How Content Can Be Repurposed to Expand Its Reach | Social Joey

If you know us, you probably already know that we are passionate about content marketing in all its forms. From an engaging Facebook post to a well-written blog, putting intentional, quality content out into the world is something we love to do—and what we love even more is seeing that content succeed beyond our wildest expectations.

While putting out new content is always exciting, if an existing piece has proven to be successful, giving it new life on another marketing channel can maximize your return on investment. But what does this look like, why should we do it and how do we actually make it happen?

Read on to learn all about how repurposing content can work for you!

What Is Content Repurposing?

Content repurposing (also known as content recycling) refers to the practice of reusing content you have already created in order to expand its reach. Far from making your content strategy repetitive or lazy, this is actually a fantastic strategy for reaching new audiences and increasing the lifespan of your marketing materials beyond one or two applications.

Why You Should Repurpose Your Content Marketing Material

Need other reasons to repurpose your content? Start here:

You Can Use Data to See What Is Likely to Be Popular

Repurposing content marketing materials is a great way to save yourself time while still giving your audience something that they will be interested in. In fact, when you repurpose content, you already have the data to indicate what pieces of content are likely to be successful when they are repurposed, as you can pick from other high-performing content you have already created.

Repurposed Content Can Boost Your SEO Rankings

Additionally, repurposing content can often provide you with a boost to your SEO ranking. Publishing high-quality content pieces on multiple channels shows search engine crawlers that your business is an authority in its space and you are creating content that is relevant to what your audience wants to see.

Distributing Content on New Channels Can Reach New Audiences

If your business makes use of multiple social media channels (which it should), it is likely that not every follower is engaged with you on every platform you are on. Some people prefer to keep up with businesses on Facebook, while others will primarily check the blog, while others still like to get all of their updates from Instagram.

By repackaging your content in a way that is optimal for all of these platforms, you are helping get new eyes on the pieces while avoiding being repetitive for those who do happen to follow you on multiple avenues of communication.

Your Audience Is (Ideally) Always Growing

Depending on how long you have been leaning into your content marketing efforts, it is likely that your audience looks a lot different than it did when you first started—and hopefully, a lot larger, too! Repurposing your older pieces of content is a great way to get it in front of people who maybe have not been following since day one but are likely still going to benefit from the information the content contains.

Determining Which Pieces of Content to Repurpose

Just as creating content can be an art, so is determining which pieces of content to repurpose. While this requires some intuition about what your audience may want to see, there are some things that can help you narrow down which content will perform well in another format structure.

Repurpose Content That Is Evergreen

Putting out seasonal content, topical content or content that is otherwise “of the moment” is a great strategy, but it does not work well for content that is meant to be repurposed. Your content strategy should contain a mix of pieces that are evergreen (meaning they will be relevant at any time) and pieces that are timely so that you can stay relevant while still producing content that can be reused.

Repurpose Content That Is Popular

If a piece of content has resonated well with your audience in one form, it is likely that it will resonate in another form as well. Look at your most popular pieces of content, from blog posts to social graphics, to determine which may perform best when given a new life.

Repurpose Content That Needs Updating

If you wrote a blog post about revitalizing your home decor for spring in 2019, it is likely that the majority of that information will still be relevant in the spring of 2025 with a few updates here and there. Switching up outdated references and sources can be a great way to give older but evergreen content a good facelift for a new audience.

Ideas for Repurposing Your Content Marketing Materials

So, we have looked at why it is a good idea to repurpose marketing materials, and how to best select the materials to revamp—but how do we decide exactly how to repurpose these pieces? Read on for our favorite ideas:

Turn blog posts into infographics. Infographics are great tools for your social media marketing efforts, as they are eye-catching and function as great branding pieces, too. If you have a particularly helpful blog post, it may work well as an infographic that distills the highlights into an easily readable Instagram or Facebook post.

Pull quotes from existing content. If you have a great interview with a local presence or have a stellar snippet from a customer testimonial, reformatting these into short quote graphics can be a great idea. These graphics can be shared across your social channels and highlight things that situate you as an authority in your brand’s space.

Turn videos into ebooks. If you have a vast video library pertaining to a certain topic, reformatting your most successful videos into a downloadable ebook is a great way to utilize them further. It is fairly simple to transcribe videos and organize them into chapters so customers can download them and reference the information at their leisure.

If you would like to breathe new life into your content marketing, that is what we do best! Contact us today to learn more about the services we offer.