Content Repurposing: Maximizing ROI by Transforming Existing Materials

Nowadays, the pressure to churn out high-quality content at breakneck speed is relentless. People's insatiable appetite for fresh information, coupled with algorithms that favor new and engaging content, keeps marketers on a never-ending content treadmill. It's exhausting, time-consuming, and often leaves you feeling burnt out and creatively drained.

But what if there was a way to ease this burden without sacrificing quality or engagement? Enter content repurposing, the art of breathing new life into your existing content by transforming it into fresh formats to reach wider audiences and boost your return on investment (ROI).

Want to hear more about it and how it can significantly improve your content strategy? You're in the right place. Read on as we dive into:

Why content repurposing is a game-changer for busy marketers
Five effective strategies to repurpose your content like a pro
Best practices to ensure your repurposed content hits the mark every time
How to measure the success of your repurposing efforts

By the end of this article, you'll have a toolkit of practical strategies to maximize your content's lifespan, reach new audiences, and significantly boost your marketing ROI—-all while saving time and resources.

Why content repurposing matters

Content repurposing is a strategic approach to get more mileage out of your existing content. Here's why it's worth your time:

Creating high-quality content is time-consuming and resource-intensive. Repurposing allows you to leverage your initial investment across multiple platforms, extracting maximum value from existing materials without constantly starting from scratch.
Audience preferences vary widely. A study found that 54% of respondents preferred print publications, 19% favored digital formats, and 23% liked both. By repurposing content—turning a blog post into an infographic, social media post, or video—you can cater to these diverse preferences and reach a wider audience.
Repurposing content across various platforms can boost your search engine rankings and online visibility.
Sharing similar information across channels reinforces your brand's key messages, making them more likely to stick with your audience.

Now that you understand the importance of content repurposing, let's explore some effective strategies to put it into practice.

Five effective content repurposing strategies

Let's dive into some practical techniques to breathe new life into your existing content and reach your audience in fresh, engaging ways.

Turn long-form content into bite-sized social media posts

Long-form content like blog posts or whitepapers are goldmines for social media content. You can extract key points, statistics, or memorable quotes and turn them into eye-catching graphics or short text posts.

For instance, if you have a blog post about "10 Tips for Better Time Management," each tip could become a standalone social media post. You could create a series of Instagram carousel posts, each featuring one tip with a brief explanation. You could also turn each tip into a short video for TikTok or Instagram Reels.

Convert blog posts into infographics or videos

Visual content often performs better on social media (posts with visual content generate 650% higher engagement than text-only posts) and, as mentioned above, can be more engaging for certain audiences. Take the key points from your blog posts and transform them into visually appealing infographics or informative videos.

Let's say you have a blog post about the history of smartphones. You could create a timeline infographic showing the evolution of mobile devices over the years. Alternatively, you could produce a short animated video highlighting key milestones in smartphone development.

Transform webinars or podcasts into blog series

If you're hosting webinars or producing podcasts, you're sitting on a wealth of content that can be repurposed into written form. Transcribe your audio content and turn it into a series of blog posts or a comprehensive guide.

For example, if you've hosted a webinar on "Digital Marketing Trends for 2024," you could create separate blog posts for each trend discussed. This not only provides value for those who prefer reading over watching or listening but also improves your SEO by increasing your website's text content.

Repackage customer testimonials across multiple channels

Customer testimonials are powerful social proof—don't let them sit idle on your website's testimonial page. They can be used in various ways:

Create quote graphics from written testimonials for social media posts
Incorporate video testimonials into email marketing campaigns and product pages
Compile multiple testimonials into a comprehensive case study or success story for your blog
Use short testimonial snippets as ad copy for PPC campaigns
Feature rotating testimonials in your website header or footer

By spreading testimonials across various channels, you reinforce customer trust and showcase your product's value in different contexts.

Update and republish evergreen content

Evergreen content—topics that remain relevant over time—can be a continual source of value. Regularly update these pieces with fresh information, examples, or insights, and republish them.

For instance, if you have a popular article on "Basic SEO Techniques for Beginners," you could update it annually with the latest algorithm changes and emerging best practices. This keeps your content current and gives you a reason to promote it again to your audience.

Best practices for successful content repurposing

While repurposing content can be a game-changer for your marketing strategy, it's important to do it right. Keep the following in mind:

Just because you're reusing content doesn't mean you can slack on quality. Ensure that your repurposed content is just as valuable and relevant as the original. Low-quality repurposed content can damage your brand's reputation and diminish the effectiveness of your marketing efforts.
What works on LinkedIn might not work on, say, TikTok. Adapt your content to fit the norms and expectations of each platform you're using. This tailoring ensures your message resonates with each platform's unique audience, maximizing engagement and effectiveness.
While the format may change, your brand voice and key messages should remain consistent across all repurposed content. Otherwise, you risk confusing your audience and diluting your brand identity, which can undermine the trust and recognition you've worked hard to build.
Leverage technology to make repurposing more efficient. For instance, Descript can help you easily transcribe and edit audio content for blog posts, while scheduling tools such as Sprout Social can help you manage your repurposed content across multiple platforms. Canva can help you create platform-specific graphics quickly and easily.

One more best practice? Tracking performance metrics.

Measuring the success of repurposed content

To maximize your ROI, it's crucial to track the performance of your repurposed content. Key metrics to monitor include:

Engagement rates: How often people interact with your content (likes, comments, shares)
Click-through rates: The percentage of viewers who click on a link in your content
Conversions: Actions taken by viewers, such as signing up for a newsletter or making a purchase
Social media shares: How often your content is shared on social platforms
New website visitors: The number of unique visitors your repurposed content brings to your site

For example, if your original blog post got 1,000 views, but the infographic version was shared 500 times on social media and drove 2,000 new visitors to your site, that's a clear win for repurposing. These comparisons will help you understand what resonates with your audience and refine your repurposing strategy over time.

Use analytics tools to compare how repurposed content performs against the original. Many social media platforms offer built-in analytics, but tools like Hootsuite or Buffer can provide more comprehensive insights across multiple channels.

Conclusion

Content repurposing is more than just a time-saving trick—it's a strategic approach to getting the most out of your content marketing efforts. By creatively repackaging your existing content, you can reach new audiences, reinforce your message, and significantly boost your marketing ROI.

So why not give it a try? Start by looking at your best-performing content and imagine new ways to present that information. Your future self (and your marketing budget) will thank you!