Maximize Content Impact By Content Repurposing

Aug 14, 2024 | B2B Marketing

Maximize Content Reach With Content Repurposing

Content Repurposing: A Smart Strategy for Maximum Reach

When creating content plans, two key questions arise after establishing topics, formats, and channels:

  1. Can every piece of content be repurposed?
  2. Should every piece of content be repurposed?

Here’s our approach to identifying content that’s ideal for repurposing and how to effectively transform it into different formats for maximum reach.

4 Key Criteria for Repurposable Content

  1. Evergreen Content: It remains relevant over time. The list includes timeless pieces like how-to guides, tutorials, industry insights, and foundational knowledge.
  2. High-Performing Content: If a piece has driven high engagement, shares, or traffic, it’s worth repurposing to maintain momentum.
  3. Comprehensive and In-Depth Content: Long-form content like whitepapers, research reports, and detailed guides can be broken down into bite-sized pieces or repackaged into different formats.
  4. Content with Visual Elements: Infographics, videos, and slide decks often contain valuable information that can be adapted into blog posts or social media snippets.

Think of this list as a quick litmus test when evaluating which content to repurpose. Some of the benefits are obvious others – not so much. We would argue that the time-saving element is a leading factor. Then, repurposing helps you remain consistent with your publishing schedule and increase brand familiarity.

Examples of Repurposing Content

4 Ways to Repurpose a Blog Posts

  1. Social Media Snippets: Extract key points or quotes to create engaging posts.
  2. Infographics: Turn the main ideas into visually appealing summaries.
  3. Ebooks or Guides: Combine related blog posts into an ebook or guide.
  4. Videos: Create video summaries or explainer videos.

4 Ways to Repurpose Webinars and Presentations

  1. Blog Articles: Write articles based on the topics covered in the webinar.
  2. Slide Decks: Share slides on platforms like SlideShare or offer downloadable PDFs.
  3. Short Video Clips: Break longer webinars into bite-sized videos for social.
  4. Podcast Episodes: Use webinar audio for podcast content.

4 Ways To Repurpose Research Reports and Case Studies:

  1. Infographics: Visualize key data points and findings.
  2. Social Media Posts: Highlight statistics or insights to drive engagement.
  3. Whitepapers: Expand findings into more detailed, research-driven whitepapers.
  4. Press Releases: Highlight significant discoveries in press releases.

4 Ways To Repurpose Podcasts:

  1. Transcripts: Convert podcast episodes into written transcripts for blog posts or articles.
  2. Quotes: Extract quotes for use in social media graphics or posts.
  3. Audiograms: Create short, engaging video clips with audio snippets for social media.
  4. Email Summaries: Share key lessons with your email list and link to full episodes.

4 Ways To Repurpose Videos:

  1. Articles: Write blog posts or articles based on the video content.
  2. GIFs: Create short, shareable GIFs from key moments.
  3. Short Clips: Edit into shorter clips for platforms like Instagram or TikTok.
  4. Webinar Content: Incorporate videos into training or webinar material.

Why Content Repurposing is Important?

Repurposing content doesn’t just expand reach—it deepens connections. By delivering your message in different formats, you cater to various audience preferences. Some prefer text, others thrive on visuals, and many find auditory content more accessible. Repurposing lets you reach a broader spectrum of people without reinventing the wheel.

For example, a detailed blog post can be turned into a video, infographic, or podcast—giving you the opportunity to engage with those who may have otherwise missed the content. This strategic approach maximizes the value of each piece, ensuring your message resonates with a diverse audience.

Content repurposing isn’t just a tactic for better distribution; it’s a method to connect with audiences in meaningful ways. By leveraging different formats, you extend the life of your content and make it accessible to more people—whether they prefer to read, watch, or listen.

Engage With Us!

This article is part of a series where we share our reflections on different topics on LinkedIn, and dive deeper into these ideas on our blog. We’d love to hear your thoughts! We would love to hear from you! Join the conversation by leaving a comment on our LinkedIn post and let’s connect.