Repurposing content: How to make your content go further

Written by Phil Birss: Group CEO.
· 32 minute read

Content marketing is the backbone of any digital strategy. Frequently adding new content to your website, in the form of blog posts or by adding new pages, is what drives your organic search presence. The more content you have, the better.

But it’s important that the content you’re adding is relevant and high quality. It’s not enough to churn any old blog out. So of course, it can be a bit of a struggle at times to come up with fresh, engaging ideas that you haven’t done before.

However, there’s another way! 

Repurposing your existing content is a fantastic way to create something new and get more out of what you’ve already got.


Why should you repurpose your content?


There are so many reasons to start repurposing your content. Firstly, it allows you to reach a new audience. Some people prefer to watch videos rather than reading blog posts. Whilst others love getting their info from infographics. By reformatting your content you can make sure you’re appealing to the most people possible. 

Secondly, it allows you to put old, and possibly forgotten, articles front and centre again. You work hard on your content so it deserves attention!

And lastly, it means you don’t have to spend your time and resources creating brand new content each and every day.


How to repurpose your content


Now you know the ‘why’, It’s time to learn the ‘how.’ If you’ve never done it before, repurposing your content can seem like a mammoth task. However, it’s really quite easy to do. Here are 9 simple ways you can repurpose your existing content:


  1. Collect related blog articles together and turn them into a downloadable guide. This is also a great way to gather emails!
  2. Got a blog full of interesting stats? Turn them into an eye-catching and shareable infographic.
  3. Go through old blog posts and web pages, updating them with new more current information.
  4. Take a topical blog and make a twitter thread out of it. You’ve just got yourself some extra social content!
  5. Turn an article or piece of page content and make a video out of it. Alternatively, if you’ve got a video, write a blog post from it!
  6. You can break up a long-form article into shorter, more digestible blog posts. You can even make a series out of it.
  7. Take snippets from blogs and use them in your email marketing campaigns.
  8. Create a podcast discussing interesting topics you’ve written blogs on – you’ve already got your reference notes!
  9. Got some amazing results for your clients? Turn them into case studies for potential clients to see.


As a content marketing agency in Manchester, we know how big of a job it can be to create new, relevant content each day. And so repurposing content can give you a great advantage. It’s not cutting corners, it’s making the most out of your existing content. Remember, work smarter, not harder.