Alyssa Patzius

Alyssa Patzius is the vice president of sales. Intero Digital is a full-service digital marketing agency whose Content & PR Division helps businesses improve their lead generation, SEO, sales enablement, and thought leadership — all powered by content marketing and PR.

Related Blog Posts

Revolutionizing Reach - We'll help you make informed decisions about your digital marketing strategy and exceed your goals in 2024. Get Webinar Recording
content repurposing

18 Ways to Repurpose Your Content

18 Ways to Repurpose Your Content

Alyssa Patzius, Vice President of Sales • Intero Digital • April 25, 2024

content repurposing

So you want to see more results from content marketing? 

Your very first thought might be that you need to create more content. But what if I told you there’s a way to generate results without having to create new content from scratch? 

As Salma Jafri said, “Create less, promote more.” 

Enter content repurposing. 

What is repurposing content? 

Repurposing your marketing content is all about giving a fresh spin to what you’ve already put together so you can reach more people and connect with your audience in new ways. Think of it like this: You could transform a written piece into an attention-grabbing infographic, or you could turn the script from a talk you gave into an engaging guest post. The possibilities are endless. 

The Benefits of Repurposing Content

Time savings aside, there are so many rewards you could reap from a content repurposing strategy, including: 

  • An expanded audience.
    Often, a single piece of content might only appeal to a specific part of your audience. But when you take that content and transform it into different formats, you get the chance to connect with a bigger slice of your audience right where they hang out.   
  • Improved SEO.
    By crafting multiple pieces of content centered on a single theme, you can repeatedly target a specific, relevant keyword, boosting your chances of ranking higher in search results for that keyword. 
  • Sales enablement.
    Have you heard of “Marketing’s Rule of 7”? It suggests that potential customers need to encounter your message seven times before they decide to make a purchase. Repurposing content across various formats offers you additional chances to engage with your audience multiple times, aiding in the development of trust and strengthening of your relationship with them.

18 Content Repurposing Ideas

You’ve probably noticed that any insight, no matter how it’s initially shared, can be given a new lease on life. Need a little inspiration to kickstart your journey to give your content a second go-around? Here’s a rundown of some ways you can breathe new life into your content and help it go further and work harder for you: 

1. Blog post

Start by identifying a piece of content, such as a video, podcast episode, or social media post, that has performed well or covers a topic of current interest. Extract the key points, insights, or narratives from the original content to form the core of your blog post. Expand on these points by adding more detail, context, and updated information to enrich the content for readers.  

Make sure to adapt the tone and style to fit the reading format, which often means being more descriptive and explanatory than in visual or audio content. Incorporate relevant keywords to improve SEO and include multimedia elements, like images or infographics, to break up the text and enhance engagement. Finally, conclude with a call to action encouraging readers to share their thoughts, explore related content, or take another specific action. 

2. Case study

Repurposing content into a case study involves a strategic transformation of existing resources to highlight practical applications and real-world results. 

Begin by identifying content that showcases a successful project, campaign, or solution your organization has implemented, such as detailed reports, client testimonials, or data-rich presentations. The key is to select content that demonstrates clear problem-solving skills and tangible outcomes. Analyze this material to extract the most compelling elements, focusing on the challenges faced, the solutions applied, and the results achieved.  

Structure your case study by setting the scene with a background of the problem, detailing the implemented strategy or solution, and then showcasing the outcomes with quantifiable results, such as metrics or before-and-after comparisons. To enhance credibility, include quotes from stakeholders or clients involved, if possible, and supplement the narrative with relevant visuals like graphs, charts, or images. Ensure the case study is written in an engaging, accessible style that highlights your organization’s expertise and success. 

3. Mini case study

Creating a mini case study from existing content involves condensing the essence of a full case study into a bite-sized, visually appealing format that’s easy for audiences to quickly scan and understand. 

Start by selecting a successful project or initiative, focusing on the most impactful aspects: the problem, the solution, and the results. Aim to distill these elements into succinct bullet points or very short paragraphs. Use bold headings to guide the reader through each section, ensuring that even a glance provides a clear understanding of the narrative.  

Incorporate engaging visuals such as charts that can tell the story at a glance and highlight key success metrics. The goal is to create a compelling, easily digestible piece that communicates the value and results of the project in a fraction of the time it takes to read a full case study. 

This format is particularly useful for social media, email newsletters, lead nurture emails, or a highlight on your website. 

4. Guest post  

Repurposing content into a guest post is a strategic way to reach new audiences and leverage the authority of other platforms.  

To begin, identify a piece of your existing content that has resonated with your audience or covers a topic of broad interest within your industry. Analyze the content to extract its core message, key insights, or valuable data.  

Next, repackage and tailor this material to fit the audience and editorial guidelines of the target publication, ensuring it offers fresh perspectives or additional value that complements what’s already available on that platform. This might involve updating statistics, incorporating recent developments, or adding new examples and case studies to make the content more relevant and engaging. It’s crucial to take a fresh angle on the content to create a unique, standalone piece that naturally integrates your expertise and insights into the target publication.  

5. Infographic

Repurposing content into an infographic involves distilling complex information into a visually engaging, easy-to-understand format. Start by selecting a piece of content that’s rich in data, insights, or compelling narrative, such as a research report or a detailed pillar blog post. Extract the key points, facts, and figures that can be visually represented.  

Use design elements like charts, graphs, icons, and bold colors to represent the information visually, making it more accessible and engaging to the audience. Ensure each visual element aligns with the data it represents, maintaining accuracy while simplifying complex ideas. Typography should be clear and hierarchized to guide the viewer through the content effortlessly.  

6. Video

Repurposing content into a video involves transforming written or static information into a dynamic and engaging visual format. 

Select content that has proven to be popular or informative, like a blog post, an infographic, or a series of related social media posts. Extract the key points and compelling data from this content to form the script for your video. This script should be concise and structured in a way that tells a story or clearly explains the topic, keeping the audience engaged from beginning to end. 

Consider the visual elements that will accompany your narration, such as animations, live-action footage, or a combination of both, to illustrate your points effectively. Incorporating relevant visuals, on-screen text, and even background music can significantly enhance the viewer’s understanding and retention of the information. 

Remember to tailor the video’s tone and style to match your audience’s preferences and the platform where it will be shared, whether it’s a formal presentation for LinkedIn or a more casual explainer for Instagram or YouTube. 

7. Social media posts

Taking existing content and repurposing it into social media posts is a strategic way to engage with your audience on a more personal level.  

Begin by identifying key pieces of content that have performed well or hold significant value. Break down these pieces into smaller, bite-sized snippets that highlight intriguing facts, actionable tips, compelling quotes, or key insights. 

For each snippet, craft a social media post that is tailored to the platform you’re targeting. Consider character limits, the use of hashtags, and the preferences of your audience on each platform. 

Visual elements are crucial in social media, so accompany your text with engaging images, graphics, or short videos that complement the message and encourage interaction. For instance, you could turn a statistic from a blog post into an eye-catching infographic for Instagram or a quick tip into a TikTok video. 

8. Interactive quiz

Reimagining content into an interactive quiz is a great way to encourage active participation from your audience. 

Start by reviewing your content to identify themes, facts, or insights that can be converted into quiz questions. Decide on the type of quiz that best fits your content, whether it’s a personality quiz, a knowledge test, or a diagnostic tool that offers personalized recommendations. 

Structure your quiz with questions that tie back to your original content in a way that educates or enlightens participants. Use engaging visuals and a user-friendly interface to enhance the quiz-taking experience. 

At the end of the quiz, offer a summary of the results, along with a call to action that might include sharing their results on social media, exploring related content on your site, or signing up for a newsletter. 

9. Email drip campaign  

Repurposing content into an email drip campaign allows you to use your existing resources to nurture leads and provide value to your audience over time. 

Start by identifying a series of related content pieces that collectively cover a theme. Segment this content into distinct, manageable pieces that can be delivered in a logical sequence, ensuring each email adds value and builds on the previous one.  

For each email in the series, craft a compelling subject line and a concise, engaging message that highlights the key takeaways or insights from the content piece you’re featuring. Incorporate a clear call to action encouraging recipients to read the full article, watch the video, or download the resource. Personalize the emails where possible, tailoring the introduction or conclusion to reflect the recipient’s previous interactions with your content or their stated interests. 

10. Email newsletter content

Repackaging pieces of your content and including them in your email newsletter can be an effective way to keep your subscribers engaged while maximizing the use of your existing materials.  

Identify pieces of content that have been popular or are particularly relevant for the newsletter edition in question. Break these down into key points, highlights, or actionable insights that can be easily digested in an email format. 

For each newsletter, curate a mix of content that caters to different interests within your audience to make sure there is something of value for everyone. This might include a brief summary of a recent article with a link to read more, a snippet from an infographic with an invitation to view the full image on your site, or a short teaser of a video with a call to action to watch the complete version. 

11. Outreach emails to engage marketing-qualified leads

Sharing your content in outreach emails to nurture qualified leads is a targeted approach to deepen engagement and build relationships with potential customers who have already shown interest in your offerings.  

Begin by identifying high-quality content that aligns with the interests or pain points of your leads, such as case studies, one-pagers, or educational blog posts. Segment your leads based on their interests, industry, or stage in the buying process, and tailor the content you choose to address their specific needs or questions.  

For each email, craft a personalized introduction that references the lead’s previous interactions with your brand or highlights common challenges they might face. Present the content as a solution or valuable resource, emphasizing how it can help them achieve their goals or solve their problems. Include a compelling call to action that encourages the lead to engage further, whether by downloading a whitepaper, scheduling a consultation, or simply replying to the email with their thoughts. Follow up with additional similarly tailored content that continues to build on their interests, gradually guiding them toward a deeper understanding of your value proposition and closer to a decision. 

12. Sales enablement emails to engage sales-qualified leads  

This is a strategic method to engage sales-qualified leads by providing them with targeted information that moves them closer to a purchase decision.  

Start by selecting content that directly addresses the needs, questions, or objections that typically arise at this stage of the sales funnel, such as detailed case studies, product comparison guides, or testimonials that showcase the effectiveness of your solution. Segment your leads based on specific criteria, such as their industry, the problems they’re looking to solve, or their position in the decision-making process, to ensure the content is highly relevant and impactful.  

Tailor each email to highlight how the repurposed content specifically addresses their unique situation or needs, making a direct connection between the information provided and the benefits it offers to them. Use a personalized approach in your emails, referencing prior interactions or expressed interests to build rapport and credibility. 

13. Webinar

This approach allows you to leverage your existing resources to engage with your audience in a live, interactive format, offering deep dives into topics of interest. Start by identifying a piece of content that has resonated with your audience or covers a subject matter with enough depth to warrant an extended discussion. 

Break down this content into a structured outline that will serve as the backbone of your webinar, ensuring it flows logically from introduction to conclusion and covers key points, insights, and data in a way that will be engaging in a live format. 

Incorporate interactive elements such as Q&A sessions, polls, or live demonstrations to encourage audience participation and make the content more dynamic. Prepare visuals like slides, charts, or videos to accompany your talk, enhancing comprehension and retention. 

Following the webinar, offer the recording and additional resources related to the topic to attendees and your broader audience to maximize the reach and impact of your repurposed content. 

14. Podcast episode

This tactic involves transforming your existing written or visual materials into an engaging audio format to reach a wider audience and cater to those who prefer auditory learning. Begin by identifying content that has been particularly popular or insightful, and extract the main ideas, narratives, or insights to form the basis of your podcast episode. 

Structure your episode by outlining key points in a way that flows naturally for listeners, possibly breaking down complex ideas into more digestible parts or weaving in stories to illustrate points more vividly. Consider inviting an expert guest to add depth to the conversation and offer a different perspective. Engage your audience by encouraging listener interaction, such as asking for questions ahead of time or inviting feedback after the episode airs. Remember to adapt your content to suit the conversational and intimate nature of podcasts to make it accessible and enjoyable for listeners. 

15. Lecture or virtual event

This involves a strategic reimagining of your existing resources to fit an educational and engaging format that appeals to an audience seeking in-depth knowledge. 

Begin by selecting robust content with comprehensive coverage of a topic, such as a series of blog posts, research findings, or an e-book, that can provide substantial value to your audience. Break this content down into a structured agenda, outlining key themes, insights, and discussions to guide the event. This structure should facilitate a logical flow of information, allowing for deep dives into specific areas of interest while also accommodating interactive elements like Q&A sessions, live polls, or breakout discussions to foster engagement and participation. Prepare supporting materials, such as slides, visual aids, or handouts, that can enhance understanding and retention of the information presented. 

16. Press release

Repurposing content into a press release can be an effective way to leverage your existing materials for media attention.  

Start by identifying a piece of content that has significant news value or highlights a major achievement, innovation, or milestone for your organization, such as the results of a groundbreaking study, a major product launch, or a significant partnership. Extract the most newsworthy elements from this content to form the backbone of your press release, focusing on what makes the story compelling and relevant to a broader audience.  

Craft a concise, engaging headline that captures the essence of the news, followed by a lead paragraph that succinctly summarizes the key points and why they matter. Use the body of the press release to delve into more detail, providing background information, quotes from key stakeholders, and further context that enriches the story. Remember to maintain a formal tone and adhere to the conventional structure of a press release to ensure it meets journalistic standards and appeals to editors and reporters. Conclude with a boilerplate about your organization, and provide contact information for media inquiries. 

17. Press mentions

Start by identifying compelling, newsworthy pieces of content within your repertoire, such as innovative research findings, impactful case studies, or significant industry insights. Tailor this content to fit the news agenda, focusing on elements that align with current trends, discussions, or needs within your industry. Create a concise, engaging pitch that highlights the uniqueness and relevance of your content, explaining why it would be valuable to the publication’s audience or how it contributes to ongoing conversations in the field.  

Reach out to journalists, bloggers, and influencers who cover similar topics, and offer them exclusive insights, quotes, or the opportunity to collaborate on content that expands on the original piece. Be sure to emphasize the mutual benefits of featuring your content, such as providing their readers with fresh perspectives or data-driven insights. Follow up respectfully to ensure your pitch is considered, and be ready to provide additional information or expert commentary to support the story. 

18. Internal training materials for your team

Repurposing content into internal training materials can be an efficient way to utilize existing resources for the educational development of your team. 

Begin by identifying content that aligns with your training objectives, such as detailed blog posts, instructional videos, comprehensive research reports, or insightful case studies. Analyze these materials to extract key concepts, methodologies, best practices, and insights that are relevant to the skills and knowledge you aim to build within your team.  

Structure these elements into a coherent training program, breaking them down into modules or sessions that progressively build on one another. Adapt the content to fit a training context by creating interactive elements such as quizzes, workshops, and discussion prompts to encourage engagement and facilitate practical learning. Incorporate visual aids like slides, charts, and infographics to enhance understanding and retention. Tailor the language and examples to your team’s specific context, and ensure the content is directly applicable to their daily tasks and challenges. 

I hope this guide sparks some ideas for you on how to creatively reuse your content to boost your content marketing efforts. The goal is to see real results without always having to start from zero with every new piece you put together. Let’s make the most out of what we’ve already created, shall we? 

Are you leaving content marketing opportunity on the table?

Alyssa Patzius

Alyssa Patzius is the vice president of sales. Intero Digital is a full-service digital marketing agency whose Content & PR Division helps businesses improve their lead generation, SEO, sales enablement, and thought leadership — all powered by content marketing and PR.

Related Blog Posts