Repurposing Content – How to get the most out of your existing content

A website is a digital asset that every business owns in this digital era. The everlasting romance between a foodie and a potato is known, but the shape and presentation of fries are important to attract people. Likewise, content marketing is one of the most effective ways to increase audience engagement, establish your brand’s visibility, and boost sales. SEO and content marketing work together to add value to your website. 

The higher the quality of the content, the more valuable it is for an audience to engage with the brand

Across all mediums, it needs to be consistent and have a distinct and recognizable voice and pitch.

Did you know?

80% of marketers place a high priority on creating content. Additionally, content marketing typically consumes 26% of B2B marketing expenses.

What is Repurposing Content and Why is it Important?

Repurposing content is reusing all of the content or elements of existing content for a broader audience. Infographics, emails, videos, or even social media posts are examples of how original content can be reused. It’s like recycling plastic bottles to make self-watering herb pots.

Keep your social channels up to date by having your content readily available across different platforms. You can reduce the cost and effort of new content creation by taking a single piece of content and using it on various platforms.

Conducting a content audit with the assistance of tools is a better method to determine which pages have the highest rankings and which perform poorly to maximize our chances of getting web pages to rank in SERPs (search engine result pages).

For example, a successful blog post was transformed into a video for social media by Hootsuite. The blog for social media management skills is quite successful and receives 12k natural visitors each month. Additionally, up to 14k people came to see it. A video created by Hootsuite using content from this blog has received over 702 Instagram reactions. As a result, the asset saw an increase in visitors from just 1.4K to 1.8K in January.

Repurposing Content Examples (Hootsuite) - ColorWhistle
Blog – Original Asset
Repurposed Content Example in Instagram - ColorWhistle
Instagram – Repurposed Content

Key content types

  • Blog posts
  • Ebooks/Free guides
  • Video
  • Infographics
  • Slideshows

How do you go about Repurposing Content for Your Own Blog or Website?

Repurposing content is a way of taking content used for one purpose and reusing it for another. It enhances marketing and leads to more quality content. Cross-posting the repurposed content is a tactic to help save time and resources, and streamline your posting strategy. It works well for increasing the number of people who see your content and message.

Although not everyone learns or purchases in the same way or from the same source, your brand must communicate consistently with all of your customers. If you use one format, your content will only be able to grab the attention of a small segment of your audience.

Guidance for Repurposing your Content
  • Create images from text-based blog postings
  • Tools are readily available for creating different types of presentations, like images, animations, and infographics
  • White papers, webinars, studies, and other content elements can be split into more manageable bits for different target audiences
  • Always optimize
  • When picking what to recycle, find the material that already resonates with your target audience and provides it to them once more, but in a slightly different style
  • Create instructional videos from how-to-guide post
  • Make an online course out of instructional videos
  • Long-form guides can be made into ebooks
  • Post infographics on Pinterest
  • Post short videos and image quotes on YouTube and Instagram
Check the following tools to discover your most acclaimed and interesting content
  • For high-traffic pages, consult the Google Analytics landing pages report
  • Find the YouTube video that has received the most views, likes, comments, and shares
  • Verify which of your social media post went viral. Consider reusing it if they are still relevant today

What Are Some Of The Benefits Of Repurposing Content Marketing Materials?

Make sure to create a micro-learning opportunity out of every piece of recycled content that is released on your channels.

Here are some of the advantages of repurposing content

  • Get discovered organically
  • Diversify your content
  • Extend what’s working
  • Improve the efficiency of content creation
  • Get discovered by search engines
  • Broadening base
  • Improves SEO
  • Save time and money
  • Beat writer’s block
  • Provides more backlink opportunities
  • It makes content much easier to scale
  • Refine process
  • Unite the sales and marketing teams
  • Increase conversion rates

What are Some of the Best Ways to Repurpose Content for Lead Generation and SEO Purposes?

Repurposing content is the key to maximizing your website’s SEO and traffic potential. There is a reason why SERPs rarely feature information that is more than a few years old. Search engines prefer to maintain variety. Since the caffeine update, Google has been utilizing an effective indexing technique that evaluates the amount of change, the rate of change, and the date of the page to determine how fresh the information is.

The caffeine indexing technology is designed to assist the search engine in showing the most current and pertinent search results.

Repurposed Content Ideas in Website - ColorWhistle

The key factor contributing to content failure is ineffective marketing. Repurposing content or making content updates sends a signal to search engines to boost page ranking and user clickthroughs. Reach a larger audience and increase brand awareness by using various mediums.

According to a poll, 46% of marketers think recycling existing content is more effective than creating brand-new material from scratch. 65% of respondents also concur that it is more affordable than creating fresh content or making a few tweaks to current ones.

Consider repurposing most organic traffic-driving content into smaller and more digestible formats on social media, such as infographics with dedicated landing pages, short videos, or other visual content that helps old posts get fresh backlinks from authoritative sources. It elevates the website’s overall DA and DR. You can improve these smaller repurposed contents to target long-tail versions of the main keywords that the high-performing content is already capturing. In addition to the infographic, an engaging headline and a link back to the original post are also essential components of an SEO strategy.

Rachel Beaney is a writer and social media specialist from Sydney. She repurposed the content of her blog post on her Instagram to reach more audiences.

Repurposed Content Tools List - ColorWhistle
Blog – Original Asset
Repurposed Content Example in Instagram - ColorWhistle
Instagram – Repurposed Content

How Can you Make Sure your Repurposed Content is High Quality and Engaging for your Audience?”

  • The content’s quality is quite subjective. Your content must be presented in an understandable and reliable manner to meet the needs of your audience
  • Adding keywords in title, introduction, and heading of article helps with the page and website ranking
  • Make sure your content idea is unique to maintain brand consistency
  • Look for trustworthy sources
  • Look for broken links
  • Check your content’s accuracy
Metrics to Evaluate the Content’s Quality
  • Bounce rates
  • High traffic
  • No conversions
  • Dwell time
  • High impression
  • Drop-off
  • Low CTR
  • Incoming links
  • Outgoing links

Looking for Content Marketing Services?

Seize and experience the transformative impact of your business with ColorWhistle’s Content Marketing Services.


Content marketing is a precious part of all marketing strategies. We can use it to convey your expertise, express your brand voice, attract and keep website visitors resonating with your target audience. The last thing you want to see when examining data is stagnant organic traffic, but every marketer has to deal with it occasionally.

There are billions of internet users globally, and it takes time and skill to get their attention. Creating more content can help your SEO and increase your online visibility. Social media marketing is the best way to approach a wide range of customers since it allows you to generate a lot of bite-sized content out of the original.

Repurposed Content Repurposing Types - ColorWhistle

If you find it hard to create your own healthy and out-of-the-box content, you can take assistance from professional content marketing experts. At ColorWhistle, we deliver extraordinary content with various formats, types, and platforms in line with the trends.

Feel free to connect with us to improve your website. Reach us via call at +1 (210) 787-3600 or +91-94427-89110. Send a word below if you need to know more about repurposing content.

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About the Author - Nandhini

I'm an artistic copywriter & SEO analyst at ColorWhistle. As a copywriter, I write academic, professional, journalistic, or technical-related, innovative and recreational content using my SEO knowledge. I am an electronics and communication engineer by degree and a copywriter by passion. I flawlessly use my research and adaptability skills while writing. When I'm not writing you'll find me wandering through music, pencil drawings, gardening, and bike rides. I'm also a lover of dogs, cats, a sky full of stars, and an empty road.

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