The Ultimate Guide to Content Repurposing

As a marketer, there are never enough hours in the day. You're under pressure to publish high-quality content on a regular basis, but it can be hard to generate new ideas at the pace required. That's where the process of repurposing content comes in handy.

By taking your existing, high-quality content - whether that's a video, a blog post or a podcast - and presenting it in a different format on new channels, you're reducing your workload, targeting a wider audience, and making each piece of content provide exceptional ROI.

In this guide, we'll discuss the benefits of content repurposing and share ideas on how to repurpose content you've already created.

Jump to:

• What is content repurposing?

• Why should you repurpose content?

• How to repurpose video content

• How to repurpose blog content

• How to repurpose a podcast

What is content repurposing?

Content repurposing is the process of taking content you've already created - be that a blog post, a podcast, or a video - and presenting it in a new format to expand its reach and extend its lifespan. Think of it like recycling!

It's not simply sharing an old blog post or copying what someone else has created in a way that suits your brand. Instead, it's about updating old content that you or your team have created, transforming it into different content formats to appeal to different parts of your audience, and ultimately giving it a new lease of life.

Content repurposing is also something that you can think about in the early stages of content creation. If you're planning on writing a new blog post or creating a new video, think about how it can be repurposed for use in other channels. This can shape how you then proceed with content creation. Keep reading for inspiration!

Why should you repurpose content?

• To save time

The main benefit of repurposing content is that it saves you time. And if there's one thing marketers need, it's more time! By using what you already have, the bulk of the legwork has already been done, so you only need to put in a bit of time to reap the rewards.

• To reach a wider audience

If you take one piece of content and repurpose it for social media, your blog, YouTube, a podcast, and your email marketing, you'll naturally reach a wider, more diverse audience than if you were to only post one type of content on one channel.

• For SEO

Repurposing content can also provide benefits in terms of your SEO. When you have multiple pieces of content covering similar topics and targeting different keywords related to one topic, search engines will generally recognize you as a source of authority.

How to repurpose video content

Creating video content is a great way of connecting and communicating with your audience. In fact, according to Wyzowl, 96% of video marketers say video marketing has increased user understanding of their product or service, and 92% say video gives them a good return on their investment. Go a step further and repurpose your video content to make it work even harder! Here's how.

• Turn video transcripts into blog posts

Video transcripts are essential for making your video content more accessible. And another benefit of creating transcripts is that they can be repurposed as blog posts. Once you have your transcription, read through it, rearrange the structure if necessary, optimize it for SEO, and upload it to your CMS.

Learn how to transcribe a video in our handy guide!

• Edit short snippets for social media

Repurposing video content for social media is a brilliant way to get the most out of the videos you've created. Simply edit them down into bite-sized pieces and upload them to your chosen social media platforms - different platforms have different video length requirements, so make sure you do your research first.

• Create a podcast episode

If you've created a long-form video - like a webinar or a presentation - then it's a great idea to extract the audio file and release it as a podcast. After all, the number of monthly podcast listeners worldwide is predicted to hit 504.9 million by 2024, which is a big market to tap into! The audio content may be perfect as it is, or you might need to tweak it using podcast editing software before you publish it.

If you're new to the world of podcasting, then check out our guide on how to start a podcast.

How to repurpose blog content

Chances are that creating blog posts is a big part of your current content strategy. Make the most of all that research, data and high-quality written content by repurposing it into different formats. Here are some ideas to inspire you.

• Create infographics

Think infographics are a thing of the past? Think again! According to HubSpot, 45% of content marketers are still using infographics, and 56% of this group say that infographics are their most effective type of marketing content. So if you have a blog post that's full of data and statistics, then consider creating a visually striking infographic to highlight the most important points. Infographics can be uploaded to your blog post, and they can also be shared on social media and in email newsletters.

• Extract quotes for social media

If your blog posts contain impactful quotes, possibly from industry experts, then repurpose your content for social media by taking these quotes and turning them into visual assets. Insert a quote on top of an eye-catching, branded background, and you've got an engaging and highly shareable piece of social content!

• Create a podcast episode

You've already done a lot of research on this topic, so why not use the knowledge you have to create a podcast episode? The blog itself can form the foundations of the podcast script, and if you've already interviewed thought leaders and industry experts, get back in touch with these contacts to organize a podcast interview.

How to repurpose a podcast

As we mentioned earlier, the number of podcast listeners worldwide is soaring! And in the US alone, the number of monthly listeners is predicted to reach 164 million by 2024. So podcasting should, of course, be part of your content marketing strategy, and there are plenty of ways you can then repurpose your podcast content to get as much out of each episode as possible.

• Turn podcast transcripts into blog posts

As with video content, transcriptions are an essential part of the podcast creation process. After all, the content is audio-only, meaning that there are large segments of your audience that won't be able to access it. You'll want to upload your transcript to your podcast hosting platform alongside your podcast, but it also makes sense to upload the transcript to your website as a blog post so that you can reap the SEO benefits. Ensure the transcript is well structured (and well written) and optimized with keywords, then you're ready to hit publish!

Learn how to transcribe a podcast.

• Film your podcast recording for social media

One of the main benefits of having a podcast is that it helps you connect with your audience on a more personal level, as it gives them the chance to get to know you and your brand more intimately. To help your audience feel even more familiar with you, consider filming your recording sessions, and then repurpose the recordings into social media content to publicize upcoming or recent episodes.

• Pull out quotes for social media

In a similar vein to what we've just discussed, you can pull out key quotes from your podcast episodes to share on social media. This will get your audience excited for new episodes and encourage them to listen to the whole recording! This is particularly beneficial if you have guests on your show that your audience look up to - whether they're industry experts or celebrities!

So there you have it, plenty of tips for repurposing your content and getting the most out of everything you create! If you want to transform your audio or video content into a blog post, then download the Transcribe app or launch the online editor to get started.

Written By Katie Garrett and Irina Serdyukovskaya