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Mike Lieberman, CEO and Chief Revenue ScientistMon, May 28, 2018 4 min read

How to Extend the Value of Your Content through Repurposing

{}Creating high-quality content is labour and time intensive. Too often, companies create amazing content but limit its full potential.

Are you getting everything you can out of the content you create?

It’s important to develop a process that optimizes your content marketing efforts. This is where repurposing comes in.

Content repurposing refers to taking your current content and converting it into different formats to add value and bring it back into circulation. It’s about taking something old and making something new that is equally or more valuable.

Here’s how to repurpose your content and extend its value.

Create Evergreen Content

Evergreen content is content that remains relevant over the long term. Just as evergreen trees retain their leaves all year round, evergreen content uses sustainable ideas and techniques that remain useful well into the future.

To come up with ideas for evergreen content, consider what challenges your audience is facing. Answer their questions better than anyone else in your industry does. How-to posts and guides, for example, help your readers truly grasp a topic. Plus, you can transform a how-to blog post into an infographic and video to suit a range of social media platforms.

Know Your Audience

You know that different social media platforms require different types of content. But that doesn’t mean your content strategies should revolve around platforms. Rather, you need to develop customer-centric content.

There’s a wide range of content formats you can explore. To get started, consider what types of content your buyer personas prefer to interact with. How are your prospects consuming content? Analytical tools will help you get an accurate and in-depth view of your prospects’ and customers’ behaviours.

Your goal is to reach, engage, and influence the right consumers. You should first consider your prospects’ needs and learning styles, then adapt your content to the respective platforms.

Remember to add value each time you repurpose your content—not just regurgitate your original piece.

Update Old Posts

Another practical way to repurpose your content is to update old blog posts. While your previous posts may still be useful, you may have included statistics that are now out of date or information that isn’t relevant anymore.

Your audience wants relevant information. Updating old posts with new stats and facts is a great way to rework valuable content and better inform your audience. You can then remove the date stamp from your posts and reshare them on social media networks.

Do you have several blogs written on the same topic? After you’ve breathed new life into them, you can transform these posts into a new e-book.

Split up Large Content Assets

Just as you can stitch a few blog posts together to build a greater piece, you can also break down large content offers into individual assets.

E-books and pillar pages are great examples of content assets that can be repurposed. Take a portion of your content asset and turn it into a stand-alone blog post, infographic, or video. Remember to link back to the original piece to create a powerful hub of content.

Now, go ahead and reduce, reuse, and recycle!


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.