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 e-book into smaller blog posts, social media snaps, or infographics.
• Repurpose a training deck or conference presentation into an e-book or blog post series.
• Recast a product’s sales materials to address the interests of a different persona (e.g., an executive vs. 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 (content that’s high quality and timeless). In addition, you can establish a review cycle for your content library to identify and retire time-specific, low-performing pieces.

How Repurposed Content Supports B2B Marketing

Repurposing content helps busy B2B marketers like you:

• Expand your reach. Repurposing existing information into new formats and channels helps you 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 the way you present your content or who you present it 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.”

Need Help Repurposing Content?

Tendo has helped top B2B brands produce, refresh, and repurpose content to attract new customers and grow your existing audience base. Get in touch to learn how our content creation services can help you drive better user engagement with your brand.