldmine
Break your long-form videos into bite-sized clips for Instagram Reels, TikTok or YouTube Shorts.
Highlight key insights, surprising stats or emotional moments. And add subtitles or overlays to hook scrolling viewers.
We’ve used this technique several times to keep our LinkedIn feed fresh and engaging – and our audience coming back for more.
3. Create an infographic from your data
Turn data-heavy reports or blogs into eye-catching infographics.
Visually summarise key points to make complex information clearer, more engaging and easier for your audience to absorb (and share).
We love how our client, Kids Giving Back, has given its impact infographic pride of place on its website homepage.
4. Squeeze more value from a webinar
Don’t let your webinar end when the live session does.
Repurpose the featured topics into blog articles, social posts, emails or even a downloadable resource, like a free guide or whitepaper.
Want more? Use the recording to create highlight reels or bite-sized clips that keep the conversation going.
5. Give evergreen content a fresh twist
Evergreen content – which covers topics that stay relevant over time – never goes out of style. But it can benefit from a refresh.
So update your older blog articles with new stats, examples or trends to keep them current and engaging. It’s an easy way to extend their value and draw in new readers.
6. Flip your blog into a recorded or live experience
Got a killer blog? Don’t let it gather virtual dust – transform it into something your audience can hear or see.
Record a podcast, host a live webinar or share the highlights in an Instagram or LinkedIn reel.
Sprinkle in your own stories and personal flair to keep things engaging. It’s a powerful way to connect with multitaskers, visual learners and those who prefer their content on the go.
For example, we turned this popular thought piece into a presentation delivered through our sister agency: Communication Skills Academy.
The result? New audiences and deepened engagement by bringing our ideas to life in formats that resonate.
7. Collect and collate your greatest hits into a guide
Got a stash of related blogs or tips? Why not bundle them into a downloadable lead magnet?
Make it available on your website in exchange for an email address – and watch as it attracts leads while providing real value.
It’s a clever way to refresh old content and grow your audience at the same time.
8. Build an email series from your top-performing content
Turn your best content into a series of bite-sized emails your audience can save and share.
Whether it’s tips, lessons or insights, each email should deliver something new and actionable. Add a piece of unexpected advice and you’ll leave them eagerly checking their inbox for your next nugget of wisdom.
9. Flip FAQs into a self-help checklist
FAQs don’t have to stay stuck on your website. Take your most-asked questions, trim the fluff and turn them into a checklist your audience can download and keep.
Think ‘Everything you need to bring to your first appointment’ or ‘10 must-knows before hiring a financial adviser’.
Here at RM, we’ve turned some of our most commonly asked questions into free downloadable cheat sheets.
It’s quick, practical – and positions you as a trusted expert in your field.
Our final rules for repurposing
- Be selective. Not every piece of content deserves a second life. So focus on high-performing or evergreen content that’s already resonated with your audience. These are the ideas and assets that have the greatest potential to keep working for you.
- Consistency is key. Your repurposed content should feel like an extension of your brand – not a patchwork of disconnected pieces. Stick to your brand’s tone and style to ensure everything aligns seamlessly, no matter where it’s shared.
- Plan ahead. A solid content strategy (hint, hint) makes the repurposing process effortless. Think about the formats and platforms you’ll target before you create anything, so you can maximise the potential of every piece from the start.
Need a hand making your content work smarter?
Whether it’s creating a plan from scratch or finding new ways to maximise what you’ve got, get help from RM’s clever content strategists.
