What Does Repurposing Content Mean?

You're likely familiar with the concept of recycling: taking something old and giving it new life. But have you ever considered applying this idea to your content creation process?

By repurposing existing content, you can expand your reach, engage new audiences, and maximize the time and effort you've already invested.

In this article, we'll explore content repurposing, its benefits, and how you can start implementing this strategy in your content marketing efforts.

What Is Repurposing Content?

Repurposing content involves adapting existing content for use in different formats or platforms. The core message and value of the content remain the same, but the delivery method is tailored to suit different audiences or consumption preferences.

This approach allows you to extend the lifespan of your content and reach new audiences who may not have discovered it in its original format.

Examples Of Content Repurposing 

Let's look at a couple of examples to understand content repurposing better.

Turning a blog post into a video is one effective way to repurpose content. You can take the key points from your written article and create an engaging video that delivers the same information in a more visually appealing format. 

This can help you connect with audience members who prefer watching videos over reading lengthy posts.

Another example is converting a webinar recording into a downloadable guide. 

After hosting a live webinar, you can repurpose the content by creating a comprehensive PDF guide summarizing the main takeaways and providing additional resources. This allows attendees to revisit and share the material with others who may have missed the live event.

Benefits Of Repurposing Content

Repurposing content offers several advantages that can help you maximize your content marketing efforts and achieve your goals more efficiently.

Increases Reach And Engagement

Repurposing your content into different formats and sharing it across various platforms exposes your message to a wider audience. 

This increased visibility can lead to higher engagement rates, as people who may not have discovered your content in its original format now have the opportunity to interact with it.

For example, if you transform a blog post into a series of social media posts, you can attract the attention of users who prefer consuming content in bite-sized pieces.

Saves Time And Resources

Creating new, high-quality content from scratch can be time-consuming and resource-intensive. By repurposing your existing content, you can save significant time and effort while still delivering value to your audience.

Instead of constantly brainstorming new ideas, you can focus on optimizing and adapting your proven content assets to suit different formats and platforms. This approach allows you to maintain a consistent content output without overburdening your team or stretching your resources too thin.

Boosts SEO Efforts

Repurposing content can also positively impact your SEO efforts. When you create multiple pieces of content around a specific topic or keyword, search engines recognize your website as a valuable resource for that particular subject matter.

This perceived authority can lead to improved rankings and increased organic traffic to your site. 

Additionally, by linking your repurposed content pieces to each other, you create a network of internal links that further reinforces your site's structure and helps search engines better understand your content.

How To Effectively Repurpose Your Content

Now that you understand the benefits of repurposing content, let's explore some practical strategies for implementing this approach in your own content marketing efforts.

Identify Your Top-Performing Evergreen Content

Start by analyzing your existing content library to identify pieces that have consistently performed well and remain relevant. These evergreen assets are prime candidates for repurposing, as they have already proven their value and are more likely to resonate with new audiences.

Look for blog posts, videos, or podcasts that have generated high engagement, traffic, or conversions. Tools like Google Analytics can help you gather data on your content's performance and decide which pieces to prioritize for repurposing.‍

Choose The Right Format And Platform For Each Piece

Once you've identified your top-performing evergreen content, consider which new formats and platforms would most effectively reach your target audience. Different content types and channels appeal to different user preferences and consumption habits.

For example, if you have a long-form blog post that dives deep into a specific topic, you might consider breaking it down into a series of shorter, more digestible social media posts. 

Or, you could transform the post into a visually engaging infographic or a video tutorial.

When selecting formats and platforms, consider your audience's preferences, the nature of the content itself, and your overall marketing goals. This will help ensure that your repurposed content is tailored to the needs and interests of your target audience.‍

Optimize The Content For The Chosen Format And Platform

To maximize the impact of your repurposed content, you have to optimize each piece for its specific format and platform. This involves adapting the content to suit each channel's unique characteristics, best practices, and audience expectations.

For instance, when repurposing a blog post into a social media post, you must craft a compelling headline, select eye-catching visuals, and adjust the language to fit the platform's tone and character limits. 

Similarly, when converting a webinar recording into a podcast episode, you may need to edit the audio for clarity, add an intro and outro, and create show notes to accompany the episode.

Tailoring your repurposed content to each format and platform ensures that it resonates with your target audience and delivers a seamless, engaging experience across all touchpoints.

Promote The Repurposed Content To Maximize Reach

Finally, to truly harness the power of repurposed content, you must actively promote each piece across your various marketing channels to maximize its reach and drive engagement.

Share your repurposed content on your social media profiles, email newsletters, and relevant forums or communities. Engage with your audience by responding to comments and encouraging them to share the content with their own networks.

You can also leverage paid advertising to amplify the reach of your repurposed content and target specific audience segments. Platforms like Facebook, Instagram, and LinkedIn offer targeting options that allow you to reach users based on their interests, behaviors, and demographics.

What Types Of Content Work Best For Repurposing?

Not all content has the same potential for repurposing. Some types of content lend themselves more easily to being adapted into different formats and shared across multiple platforms. 

Let's look at some of the most effective types of content for repurposing.

Blog Posts And Articles

Blog posts and articles are among the most versatile types of content for repurposing. A single well-written, informative blog post can be transformed into a variety of other formats, such as:

• An infographic that visually represents the key points.
• A video that expands on the topic or provides a tutorial.
• A series of social media posts that highlight important takeaways.
• A podcast episode that dives deeper into the subject matter.

If you’re repurposing blog posts and articles, focus on evergreen content that remains relevant and valuable over time.

Videos And Webinars

Videos and webinars are highly engaging forms of content that can be repurposed in numerous ways. It allows you to capitalize on the time and effort invested in creating these high-value assets by extending their reach.

For example, you can:

• Extract audio from a video to create a podcast episode.
• Transcribe the content to create a written blog post or article.
• Cut the video into shorter clips for social media sharing.
• Use the slides or visuals from a webinar to create an infographic or SlideShare presentation.

Social Media Posts

While social media posts are often short-form content, they can still be effectively repurposed. 

Here are some options:

• Compile related social media posts into a blog post or article that expands on a theme.
• Use popular social media posts as the basis for a video or podcast episode.
• Create an email newsletter highlighting your best social media content from the past week or month.

Email Newsletters

Email newsletters often contain valuable content that can be repurposed for other channels. Some ideas include:

• Turning newsletter content into blog posts or articles on your website
• Using newsletter content as the basis for social media posts or threads
• Adapting newsletter content into a video or podcast episode that provides additional insights or examples

New to email marketing? Track, refine, and boost your strategy with our free "Email Performance Tracking Sheet." 

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Content Repurposing Tools 

Repurposing content doesn't have to be daunting. With the right tools and strategies, you can streamline the process and maximize the impact of your repurposed content.

AI-powered tools have revolutionized the way content creators approach repurposing. These intelligent algorithms can quickly analyze your existing content and suggest new formats, platforms, and angles for repurposing. 

For example, Kajabi’s Creator Studio can help you seamlessly transform your video content into various new formats, including written content, video clips, and more.

With Kajabi’s Creator Studio, you can:

• Turn videos into blog posts or articles: Creator Studio lets you quickly generate blog posts, emails, and other written materials by automatically transcribing your video with AI.
• Create short clips for social media: With Creator Studio, you can break down your longer videos into social media-friendly bite-sized clips. Whether you're targeting Instagram, X, Facebook, or LinkedIn, the platform lets you choose highlights and modify clips to each channel's specific audience and format requirements.
• Get performance insights: Our Analytics dashboard gives you detailed insights around views, engagement rates, and conversion metrics. This helps you measure the impact of your content when choosing the video to repurpose.
• Host educational content on Kajabi: Start by creating a new course or product on Kajabi. Outline the modules or sections you plan to include and define the overall structure of your course. Then, utilize Kajabi’s marketing tools to promote your course.

Creator Studio is also integrated with Adobe Express, which means your content will look extra polished and professional. You get access to design tools and templates that can help elevate the look and feel of your short-form content.

If you’re looking for a tool to help you accelerate your content repurposing efforts and maximize its reach, Kajabi’s Creator Studio is the way to go. This all-in-one solution makes it easier to repurpose existing content and creates new opportunities to reach and engage your audience across numerous media.

Try Kajabi free for 14 days and see what our Creator Studio can do for your content efforts. 

How Can Content Repurposing Help Grow Your Business?

Content repurposing is a powerful strategy that can help you expand your reach, engage new audiences, and ultimately grow your business. 

When you adapt your existing content for different formats and platforms, you create multiple touchpoints for potential customers to discover and connect with your brand.

You can also increase your visibility and establish yourself as a thought leader in your industry by sharing your expertise across various channels. This builds trust and credibility with your target audience, positioning your business as a go-to resource for valuable information and insights.

Plus, it can help you attract new leads and drive conversions. 

When you optimize your repurposed content for each platform and incorporate relevant calls-to-action, you can guide your audience through the customer journey and encourage them to take action. This can lead to an email signup, a downloaded resource, or a purchase. 

Repurposing content is also a way to maximize the ROI of your content creation efforts. 

Instead of constantly producing new content from scratch, you can leverage your existing assets to create multiple pieces of content, saving time and resources while still delivering value to your audience.

Finally, content repurposing can help you stay top-of-mind with your audience and nurture relationships over time. Consistently sharing valuable content across different channels lets you keep your brand in front of your target audience, fostering familiarity and loyalty. 

This ongoing engagement can increase customer retention, referrals, and long-term business growth.

Frequently Asked Questions

Is It Okay To Repurpose Content?

Yes, it is perfectly okay to repurpose content. Repurposing content involves adapting existing material for different formats or platforms, which can help maximize its reach and effectiveness. This strategy can save time, increase engagement, and make the most of the content you have created.

Is Repurposing Content Illegal?

Repurposing content is not illegal as long as you own the content or have the appropriate rights and permissions to use it. It is important to respect copyright laws and ensure that any content you repurpose is your own creation or properly licensed.

What Is An Example Of Repurpose?

An example of repurposing content could be turning a blog post into a podcast episode, a video, or a series of social media posts. Another example could be transforming a webinar into an ebook or a series of articles. These methods allow you to reach different audiences and extend the usefulness of your original content.