How to Harness The Power of Repurposed Content

What is content repurposing? It’s the art of making the most out of your existing content. Learn how to get more website traffic by using repurposed content in this post.

The Power of Repurposed Content


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A crucial component of any marketing plan is content. You use it for a variety of purposes, including expressing your brand voice, attracting and retaining website visitors, and connecting with your target market. 


This is true for a variety of content types, but did you realize that a single piece of material can fulfill several functions? A piece of content that is currently intended for one use may in the future be utilized for another.


Sometimes all your marketing material needs to keep your audience interested is a little updating and repurposing.

What is Content Repurposing?

Repurposing material is the practice of repurposing previously utilized content for new purposes. Repurposing a blog post into an infographic or an interview into a blog piece is similar to repurposing an old shoe into a flower vase. 


Repurposed content represents a marketing tactic that is useful for a variety of reasons. It can help with your web presence, improve your marketing, save you time, and more.

Benefits of Repurposed Content

Small business owners like you already have a lot on their plates. Why not extend your content a little bit further and save yourself some time and work? 

Here are a few justifications for starting to compile your existing content. All authentic content can be reused, whether it is fresh or old, successful or unsuccessful.

1. Enables You to Accomplish Multiple Objectives

There is a possibility that a piece of content that is working well in one area will also perform well in other areas. Perhaps one of your blog posts is bringing visitors to your website. Why not have it printed and include a trackable phone number so you can distribute it at your upcoming event?

2. Gives You the Opportunity to Repurpose Less Popular Content

You can expect some of the content you post to do less well than others. The issue might not, however, be with the quality of the content. It can be the setting in which it is given. A blog post series that promotes your website could be created from an eBook that didn’t generate many leads for your company. Or a collection of underutilized blog pieces could be combined into a fantastic eBook that generates a ton of requests for consultations.


3. Helps You Reach New Audience Members

Something you published a year ago won’t reach the same people if you publish it now, whether it was a blog post or a social network update. Every day, new individuals open profiles on social media. 

Additionally, your audience develops and changes over time, so consider updating an old piece of content and republishing it to reach your growing base of devoted fans. But remember, even though it’s your content, the search engines don’t want you to duplicate it exactly, so learn to rephrase your former blog article when you turn it into part of a new ebook or LinkedIn post.

4. Increases Your Range

Although the people of your target audience might share a lot of traits, their preferences and learning styles are probably going to vary. For example, some learn better with visuals than with audio, and some prefer numbers, while others relate better to storytelling. 


Repurposing material into various media is a terrific approach to increase your ability to connect with your target audience’s varied demographics.

5. Diversifies Your Content

In marketing, consistency is important, but it doesn’t imply you should always utilize the same media. Instead, you ought to use all available media and marketing channels to spread the same message. One way to establish consistent messaging across a variety of media by repurposing the same information in multiple ways.

6. Enables Targeting at the Buying Stage

Not everyone in your target market is at the same point in the purchasing process. Longer pieces of content are often sought by those who are considering making a purchase and want as much detail as possible. 


On the other hand, people who are just learning about your company might be looking for shorter, bite-sized chunks of information. Repurpose one piece of content rather than producing unique pieces for each of these consumer stages.

7. Maximizes Effort and Time

Repurposing your material allows you to increase output while retaining the quality and using the same amount of input. You can use the time you save to work on new marketing strategies and take care of other business-related matters.

8. Makes Your Online Presence Grow

Repurposing existing material generates additional, high-quality content, and the more of this you have online, the more visible you will be. Gaining more brand recognition, expanding your audience, and ultimately increasing your customer base all depend on having a good online presence.


This is especially true if you have influencer-related content in your past. Remember, influencers don’t have to be as famous or expensive as the Kardashians — if an industry expert is part of your past content, or if the local mayor said a few flattering words on video during your business’ ribbon-cutting ceremony, those can be repurposed as “influencer” content moments. 


Keep this in mind as you work with new influencers, too. You’ll want to focus on influencer content repurposing regularly over time. 

9. Helps You Become Visible to Search Engines

Repurposing existing material can help your website get back on a search engine’s radar because new content is often prioritized by its crawlers. 


When you update a page on your website or republish content with new information, your content is more likely to appear in search engine results pages (SERPs). This is because crawlers are designed to seek out new content and reindex updated content. 

10. Enhances Your SEO

Having more information online helps to boost your SEO, or search engine optimization, which is a further advantage of content reuse. The more pages of high-quality content you have, the easier it will be for search engines like Google to recognize you as a reliable source of information. 

Search engines like websites with information they can trust. In this way, your ranking rises. If you want evidence that repurposing is effective, you may follow it with a rank tracker that can show you how your content’s keywords are performing (or even suggest what keywords you should emphasize before you repurpose older content)


If you have a lot of past content to repurpose, or if you’ve decided to focus your energies on SEO, consider bringing aboard an independent SEO consultant to guide you through the most important steps and provide the expertise that improves your position in search results. 

11. Aids in Beating Writer’s Block

Running out of inspiration? All of us have been there. Unfortunately, we can’t afford to have the content machine malfunction. Start in a familiar place to get the ball rolling and see where it leads.


For example, search LinkedIn or competitor websites to see what they’re talking about, or look at news headlines to see if there’s anything newsworthy that potential customers could link favorably to your business. Or find inspiration in question-and-answer forums and then look for past content you can apply to that topic.

How to Repurpose Content

Uncertain of the best way to reuse your content?

You can make fresh material in a variety of ways, such as through blog posts, podcasts, slide decks, social media stories, and videos. There is no end to the methods you can use for recycling previous content.


You can even repurpose your content in a webinar. How?

By creating a pre-recorded webinar that is available to your audience on demand. A pre-recorded webinar will let you use some parts of your previous content as a script, other parts as slides, and perhaps new parts (such as images, graphics, or charts) in a well-orchestrated presentation. Once you add a little background music, no one will guess your content has been repurposed!  

When it comes to repurposed content, don’t overlook the benefits of using a headless CMS (a way of storing your content assets such as text, images, videos, etc. separately so they can fluidly move to any new content you create, regardless of its form). One of the best investments you can make in your online presence and company is using a content management system (CMS) to power your website. 


Why invest in CMS? Because your website is one of your primary channels for getting in touch with your clients, so you want to make sure they enjoy using it. But it doesn’t imply you should get mired in the finer points. A CMS combines strength and simplicity, giving you more time to focus on growing your company and making it easier to repurpose your content.

1. Employ Content Governance Model

As your content marketing efforts grow, they may become disorganized and chaotic without an effective content governance model in place, overwhelming you and giving your competitors the chance to steal your audience.


However, you and your team can successfully concentrate on your content goals thanks to content governance, which systematizes your content chores and also keeps your relationship with your consumers strong.


Content governance is the framework and procedures your business employs to manage its content and choose how to produce, distribute, and preserve it. It establishes priorities, offers rules, and gives employees ownership over carrying out the content strategy of your business.


2. Refresh Older Blog Posts

There are instances when the information you published in a blog article has to be updated. When you get set to edit pre-existing blog posts, remember that your primary goal is to attract and satisfy your audience, so make sure to get the basics right, like an appealing headline, the main idea presented appealingly in the opening, short, consumable paragraphs with graphics, bullet points, and other visually-pleasing elements, etc. And most of all, your reader should come away with valuable knowledge or perspective they didn’t have before they read your repurposed information. These are all elements to retain when you’re repackaging content. 

3. Create Podcast Episodes

Why not take advantage of the current boom in podcast popularity by turning outdated website content into new episodes? Think about, for example, starting a podcast where you ask a guest expert to discuss a topic you’ve already addressed in a blog post or website.

4. Make YouTube Videos

Videos are the most popular type of content a brand can provide, whether it be on social media or your website, according to surveys. Repurposing blog articles, websites, or even podcast episodes is a quick and easy way to reuse content, and these days, making YouTube videos is so easy, you can even edit them on your phone.

While you might not always get the outcomes you were hoping for from a particular video. However, this does not imply that the video should be discarded. Videos and video advertisements can be reused by breaking them down and rearranging the shots, or by fusing clips from multiple videos together. Changing or rearranging the creative elements of your videos is a method referred to as creative testing.

5. Build Infographics

Create an infographic with your existing material, especially if it has a step-by-step process or some fascinating statistics. This kind of condensed, recycled content works well as social media posts and can even be included as supplemental media inside the original source material. It’s a great way to satisfy visual learners. 


6. Utilize FAQs

If your website has a list of commonly asked questions, think about adding more blog posts, videos, or infographics to the list. This not only enables you to provide more in-depth question-and-answer content, but it also offers your audience fresh options to find the solutions they need.

Final Thoughts

You spent a lot of time, effort, and money developing content for your brand. But if you’re not making use of repurposed content, you’re not getting the most out of it. Look over your current material and pick out a few pieces that would be good candidates for repurposing. Seeing how many forms your content can take will inspire you and help your audience relate to you and your efforts.