The Ultimate Guide to Repurposing Digital Content in 2024

Repurposing content when it comes to digital marketing is a must for efficiency’s sake. However, some industry rules must be followed to prevent your content from being overlooked on search engines.

Content creation is one of the most time-consuming pieces of running a business these days. This is especially true for those that are digital-driven (which is 99% of businesses these days). Repurposing content can save business owners time, money, and creative stress. It can also mean that your existing content works harder for you by distributing it more strategically.

Finding new purposes for old (or evergreen) content is the best way to meet varying expectations of digital channels. For example, a long-form blog post may be repurposed into a shorter email news blast, some social media posts, and an infographic. It’s all about using the content that you have to work harder for your business!

Want to learn how to get more value from the quality content that you’re already producing? Read on!

What are the Benefits of Repurposing Content?

Boost Content Distribution Impact – Repurposing content by changing its format also increases that content’s reach. This means that you’re expanding the total impact of your content reach without having to create entirely new content on varying platforms.
Increase Publishing Frequency – Many businesses find that repurposing content helps with maintaining (or increasing) publishing frequency. By providing more content to your audience you will also be able to grow your digital presence faster. Push out high-quality content on different channels without the stress of creating, researching, and publishing entirely new content every time.
Meet Audience’s Content Demand – Your content becomes more accessible for all customers by having it in varying forms like written, audio, video, graphic, and more. There is less room for alienation, miscommunication, or lack of understanding based on your content type when you’re distributing the same content in a myriad of ways. Meet your audience’s preferred content demands by repackaging it into new formats.
Boost your SEO Performance – Having multiple pieces of content about a single keyword can improve your position in search engines. It also allows for consistent key messaging and marketing messages across varying platforms.

Your Ultimate Guide to Repurposing Content

1. Highlight and Leverage Older Content

First, investigate your older and pre-existing content. Not everything that you’ve created is still going to be relevant but we’re willing to bet that you’ve created some evergreen content (long-lasting). This high-value content is often educational in nature. Take stock of your high-value content and make a list of any evergreen pieces that you already have on your blog or content channels.

2. Be Strategic with New Content Development

All long-form content that you’re creating should have a repurposing plan. This improves its total distribution and reduces the workload on yourself and your staff. Establish a plan with all future content pieces to brainstorm the ways that the content can be repurposed. Add target dates and deadlines for delivery to ensure that you’re distributing the content across channels in a timely manner.

For example, if you’re developing 5 medium-length articles on a similar topic, consider repurposing that content into a larger eBook or a free email educational course. You can also pull quotes and quippy parts of the articles for your social media posts and graphics.

Be sure to include these “content redevelopment” timelines in your content development and publication workflow!

3. Double Down on the Hottest Content with your Audience

The core idea of repurposing content is that you’re able to develop more that attracts your audience across various platforms. Be hyper-strategic by tracking performance metrics on your content to see what are the most popular pieces. You can repurpose this content specifically, develop more like this existing popular content, and reach new audiences on new platforms with content that you already know is going to be successful with your target audience.

4. Outsource Repurposing Content to Save Time (and Money)

Repurposing content can be cheaper as well if you’ve already done the legwork on an original and well-researched piece. Look for a capable staff member or freelance writer to complete some repurposing work for a slight discount since they have less work to do from the ground up.

7 Easy Ways to Repurpose Content

Collect a series of similar blog posts into an eBook format. Add an intro, a conclusion, and some light graphic work (using Canva or a similar free program) to create a high-value piece for your audience to download after signing up with their email.
Pull quotes or quips directly from blog posts and repurpose them into social media posts on various channels.
Consider grouping content into a “free” masterclass email or digital course. This will increase your inbound and high-value sales leads.
Creating video content seems challenging but you may be able to base your short videos or reels on existing content that you already have.
Repurpose large pieces of content (like eBooks, digital courses, and whitepapers) into smaller blog articles.
Design infographics from existing blog content.
Create podcasts or other forms of audio using your existing content.

To read more about the Benefits to Repurpose Content in 2022 , check out 5 Benefits to Repurpose Content in 2022 article.