Content Repurposing – How to Get More Value Out of Your Content

Creating high-quality content takes time, effort and brainpower (plus usually a strong coffee or two). But here’s the thing: too many businesses put hours into a blog, hit publish… and then let it quietly gather dust. Sound familiar?

Don’t worry, you’re not alone. The good news is there’s a smarter way to work. Content repurposing is like giving your content a wardrobe makeover. The bones are the same, but you style it differently depending on where you’re going. By reshaping what you’ve already created, you can reach more people, keep your message fresh, and save yourself from the dreaded “staring at a blank page” moment.

Why Repurpose Content?

Repurposing isn’t cutting corners, it’s one of the smartest moves in marketing:

• Maximise ROI: You’ve already done the heavy lifting, so let’s make it earn its keep.
• Reach New Audiences: Some people love a good blog, others want a snappy video, and plenty would rather listen to a podcast on their commute. Repurposing gets your content in front of them all.
• Boost SEO: Extra content means more keywords, more backlinks, and more brownie points with Google.
• Save Time: Because honestly, who has hours to churn out fresh content every week (well other than us!)?

Fun fact: a single blog post can often be turned into 12 or more different pieces of content. That’s like turning one lasagne into a week’s worth of tasty leftovers, less work, more reward.

Types of Content That Work Well for Repurposing

Not all content is created equal, but some types are absolute gold mines for repurposing:

• Evergreen blogs that stay relevant for years (like this one).
• Long-form guides or whitepapers full of juicy insights.
• Case studies and testimonials that showcase success.
• Webinars, talks or presentations rich with tips and discussion.
• Surveys and data reports brimming with stats and trends.
• Training materials such as handouts or internal guides that can be flipped into blogs or public resources.
• Newsletters a treasure trove of bite-sized content that can be expanded into full articles or social posts.
• FAQs these are ready-made building blocks for blog posts, videos or social snippets.
• Client success stories & testimonials ideal for turning into social campaigns, infographics or even sales presentations.

Pro tip: Always start with evergreen content, it’s like the gift that keeps on giving.