Instead of coming up with brand-new visuals for a new campaign, a marketing company can repurpose content by utilizing content from an earlier, successful advertising campaign.<\/p>\n
Here are 25 creative ways to repurpose content for the best results.<\/p>\n
What Does It Mean to Repurpose Content?<\/h2>\n
Repurposing\u00a0gives you the ability to build on something that was good, but may not have totally hit the mark or refresh an old piece of content.<\/p>\n
Things change, and users don’t want to use old material. Have you ever searched for an article to post or reference, only to say “hmmm\u2026this is what I need, but it’s from 2011!” And then you keep searching, only to choose your runner-up choice that isn’t quite as perfect for your needs because it was written within the past year.<\/p>\n
There is a kind of unspoken expiration date on content<\/strong>. It’s not that no one will use or reference the article, but the value of it drops significantly after a year or two. And that expiration date depends a lot on the type of content.<\/p>\n You may be part of a well-oiled content marketing machine, but no content campaign is without its flaws. Maybe you had a few pieces that didn’t quite match your expectations, or perhaps you’re simply out of ideas. <\/p>\n It’s possible that your blog content writers may need a little change of direction to help your content reach its potential. And you might just find that spark by taking a look at the past.<\/p>\n Any type of old content might be a good candidate for repurposing. Think about COVID-19 updates\u2014are you still sharing any medical articles that were written in March of 2020?<\/p>\n Here is something that would have been relevant back when Facebook was still a novelty:<\/p>\n But Facebook currently has over 3 billion active users each month. The article also has a broken image link and puts likes in quotes because the term is new and still feels grammatically strange to him.<\/p>\n Yet, the title and probably some of the tips aren’t actually wrong. It’s just way past the expiration date. And who is really using it, except for a marketer who is purposely rounding up outdated content examples?<\/p>\n A lot of brands are doing this\u2014they either leave old content to mold on the site or delete it, leaving broken links and wasted effort in their wake. You could be wasting some of your best content.<\/p>\n One of the best things about\u00a0repurposing\u00a0content is that it’s not branded as such. All readers care about is getting the information they need, when they need it. They’re not concerned about the origins of that work. And even if they did notice similarities to other content, they’re happy to have all of their relevant information in one source.<\/p>\n Someone who’s just learning about your company will always judge you by what benefit they can receive right now from your content. It doesn’t matter if you have to occasionally refresh an old article to make that happen. Your only goal should be to deliver the best content possible.\u00a0Repurposing\u00a0goes a long way toward helping you do just that.<\/p>\n Plagiarism in all forms is wrong. Whether it’s plagiarizing from another source or self-plagiarism, this practice only hurts the one who is plagiarizing. <\/p>\n It’s not only unfair to the original content creator but it is frowned upon by Google, which penalizes sites that use plagiarized content.<\/strong><\/p>\n Repurposing, on the other hand, isn’t copying content. <\/p>\n Repurposing involves taking existing content and either adding to it or changing it materially, or putting it into a different format for public consumption.<\/strong><\/p>\n Repurposing content entails employing one piece of content in many places or in alternative forms. <\/p>\n Start by looking at your stats if you want to repurpose current content for several platforms. <\/p>\n Keep in mind what has been successful and come up with ideas for new methods to provide the same material to your various target groups.<\/p>\n Here are some suggestions to help get you started:<\/p>\n If you believe there is no way to reuse the content you already have or will have, then take some inspiration from the following ideas.<\/p>\n Content is incredibly versatile by its very nature. Get creative, and experiment with the easiest transformative methods for your existing content first. You’ll be surprised at how much additional mileage has\u00a0to offer!<\/p>\n But, you know, sometimes content just sits there and stares back at you, almost daring you to do something interesting with it. That\u2019s when the fun begins. Maybe it\u2019s just updating an old guide with some 2025 numbers, or reshaping a well-performing how-to article for a platform you haven\u2019t even tried yet. You\u2019re not just dusting off old stuff and reshelving it\u2014you\u2019re making the most of hidden gems you already own. It still takes a bit of intuition to figure out what\u2019ll actually resonate the second (or third) time around.<\/p>\n The truth is, the audience\u2019s expectations keep evolving along with SEO and distribution algorithms. If you aren\u2019t updating and reshaping your content regularly, there\u2019s a good chance you\u2019ll lose ground to folks who are. Even content that felt \u201cdone\u201d can surprise you with new life when wrapped in the right format or tied to a trending subject. That doesn\u2019t always mean massive rewrites. Sometimes it\u2019s just a sharper intro or a more visual approach\u2014honestly, you\u2019ll only know by trying.<\/p>\n The “media” part of social media gets woefully neglected \u2013 blogs and landing pages are essential, but not every one of your potential customers enjoys reading, particularly if they’re pressed for time. <\/p>\n Instead, try to restructure the format of your content, using sub-headers as talking points or simply reading the article outright as a voiceover to videos showing appropriate work, prep, or views of your products. <\/p>\n Connecting time signatures on the voiceover and video will also allow you to upload the article as a closed-captioning script, making your videos \u2013 and already-written content \u2013 accessible to the deaf community and hard-of-hearing viewers.<\/p>\n Free offers always capture attention, so repackaging something that you already own, and have already paid for, creates a tidy win-win situation. <\/p>\n Isolate a landing page and paste it into a sales sheet or digital brochure copy with the initial article and offer it as a limited-time free offer. <\/p>\n You’ll get contact information for warm leads, your customers will feel they have bought-in value when it comes to your products, and you’ll be able to get additional usage out of content that would otherwise end up on the visual back burner as time stretched on.<\/p>\n Building authority is an uphill battle in the age of the Google search, but that doesn’t mean you shouldn’t attempt to stay topical. Whenever you have new content written, direct your freelance writer to touch on a previous subject that you already have content on and link back to that post. <\/p>\n This will help support traffic for both content pieces and keep older content relevant with no expensive fanfare or hyperbolic banner ads required.<\/p>\n Sending out a welcome email? Why not flesh it out with a little cut-and-paste (or better yet, a link to track traffic) straight from your existing content? You can even make mention of the source in your welcome message, and encourage your readers to “click through to read the rest” with a truncated passage at the end of the email.<\/p>\n You’ll be familiarizing them with the concept of turning to your pages and blog for answers in your expert subject matter and starting your relationship off on the right foot.<\/p>\n Weekly or monthly email newsletters are an excellent way to stay relevant and at the forefront of your customer’s minds, but filling them with content can be a challenge. <\/p>\n Using old blog posts is an excellent way to take the effort out of the process, allowing you to effectively ‘repackage’ existing articles and posts into a fresh new format. Unlike the normal “rules” of content, the older the better for this application. if you’re anxious to optimize your content, remember that means<\/p>\n Your product pages are a rich, interactive platform to entice your customers \u2013 but only if they’re filled with content to enrich their buying experience. <\/p>\n While product descriptions pique interest, linking or including content helps your brand establish authority in the marketplace and helps buyers on the fence hop down \u2013 right into your checkout flow.<\/p>\n The humble A\/B test can tell you a great deal \u2013 about your customers, about your company, and about the success of your various products. The most definitive pathways start with a targeted landing page, which is easy to flesh out when you lean on existing content. <\/p>\n Simply mix it up with a few well-defined “buy now” or “click here” buttons or banners, and you’re well on your way to determining the best way to capture attention and a higher volume of sales.<\/p>\n If your content is long enough, consider expanding it even more and turning it into an online mini-course on Udemy or another course platform.<\/p>\n Since you’re only putting your blog content in presentation form, this is one of the simpler methods to reuse it.<\/p>\nWhat Kind of Content Might Need Repurposing?<\/h2>\n
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What is the Benefit of Repurposing Content?<\/strong><\/h2>\n
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What is the Difference Between Repurposing and Plagiarizing?<\/strong><\/h2>\n
How do You Repurpose Content?<\/strong><\/h2>\n
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30 Ways to Repurpose Content with Examples<\/strong><\/h2>\n
1. Convert it to a script for voiceovers and closed-captioned videos<\/strong><\/h3>\n
2. Offer it to customers as an eBook download<\/strong><\/h3>\n
3. New content linkbacks<\/strong><\/h3>\n
4. Include it on the customer onboarding<\/strong><\/h3>\n
5. Spice up email campaigns<\/strong><\/h3>\n
6. Link from product\/service pages<\/strong><\/h3>\n
7. Turn it into a Landing Page<\/strong><\/h3>\n
8. Offer a Udemy Course<\/h3>\n
9. Turn it Into a Slide Presentation<\/h3>\n
10. Create an Infographic<\/h3>\n