The Ultimate Guide to Repurposing Content (With Examples)

My mother taught me a neat trick after I went to varsity: Take the leftover veggies from dinner, chop some positive onion, add some scorching sauce, and use it as your sandwich unfold.

I used the hack on a regular basis — typically for breakfast on busy mornings and different occasions for snacking in late evenings. I used to be all the time stunned at how completely different but acquainted the sandwich tasted.

That is content material repurposing in a nutshell: You’re taking present content material and adapt it into new codecs for various platforms.

However what most of us battle with is practising repurposing content material often. It doesn’t turn out to be part of workflows so simply, and it’s typically harder than it appears to be like.

On this article, I’ll first reply a few of the most typical questions associated to content material repurposing that will help you make it a non-negotiable a part of your working course of. Then, I’ll share varied methods of repackaging varied forms of content material — from long-form articles to short-form movies. Let’s dive in.

Key takeaways

• Totally different strategies: Perceive that crossposting is sharing as-is, reposting is repeating on the identical channel, and repurposing is adapting content material into new codecs.
• Maximize attain: Repurposing helps develop attain and improves search engine optimisation by concentrating on comparable key phrases throughout completely different platforms.
• Workflow integration: Take into consideration repurposing throughout the preliminary content material creation section to make the method simple.
• High quality over amount: You do not should be on each channel; concentrate on platforms the place your viewers is energetic and the place you’ve the bandwidth to take care of high quality.
• The 5-to-1 rule: Intention to create at the very least 5 smaller social media posts from each single long-form piece of content material.

What’s content material repurposing, and why ought to I do it?

Consider content material repurposing as recycling. With a few tweaks, even small ones, you need to use your content material once more. It’s going to prevent hours you’ll’ve spent creating one thing new from scratch — time you need to use to interact together with your viewers or concentrate on technique.

And the advantages of repurposing content material go above and past time-saving. Within the digital advertising world, content material repurposing:

• Helps you develop your content material’s attain (since you share it a number of occasions in multiple format to new audiences)
• Allows you to create extra content material with out burning out (since you don’t have to make use of brainpower to think about a brand new thought)
• Boosts your search engine optimisation efforts (pleasant for serps since you’re creating a number of content material items concentrating on comparable key phrases)

How is repurposing content material completely different from crossposting and reposting?

The commonality? All three (crossposting, reposting, repurposing) are methods to reuse your present content material.

Crossposting is if you share a chunk of content material as-is on one other social media platform. For instance, you’ll be able to publish your TikTok video as an Instagram Reel and a YouTube Shorts video with out altering something since they’re comparable content material sorts. Creator Laura Whaley does this often along with her TikTok, Instagram, and YouTube.

Reposting content material is if you republish a chunk of content material on the identical platform. For instance, you repost a write-up on X (previously Twitter) that beforehand acquired a ton of engagement and constructive response out of your viewers. For instance, Katelyn Bourgoin posted timeless recommendation on X in 2020 and repeated it in 2021, additionally on X.

Repurposing content material is protecting the crux of a chunk’s thought and adapting it for different social media channels. For instance, you distill high-performing previous weblog posts into Instagram carousel posts.

At Buffer, we often repurpose content material — and certainly one of our core methods is popping our blogs into social media posts. For instance, we turned this weblog publish on creating content material pillars into an Instagram carousel (and even a thread on X).

The distinction is minute however essential:

In your social media advertising technique, you want all three.

Why? Crossposting saves time, reposting helps you double down in your success, and repurposing content material helps you with content material distribution.

Right here’s how it’s best to method the three strategies:

• Crosspost content material throughout social media channels wherever you’ll be able to
• Monitor the posts getting probably the most attain and schedule them to be reposted after a sure time interval
• Bake repurposing into your content material creation workflow and publish the identical piece of content material in varied codecs and channels

When ought to I begin repurposing content material?

The brief reply: begin repurposing any time you’ve an present piece you’d love extra individuals to see — whether or not that’s a years-old evergreen publish, a recent launch announcement, or content material you need to check on a brand-new platform.

Do you have already got a ton of content material backlog? 

Then, it’s best to begin occupied with content material repurposing instantly. Repackage these previous items (start with the favored posts) to get extra worth out of them.

Are you new to content material creation (for social media or on the whole)?

Then, attempt to embed content material repurposing into your workflow. For example, you possibly can make it a process to show each YouTube video you create into short-form movies for shorts, reels, and TikTok. This fashion, you get forward of the sport and don’t wait until you don’t get sufficient natural engagement to consider content material repurposing.

Are you breaking into a brand new channel or platform?

Then, begin content material repurposing straight away. Most channels and platforms gives you a bonus when you publish extra often. To publish at a better cadence, take the content material you have already got on different channels and repurpose it for the brand new platform.

For instance, when you’re making an attempt to develop on Instagram Threads, you’ll be able to simply repurpose (and even crosspost) content material you posted on X since each platforms permit for the same kind of content material.

Learn extra: 8 Social Media Content material Concepts to Incorporate into Your Technique

Do you have to repurpose solely previous content material?

You probably have an up-to-date content material backlog, don’t restrict your self by repurposing solely previous content material. Make content material repurposing part of your workflow for brand new posts too.

This fashion, previous posts will proceed getting repurposed, and you’ll not accumulate newer posts in your “must be repurposed” pile. Sprinkle the previous repurposed and the brand new repurposed strategically throughout your content material calendar.

Do you have to repurpose solely evergreen content material?

It’s kind of of each, truly.

You may’t repurpose time-sensitive previous items.

For instance, when you’re launching a brand new product line, repurpose it throughout all platforms as quickly as potential. It is information that’ll get previous quick. If it’s already been greater than a month because the launch, you’ll be able to’t repurpose a “new” launch publish.

(That is why we’re advocates of embedding repurposing with content material creation itself. It ensures no piece goes stale with out getting repurposed.)

You may repurpose irrelevant previous content material after refreshing it.

For instance, when you’re making an attempt to repurpose a publish on a work-related matter pre-pandemic, it’s good to first replace it with the information and happenings of the post-pandemic world. As soon as refreshed, you’ll be able to repurpose it (even when it isn’t “evergreen”) — as a result of it’ll be related to your audiences at the moment.

How do I determine which content material to repurpose first?

Start with the content material that’s already confirmed itself — your highest-performing, still-relevant items — then work backwards by way of the remainder of your library.

However in actuality, it is powerful to determine the place to start out. Do you have to think about repurposing your previous content material backlog quick? Or do you have to put the highlight on repurposing newly printed content material first?

There isn’t any single proper reply right here. What it’s best to prioritize depends upon your targets with content material repurposing.

For instance, in case your purpose with content material repurposing is to pump new life into items which can be shedding site visitors, your precedence ought to be repurposing your previous posts. However when you goal to construct model consciousness and develop your attain, your focus ought to be on repurposing posts that went dwell extra not too long ago.

How can I make content material repurposing a part of my workflow?

The simplest solution to make content material repurposing a part of your workflow is to consider it from the beginning — proper if you’re creating content material — like Chima Mmeje, Senior Content material Advertising Supervisor at Moz:

“I begin occupied with repurposing alternatives from the second I am reviewing a content material transient. It is a strategic a part of content material creation, with a watch on lifecycle and future engagement. I take into account the specified metrics and goal audiences, understanding the place they spend their time on-line to tell our repurposing technique. For example, our current publish on AI for search engine optimisation serves as a stellar instance of digital asset spin-offs; it has been repurposed into an interesting OG picture, capitalizing on X’s (previously Twitter) new hyperlink preview format to make a stronger visible affect.”

As an instance you run a weblog and an Instagram account. Whenever you’re writing a weblog publish, take into consideration Instagram too:

• How are you going to construction your article so it’s simple to learn in your web site and as a carousel publish?
• What’s the data in your weblog that may make for an interesting Instagram Reel?
• What data out of your weblog can you employ to create an interactive Instagram Story?
• Are you able to flip your weblog right into a SlideShare presentation for an Instagram Reside broadcast?
• Which graphics out of your article will make for a superb in-feed publish?

Attempt to create at the very least 5 mini posts from each long-form piece — whether or not video or written. Preserving repurposing on the middle of content material creation ensures you don’t must spend many hours repackaging posts to be pleasant for an additional channel or platform.

When you’re achieved, take one other have a look at your publish. You may spot much more methods to repurpose it for the channels you are already utilizing.

Ought to I repurpose my content material for each channel?

No. Repurpose your newly-created or previous content material just for the channels you’re already energetic on or the channels you’re making an attempt to construct a group on.

Content material repurposing is a neater solution to enhance your on-line presence. However that doesn’t translate to being energetic and current all over the place.

Justin Simon, Content material Distribution Marketing consultant for B2B SaaS and Creator of Content material Repurposing Roadmap, agrees:

“The 2 largest errors are assuming it’s good to repurpose content material into dozens of codecs after which share it on each platform potential. Each of those errors will maintain you again. The very best factor you are able to do is create a repurposing plan that you’ll persist with. Even when which means creating solely two forms of content material and distributing on a couple of key channels. Executing fewer issues persistently will drive far more development than when you attempt to do all of the issues without delay and get burned out.”

Don’t turn out to be energetic on completely different platforms simply because you’ll be able to repurpose content material for them. Assume:

• Is your audience even current on the brand new channel?
• Do your clients like to listen to from you on this platform? 
• Do you and your crew have the bandwidth to create a mixture of native and repurposed posts for this new channel?

Solely add a brand new platform when it is smart in your viewers and if you even have time to point out up there persistently.

Now that we have lined the fundamentals, let’s take a look at how repurposing truly works in apply. 

5 methods to repurpose long-form written content material

Lengthy-form written content material contains weblog content material, ebooks, analysis experiences, whitepapers, and case research. These are nice for repurposing as a result of they’re full of insights you’ll be able to adapt into completely different codecs.

1. Flip your e-books and analysis experiences into weblog posts

Let’s begin with the best choice: Repurpose your present long-form content material to a different long-form content material. For instance, you’ll be able to flip the varied chapters of your e-book into blogs of their very own. Or you possibly can repurpose snippets out of your analysis report right into a weblog.

The corporate Influencer Advertising Hub does this often. They’ve a “State of Influencer Advertising” Report launched yearly. They repurpose this report into an article of its personal — sharing solely the important thing statistics from the entire report.

2. Flip snippets from long-form content material into posts for X and LinkedIn, newsletters, and group replies

Lengthy-form written content material has a ton of knowledge. From each bit, you’ll be able to create a number of posts for X (previously Twitter) and LinkedIn — as a result of each social media platforms are text-friendly.

We do that often at Buffer by making a publish on LinkedIn and X for each long-form weblog we publish. For instance, we not too long ago talked about pivoting your private model in an article and revamped that publish for LinkedIn.

Equally, you’ll be able to share snippets out of your long-form content material in your e-newsletter, Fb Teams, Reddit, or Quora. For example, SparkToro often shares snippets of their articles (like this one about high-quality content material) of their e-newsletter.

3. Flip long-form snippets into infographics for Instagram and Pinterest

Creating visible belongings from written content material isn’t as simple as repurposing it into one other text-friendly format. Nonetheless, it’s worthwhile when you’ve got a presence on a visible social media channel like Instagram or Pinterest.

For example, we not too long ago transformed our weblog publish about AI prompts into an carousel publish for Instagram.

4. Flip long-form insights right into a YouTube video or Instagram Reside

You may current your long-form content material as a video on YouTube and Instagram, too. For instance, HypeAuditor collaborated with an influencer advertising skilled — Gordon Glenister — for a YouTube dwell webinar on their 2023 State of Influencer Advertising report.

The very best half? Out of your long-form video, you’ll be able to create varied short-form movies for different social media channels — additional extending the attain of your unique long-form written piece.

5. Flip fast takeaways from long-form content material into Instagram Reels or TikTok movies

You may convert the takeaways out of your long-form piece into an Instagram Reel or a TikTok video, too. Not each written piece might be distilled into a brief 15 to 60 second clip, but when it has clear takeaways — and also you’re energetic on Instagram or TikTok — give it a shot and see how your viewers likes it.

We do that ourselves at Buffer by sharing Instagram Reels about our blogs. For example, we narrated the vital insights from our private branding framework right into a reel.

5 methods to repurpose long-form video content material

You possible publish varied forms of long-form movies reminiscent of webinars, tutorials, video podcasts, or dwell broadcasts. Since these movies are lengthy and full of helpful data, they are often simply repurposed into completely different codecs.

1. Flip lengthy movies into short-form clips

The simplest solution to get extra out of your long-form movies is to chop them into snippets for YouTube Shorts, reels, or TikTok. Share these throughout platforms to spice up engagement.

Creator Cleo Abrams does this often. Take a look at how she created an Instagram Reel from her YouTube video and inspired her followers to look at the entire thing.

And don’t assume you’ll be able to’t do that when you aren’t energetic on YouTube, Instagram, or TikTok. LinkedIn and X additionally love video content material. Modash, for instance, often cuts its video podcasts into posts for LinkedIn.

Regardless of which platform you are utilizing, you’ll be able to edit your long-form movies into shorter clips which can be simpler to share and eat.

2. Flip video snippets into written takeaways for blogs, newsletters, and social media

Use insights out of your movies to create social media posts, blogs, and newsletters.

For instance, Justin Simon promoted his podcast by sharing an perception from the episode on LinkedIn. The publish included a video snippet and a name to motion to look at the complete podcast.

3. Flip your video right into a weblog publish

Much like changing long-form content material into movies, you’ll be able to flip your movies into weblog posts. For instance, Ahrefs’ YouTube video about ChatGPT for search engine optimisation was later embedded into an in depth weblog article.

This helps you attain extra individuals and provides your viewers choices for the way they need to eat your content material.

4. Flip a protracted video into an audio podcast

In case your video content material can work as an audio-only format, launch it on platforms like Spotify or Apple Podcasts. For instance, Tommy Walker turned his dwell enhancing periods into podcasts.

This works very well for webinars, tutorials, or interviews the place individuals need not see what’s taking place on display screen.

5. Flip video stills into shareable social photographs

In case your video incorporates static photographs or shows, repurpose these photographs into shareable social media graphics. For instance, YNAB shared a video about their redesign and repurposed it into an Instagram carousel with the identical photographs.

In case your movies embody shows or static photographs, use these belongings to create partaking posts on different social channels, selling your unique content material.

3 methods to repurpose social media content material

Social media content material contains all the pieces from LinkedIn posts to TikTok movies. Listed here are methods to maximise its worth:

1. Flip X, Threads, and Bluesky threads or lengthy posts into LinkedIn content material, and vice versa

X (previously Twitter), Threads, Bluesky, and LinkedIn all work effectively for text-based content material, which makes them nice for cross-platform repurposing.

Repurpose content material between them by adjusting the phrasing, hook, and construction to swimsuit every platform’s type. For instance, a LinkedIn publish about AI might be became a Twitter thread with slight tweaks.

Chima Mmeje nails this. Take a look at how she repurposed her LinkedIn publish about AI right into a thread on X (previously Twitter) by barely tweaking the hook and the construction.

2. Flip textual content threads into Instagram carousels, and vice versa

Flip your threads from X, Threads, or Bluesky into Instagram carousels utilizing instruments like Canva. Merely choose a template, customise together with your model colours, and publish.

3. Flip Instagram Reels and TikTok movies on the identical matter right into a long-form video

You possible publish varied forms of posts across the subtopics inside your social media area of interest. Should you’re energetic on reels, shorts, or TikTok, you’ll be able to mix short-form movies across the similar area of interest matter and convert them into long-form YouTube movies.

Leisure channels do that typically. Take The Graham Norton Present — it mixed varied clips from the interviews with Emily Blunt to create a brand new (repurposed) video.

3 methods to repurpose e-newsletter content material

You may repurpose e-newsletter content material into social media posts, graphics, and movies to get extra eyes in your work.

1. Flip e-newsletter snippets into posts for X and LinkedIn

Pull out probably the most fascinating components of your e-newsletter and switch them into posts for social media. For instance, John Bonini repurposed a e-newsletter about content material technique right into a LinkedIn publish.

Should you’re working a small enterprise, this is without doubt one of the quickest methods to spice up engagement with out including hours to your workload. Simply make sure you adapt the content material to suit every platform’s type.

2. Flip e-newsletter insights into shareable photographs for Instagram and Pinterest

Flip e-newsletter insights into partaking graphics. For instance, Splainer repurposed a e-newsletter about Elon Musk’s AI chatbot into an Instagram carousel with vibrant visuals.

3. Flip e-newsletter sections into short-form movies for Instagram Reels, TikTok, and YouTube Shorts

In case your e-newsletter has a constant construction, repurpose sections into brief movies. For instance, The Know turns each day information into fast Instagram Reels by studying headlines in a listing format.

This helps you keep seen on social whereas driving individuals again to your e-newsletter.

Get probably the most out of each piece you create

Repurposing content material helps you keep away from burnout and get extra from the work you have already achieved. Intention to repurpose at the very least 5 social media posts from every long-form piece. Construct repurposing into your workflow, use Buffer to schedule all the pieces, and you will begin seeing the advantages with out the additional stress.

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