Creating fresh content can be both laborious and expensive. Without careful planning, it can also be pretty short-lived — appearing on a feed or a landing page for a day or two before being shuffled downstream. 

But as companies and brands are increasingly expected to release an endless churn of content online through blogs, social media, webinars and other channels, they’re turning to content repurposing to get more mileage out of their existing content.

Not only does this free up time and energy spent generating new ideas, with a proper strategy in place, it can also help streamline the process of producing content.

So you can make the most out of top-performing pieces and save money in the long run. 

Now that’s a win-win-win situation. 

What’s so special about repurposing your content? 

Repurposing content doesn’t mean simply reposting an old blog post from a year ago and hoping nobody notices. Online content comes in a range of different forms— infographics, e-books, videos, and blog posts are just a few examples — and each form attracts a different type of audience and fits a unique marketing purpose. 

That presents a catch-22: any one-size-fits-all approach you might opt for with your content is likely to be impersonal and ineffectual, but if you’re constantly focusing on putting out totally new content, you might not have enough gas in the tank to think about diversifying your content into different streams. 

When applied in a targeted manner for a specific purpose — say, when you take the information from an e-book released a few years ago, update the information and build a video around it—you’re spending less effort drumming up research and ideas, and reallocating those resources on taking what you already have and transforming it into something better.

Think about it less like recycling and more like upcycling. 

It’s a tactic that works. A 2020 survey on content marketing conducted by SEMRush identified the top content marketing challenges that brands faced. No. 1 on that list? Content creation that generates high quality leads and attracts more traffic.

And in the same survey, 61% of companies found that updating and repurposing old content was the most efficient content marketing tactic they implemented.  

When you repurpose content with a targeted approach, the benefits are endless. Not only can you go back and optimize your older content for maximum search engine visibility, you can introduce it to new audiences and establish yourself as an expert in your field while maintaining an endless stream of high-quality content. 

“A video ad that would have previously taken weeks of planning, writing, scheduling, and editing can now be accomplished in a matter of hours, saving both time and money, the two most precious resources for any business.”

Angela Caglia, Founder of Angela Caglia Skincare, on Vimeo Create

Identifying your top performing content and what to repurpose

So how do you get started on content repurposing? Well, it helps to know what kind of content you’re already working with. A simple audit will help you identify the content that’s best for repurposing. 

Start by looking for evergreen content. Evergreen content is the information that won’t ever go out of style—the topics will have remained just as relevant and useful today as they were when they were first published.

A blog post announcing a new update or a news item? Not evergreen. A detailed user guide on innovative new uses for your core product offering? Now you’re talking. 

You will also want to scan through your analytics platforms. A quick look through Google Analytics, Youtube analytics or your website host’s analytics dashboard will help you to identify your top-performing content. 

The key here is to find existing content that is high quality, well researched and proven to be popular with your audience. As you go through your published content, the following questions will help you figure out which pieces of content are ripe for repurposing: 

  • What content here is still relevant, useful and will [Taylor Swift voice] never go out of style? 
  • What is still getting traffic and seems like it’s still consistently performing well? 
  • If you have two or three separate pieces of content related to a theme, can you consolidate them to make a longer guide that answers all your readers’ questions? 
  • Do you have content anchored around an annual event that you can trot out the next time that date comes around (for example, Earth Day or Father’s Day?)
  • What didn’t perform well? Why not? And can you improve on it by repackaging it in another medium? 
  • What are your competitors doing well? And how can you improve on what they’ve done? 
  • Which of your content channels have done well lately? Can you repurpose older content to capitalize on your momentum? 

Top 14 ways to repurpose marketing content 

Repurposing content ideas

Once you’ve identified all the content that’s ready to be repurposed, that’s when the fun begins. There are endless ways to repurpose your existing content.

Chances are, you’ve probably already inadvertently repurposed your content, like Shydeia Caldwell, who re-shares her content marketing assets on multiple platforms:

“I share my Vimeo Create videos on Facebook, Pinterest, Instagram and my website. I reshare my content in order to reach a wider audience.”

Shydeia Caldwell, Spirit-led Guide and Wellness Educator

Here are just a few ideas for how to breathe new life into OG content. 

  1. Turn your top-performing blog post into a video. Attract high quality leads by creating e-courses or gated e-books from popular content.
  2. Turn them into social videos. Have a video showcase or video series? Use a video editor like Vimeo Create to turn them into micro-videos.
  3. Transform your product photography into trendy lifestyle videos. Stand out on Instagram Reels or TikTok without having to learn any viral dances.
  4. Got internal or proprietary research? Gather some of the existing internal research you’ve done and turn it into a case study. 
  5. Got business success stories? Transform them into an industry white-paper. 
  6. Find interesting ways to repackage an interview. Breathe new life into an interview. Repurpose as a narrative blog post with insights from experts.
  7. Turn a newly published blog post into a social post or carousel.
  8. Turn an existing presentation into an infographic. Use as an educational tool or to build authority in your nice.
  9. Share tips and tricks from a blog post into an email newsletter.
  10. Answer customer questions. Make powerful tutorials and how-tos from user generated content that show viewers why and how to use your product.
  11. Turn testimonials and positive reviews from your customers into social proof. Publish on social media, use testimonials on your website, etc.
  12. Expand a single listicle into a content series. Create separate blogs, a video series, or a podcast series.
  13. Take a top-performing blog and rewrite it for another audience. Post on popular sites like Medium or Quora.
  14. Republish an existing piece of content as a guest blog. Posting on another website introduces your brand to new audiences.

Content repurposing examples you should try next  

Infographic repurposed content

You can start slow and subtle with content repurposing. Here are a few examples of quick and simple ways to make the most of your existing content and see if content repurposing is right for you: 

  • Take a handful of related blog posts and repackage them into a user guide or downloadable infographic you can email to your subscribers 
  • Turn testimonials or positive reviews into Instagram posts
  • Did a recent blog generate lots of discussion online? Organize a fireside chat or livestream an interview around the topic
  • 301 redirect old, outdated content to newer or more evergreen content related to that topic 
  • Re-edit an existing video and turn it into an Instagram Reel

Building your company’s content repurposing strategy

Inspired yet? With some strategic planning, a workflow that you can track, and a clear purpose, you’ll be able to repurpose your content without a hitch. And the best part is, it will get easier the more you do it. Here’s how to build repurposed content into the DNA of your overarching content strategy. 

Set measurable goals and expectations. 

Repurposed content is best measured out slowly and consistently. Figure out how many pieces you can commit to repurposing per month, quarter or year and hold yourself to it. 

With your goal in place, set up an editorial calendar so you can track and plan for what goes up when, which pieces to update or republish or which should be turned into another format entirely 

Write everything down. 

Especially as you’re just getting started, you’ll want to make sure that your content team is on the same page. Make sure you take ample notes and have a centralized document that your content team can reference and use as a guide. 

  • Keep a content calendar in place to offer inspiration for future pieces and reminders for key dates and events
  • Take notes for every stage of your content journey to help you identify patterns and weaknesses 
  • Once published, create space for feedback, analysis, and follow-up to make each subsequent post better 

Give each piece of repurposed content a job. 

Now comes the fun part: figuring out what you want your newly upcycled content to do. Once you’ve decided on the purpose of each piece of content, you can package it in the best way for that goal, give it a specific CTA and promote it accordingly on social media.  

What are your content’s goals?

Here’s a few ways you might put your content to work:

  • Position your product as a solution to a common problem
  • Promote a new feature
  • Drum up support for an upcoming campaign or event
  • Introduce your product to a new demographic or generation of potential users
  • Educate your existing readers
  • Broaden your subscriber base

Content repurposing tools you should know about 

So now you know what you need to get started. Maybe it still feels a bit daunting. Don’t worry! With your existing content and a solid plan in place, you already have most of what you need to start repurposing content like a pro. Just a few more tools will help you get the rest of the way there. 

Editing tools:  

  • Video editing: You don’t have to be Steven Soderbergh to put out high quality video content. Vimeo Create makes editing and creating videos a breeze with easy-to-use, professional templates for nearly every use case and platform. Create a how-to video that complements one of your best performing blog posts, or splice together dozens of videos for each social channel from a single set of assets. 
  • Audio recording: Garageband, Logic Pro and Adobe Audition can help you record podcasts and audio interviews. They come with tons of cool features, like batch-processing, music cues and sound effects, and anything else you need to fit your goals.  
  • Image and design editing: Crello lets you put out professional-quality graphics on the fly. Whether you’re building a presentation, an infographic or an Instagram post, you can make use of their full suite of editing features and templates and make something totally unique to your brand. They even have cool animated templates and options to really make your graphics pop. 

Content assistants 

  • Update and optimize your credit to make sure it gets seen by the right eyes with Clearscope or Frase
  •  Eliminate typos, tighten up your grammar and scan for plagiarism with Grammarly

Organizational tools 

  • Keep your workflow running smoothly with Notion, Asana or Trello to map out each stage of content development, from draft the published piece, including deadlines and helpful tags
  • Social media scheduling tools like Hootsuite and Buffer promote your content with consistency and keep your audience growing. 

Putting it all together

With more and more creation and production tools at our fingertips, it has never been easier to make old content new again. 

Content repurposing is a simple and efficient way of making sure you have a consistent flow of new material. After all, you’ve done so much of the work of generating the content in the first place. Why not make the most of what you already have? 

Create repurpose-able marketing content in minutes with Vimeo.