7 Techniques for Repurposing Content to Expand Your Customer Base

Are you taking a break from producing content to read this? Wish you didn’t have so many writing or editing assignments? Finding it difficult to create original content for numerous channels?

Repurposing can be the answer to reducing the workload associated with content generation, regardless of the size of your team. Additionally, it’s a way to share your information with a wider audience in formats that they might find more appealing.

What does repurposing content mean?

Repurposing content involves updating, transforming, or recycling existing content. Ads, blogs, data visualisations, infographics, videos, webinars, and many other forms are all compatible with it.

Even while successful repurposing necessitates creativity and practice, it is typically less time-consuming than the original invention.

Repurpose your original work to get more use out of it. A blog post is just one way, but it can include a lot of information. You may use the same information and reach a larger audience by repurposing that content into different formats and for distribution on different channels.

Additionally, since you aren’t developing the content from scratch, it can save you time and effort. However, you must spend some time creating a set of standards to adapt existing material for other channels.

What standards apply to repurposing?

If you want to properly repurpose something, you can’t just do it on the fly. What you should choose is as follows:

  • Establish your objectives: Do you wish to publish more original content in a shorter amount of time than it would take to produce it all from scratch? Do you wish to repurpose in order to reach a new or different audience? Do you require the material for a different channel? Is it meant to aid in generating sales-qualified leads?
  • Indicate your channels: What platforms will house the content that has been repurposed? What do viewers of that station want to know, consider, or do?
  • Determine the criteria for content repurposing: Not every piece of original content ought to be reused. Do you wish to maximise already successful content? Does there exist any content that could be quickly updated with new information? Do you want to employ subjects that remain relevant throughout time? Avoid content that is excessively particular or deadline-driven as it will be harder to repurpose.

You may plan how to reuse material and reach new audiences after you have your criteria.

What possibilities are there for repurposing content? Along with some content repurposing inspiration, I’ll walk you through some of the best ways to modify blogs and videos.

1.Blog entries

Blog entries frequently offer great opportunities for reuse. It functions effectively for posts with great performance but dated content or old SEO aims. With only minor updates to data, news, and best practices, you can repurpose them.

2.White papers and e-books

Speaking of mixing blog articles, lead generation, and repurposing content, e-books and white papers are fantastic.

Your viewers won’t have to search elsewhere if you host all the content on the subject in a single format. It is an effective instrument for generating leads. If you do decide to gate the material, be sure to provide more than just a repackaging of free content. You might even wish to sell it to make it more accessible to readers who are looking for publications on the subject.

3.Information graphics

You do not need to restrict your repurposing to text-based adjustments. My business specialises in data visualisation, so we frequently convert text-based content into infographics. It appeals to a viewership that values images.

Understanding what to keep and what to remove when converting content into an infographic is crucial. The infographics’ headings are divided into sections. Using icons or bullet points, the text is condensed.

Making the content digestible will encourage users to interact with it.


Yes, you can send a summary of your most recent blog entries, but that most likely won’t be sufficient to keep your email subscribers interested in your business.

Send them an email that is more suited to their needs by repurposing existing material.


Slide presentations with no interest are widespread. But reusing content can liven up a presentation.

Already have graphs and charts on the subject for a blog or social media platform? Use them to summarise or highlight key statistics in your presentation.

6.Posts on social media

When it comes to repurposing content for social media, the options are endless. To stop scrollers, it must be visually appealing and have an engaging tale.

Instagram allows users to take screenshots of tweets. A blog article quote might be turned into a stand-alone Facebook post. An Instagram story, Facebook story, Twitter feed, Snapchat, or TikTok can all be created from a screencast of a post on one channel.


Because of the audio and visual components, repurposing a video may require a little more work, but the potential audience is worth it. Short videos for social media postings and advertisements can be created from already-existing videos. These short movies can also be distributed through a series of emails. GIFs from videos are excellent for use in blog articles and sharing on Twitter.

A podcast can be created from a video’s audio portion and distributed. On the other hand, you can record a podcast episode on camera and upload it later or use it as a livestream.

Expand on what you produce.

Content repurposing can take a variety of forms. You must be aware of your purpose, including why you’re doing it, your goals, and other factors, in order to carry it out properly. Additionally, you need to have a strategy to make the process simple to repeat. For example, what are the requirements for content to be reused, what solutions are available, etc.?

Your content development team will be able to take a break from the burden of constantly creating original material by figuring out the causes and solutions. In their chosen format, more members of your target audience are likely to view the material and interact with it.