How to repurpose content (+3 real-life examples)

You’ve poured what feels like blood, sweat, and tears into creating high-quality content. But, after the initial buzz, it’s seemingly faded into digital oblivion. 

Sound familiar?

As a marketer or business owner, the pressure to keep dishing out fresh, exciting content that keeps everyone talking is relentless, yet your resources are often limited. It usually feels like there’s never enough time in the day to work on the brilliant ideas buzzing around in your head.

This is your signal to repurpose content, maximising the fabulous material you already have instead of starting endless projects from scratch. 

Not sure where to start?

In this guide, we’ll break down exactly how to repurpose content, with three real-life examples to inspire you.

Let’s get started.

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What is content repurposing?

Content repurposing is a clever strategy for marketers who want to maximise impact without overwhelming their workload. 

It involves taking your best-performing content (or content you want to improve or reintroduce) and transforming it into new formats for different platforms and audiences. Think of it as content upcycling – breathing new life into existing material to expand its reach and effectiveness.

Here are a few examples of how to repurpose content:

• Turn a webinar into a video series:
  Break a one-hour webinar into short, snappy clips for platforms like Instagram, LinkedIn, or YouTube.
• Convert a blog post into a LinkedIn post:
  Summarise key takeaways and statistics, add a fresh hook, and start a conversation in the comments.
• Transform a report into an email sequence:
  Use data insights to create a multi-email campaign that nurtures leads and captures clicks.

Repurposing content isn’t about repeating yourself or rewording another company’s work. It's about adapting content to give it another angle and attract new audiences. 

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How to repurpose your content

Now we’re onto the good stuff. Here are our best steps and practices for repurposing your content.

Audit your existing content

The very first thing you should do is audit the content you already have. The harsh truth is not all content deserves a second life – so focus on what’s performing well. 

We recommend diving into your Google Analytics dashboard. Identify blog posts with sky-high click-through rates, high-engagement social media content, or evergreen resources that still attract traffic, even months or years after being published. These pieces are goldmines for repurposing.

For example, if a LinkedIn post sparked a great discussion, turn it into a longer article or a video. Add new insights if relevant, and keep the conversation going. 
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Understand your target audience

Next, ask yourself: 

• Who is this new content for? 
• Which groups of people are we trying to reach? 
• What format will they engage with most? 

A C-suite executive probably isn’t looking for trendy TikTok videos or clickbait-style headlines. They’re more likely to value concise, to-the-point insights packed with statistics and clear takeaways, as you’d see on LinkedIn. On the other hand, a Gen Zer might engage more with bite-sized, fun-to-watch videos.

Tailoring repurposed content to audience and channel preferences means it gets seen, engaged with, and acted upon.
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Build a content repurposing plan

Repurposing content works best when it’s intentional, not random. Instead of repurposing on the fly, map out a content creation workflow for consistency and impact. 

As mentioned, start by identifying which pieces of content have the most potential. Think articles packed with insights, webinars filled with expert takes, or reports rich with data. 

Then, decide how and where to repackage your content. A clear plan means you can work your content hard without the added stress.
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Optimise your content for each channel

Repurposing means adapting content to fit each platform’s specific style and audience. What works on LinkedIn won’t necessarily work on Instagram. And a YouTube script won’t translate directly to a blog post.

That’s where innovative platforms, AI, and creative freelancers come in to help with the heavy lifting:

• Use AI to help identify content to repurpose
• Hire expert copywriters to ensure your new messaging, tone, and format fits
• Work with designers to transform long reports into fun, vibrant infographics.
• Tap into video editors to create engaging clips from a webinar. 
• Use platforms ​​like Contentoo for your content creation projects, leveraging top-tier freelancers for website-ready, high-quality content

The goal is to make each piece feel at home on the new platform while keeping your original core message strong and consistent.
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Distribute content across new channels

Repurposing content is about meeting your audience where they are, and sometimes, that means expanding beyond your usual platforms, even if it feels daunting at first. If one of your blog posts performs particularly well on your website, why not adapt it into a guest article for an industry publication?
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A strong distribution strategy gives you a great chance to get your content in front of big players in your sector, as well as their audiences.

Likewise, don’t be shy to explore channels like Medium, Quora, or niche forums where your audience might hang out. The more channels you cover, the better visibility, engagement, and results you can expect.
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Analyse performance and A/B test new formats

Repurposing content isn’t a “set it and forget it” strategy. For the best results, track how each version of your content performs. 

Did your LinkedIn carousel outperform your blog post? Did a short-form video drive more engagement than a static image on your Instagram page? These insights help you fine-tune your approach for the future.

A/B testing is a must here. Experiment with different headlines, visuals, and formats to see what resonates. The more you analyse and adapt, the better your repurposed content will perform over time. Let’s keep testing, refining, and growing our content output.

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3 examples of effective content repurposing

Ready to get inspired? Here are three real-life examples of effective content repurposing.

From case study to carousel: How Mollie captured new attention

Fintech brand Mollie took its in-depth case study and transformed it into an engaging LinkedIn carousel post. Their detailed story with AYBL activewear was condensed into an interactive, bite-sized format that grabbed attention. Instead of expecting busy professionals to read a long article, they distilled the key takeaways of the case study into a variety of compelling slides that quickly communicated impact. 

After all, while articles are excellent content formats, 73% of people admit to skimming blog posts, while just 27% consume them thoroughly. LinkedIn carousels can help overcome this by breaking information into easily digestible, eye-catching slides that hook skimmers in.

Why did this work? Well, carousels encourage higher engagement by allowing users to quickly swipe through a few slides at a time. They also help simplify complex stories, making it super quick for LinkedIn audiences to grasp how Mollie helped AYBL scale in just two weeks. With attention-grabbing visuals, a direct question to spark conversation, and a clear CTA linking to the full case study, Mollie maximised reach and impact.

Read: Mollie’s content localisation push across Europe

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From deep-dive article to short and snappy: How Salesforce drove engagement

Leading CRM software company Salesforce took a deep-dive technical article on AI-driven personalisation and successfully repackaged it into a mini 10-second LinkedIn video directing viewers straight to the original piece. 

Why did this work? Firstly, video content on LinkedIn generates high engagement, with autoplay grabbing user’s attention as they scroll. Approximately 82% of people say they’ve been convinced to buy or download a piece of software or app by watching a video.

By featuring Sneha, the engineering leader behind the project described in the article, in the clip, the video added a human touch. This helps make AI personalisation feel more relatable and impactful, which we all know is a huge challenge today. 

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From podcast to video: How Backbase teased its expertise 

Backbase, a leading engagement banking platform, took insights from their "Banking Reinvented" podcast and flipped them into a punchy LinkedIn social video and LinkedIn thought leadership ad, tempting viewers to click through to the original podcast. By doing so, Backbase expanded its reach and teased viewers by sharing thought leadership tea that instantly grabbed attention. 

Why did this work? This short video allowed Backbase to share industry expertise in a format that professionals on LinkedIn can soak up within a few minutes. Featuring the podcast host, Jouk Pleiter, speaking on camera adds credibility and a personal touch, too. This makes complex topics, like the build vs. buy dilemma in banking, easier to grasp in a matter of mere minutes. Remember, approximately 91% of businesses use video as a marketing tool, so if you’re not yet, you’re likely missing out.

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The benefits of content repurposing

If we haven’t convinced you enough yet, here’s just a handful of reasons why making repurposing a key part of your content marketing strategy is a no-brainer:

• Less effort, more impact: Stop reinventing the wheel. Repurpose what’s already working and save heaps of time.
• Reach new audiences: Different formats mean bigger reach. A podcast clip might thrive on TikTok, while a blog post resonates on LinkedIn.
• Increase engagement: Some people love videos, while others prefer a deep-dive article. Repurposing means your message lands and spreads.
• Boost SEO: Refreshing and republishing your content keeps it relevant and can help ranking on Google.
• Stronger brand consistency: Repackaging and resharing your content across channels reinforces your messaging – and your brand – everywhere.
• Better ROI: One great idea = multiple assets that work harder for you. 

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Make your content work harder

Remember, repurposing content is all about reimagining it. Instead of constantly creating from scratch, maximise the impact of the hard-worked, fantastic content you already have. 

To recap, here’s how to repurpose content:

• Audit your best content: Identify high-performing pieces worth repurposing.
• Know your audience: Adapt content to fit different platforms and preferences.
• Plan strategically: Don’t repurpose randomly. Map out an intentional strategy.
• Optimise per channel: Fine-tune content to each platform’s format and style.
• Distribute widely: Expand reach by using multiple channels.
• Measure & refine: Track results and tweak for better engagement.

Need a hand with giving your content a new lease of life? Our talented marketers, copywriters, editors and creators are experts in repurposing your content into fresh, platform-perfect formats. 

From blogs to videos, long-form reports to LinkedIn posts, we help you fix your content repurposing process. Stay consistent while adapting to each channel’s specific style and audience. With access to our hand-picked network of top-tier freelance talent, we help brands like yours scale high-quality content production, saving time and resources without sacrificing impact.

Get in touch today and learn how we can become your trusted content partners.