In content marketing, creating a great piece of content is just the beginning. If you’ve put together an absolutely fantastic blog post, video or email, then you should be getting as much benefit from it as possible. Repurposing your content means that you can take the best elements of what you have created in one format, and use it to easily create new content for other formats, platforms and audiences. In today’s post, I look at five ways to repurpose your content to increase your audience and gain more traffic.

1) Extract key data

If you have created a piece of content that leans heavily on statistics and data, consider ways that you can take the key points from that data and re-use them elsewhere. Solid data makes a great basis for infographics, or can be extracted to use as a tweet or facebook post that focusses on one or two important takeaways.

2) Replay video content

If you’ve hosted a webinar or similar live content, then you have a chunk of long-form video content that can be used elsewhere. You can use that as the basis for a number of shorter pieces for video on demand, from a long-form cut of the event that can be used on platforms like YouTube, to quick highlights that you can post on TikTok, Facebook or Linkedin.

3) Turn blogs into podcasts

This is one of the easiest ways to convert content into other formats. If you have a high-performing blog article, then you have an almost complete script for a podcast. All you need to do is record it (or find someone with a voice for radio on a platform such as Fiverr), maybe making some adjustments to make the tone less formal, and you’ll have an excellent piece of audio content.

4) Find new audiences

Sometimes, you don’t even have to change the content in order to repurpose it. Turning a presentation into a slideshare deck, taking video content you’ve run on YouTube and reusing it on Facebook or Linkedin, or re-posting infographics on Twitter all make use of content you already have without any changes being necessary. Always consider what platforms you haven’t made use of, and see if you have content that would fit their format.

5) Turn long form pieces into guides

Whether you’ve put together a script for a video or podcast, a series of blog articles or a newsletter article, long form content can form a great base for an eBook. eBooks are appealing because they condense a lot of information into a format that can be read at the audience’s leisure, and asking your audience to register with you in order to download the book means you have a way of collecting the contact information of people you know will be interested in your content.

John Rowbottom Design and Marketing help businesses across Australia make the most of their content. If you would like to know what we can do for you, visit us online at

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