Making Content Work Harder For You: A Quick Guide to Repurposing

So you’ve poured your heart into creating an amazing blog post, video, or podcast. Awesome – But once it’s out there, what happens next? 

Most businesses just move on to the next piece, leaving their old content to gather dust. 

Repurposing is giving your content a second life (or third, or fourth!). Instead of letting your hard work collect digital dust, you can transform it into something fresh and exciting for different audiences.

So What Exactly is Content Repurposing? 

It’s really just taking something great you’ve already created and giving it a makeover for a different format or platform. 

Kind of like how you might turn leftover turkey into sandwiches, soup, and salad – same great ingredient, totally different meals.

For instance, you could:

• Turn a long blog post into a quick video or infographic.
• Break up a webinar into short, shareable clips for social media.
• Update an old blog with fresh stats and reposting it.

Why Repurposing Makes Sense

Repurposing isn’t just about being lazy (though who doesn’t love working smarter?). It’s a proven strategy that maximizes your reach, time, and resources:

• Your audience consumes content differently – some read, some watch, some listen
• Quality content deserves multiple chances to shine
• You can reach new people without reinventing the wheel
• It saves time while maintaining quality

Smart Ways to Repurpose Your Existing Content

1. Turn Long-Form Content Into Shorter Pieces

Got a long blog post or video? Break it down into bite-sized pieces for social media, emails, or quick posts.

• From Blogs:
  • Take key points and turn them into a thread on X or LinkedIn carousel.
  • Create a short infographic summarizing the post.
  • Turn it into a short email newsletter with a link to the full blog.
• From Videos:
  • Clip highlights to use on Instagram Reels, TikTok, or YouTube Shorts.
  • Pull out quotes or stats and turn them into graphic posts.

2. Update and Repost Evergreen Content

Some content never goes out of style, but it might need a little refreshing.

• Add new stats, examples, or insights to older blog posts.
• Re-share popular posts from last year on social media with a fresh caption.
• Create a “then vs. now” post to show how things have changed since the original content was published.

3. Turn Written Content Into Visuals

People process visuals faster than text, so converting your written content into graphics can grab more attention.

• Infographics: Summarize a blog post or article into a visually appealing infographic.
• Slide Decks: Use tools like Canva or PowerPoint to turn tips from your blog into a short presentation for LinkedIn or webinars.
• Quote Graphics: Pull one-liners or stats and pair them with eye-catching visuals for Instagram or Pinterest.

4. Repurpose for Different Platforms

Not all content works everywhere. Adjust your content for specific platforms to reach a wider audience.

• Take a podcast episode and turn it into a blog post (or vice versa).
• Use webinar highlights to create an FAQ document or downloadable PDF.
• Repurpose Instagram Reels into TikTok videos or YouTube Shorts with slight tweaks for the platform’s style.

5. Use Content to Spark Discussions

Content isn’t just for publishing—it can also be a great conversation starter.

• Turn blog topics into questions for X or LinkedIn. For example, if your blog is “5 Tips for Small Business Marketing,” ask, “What’s your go-to marketing tip?”
• Use clips from a podcast or webinar to spark debates or polls on social media.

6. Create “Series” From One Piece of Content

If one piece of content performs well, turn it into a series to keep the conversation going.

• A long blog could be split into a multi-part series of shorter posts.
• A video interview could be broken into multiple parts, each focused on a specific question or topic.
• Run a themed week on social media where each day you share a tip, fact, or story tied to the original content.

7. Repurpose User-Generated Content

If customers or followers engage with your content, share it!

• Screenshot and repost their comments or responses as testimonials.
• Turn user feedback into case studies or highlight reels.
• Use their questions or suggestions as inspiration for follow-up blogs, videos, or social posts.

Start Small 

Remember, you don’t have to do everything at once. Start with one piece of content you’re proud of and experiment with different formats. The key is to have fun with it and stay authentic to your voice and style.

1. Look through your existing content – what performed really well?
2. Think about what you want to achieve
3. Pick a platform where your audience hangs out
4. Give it a try and see what works!

And hey, if you’re feeling stuck or want to bounce around some ideas, we’d love to help you brainstorm ways to make your content work harder for you. Sometimes all it takes is a fresh pair of eyes to spot new opportunities in your existing content.

Call 619-337-8088 or send us a message to get the ball rolling – a member of the CMC Advertising team will be with you ASAP!