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Feb 19, 2025
It’s hard to maintain a steady flow of content across multiple channels. When you’re stuck on the hamster wheel of content production, burnout is a very real risk. Thankfully, the load can become a little lighter. How? Through repurposing content.
It’s one way for content marketers and social media managers to maximize their content creation efforts. By aligning your repurposing strategy with a well-structured content calendar, you can plan ahead, ensuring each piece of content reaches its full potential across different platforms.
A methodical approach to repurposing content ensures that each piece of content is effectively used to its full potential over time and not just posted once and forgotten.
As a former marketing director, I know first-hand how taking advantage of existing content lets you streamline efforts, maintain consistency, and reduce the burden on your team. So, I’ll cover the best practices and tools you need to help you naturally integrate content repurposing into your workflow.
Repurposing content involves taking existing assets and modifying them to create new content formats suitable for various platforms. This process maximizes the value of the original content and extends its reach. For example, you can transform long-form blog posts into social media updates, video content into infographics, or webinars into articles. Repurposing ensures consistent messaging, broader target audience engagement, and resource efficiency.
Repurposing content is important because (repeat after me) you’re not a content creation machine. Sure, you have tools like ChatGPT, Gemini, and Claude to assist. Still, that’s not enough to consistently produce high-quality content.
Great content takes ideation, research, craft, editing, and design. It’s a resource-intensive process for an output that should have a longer shelf life than the day or two it spends in people’s feeds.
Do more with less. Repurposing lets you scale your content production efforts by creating multiple pieces of content for different channels without constantly generating new ideas.
As Emily Gertenbach, a B2B SEO Strategist, puts it:
Repurposing content is a great way to keep up the volume of your content production – and drive new visitors to your site – without having to create net new resources every day.
By leveraging existing content, you quickly populate your content calendar with diverse formats. For example, an old blog post can be transformed into:
You can tailor each of these assets for specific platforms and audiences.
It’s a great way to maintain a steady flow of great content in an effective and sustainable way — that is, without driving yourself and your team to burnout.
It’s simple math. You take one piece of content and divide it into snippets for different channels.
Let’s say one channel brings you an organic reach of a few hundred people per post. When you repurpose that post for other social media platforms, your content accumulates impressions from those channels, too.
A few hundred potentially grows to a few thousand or more with a fraction of the effort it would take to create new content from scratch every time.
A similar equation applies to engagement. By repurposing content, you offer your audience various ways to consume and interact with your material across multiple channels.
Some formats are naturally more engaging than others. For example, studies show that videos get shared 12 times more and infographics 3 times more than just text.
That doesn’t mean that written content isn’t valuable, but that you can transform it into engaging formats to spark reactions from a wider audience.
Or, if you want to make video the cornerstone of your content efforts, focus on creating video content – since it’s generally more difficult and time-consuming to produce. Then, repurpose your videos into multiple pieces of written content.
Repurposing content helps grow your authority on specific topics by allowing you to communicate key messages more broadly.
A multi-format approach appeals to different audiences, increasing your reach and engagement. As you consistently deliver valuable content across various channels, your reputation as a knowledgeable and reliable source on these topics strengthens.
For example, if you have a white paper that delivers a new perspective on a key topic for your brand. Why not break that up into bite-size posts for LinkedIn? Give your audience a taste of what your white paper has to offer and demonstrate that you know what you’re talking about.
If you’d like to give content repurposing a try but you’re not sure where to start, here are some situations to explore:
A large content library is a repurposing treasure chest.
Why not breathe new life into past efforts? You can reach new audience segments and solidify your authority with existing ones, all by adapting and refreshing your existing content.
Think of it like going through your wardrobe. You wouldn’t just ignore all your existing clothes and buy new ones every time you need to go out, would you?
Building a new content creation workflow is the ideal opportunity to integrate content repurposing seamlessly into your team’s process.
Incorporate repurposing strategies from the outset to streamline production, maximize efficiency, and ensure content consistency across different platforms and formats.
For example, add a few steps to the content process after publication: decide on additional formats, establish channels and audiences, and schedule the repurposed content. Complete that with deadlines and assign responsibility to team members.
There’s no shortage of emerging channels to communicate on. Discarding the new is not an option in digital marketing, but adding additional content to the already-full creation platter is daunting.
Content repurposing saves the day. Based on existing assets, you can quickly generate content pieces tailored for the new channel.
This will help you establish a presence, engage with the audience, and test the channel before deciding whether to invest more in it.
So, should you repurpose everything? Probably not.
Let’s consider your wardrobe again (yes, we must). Every now and then, some pieces need to be discarded because they are too worn, old-fashioned, or simply no longer suit your style. At the same time, many will look like new with some ironing and the right accessories.
The same goes for content.
Evergreen content contains information that remains valid over time and only needs small tweaks to remain fresh. Melissa Popp, Content Strategy Director at RicketyRoo advises marketers to:
Focus on content that remains relevant over time, such as how-to guides or comprehensive blog posts. These pieces can be easily updated and transformed into various formats without losing value.
High-performing content is perfect for repurposing because it has already proven valuable to your audience and provides a strong foundation.
For example, let’s say you have an ebook titled “The Ultimate Guide to Google Analytics.” This guide could be repurposed into many new formats, such as:
When repurposing evergreen content, check the information and update it if necessary.
In the ebook scenario above, you could refresh the assets to include updated best practices or discuss trends or tools that have emerged since the original post.
Original research reports and surveys are packed with valuable, data-driven insights that can be transformed into a variety of engaging formats.
Melissa Malec, Freelance Content Marketing Consultant and Writer, explains:
Research reports are an absolute goldmine for content repurposing purposes. They can be turned into blog posts that hone in on a particular finding, social posts that are attention-grabbing, they can be sprinkled into website copy, and so much more.
Here’s why it pays to invest in original research reports and surveys and then repurpose them:
I love podcasts so much that I even created my own five years ago. As much as I believe that podcasts provide great educational and entertaining content, I’ve accepted long ago that they have a limited (though faithful) audience.
However, podcast episodes are valuable resources in content marketing because they can be transformed into different formats that reach new audiences beyond niche streaming platforms.
For example, an interview with an industry expert can easily become a guest post on the blog. The video file can be cut into snippets and distributed on platforms such as TikTok or Instagram. How about using the same content to generate engaging best practices posts for LinkedIn?
Source: Simon Sinek’s LinkedIn
Whether you’re currently publishing a podcast or have a backlog of episodes waiting to get resurfaced, that’s gold for your content plan.
Content creation is an ongoing process — some would even call it a lifestyle — that doesn’t start from zero every time.
If you’re creating high-quality content that resonates with your audience, there are tons of ways to breathe new life into it. Below are five simple ideas to strategically tap into existing content.
It’s easy to get stuck creating one type of content. You have a clear process, you get good at it, and you keep going. However, without diversifying, you greatly limit your reach.
For example, as a content writer, I produce a lot of blog posts for clients. As a content marketer, I know that however valuable that blog post is, it can only go so far in terms of impact.
Repurposing a blog post can provide several valuable benefits, including improved SEO and traffic, extended reach, resource efficiency, and enhanced authority.
Here are a few ways to repurpose old blog posts:
Source: Chaleit LinkedIn post
One blog post, so many possibilities!
Video is today’s digital content star. But that doesn’t mean everyone wants to watch only video content all the time.
By repurposing YouTube videos, you can reach audiences across different platforms who prefer various types of content formats. Here’s what you can do:
Source: Mel Robbins
I told you I love podcasts, so they’re getting twice the real estate. But for good reason.
Listen (pun intended), podcast episodes are typically long and insightful conversations with subject matter experts that not everyone has the patience to listen to. But it’s a pity to waste that valuable, candid information. So, don’t. Instead, do the following:
Source: Tim Ferriss
Social media content is usually the result of content repurposing, but it can also serve as a foundation.
For instance, you can adapt a popular TikTok video turning it into an Instagram Reel to reach a broader audience that prefers Instagram’s format. Or you can use the main idea as a basis for an article researching the topic in more depth.
Here are a few ideas for repurposing your top-performing social media posts:
Long-form written content is a valuable resource for marketers. One piece of long-form content can easily inspire several other shorter pieces in various formats. This expands reach and maximizes content ROI.
Sai Deshmukh, SEO & Content Marketing Director at Amber, captures this perfectly:
Blog posts, ebooks, white papers – packed with information that can be transformed into infographics, videos, social media snippets, or even podcasts. I love to transform long-form content into quizzes or polls on social media. Engagement skyrockets, and you gain valuable audience insights.
Here are some ideas for repurposing long-form written content:
The best and most efficient way to consistently repurpose content is to build it into your content creation workflow from the get-go. That way, content repurposing is not an afterthought but a structured, well-established step in the content creation process.
Make a habit out of creating content with repurposing in mind.
For instance, structuring a blog post with repurposing in mind can make the process significantly easier down the line. Break your post into clear sections with concise headings. These sections can then be easily adapted into social media posts, FAQ pages, or even scripts for short videos.
Alice Rowan, Website Copywriter & SEO Consultant, emphasizes this point well:
Create all of your content with repurposing in mind. Writing an eBook? Great. Write each chapter in a way that translates easily into a blog. Writing a blog? Separate it into enough headings that they can be pulled into LinkedIn posts or read as video scripts. Repurposing content isn’t something that happens by accident, you need to plan for it to drive the most efficient content creation process possible.
A collaboration tool like Planable helps you streamline content repurposing. It allows teams to work together on all types of written content, from content briefs to blog posts, newsletters, and more.
Planning, approvals, publishing, feedback & media library features in Planable
Planable’s Universal Content feature provides a central hub where your team can brainstorm repurposing ideas and structure new content with multiple formats in mind from the very beginning.
Content calendar view in Planable
You can then easily populate the visually appealing content calendar with all your ideas and use the content recycling function to prolong the shelf life of your posts without extra effort.
Social media content recycling in Planable
No one knows everything — and nor should they if they like to go on holidays occasionally.
Team collaboration plays a crucial role in identifying and maximizing opportunities for content repurposing.
For example, an editor reviewing a blog post draft can highlight key snippets that could be repurposed into social media posts. A social media manager can identify hot topics that would make great podcast episodes. A writer developing an ebook can start outlining future blog posts based on long-form content.
By collaborating effectively, teams can ensure that valuable content elements are not overlooked and are repurposed across different platforms to reach wider audiences.
Planable’s collaboration features facilitate this process seamlessly. The platform allows teams to review, comment on, and approve content in real time, making it easy for everyone to collaborate on repurposing strategies.
Collaboration on a blog post in Planable
Additionally, Planable allows direct social media management, ensuring a streamlined workflow from ideation to execution. This approach facilitates content distribution, including scheduling recurring posts and accessing analytics to find hidden gems that are worth resurfacing.
You should optimize repurposed content for each specific channel to ensure it resonates with the audience’s format preferences as well as platform requirements.
For example, a TikTok video turned into an Instagram Reel may need adjustments in video length, style, and format. High-performing TikTok content relies on trending audio and rapid transitions, while Instagram may favor a more polished presentation. Additionally, you need to refresh the captions and use a different hashtag strategy to align with Instagram’s user behavior and algorithm.
Planable’s video editor simplifies the process of refreshing video content, allowing you to easily make necessary tweaks.
Image and video editing in Planable
Moreover, Planable AI can provide suggestions for catchy captions and hashtags tailored to each platform.
Generating captions for social posts with Planable AI
With the Sync on/off feature, you can make changes across all platforms simultaneously or isolate one platform, ensuring repurposing content efficiency.
Let’s face it. Publishing valuable content consistently on various channels — while those channels multiply — is a herculean task. You need to streamline efforts, and content repurposing becomes a must. Not only does it help you squeeze value out of content, but it enhances your reach and enables you to break into new channels without breaking the bank.
With Planable, repurposing becomes a natural part of your team’s workflow. Try it for yourself and get 50 free posts when you sign up.
Sabina is a freelance writer with 15+ years of experience in the MarCom industry. Her to-do list includes helping people write better and businesses sell more through content. She is the host of Zest, a podcast that brings writing within listeners’ reach.
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