Understanding that content creation can be time-consuming and monotonous, yet invaluable to satisfy customers’ needs of custom contents, we have come up with ways to help you repurpose them to help you get the best of customer attention, traffic, engagement and brand uniqueness at the same time!

Repurposing content is the process by which a format of content is transformed to another format with the same use and value. Repurposing allows you to tailor your content to different forums for increased visibility. It helps save time in the creation process, and open up a world of possibilities. Repurposed content allows you share the work you’ve already done in different formats to different forums, which in turn helps you reach of a wider range of audience and have increased visibility with the same content.


How to Repurpose your Content

To repurpose your content, you have to consider understanding the processes and details involved to ensure a more lasting effect.

1.      Convert It into Different Content Types

Instead of carrying out a rather thorough and rigorous process of editing your white paper content, blog posts or eBook to suite another format, you can simply convert it into that format.

For instance, you can convert static images into an animation etc. This will help give new life to your already existing content.

2.      Organize Your Content Library

Organizing your content library informs and helps you keep track of what content you have left to repurpose, and of your content in the different formats and distributions they exist in.

Using a spreadsheet format, organize your contents into a list of options with valuable information:

  • Topic/ Title,
  • Original channels,
  • Original format,
  • Original target audience,
  • Updates needed,
  • New channels,
  • New format,
  • New target audience.

This spreadsheet will become your updated and organized content library with helpful categories and data to which you can save edits and refer to upon need.


3.      Decide What to Repurpose

In deciding what content to reuse or repurpose, you need to understand that not every one of them should be. Here’s how to know which one goes and which one should take your time and effort.

  • High Engagement Stats: Content with a large amount of engagement from your audience is sure worth repurposing and sharing again because with the stats, you know they enjoyed it the first time.


  • Number of Shares and Comments: You should also check the number of comments and shares your content bagged to know how much it resonated with your audience.


  • Search Engine Rankings: You give yourself a second chance at success by repurposing content that didn’t get great engagement, but ranked well for SEO, that is, it had keywords peculiar to your brand.


  • Search Volume: You can determine if you want to repurpose your content again by searching to know what other content exists in the same space to know what you can add to it. If your idea is unique or takes a different spin, it would be worth it to repurpose it and try again.


  • Call-to-Action Rates: If you had a huge success rate in your call-to-action on the original content, you should definitely have a go at it in a different format and on different platforms.


  • Evergreen Content: Such content is timeless as it does not require additional time or resource to drive traffic, because no matter how long, it never loses its value. This type of content should be reused and re-shared over and over again as need be as it would stir up the same and even more response from your audience.


Steps to Repurposing Your Content

Upon outlining and listing your content to know what to repurpose, here are active steps to take to go ahead with repurposing!

1.      Break Them Into Small Parts

One of the easiest ways to repurpose your content is to take a big idea and break it down into all of its smaller, inter-related parts. For instance, if you have a piece of evergreen content about the benefits of reusing products with multiple bullets about everything from recycling to saving the environment to reducing the extent of products that are not biodegradable all over the earth to spending less money, you can create new content about each bullet. Or you can take an eBook and turn it into a different blog for each chapter.

2.      Add Short Contents Together And Make Them Into Something Big

You can easily add a few short pieces of important content into one larger piece such as a live event, online learning program, podcast, or video. This is your chance to make a bunch of your already published content into a fuller product.

3.      Add Media

You can add media like a new image, music, an animation or even a video to give a new vibe and view to the content you want to repurpose. These would help enhance your topic and give more attention to it.


Look Into the Future

When you create content, always plan out and ahead using content calendars to develop and schedule a content plan, which can be listed in as much detail as you want. Through this calendar, you can easily mark content to be repurposed in the future, plan how you’ll go about it, and schedule it for weeks or months in advance. This way, while keeping your content library organized, you can see through all your content and set up your plan for success.


Find the Right Tools to Help You

With the goal to ease your content creation process and help make your content repurposing journey a successful, finding the right tools will go  long way. You should specifically look for tools that help you:

  1. Organize your content and schedule posts.
  2. Decide what content to repurpose.
  3. Create media such as images, music, videos, infographics, animation, etc.



Repurposing your existing content is a powerful and great way to bring new life to your brand and reach your audience on a wider range as it helps you save time and make your content creation process easy. To rank for SEO, you have to talk about a key topic more than once, so if you take your top and most engaging content and continually find new, innovative and creative ways to share it with your various target audiences, you’ll save yourself from missing opportunities and show your skilled expertise.

Posted On: 12 February, 2019