Everything You Need to Know about Repurposing Content

Everything You Need to Know about Repurposing Content

14 Dec 2015

There is no doubt that content marketing is vital in this day and age. Properly implemented content strategies have helped small businesses grow, especially in 2015.

These success stories seem to perfectly align with the predictions made by successful business owners back in 2014. However, it’s interesting to note that none of them have mentioned anything about repurposing content.

Don’t know what repurposed content is all about? No need to worry, since there’s always time to learn.

This strategy can seriously boost the success of your business, provided it's done right. Click To Tweet

For instance, Long Range Systems managed to improve their brand awareness by simply repurposing content. You can do the same for your business. You just need to know where to start.

Getting Misconceptions Out of the Way

As it is with most things in life, it’s generally best to start by debunking myths first. This way, you won’t have to worry about harmful rumors ruining your peace of mind.

You can ensure the prosperity of your business without second-guessing yourself every time you need to make a decision. These are the most common myths associated with repurposing content.

1. It will drive your audience away.

You might think that readers will run for the hills once they get a glimpse of repurposed content, but this isn’t true. Of course, if you plan on using the same format and writing style, then this might very well be the case.

Wake up with new leads from the content you publish.

Keep in mind that content, whether it's repurposed or not, comes in many shapes and sizes. Click To Tweet

Not to mention it can be distributed through a wide array of mediums.

2. Repurposing content is a piece of cake.

Not in the slightest. Sure, you can just copy-paste something you wrote months ago and publish it again, but your audience will surely catch on to what you’re doing. You’ll definitely have an easier time repurposing content than you would creating it from square one, but you still have to put in a lot of effort.

repurposing content

The old content you use needs to be adapted according to the medium, always keeping the target audience in mind. You can’t use something you wrote for car dealers on how to get potential customers to buy extra accessories to show sales managers how to speed up the conversion process.

It will just create confusion. Repurposing content is all about being able to adapt.

3. Nobody is doing it.

This could not be farther from the truth. Plenty of businesses are starting to see how useful this content strategy is. If the previous story on how Long Range Systems achieved success is not enough for you, then take a look at this presentation.

It shows how a single marketing team of six members managed to repurpose a simple insight brief into 104 pieces of content.

Not only did they improve lead generation, but they seriously increased web traffic since their content was shared thousand of times across various social media websites.

Understanding the Benefits of Using Repurposed Content

Let’s get to what really matters. What can repurposing content do for you and your business? Quite a lot actually. Check out what benefits you’ll get to take advantage of if you invest enough time and effort into this content strategy:

Saves a Lot of Time!

Say you get a great idea, put it into practice and end up with quality content. It would be a shame to let it go to waste by just publishing it one time.

By repurposing content, you'll be able to make use of the same idea, but through different mediums. Click To Tweet

Not only will you get to put the idea you had to good use for months to come, but you’ll also be able to reach a broader audience.

Moreover, it will also save you a lot of time in the long run. As a business owner, this will make a huge difference for you.

You won't have to waste time trying to brainstorm new ideas. Click To Tweet

You’ll be able to use a previous one that you know was received well. All that remains is to properly adapt it to the new intended audience.

Attracts a Bigger Readership

As previously mentioned, repurposing content will help you reach a broader audience. Let’s face it. Different people prefer different types of content.

While some like to read long, insightful articles, others like to watch quick videos or SlideShare presentations. So why not repurpose your content and meet all their needs? You’ll definitely get more traffic this way.

repurposing content

Increases Content Life Expectancy

Repurposing content is not only good for your business, but for the content as well. Why waste a great idea when you can potentially increase its lifespan by a couple of years?

Plus, this will also benefit your audience. For instance, if they missed out on one of your articles or videos, they’ll get a new chance to see them again, just in another format.

Repurposing content will keep it alive for a longer period.                                         [ Photo Credits: ashley rose,’s flickr ]

No need to worry about this putting off your readers. Do it the right way and they’ll love it.

It will also show them how creative and original you can be. Click To Tweet

Allows You To Cross-Promote Your Content

Cross-promoting your content means you’ll be able to publish the same idea through a wide variety of different online channels. Think of it as a sort of inbound link system.

It will not only drive traffic to your blog and website, but it will reinforce your brand as well. Click To Tweet

Consequently, this leads to an increase in conversion rates because people will have an easier time trusting you and your brand.

Pretty soon you’ll be an authority in your domain and people will come to you asking for help in creating and repurposing content.

How to Properly Repurpose Content

With all this talk of putting a lot of time and effort into making use of old content you might get the feeling it’s an art few people manage to master. However, this doesn’t have to be the case. Just because you’re low on ideas when it comes to making use of old content doesn’t mean you won’t be able to do it.

It’s important that you first understand what creating valuable content is all about. After all, you can’t repurpose content if you don’t have any. Here are several tips to keep in mind when writing content:

  • First of all, the content you create needs to serve a purpose. If your audience doesn’t find it useful, then it won’t last. Write about things you know. The idea is for people to see you as an expert in your domain.
  • Repurposing content won’t be possible if your original content has no visibility. You need to ensure your audience can easily find it and won’t have to spend too much time searching for it. Quality SEO is also a must. Don’t know much about it? Here’s a few tips that will help you out in the long run.
  • Always keep your audience in mind when writing content. It needs to be tailor-made for them if you want it to properly resonate with your readers. Your clients won’t feel the need to share your content if it doesn’t appeal to them.
  • Always offer value if you want your audience to grow. This will keep them coming back for more.

Once you have quality content it’s time to start thinking about ways to repurpose it in the near future. Not sure where to start? Here’s a few ideas:

Write a Blog on the Subject

Blogging is efficient. There’s no debating it. A study performed in 2009 showed that companies that blog get more traffic. Repurposing content in the form of a blog will definitely work to your advantage. Keep in mind that a blog is not only appealing, but also easy to share across various social media platforms.

Moreover, blogging about certain topics on a regular basis means you’ll soon be regarded as an expert on those subjects.

This will grant your website authority and improve web traffic. Click To Tweet

Make a Video About a Recent Blog Post or Article

Wrote a recent blog post that you feel will really benefit your audience? Why not make a YouTube video about it? You can talk about the points you made in the article, offer a short synopsis or even give valuable tips. Either way, your audience will love it.

Don’t forget to provide links in the video description. The idea behind the video is to generate views and leave your audience wanting more, thus prompting them to read the material in question.  Remember to ask them to check out your article in the video. Being nice can go a long way.

Think Outside the Box

Just because you wrote a great piece of content doesn’t mean you need to stick to the same idea. Repurposing content is all about thinking outside the box. Say you wrote a ‘How to’ article. Why not explore the other side? Write on the same subject, but take a ‘How not to/What not to do’ approach.

Remember to also keep up on any developments that might occur regarding the subject you wrote about. Your audience will definitely want to know what the future has in store regarding their interests.

repurposing content

Not only will you be able to create inbound links between the articles, but you’ll also offer your audience more information on a subject that interests them. Keep your ideas interesting by exploring different approaches to the subject.

Infographics Are Always a Viable Option

People really like visual content. Nowadays, readers are more likely to just scan through an entire article instead of reading it all. An infographic is the perfect way to get your message across to a wide audience.

It won't be cheap, but it will definitely be worth the money. Click To Tweet

Want to know more about visual content marketing? Check out these nifty tips.

Infographics are very efficient, especially on social media platforms. They break down complex information and allow your readers to easily digest it without having to put in a lot of effort.

Repurposing Cntent Into an eBook

Have you ever wanted to write a book? Now you can! If you have a lot of articles or blog posts on a certain subject, you can use them to start writing an eBook that will cover the subject in question. Just remember to do some additional research and properly format the content.

An eBook is a great way of ensuring your content will remain interesting and improve conversion rates.

Staying Away From Harmful Mistakes

Repurposing content can be a little tricky, but once you do it a few times you’ll get the hang of it. However, it’s easy to fall into traps and make huge mistakes without even being aware of what you’re doing. Make sure you steer clear of repurposing mistakes if you want the best results:

1. Writing an anthology that is hard to follow.

Writing a series of articles on the same subject can prove to be a great idea, provided it’s done right. If your readers have a hard time keeping track of the narrative, then your articles will be met with failure.


Also, if the information doesn’t make sense when split into smaller articles, then it’s best to just present it all in a single, large article instead.

This way, you can link smaller articles to it, as long as they are relevant. Click To Tweet

2. Presenting old content as new information.

It’s important to know the difference between repurposing and redistributing. The former means you’re adding to your original idea and updating it, while the latter just means you’re reposting old information.

It might be tempting to do this, since it’s easy, but your audience will surely notice. Not only will it look bad, but it will also annoy potential readers or customers and turn them away.

3. Offering sub-par information.

You can’t just throw some words together without doing any research and call it ‘repurposing content’. If you don’t offer your audience something new and interesting, then you’re wasting their time. You’re better off brainstorming new content than trying to make stuff up to keep old content alive.



Content Writer at Squirrly
Content writer and occasional proofreader. When not typing away at his keyboard, he spends his time playing video games and reading about the gaming industry.