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Repurposing Content Across Multiple Formats: Expand Your Reach

Content repurposing offers a valuable opportunity for businesses and content creators to expand their reach and engage with a wider audience. By repurposing existing content into different formats, such as social media posts, videos, or audio content, you can maximize the value of your content and reach new audiences who prefer different types of media. Incorporate content repurposing into your content marketing strategy to unlock new opportunities for growth and success. 

Creating fresh content constantly from scratch is challenging. Repurposing existing content by adapting it into new formats multiplies the value of your work exponentially while making content creation more efficient.

Turning one piece of content like a blog post into a video, podcast, Instagram summary, tweeted thread, Slideshare, infographic, and more extends reach into varied channels and audiences.

Leveraging repurposing lets you recycle research, better leverage subject matter experts, save production time, and reduce idea generation pressures. Done strategically, repurposed content can attract, engage, and convert new niche audiences.

Here are best practices for repurposing all types of content across the widest range of formats:

Adapt Long-Form Written Content

Long written content like guides and blog posts provide expansive source material for repurposing:

Extract Key Takeaways

Distill the core message and most shareable ideas into short text, image and video snippets for social posts.

Thread on Twitter

Divide key points into a compelling thread encouraging discussion. Use images and links to full piece.

Record as Video Summary

Reexplain top ideas on camera with visuals for behind the scenes context expanded in writing.

Discuss on Podcast

Have hosts debate and analyze the themes on your company podcast from different perspectives.

Present as Slides

Pull out the main statistics and facts into short slide presentations for platforms like

Infographic Visualization

Work with a designer to visualize the main statistics and points from the post in a colorful infographic.

Interview the Author

Record the writer discussing their inspiration and process as a value-add podcast or video companion piece.

Repackage Research Reports

In-depth reports and ebooks also provide extensive material for new content types:

Create Data Visualizations

Transform dry data tables and metrics using tools like Visme into engaging, sharable data visualizations and graphics.

Summarize Key Stats

Compile major statistics and facts from the report into an easily digestible bullets, charts, and graphs social media visual.

Explain on YouTube

Record short videos highlighting report revelations in a conversational explainer format with on-screen text and images.

Host a Webinar

Create a slide presentation analyzing the findings. Then narrate as a live or automated webinar with Q&A.

Promote With Infographic

Combine powerful report statistics, facts, charts and visuals into a compelling infographic. Widely shareable.

Discussion Panels

Livestream or record a virtual panel discussion diving deeper into analyzing the report results featuring multiple speakers.

Pitch Media Outlets

Repackage research revelations into pitched angles with stats for contributing articles at major industry publications. Amplify reach.

Repurpose Existing Videos

Pre-recorded videos also contain material ripe for repurposing:

Excerpt Short Clips

Cut and export the most powerful sound bites, stats and moments from videos into short social media clips natively suited to each platform.

Articles Focused on Key Points

Fully transcribe videos then transform the best highlights into written articles or blog posts exploring points more deeply through text.

Annotated Slide Decks

Extract key video slides into annotated presentation decks distributed as PDF downloads gated with email signup.

Interview the Creator

Record a follow up podcast or written interview expanding on the initial video: behind the scenes insights, research, impact etc.

Compile Related Videos

Curate a themed playlist or collection featuring additional videos related to the same topic for sequential viewing.

Promote Transcripts

Publish full video transcripts allowing site search, links and skimming by topic. Promote availability.

Interactive Multimedia Quizzes

Transform key video points into interactive quizzes and assessments with rich media. Promote or run sponsored.

Repost Podcasts as…

Podcast audio also becomes more visual content:

Clipped Excerpts

Share short audio snippet clips natively on all social platforms pulling the most entertaining, informative moments.

Transcribe as Articles

Repurpose the best quotes, anecdotes and takeaways into written articles on your site, Medium or other external publications.

Animate as Videos

Hire animators on Fiverr to illustrate audio excerpts in 2D or 3D bringing conversations visually to life in engaging social videos.

Create Infographic

Design infographics progressively revealing key audio insights, surprising statistics and visualizations supporting main themes.

Curate Topic Collections

Gather additional audio content around popular topics into shareable collections, playlists or episodic series.

Promote Transcripts

Post full written transcripts to read or skim allowing search, indexing and discovery of shows. Highlight availability.

Illustrate Top Moments

Select the most powerful spoken quotes, facts or exchanges and create stylized visuals quoting them for sharing across channels.

Repost Webinars and Events

Recycle educational webinars and virtual events using:

Share Speaker Slides

Obtain and post slide deck PDF downloads and handouts to your site or SlideShare driving traffic with insights.

Give Away Raw Footage

Offer full webinar video recordings as lead magnet gated resources to maximize exposure from original broadcast.

Promote Key Moments

Edit and share short video clips of the best webinar moments likemotivational insights, surprising reveals, expert tips or hype reactions.

Summarize Learnings

Review recordings and notes pull out major takeaways, most tweetable quotes, memorable statistics into a blog post recap.

Interview Speakers

Record follow-up podcasts with speakers expanding on their backgrounds, expertise, insights from the event.

Create Tweet Threads

Watch back and create detailed tweet threads about the parts you learned the most from along with timestamps linking back to recordings.

Share Infographic

Work with a designer or tools like Venngage to visualize key data points, quotes and insights from the event into an informational infographic.

What is content repurposing and why is it important?

Content repurposing is the process of taking an existing piece of content and reusing it in a different format or for a different purpose. It involves repackaging and adapting the content to suit different platforms or mediums. Repurposing content is important because it allows you to make the most out of your existing content and extend its lifespan. Instead of creating new content from scratch, repurposing offers a cost-effective and time-efficient way to reach a wider audience and generate more engagement.

Definition of content repurposing

Content repurposing refers to the act of taking your existing content and transforming it into different formats or repackaging it for different mediums. It involves repackaging and adapting the content to suit the preferences and needs of a new audience. The content can be repurposed in various ways, including turning a blog post into a video, creating social media posts from long-form articles, or converting written content into audio format.

Benefits of repurposing content

Repurposing content offers several benefits for content creators and businesses. Firstly, it allows you to reach a new audience by presenting your content in different formats that cater to different types of users. Secondly, repurposing content helps to maximize the value of your existing content by extending its lifespan and increasing its visibility across various channels. It also saves time and resources by utilizing existing content instead of creating new content from scratch. Lastly, repurposing content can help improve your search engine rankings by providing search engines with more signals and opportunities to index your content.

How repurposing content can expand your reach

Repurposing content can expand your reach by enabling you to distribute your content through multiple channels and mediums. By repurposing your content into different formats, you can reach users who prefer visual content, audio content, or short-form content on social media platforms. By catering to the preferences of different audience segments, you can attract new followers, increase engagement, and ultimately expand your reach.

How can I repurpose my content?

There are several ways to repurpose your existing content to reach a wider audience and maximize its impact. One effective method is to repurpose blog posts into other formats. For example, you can turn a series of blog posts into an e-book, create infographics or slideshows based on the main points covered in your blog posts, or repurpose them into a podcast series.

Ways to repurpose your existing content

When repurposing your content, consider adapting it into different formats that suit your target audience. Some popular ways to repurpose content include creating videos, infographics, podcasts, e-books, webinars, and email newsletters. Each format offers a unique way to present your content and appeal to different types of users.

Examples of repurposing content

Here are some examples of repurposing content:

  • Turning a blog post into a video tutorial
  • Creating infographics from statistical data
  • Converting a podcast episode into a written blog post
  • Repurposing webinar recordings into video clips for social media
  • Transforming a series of blog posts into an e-book
  • Repurposing long-form articles into short social media posts

Repurposing blog posts into other formats

Blog posts are a great source of content to repurpose into other formats. You can extract key points from your blog posts and turn them into visual content, such as infographics or slide presentations. Additionally, you can repurpose your blog posts by converting them into video scripts and recording them as video content for platforms like YouTube. Repurposing blog posts into other formats allows you to reach a broader audience and leverage your existing written content in new and engaging ways.

What are the different formats I can repurpose my content into?

There are several formats you can repurpose your content into to maximize its impact:

Repurposing content for different social media platforms

Social media platforms provide a valuable opportunity to promote and repurpose your content. For example, you can create social media posts featuring quotes or key takeaways from your content, or you can repurpose longer articles into shorter posts with a link to the full article. Each social media platform has its own unique format and limitations, so tailor your content accordingly to maximize engagement.

Creating video content from existing blog posts

Video content has become increasingly popular and is a great way to repurpose existing blog posts. You can transform your written content into video scripts and create engaging videos for platforms like YouTube or Vimeo. The visual element adds another layer of engagement and allows you to reach users who prefer consuming content in video format.

Turning written content into audio content

If your target audience prefers audio content, consider repurposing your written content into audio format. You can convert blog posts into podcast episodes or record audio summaries of your articles. This allows you to reach users who enjoy listening to content while commuting, exercising, or during other activities where reading is not convenient.

How does content repurposing benefit my content marketing strategy?

Content repurposing offers several benefits that can enhance your content marketing strategy:

Expanding your reach with repurposed content

Repurposed content enables you to reach a wider audience by offering your content in different formats and mediums. By catering to different user preferences, you can attract new followers, increase visibility, and expand your reach across various channels.

Reaching a new audience with multiple formats

Repurposing your content into different formats helps you reach a new audience that may prefer consuming content in a different way. Some users may prefer video content, while others may prefer audio or visual content. By repurposing your content, you can engage with these different audience segments and broaden your reach.

Increasing engagement through different content types

By repurposing your content into different formats, you can increase engagement by catering to the preferences of different users. Some users may prefer reading articles, while others may prefer watching videos or listening to podcasts. By providing content in various formats, you can capture the interest of a wider audience and keep them engaged with your brand.

What are the best practices for repurposing content?

To effectively repurpose your content, consider following these best practices:

Choosing the right content piece to repurpose

Not all content is suitable for repurposing. Choose content pieces that are evergreen, meaning they remain relevant over time. Identify which content pieces have performed well in terms of engagement or traffic and prioritize repurposing those. Ensure the content you choose to repurpose has the potential to resonate with a new audience in a different format.

Adapting your content to fit the new format

When repurposing content, it’s essential to adapt and optimize it to suit the new format or medium. Consider the specific requirements and limitations of the new format, such as character limits for social media posts or visual requirements for videos. Adapting your content ensures that it is relevant and effective in the new format, enhancing your chances of engaging with the target audience.

Creating high-quality repurposed content

Regardless of the format or medium, it’s important to create high-quality repurposed content. Ensure that the content is well-written, visually appealing, and aligns with your brand’s voice and style. High-quality repurposed content helps to maintain a positive brand image and keeps your audience engaged.


Incorporating content repurposing into your content marketing strategy can significantly expand your reach and engage with a wider audience. By repurposing existing content into different and innovative formats, you can make the most out of your content investment and cater to the preferences of different users . Repurposing content also allows you to extend the lifespan of your content and maximize its impact over time.
Repurposing content allows you to reach new audiences who may not have seen or engaged with your original content. By repackaging your content into different formats, such as videos, infographics, or podcasts, you can attract different types of users who prefer consuming content in those formats. This helps you engage with a wider audience and increase your chances of reaching and resonating with potential customers.
Furthermore, repurposing content can help you save time and resources. Instead of creating new content from scratch, you can repurpose existing content and make the necessary modifications to fit the new format. This not only saves you time but also allows you to make the most out of your original content investment.
Repurposing content also helps you increase your brand visibility and authority. When you repurpose your content and share it on different platforms, you increase your chances of being discovered by new users who may not have come across your original content. This helps you build brand awareness and establish yourself as an expert in your industry.
In conclusion, incorporating content repurposing into your content marketing strategy is a smart and effective way to expand your reach, engage with a wider audience, save time and resources, and increase your brand visibility and authority. By repackaging your content into different formats and sharing it across various platforms, you can make the most out of your content investment while catering to the preferences of different users.  

Repurposing is an essential content marketing technique that maximizes resources while expanding reach. Analyze existing content of all types for elements adaptable into new fresh formats optimized for additional platforms and audiences.

Tailor repurposed content using unique perspectives, insider insights, and added value like multimedia. Strategic repurposing allows continual creation of influential content at scale.


By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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