Should you repurpose your content?

Some say that all content should be unique and repurposing should be avoided. Google, after all, penalizes websites for duplicate content, and popular wisdom says that users don’t want to see the same content across multiple channels.

Done properly, however, repurposing has big advantages. Simply duplicating content across multiple channels isn’t the same as repurposing and should be avoided. And, when considering your audience’s perception of content, remember that people lead busy lives. In order to get your message across, it’s actually a good idea to repeat yourself.

In fact, there are many more reasons why you should repurpose your content than why you shouldn’t.

Here’s why and how:

Why You Should Repurpose Your Marketing Content

Content marketing is more than just blogging. While blogging and writing are indispensable to almost every marketing effort, people consume a variety of media formats. From video clips to podcasts to ebooks, any medium is fair game.

The question many marketers may ask themselves is, why repurpose instead of creating completely new content?

There are a few reasons:

  • Repurposing saves money. Once you’ve created the content, it’s easier to transfer that content to a new media than it is to start from scratch. With repurposed content, you can design campaigns that focus on a theme, a message, and a particular creative, then translate those ideas across your media channels.
  • Your marketing campaigns stay consistent. While variety is the spice of life, too much variation can also mean too much information. Repurposed content, like thematic keywords and phrases, adds a sense of stability and structure to your message.
  • You already know whether it works or not. Another advantage to repurposing content is you can keep breathing life into content that already performs well. Therefore, when you repurpose, you can feel more confident about the results.

Now that we’ve got a taste of the benefits of repurposed content, let’s look at how to actually do it.

How to Repurpose Your Content the Right Way

There are a few essential steps to repurposing properly: the what, the why, and the how.

What should you repurpose?

When considering your available content, find content that is already doing well.

As mentioned, top-performing content has a greater chance of doing well across media. After all, it does well for a reason: it resonates more strongly with your audience. As long as you can translate that content and those ideas into a new media, you should experience similar results.

Evergreen content is also a good choice for repurposing, since it will always remain relevant to your customers.

Why repurpose?

We’ve already covered the big-picture benefits of repurposing. But when designing a new campaign or repurposing for a campaign, you’ll want to have specific goals.

As with any marketing campaign, you should create key performance indicators and specific goal-oriented metrics.

How do you repurpose?

As mentioned, simply duplicating one piece of content in another channel isn’t the same as repurposing it.

In short, repurposing means redesigning content to fit a new media format or digital channel. Sometimes this requires extensive revision and editing, and sometimes it doesn’t.

Here are just a few ways you can repurpose your content:

  • Turn blog posts into an ebook or white paper. The right types of blog articles can be recombined to form a long-form piece of marketing, such as an ebook, a guide, a white paper, or a sales document. Naturally, you should find blog articles that align thematically and can be easily transformed into the right type of document. In many cases, the simple addition of an introduction and conclusion can turn your articles into a complete document.
  • Use articles as video scripts. Do you have a compelling blog article, infographic, or other piece of written content? If it performs well or communicates some crucial information, turn it into a script and use it in a video. These videos can be posted on YouTube, used in presentations, and so forth.
  • Use statistics and data as social content. Statistics are very shareable and easy to Tweet, post, and pin. If you have research – or even a blog article – that contains bite-sized statistics, these can fuel your social media campaigns.
  • Use articles in your email campaigns. Email autoresponders are often very compatible with certain types of blog articles. How-to guides, for instance, can often be pitched as “email courses.” This will usually require minimal editing, since popular email marketing software will often transfer formatting when copying and pasting.
  • Turn webinars or podcasts into videos. Many podcasters will upload podcasts directly to YouTube and some will use Skype or Google Hangouts to make video podcasts. The same goes for webinars. This technique requires almost no effort whatsoever, and will allow your content to stay online and reach a larger audience.
  • Create infographics from data. Quite often, people will disseminate original research or data in blog articles, white papers, or research reports. With a bit of graphic design work, this same information can be transformed into visual content that is palatable for a wider audience and more shareable.


Whether you want to save money, reach more customers, or improve your results, repurposing definitely has its advantages. To stay ahead of the game in content marketing and amplify your message, give some of these ideas a try.