8 Content Repurposing Examples from Marketing Experts

Content marketing is a vital component of any successful marketing strategy. It involves creating valuable and relevant content to attract and engage a target audience, ultimately driving profitable customer action. However, one of the challenges of content marketing is the constant need for new content to maintain visibility and generate leads. Without a steady stream of fresh content, it can be difficult to scale results.

Fortunately, there is a solution to this challenge: content repurposing. Content repurposing involves taking elements from existing content and using them to create new assets for different channels. This strategy allows marketers to save time, scale ideation, and increase their content footprint across various platforms. By repurposing content, marketers can extend the lifespan of their existing content and reach a wider audience with minimal effort.

To shed light on the power of content repurposing, a panel of marketing experts shared their insights on how to turn a single piece of content into multiple assets that can generate awareness and conversions for months. Here are eight expert examples of content repurposing:

1. Utilizing Unpaid Channels for Maximum ROI: Brittany Wren, Chief Wordsmith at Stingray Writing, demonstrated how a nonprofit organization leveraged a 30-minute interview to create various assets for unpaid channels, such as guest spots on radio programs and social media posts. By creatively repurposing the interview content, the organization gained significant engagement and PR placements without a hefty budget.
2. Leading with Concepts, Not Content: Mark Rogers, Director of Content Marketing at Freshpaint, shared how his team turned a webinar on a recent industry development into a series of social media posts, a Q&A-style blog post, and additional blog posts based on the webinar transcript. By focusing on valuable insights and ideas, the team effectively repurposed the content to reach a wider audience.
3. Adopting a Repurposing-First Mindset: Content strategist Ryan Baum highlighted Metadata’s approach to repurposing their DEMAND conference into various content formats. By structuring the conference to generate content for blogs, social media, and emails, Metadata created a system that allowed them to repurpose event experiences into months’ worth of content effortlessly.
4. Filling the Full Funnel with Case Studies: Stella Inabo, Content Marketer at Float, demonstrated how her team repurposed customer case studies into various assets, including sales PDFs, videos, SEO articles, and social media posts. By extracting key insights from the interviews, Float created a wealth of content that supported every stage of the customer journey.
5. Fueling Employee Advocacy with Case Studies: Rease Rios, Director of Content at Qase, repurposed case studies into ready-to-share social media content for her sales team. By providing prepared social post copy and unique posts for the team to share, Rease facilitated employee advocacy while ensuring brand consistency and saving time for the sales team.
6. Repurposing Through Influencers: Sneh Ratna Choudhary, Chief Repurposer at Scaling Rad Content, emphasized the effectiveness of expert-led distribution through influencers. By turning key components of blog posts into carousels on LinkedIn, brands can leverage influencers to reach a broader and more engaged audience, as demonstrated in a recent A/B testing methods article by Convert.
7. Turning Guest Appearances into Blog and Social Content: Anna Burgess Yang, a freelance fintech writer, shared her method of repurposing podcast transcripts using AI to extract main ideas for future social media posts and blog content. By leveraging speaking engagements and podcast appearances, marketers can easily repurpose valuable content for multiple channels.
8. Leading with SEO: Colby Flood, founder of Brighter Click, outlined a content repurposing system that starts with SEO keyword research. By crafting interview questions based on SEO keywords, repurposing podcast content into blog articles, and sharing across social media channels, brands can generate weeks’ worth of content from a single interview.

   In conclusion, content repurposing is a powerful lever that can amplify the impact of your marketing efforts. By creatively repurposing existing content into multiple assets for different channels, marketers can extend the reach of their content, save time, and engage a wider audience. With the expert examples and strategies shared above, marketers can optimize their content repurposing efforts and maximize the ROI of their content marketing initiatives.

   FAQs:
   

9. What is content repurposing?
   • Content repurposing involves taking elements from existing content and using them to create new assets for different channels. This strategy allows marketers to save time, scale ideation, and increase their content footprint across various platforms.
10. What are the benefits of content repurposing?
    • The benefits of content repurposing include saving time, scaling ideation, and increasing content footprint. By repurposing content, marketers can extend the lifespan of their existing content and reach a wider audience with minimal effort.
11. How can I repurpose content effectively?
    • To repurpose content effectively, start with valuable insights and ideas that can be transformed into various formats for different channels. Focus on delivering value natively and distribute ideas, not just blog posts.
12. What are some creative ways to repurpose content?
    • Some creative ways to repurpose content include turning webinars into social media posts, extracting key insights from case studies for SEO articles, and leveraging influencers to share content in different formats.
13. How can I incorporate content repurposing into my marketing strategy?
    • Incorporate content repurposing into your marketing strategy by planning ahead, identifying valuable content elements, and repurposing them into multiple assets for different channels. By leveraging existing content creatively, you can maximize the impact of your marketing efforts.