Why Content material Re-Purposing Ought to Be Central to Your Digital Advertising and marketing Technique

Your prospects eat content material throughout a number of platforms, in numerous codecs, and in numerous mindsets. Re-purposing content material could make you ever-present in any respect touchpoints in your viewers’s path to buy, establishing robust connections that assist construct model consciousness, sentiment and convert clicks into conversions.

As digital platforms and buyer expectations proceed to evolve, it may be troublesome to get forward of your viewers’s insatiable thirst for contemporary content material. When aiming for an economical and scalable digital advertising strategy, neglecting your content material re-purposing technique is now not an possibility.

What Is Content material Re-Purposing?

Merely put, re-purposing is the method of recycling content material into completely different codecs to extend your publishing choices on completely different platforms. Its goal is to extend the scope of your advertising materials, focusing on new audiences who eat content material in numerous methods by presenting them with the identical precious and informative content material that has been used to have interaction your present prospects.

Forms of re-purposing embody:

  • Serialisation of eBook chapters into weblog posts (or weblog posts into an eBook)
  • Case research right into a LinkedIn carousel put up
  • Taking a podcast transcript and re-working right into a weblog put up or animated video
  • Webinar right into a SlideShare presentation
  • Modifying long-form video content material into digestible, snackable Instagram Tales, YouTube shorts or TikToks

The Advantages of Incorporating Content material Re-Purposing into Your Digital Advertising and marketing Technique

  1. Time and value efficient: Get extra mileage out of your present content material investments by reaching new audiences and lengthening the lifetime of your work.
  2. Enhance content material ROI: Optimising your content material for a number of platforms will increase natural attain and the following return out of your content material funding, whether or not that is by Google, YouTube, Spotify, social media platforms or e mail.
  3. Viewers-centric: By re-surfacing and modifying fashionable content material, you’re focusing your efforts on materials already resonates together with your target market, lowering threat and noise.
  4. De-fragment the shopper journey: 73% of shoppers use a number of channels to assist make their buy determination. Partaking together with your viewers throughout these helps to totally join your buyer journey, strengthening engagement and making certain visibility when it counts.
  5. Eliminates artistic block: Take away limitations to inspiration by totally utilising what’s already scheduled in your content material calendar.

How one can Get Began with Content material Re-Purposing

Ideally re-purposing is central to your content material advertising and manufacturing processes, relatively than an afterthought.

  1. Proactive (embedding content material re-purposing into your technique and manufacturing processes): Content material repurposing is usually considered one thing you contemplate after creating an preliminary piece of content material. Nevertheless, it might probably make sense to create content material for various codecs concurrently or concurrently in order that the artistic work concerned doesn’t pile up. 
  2. Reactive (responding to current successes): An alternative choice is monitoring efficiency and re-purposing throughout codecs or platforms after getting examined the waters and picked up engagement information. This strategy greatest serves organisations with agile artistic groups as lead-times could also be brief to totally capitalise on its success.
  3. Retrospectively (re-surfacing evergreen content material): Lastly, there may be the choice to look additional again, auditing your owned media stock to establish content material that has both remained constantly precious or has loved a reputation resurgence on account of macro developments. Use longitudinal engagement information to make your determination, replace the asset after which increase the format for vast distribution to your target market throughout the platforms they play.


Extra manufacturers are making eCommerce and digital central to how they do enterprise in response to buyer demand. As platforms proceed to increase their content material codecs, the strain to supply contemporary content material can overwhelm probably the most artistic and responsive content material groups.

By embedding a re-purposing tradition on the technique and preliminary manufacturing section, you possibly can preserve your owned, earned and paid media content material calendar full with participating and time confirmed materials that retains your viewers entertained.


News and digital media editor, writer, and communications specialist. Passionate about social justice, equity, and wellness. Covering the news, viewing it differently.

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