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How To Repurpose Content For Greater ROI

Written by: Terry Tateossian, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.


Did you know that the average business generates 60% of its website traffic from just three pieces of content? That's because once you create great content, it's easy to share and repurpose it for greater ROI. In this blog post, we will discuss what content repurposing is, why it’s important, which content should marketers repurpose, and how to repurpose content (including examples of content repurposing).

photo of how to make content

Stay tuned, because by the end of this article you'll be able to create more compelling and engaging content that will help your business succeed!

What Is Content Repurposing?

The average lifespan of a tweet is just 18 minutes. That's not very long, especially when you consider that it can take hours, or even days, to create high-quality content. So what can you do to make sure your content reaches the most people possible?

One strategy is to repurpose it.

Repurposing content means taking existing content and presenting it in a new way. This could mean rewriting it, turning it into a video or infographic, or publishing it on a different platform.

Content repurposing can involve anything from rewriting to adding visuals, or even aggregating content from multiple sources. Repurposing your content allows you to expand your reach and engage new audiences that may not have seen the original version.

Why Should You Repurpose Content?

Content repurposing is a great way to get the most out of the content you’ve already created. Not only does it extend the content’s lifespan, but it can also help with SEO and improve engagement.

By reusing content in different formats, you can keep your content fresh and appeal to a wider audience. It can also help your content show up in more searches, increasing visibility and driving more traffic to your website.

Which Content Should Marketers Repurpose?

When choosing the content you will repurpose there are two ways to go. Choose content that has already performed well and adapt it for a different audience (e.g. social, email, guest blogging), or take the content that didn’t perform well and give it a new life by repurposing it in a new format.

The decision should really be based on your overall marketing strategy and goals. The important thing is that almost any type of content can be repurposed, but some types are better suited to repurposing than others. For example, blog posts tend to be easy to repurpose, because they can be turned into articles, infographics, or even videos.

If you have an existing piece of content that you want to repurpose, ask yourself how you can make it more engaging or how you can reach a new audience with it. With a little creativity, you can find lots of ways to breathe new life into your content marketing efforts.

How to Choose Which Content to Repurpose?

Repurposing begins with analyzing your existing content and finding those pieces that performed well (or not), setting new goals for that content, and adapting it to serve your brand in other channels.

Once you do that you should keep a close eye on how your repurposed content is performing and make the necessary changes or adjustments as you go.

Here's a list to have handy in your content repurposing evaluation.

  1. Identify the type of content you have

  2. Determine the goal of your content

  3. Repurpose your content for different channels and goals

  4. Evaluate how well your repurposed content is performing

  5. Make changes as needed to improve results

How to Repurpose Content?

Now that we've covered the steps in choosing the right type of content to repurpose, let’s explore some of the ways you can actually recycle some of your content.

Here are a few content ideas to get you started.

1. Convert Blog Content Into an Infographic

Take your content, add images or screenshots and transform it into an infographic. Infographics are great for engaging readers quickly with visual content that’s easy to digest.

2. Create a Video Series

Take the chosen content and break it up into bite-sized pieces that can be made into videos on YouTube or other platforms. You can also repurpose content from other parts of your website and use it as the script for a video.

3. Turn Content Into an Ebook or Whitepaper

Take content from multiple sources, such as blog posts, articles, research studies, and customer stories, and compile it into an ebook or whitepaper. This is great for content that requires more in-depth content and detail.

4. Turn Content Into a Podcast

Take content from your blog or website, combined with audio clips and interviews, to create a podcast series. This is great for content that would benefit from storytelling through sound.

5. Aggregate Content From Multiple Sources Into One Comprehensive Post

Take content from multiple sources and compile it into one comprehensive post. This is great for content curation, content aggregation, and content refreshment.

6. Take Q&A Content and Create FAQ Pages

Take content from questions and answers and create content, such as a FAQ page, to help readers quickly find answers to their questions.

These are just a few content repurposing ideas to get you started, but the possibilities are endless. By repurposing content, you can save time and maximize the value of your content. It’s also a great way to engage new audiences and build brand visibility. So don't be afraid to repurpose content and get creative with what you’ve already created.

By recycling your content you will extend its life, spread the word about your brand across multiple channels, increase engagement and visibility, and save time and resources. The more people see you on every possible channel the better chances you have to be seen by the right audiences.


When it comes to content marketing, creating new and original content is essential. However, churning out new pieces of content every day can be difficult – and costly. That’s where repurposing content comes in.

And now that you know what content repurposing is, why it’s important, and how to do it, it’s time for you to start repurposing your content! By repurposing your content, you can save time, money, and resources while still delivering high-quality content to your audience.

So what are you waiting for?

Start repurposing your content today!

Follow me on LinkedIn, and visit my website for more info!


Terry Tateossian, Executive Contributor Brainz Magazine

Terry Tateossian, Founding Partner of Socialfix Media is a fourth-generation entrepreneur who is recognized as an Inc. 5000 America’s Fastest-Growing Private Companies, Forbes’ Top Women in Business, Fastest Growing Women Presidents by WPO, and 40 Under 40 Business Leaders by NJBIZ. Terry has been featured for outstanding leadership and career accomplishments in numerous industry publications as an engineer, a thought-leader in technology, and an innovator in the field of marketing. But her favorite and toughest earned title is being “Mom” to her 2 children.



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