repurposing your content for digital marketing advantages

The Ultimate Guide to Repurposing Your Content In 2020

Did you know that repurposing your content can benefit your website’s performance? Content can be redesigned for different platforms and different audiences to increase awareness about your brand. In this article, we’ll explain to you the basics of repurposing content and its benefits. We’ll also present some content repurpose ideas you can try out for your business website.

What is Content Repurposing

Before we start, let’s talk about what content repurposing is first. According to Backlinko, content repurposing is transforming a post you’ve made for one platform into a different format or for a different audience. Many people often think of repurposing as posting the same content on different platforms or reposting it with a different design. However, that’s not the case. With content repurposing, you’re restructuring and adjusting existing content to reach and attract more groups of people or to fit another format. It means evaluating and changing the angle of your content to match the needs of other types of audience or media.

How Does Content Repurposing Benefit Your Site

You may be wondering if repurposed content will seem repetitive to your audience. However, as this content will go through tweaks and adjustments from its original form, it will have a different look. This can have several benefits for your site. Repurposing widens the reach of your original post. For example, transforming the content of your company’s e-book into bite-sized infographics shared on Instagram will help you introduce and increase awareness of your brand. Repurposing can also boost your site’s SEO. As a website owner, you may have read about SEO and content optimization importance for your site. By repurposing content, you’ll cover more keywords about a certain topic relevant to your niche, which will boost its ranking on search engines. Lastly, repurposed content is easier to create than entirely new content. It will help you save the time you may need to create new content and focus on other tasks. You can also increase the organic traffic to the original content by linking the older content to it. PPC advertising managers work with websites. PPC campaign, pay-per-click model, internet marketing tools, search engine advertising concept.

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Content Repurposing Ideas

Now that you’ve known the benefits of content repurposing, here are several ideas you can try out for your site.

Case Studies

Case studies explain the implementation of a certain product, service, or project in a company and give a glimpse to the audience about how your company works. You don’t have to create a new project to make a case study. You’ll only need to dig up old internal data and present the steps your company went through to achieve success. If the product or service wasn’t implemented successfully, explain what you’ve learned through it, and how the company is transforming to fix its past failures.

Tip Articles

Interviews with experts often become featured as its own blog article category. You may even have some on your company website. These interviews can also be repurposed into new content. By grouping interview quotes from different experts about a certain subject, you now have a new article that highlights tips on said subject. On top of that, writing tutorials about the field of your expertise can serve different purposes. You can post it on your blog, or use snippets from it for social media campaigns and even ads. Tip articles are also great for building authority in the field you’re in. Once customers understand you are an expert in the industry, they are more likely to purchase your products. So ensure to streamline your tip articles on various platforms.

Articles from AMAs

Your company may also have held AMA before, be it in video or webinar form. An Ask Me Anything session is often held with experts or people with an interesting background, where the audience can ask them various questions. These sessions often bring insightful answers useful for your website’s audience. However, not everyone may have attended the webinar. Your less engaged audience may not be interested in watching the entire recording, as most people watch these videos to find specific information. To reach a wider audience, take the key points of the AMA and craft it into an article. That way, it’ll bring in more traffic from people who are interested in the topic but may only have time to skim through an article. You can also cut out the highlights and use them on social media sites like Instagram and Facebook.

Video Tutorials

If the webinar or online lesson has been held a while ago, upload it to YouTube, Instagram, or any other of your company’s social media accounts to introduce your brand. You can also upload only snippets of them, draw in curious people to your company’s website, and possibly get new members.

Social Media Posts

Your company’s blog may have articles that still consistently bring in traffic to your website. This content is perfect to be repurposed for different platforms. Social media is one of the most common platforms businesses use to bring attention to their brand. Your website’s lengthier articles can be repurposed into short infographics for Instagram, Twitter, Facebook, or even Snapchat and TikTok. Quotes from expert interviews can also be transformed into bite-sized social media posts. This content will be directed towards an audience who are curious, but not yet familiar with your brand. Be sure to note which social media platform your targeted audience uses the most, so your content will reach its intended audience.


For those unfamiliar with the term, content repurposing may seem like taking old content, then redesigning and updating it a little to make it more relevant. However, repurposing is more similar to having new content. With repurposed content, you’ll be making adjustments and transforming it into a different format for a different audience. There are lots of repurposing ideas to try, from creating case studies with company data to crafting social media posts from articles. Before you choose one, remember to also consider your target audience and how you can reach them. Make sure you pick the best matching method for your company.

Juliet Jones


Juliet is an Editor at, all in one content marketing agency. She loves creating articles about technology, innovative product reviews, and technical writing to help scale up digital growth. She is a writer by day and a frustrated singer by night.