Do you struggle to find new content to publish online? Or have you ever started publishing but quit because you couldn’t come up with new ideas?

In both cases, you are not alone.

Whatever your niche is, it can be challenging to come up with fresh and exciting ideas for every piece of content you produce. It can also be time-consuming to create new content every single time.

But what if I told you there was a way to never run out of content ideas again?

This way is called Content Repurposing: a powerful technique that allows you to reuse, recycle and recreate your existing content in multiple formats and across different platforms.

Here I will explore what content repurposing is, the benefits of repurposing your content, which types of content are suitable for this technique, some ways to repurpose your content, the Gary Vee strategy, and tools that could help you.

What is content repurposing?

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Content repurposing is the technique of taking existing content and transforming it into a new form. For instance, this can include turning a blog post into a video, an infographic, a podcast episode, a social media post, or an email newsletter. The goal is to create new content from existing material to reach a broader audience and maximize your content’s value.

Benefits: Why should you repurpose your content?

There are many benefits to repurposing your content, including:

Increased reach

Repurposing content allows you to reach new audiences who may not have seen your original content. By repurposing your content across multiple platforms, you can expand your reach and grow your audience.

Scalability

Create once, scale infinitely. Okay, maybe not infinitely, but you get the point. The fact that one single piece of content can be scaled to dozens makes this technique incredibly valuable for content creators.

Improved SEO

Repurposing your content in different formats and on different platforms can also help you improve your search engine rankings. This is because search engines like Google favor websites that produce high-quality content around specific topics and keywords that are relevant to their audience and prove your authority.

Better distribution and accessibility

Probably your target audience doesn’t always prefer to consume a specific type of content, like written or video. So when you repurpose it, you make it easier for people to get access to your message, product, or ideas. You facilitate both distribution and accessibility.

Time-saving

Repurposing content saves time and resources. Instead of creating new content from scratch, you can repurpose existing content and save time and energy.

Cost-effectiveness

Repurposing your content is also cost-effective. That’s because you don’t need to spend money on creating new content every time. Instead, you can use your existing content to create something new.

Best practices: What content can be repurposed?

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Not all content can be repurposed, so choosing the right pieces for this purpose is essential. Here are some best practices to follow when selecting content to repurpose:

High-Performing content

Look for content that has performed well in the past. This could be a blog post that has received a lot of traffic or social media posts that have generated a lot of engagement.

Evergreen content

Evergreen is the type of content that remains relevant and valuable over time. It’s not related to trends, news, or seasonal information and is perfect for repurposing. Look for evergreen content that you can repurpose and use again and again. And try to write more about that in the future.

Example: A few weeks ago, I wrote about 5 simple tips on online writing. It’s a typical evergreen piece of content in a list form, which I then repurposed several times on social media.

Long-Form content

Long-form content, such as e-books, whitepapers, and reports, can be repurposed into smaller pieces of content, such as blog posts, social media posts, and infographics.

Visual content

Visual content, such as images, videos, and infographics, can be repurposed into different formats, such as social media posts, blog posts, and email newsletters.

How can you repurpose your content?

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There are several ways that you can repurpose your content. Here are 7 common ones to do so:

1. Turn blog posts into videos

You can turn your blog posts into videos by creating a script based on your blog post and using video editing software to add visuals and animations.

2. Create infographics

You can turn your blog posts or reports into infographics by using data visualization tools such as Canva.

3. Turn webinars into podcasts

You can turn your webinars into podcasts by extracting the audio and editing it into a podcast format. This allows you to reach a new audience that may prefer listening to podcasts over watching webinars.

4. Create social media posts

You can repurpose your existing content into social media posts by creating bite-sized snippets or quotes from your content. You can use social media scheduling tools such as Hootsuite or Buffer to schedule your posts in advance.

5. Turn podcast episodes into blog posts

You can turn your podcast episodes into blog posts by transcribing the audio and editing it into a blog post format. This allows you to reach a new audience that may prefer reading blog posts over listening to podcasts.

6. Create e-books

You can repurpose your existing content into e-books by compiling your blog posts or reports into a longer-form piece of content. Use design tools to create professional-looking e-books.

7. Turn videos into GIFs

By turning your videos into GIFs, you create shareable, bite-sized pieces of content that can be used on social media or in email newsletters.

Content repurposing example: The Gary Vee case study

Gary Vaynerchuk, also known as Gary Vee, is a renowned entrepreneur, author, and speaker. He is also a master of content repurposing. Gary Vee creates long-form content, such as videos, podcasts, and blog posts, and repurposes it into multiple formats, including social media posts, Instagram stories, and email newsletters.

For example, Gary’s video content is repurposed into shorter clips and quotes that are shared on social media platforms such as Instagram, Twitter, and LinkedIn. These clips are also used in blog posts, email newsletters, and other marketing materials.

Gary also repurposes his blog posts into podcast episodes and vice versa. By repurposing his content in different formats and on different platforms, he is able to reach a broader audience and maximize the value of his content.

Check here to see how he created more than 30 pieces of content out of one keynote speech:

Content repurposing tools

There are so many useful tools which can make content repurposing easier for you that I need to dedicate a whole new post to them. But here are 5 options that can help you get started.

1. Canva

A graphic design tool that allows you to create professional-looking graphics, including infographics and e-books.

(I also mentioned it last week together with 12 other tools that can be useful to every content creator)

2. Piktochart

Similar to Canva but mainly focused on infographics. It has many advanced features and customizable templates, and you can use it simply by dragging and dropping.

3. Designrr

A creation tool that allows you to convert your existing content into professional-looking e-books, guides or courses.

4. Otter.ai

A transcription tool with which you can record meetings, lectures or whatever you want to use as written content later. It also integrates with Microsoft Teams, Google Meet, and Zoom.

5. Animoto

A video creation tool with an integrated library of ready-to-use templates that you can customize. You can also add background music from thousands of available music tracks.

Never run out of content ideas again

Content repurposing is a powerful technique that allows you to maximize the value of your existing content.

By repurposing your content into different formats and on different platforms, you can reach a broader audience, improve your search engine rankings, and save time and resources.

Follow best practices, experiment with different formats, and use the right tools, so you never run out of content ideas again.