What Is Repurposing?

Repurposing means taking existing content and changing its format or audience. It’s a quick way to crank out more content and widen the reach of your message. For example, a savvy and efficient marketer could:

• Elevate a high-performing blog post into an e-book, or chunk out an ebook into smaller blog posts, social media snaps, or infographics.
• Repurpose a training deck or conference presentation into an ebook or blog post series.
• Recast a product’s sales materials to address the interests of a different persona (e.g., an executive versus an engineer) or industry (healthcare vs. automotive).
• Capture soundbites from an executive video interview to make pull quotes for a webpage or social media post.

You get the idea. Squeeze out every bit of utility from existing content and leave nothing to waste.

Not all content deserves to be repurposed, however. To find which assets are qualified, look for “evergreen” content: high quality and timeless. In addition, you can establish a review cycle for your content library, so that time-specific, low-performing pieces can be retired.

How It Supports B2B Marketing

Repurposing helps busy B2B marketers like you to:

• Expand your reach. Repurposing existing information into new formats and channels helps you to reach a wider audience and allows that audience to consume content in their preferred format.
• Maximize your content’s value. Extend the lifecycle of your high-performing content to get the maximum return on investment.
• Save time and resources. By changing how your content is presented or who it’s presented to, you can reap more from your initial investments in research, interviews, writing, and design.

As Social Triggers founder Derek Halpern explains, “You don’t have to create content, day in and day out. You just have to work on getting the content you already have in the hands of more people.”