Content Repurposing: How to Reuse Content in 2025
Let's be real: Writing content for all your social media platforms is so 2017. If you're not already on the content repurposing train, it's time to get on board!
What is Content Repurposing?
Repurposing content is taking pieces of content you've already created and adapting them for different formats and platforms. The main idea is to develop new content less and reuse existing social media posts and blog posts more.
This could look like:
Turning blog content into a series of Twitter or X posts
Breaking down an email newsletter into an Instagram carousel post
Using the main points in a YouTube video as Instagram Stories posts
Importance of Content Repurposing
The benefits of repurposing content through a content repurposing strategy are to save time, reach new audiences, scale your impact, and extend the life of your content. Maximizing your high-quality content will allow you to reach more people. Some people will never watch a YouTube video but will read a blog post. Others won't get on Instagram will but listen to a podcast episode. Creating content from scratch for all your relevant channels would take an insane amount of time and would change your primary focus from your business to social media creation. For business owners, making fresh content every day for multiple social media channels isn't feasible.
Difference Between Content Repurposing and Reposting
The core idea of content repurposing is adapting your existing content pieces for a different platform with the goal of reaching a wider audience. It's using your existing content in new ways.
Reposting involves sharing the exact same piece of content on different platforms. This could look like reposting a YouTube video on X or resharing a blog post to your email list. It's using your original post in the exact same way.
Types of Content That Can Be Repurposed
The sky is the limit when it comes to pieces of content that can be reused. Here are just a few ideas of content you could repurpose:
Articles
You can take articles you've written and break them down for various social media accounts.
Videos
Video content, whether short-form videos like Instagram Reels or long-form videos you would find on YouTube, can be repurposed on any social media channel.
Podcasts
Podcast Episodes are original content pieces full of material that can be recycled to your target audience.
Infographics
Infographics already have bite-sized pieces of information. That makes it the perfect kind of content to repurpose as social media content.
Best Practices for Effective Content Repurposing
Content repurposing needs to meet criteria in order to be effective. To absolutely slay your content repurposing, make sure you consider the following in your content strategy:
Tailor Content for Different Platforms
YouTube is not X which is not instagram which is not LinkedIn. Content made for different social media platform must be tailored to each platform. Taking your content and reposting it without adapting it isn't content repurposing; it's reposting. In order to repurpose, you must change your original piece of content to be the kind of content that thrives on your chosen social media channel.
Maintaining Brand Consistency
When making different content types, it's key to keep your marketing consistent. This will keep your brand recognizable and give your online presence more credibility.
Optimizing for SEO
Making quality content includes creating your content with search engine optimization in mind. In a nutshell, SEO helps your content rank on search engines like Google. Learn the most effective SEO techniques for each single piece of content you repurpose in order to get the most out of the content creation process. Having high search-ability on multiple platforms is one of the huge benefits of content repurposing.
Tools and Technologies for Content Repurposing
With content repurposing gaining traction online, there are now a variety of resources to help small business owners manipulate their content for different social channels. Let's explore some of the tools below:
Content Management Systems
A content management system is a platform that allows users to upload, edit, and publish content. Advantages include an easy-to-use interface that even a beginner could figure out, and templates to make the job easier. Examples include Shopify, Contentful, and Kentico.
AI-Powered Tools
Tools backed by AI take your created content and change it to adapt to other content platforms. For example, it would take a series of emails and turn them into a blog posts, or multiple blog posts. It could splice a YouTube video into several Instagram Reels or YouTube Shorts. As you can imagine, these AI tools are massive time savers. Typically, each tool will have a media form they excel at repurposing. Jasper is great for written content, while Descript is excellent for videos and audios.
Social Media Automation Tools
Social media automation tools make social media content creation across various social platforms easy and efficient. Within these tools, you can optimize and schedule your marketing content. Additionally, many automation tools are integrated with AI, allowing you to expand your social media presence without the headache. Examples of these tools include software like Buffer, Later, and SocialBee.
Identifying Opportunities for Repurposing
Hopefully at this point, I've convinced you that content repurposing isn't just a good idea, it's a must for small businesses that want to grow their social media presence without stress or overwhelm. Now that you're on board with content repurposing, let's dive into how you can pin down the best pieces of content from your content library to repurpose, because not every piece of content is good to repurpose.
Analyzing Existing Content Performance
When singling out which pieces of content you want to repurpose, there are a few good reasons you need to analyze existing content:
Analyzing existing performance will help you clearly identify your high-performing winning pieces of content, allowing you co repurpose content that already has resonated with your audience.
Analyzing existing performance will help you see gaps in your content, or opportunities for a fresh perspective or fresh content ideas.
Analyzing existing performance will allow you to understand what works best in your content creation, allowing your content production efforts to be more fruitful.
Audience Insights and Trends
Different platforms attract different audiences who prefer different types of social media content. Content creators like yourself should be mindful of this when repurposing for a variety of platforms. What you need to do is to dive deep into your audience insights. Once you understand who is showing up for you, you'll be able to better show up for them. For example, if you're making Instagram Reels, you should keep in mind that they tend to attract a younger audience. If you're making content for LinkedIn, don't forget it's a platform for professionals who may be a bit older.
Strategies for Distribution
The next step is to think about how you're going to get your beautiful content out to the masses! People need to know about your business! Let's explore some ways you can expand your social media marketing.
Social Media Platforms
In this day and age, it's essential that your digital marketing strategy includes posting on at least one social media platform. In order to choose the right platform or platforms for you, consider your target audience. Think about where they go for information, then go there. If your people head to TikTok for their educational content, get on TikTok! If it's Threads, get on Threads. Speed up the repurposing process by using AI to generate your captions.
Email Newsletters
Why let your social media posts stay only on social media? Repurpose popular content in your email newsletters. You could create a series of emails based on an Instagram Carrousel, or put in text what you said in a YouTube short. Remember, the objective isn't to create new content! You're taking what you've already made and formatting it for a different medium. Pro tip: if you're trying to drive traffic to your website, blog, or social media platforms, share part of your content in an email and redirect your subscribers at the end of the email for more information. If you need tips on how to master your open rates, check out my in-depth post for all my tips!
Blogs and Websites
Blog articles are excellent long-form pieces of content that can improve your search engine rankings, driving organic traffic to your website. Even better, you don't have to come up with topics! Use forms of content that have already succeeded on other channels to inform what you write on your blog. For example, you could take a high-performing post on LinkedIn and turn it into a blog post series, going deeper into the topic and providing additional value for your audience. If you don't already have a long-form articles or blogs on your website, I hope my blog post will convince you otherwise!
Measuring the Success of Content Repurposing
Your content marketing strategy wouldn't be complete without a way to track the success of your posts. Consider the following suggestions as ways you can monitor the performance of your content, allowing you to see what works and fine-tune what needs improvement.
Engagement Metrics
Engagement metrics are helpful to track because they reveal how well your repurposed content is performing across your various channels.
On social media, you can monitor:
Shares and Reposts
Saves (IG, LinkedIn, Threads, etc.)
Likes and Reactions
Comments
For example, if you see a thread on Threads that has received over 10,000 likes, you'll know that your audience appreciates how you break down a complex issue.
On websites and blogs, you can monitor:
Bounce Rate
Time on Page
Page Views & Unique Visitors
For example, if a blog post featuring a YouTube Short performed well, you'll know that your long-form content readers like quick video explanations.
In email marketing, you can monitor:
Click-Through Rate
Open Rate
Unsubscribe Rate
For example, if you notice that a LinkedIn post made into a series resulted in higher open rates, you'll know your audience wants more of that kind of content.
Traffic Analysis
Evaluating your traffic will help you know if your repurposed content is driving visitors to your websites. You can measure metrics like website and blog traffic, referral sources, and engagement and conversion rates on repurposed traffic. Tools like HubSpot, SEMrush, and Google Analytics will do the heavy lifting for you, providing you with up-to-date, detailed traffic analyses. Paying close attention to which pieces of repurposed content are driving visitors, particularly unique visitors, to your site will guide your development in high-performing content.
Challenges in Content Repurposing
Content repurposing isn't without it's difficulties. As you discern whether to repurpose your content, keep these two points in mind as potential challenges:
Resource Allocation
Repurposing content can lead to a strain on resources like time, money, and effort. Turning visual content into written content or visa-versa can be a consuming effort that yields little fruit. Apply the following strategies to make sure the content repurposing process benefits your company:
Repurpose high-performing content that has already proven popular with your audience
Conduct an analysis of your performance metrics like engagement and traffic to see what's working
Choose a select few platforms for repurposing content. Given that we all have limited resources, it is worth your time to focus on a few platforms.
Creative Fatigue
If you speak on the same topic too frequently, your audience may get tired of viewing your content. Remember, content repurposing isn't content recycling. Repurposing involves the manipulation of your content. Be sure to add a fresh perspective or additional information to keep your audience engaged.
Final Thoughts
Repurposing relevant content is an excellent way to get brand-new content that is actually novel. With the aid of content repurposing tools that provide engagement analysis and speed up the process, your content repurposing process can go faster and yield powerful results. Whether you're turning long-form blog posts into X threads or shorter videos into an email series, the possibilities for your content are endless.
If you want to repurpose your content but lack direction or time, my one-day VIP service might be a good fit for your needs. You can find more information about that here.
