Examples of Content Repurposing You'll Want to Adopt

Welcome to Content Repurposing - Part 2 - of our "Seeking to Simplify" series, today helping you put your content to work in other areas.

This guide dives into how you can track, manage, and transform your existing content into fresh, engaging formats. Think of it as giving your content a second life – or third, or fourth – while saving time and boosting your SEO.

First Step: Tracking and Managing the Pieces You Will Reuse

Content Management and Tracking Tools:

• Airtable or Trello : Excellent for organizing and tracking your content repurposing projects. Create a content calendar, assign tasks, track progress, and store links to repurposed content.
• Google Sheets or Excel: For a straightforward approach, use spreadsheets to track repurposed content. Create columns for content titles, original formats, new formats, publication dates, and performance metrics.
• ContentCal : A content planning and automation tool that allows you to visualize your content strategy across platforms, making it easier to plan and track repurposed content.
• Hootsuite or Buffer: Social media management tools that allow you to schedule and post content across different social media platforms. Useful for distributing repurposed content and analyzing its performance.
• HubSpot: An all-in-one solution offering tools for content management, marketing automation, and analytics, helping you keep track of your entire content strategy, including repurposed content.

Second Step: Set Up the Tools You'll Use to Analyze Results

• Google Analytics : Essential for tracking the performance of your repurposed content on your website or blog. Understand what types of content and formats are most engaging for your audience.
• BuzzSumo : Great for content research and performance analysis. Shows how your repurposed content is performing in terms of social shares, engagement, and reach.
• SEMrush or Ahrefs: Invaluable SEO tools for tracking the performance of your content in search engines, helping you understand how well your repurposed content is ranking for targeted keywords.

Third Step: Choose the AI and Other Tools That Can Help You Repurpose Content

• Canva : Used for transforming textual content into visuals like infographics, presentations, and social media posts, it's pretty user-friendly and has a large library of templates.
• Lumen5 : AI-driven tool that converts blog posts and written content into engaging videos, with images and video clips suggestions that align with your text.
• Descript : Innovative tool for editing audio and video content, transcribe your podcasts or webinars into, of course, social media snippets, ads, webinars, online newsletters, etc.
• QuillBot : AI-powered writing and grammar tool that rephrases and repurposes existing content while maintaining the original meaning. Perfect for adjusting the tone for different platforms.
• Anchor by Spotify : Easy-to-use platform for converting written content into podcasts, including recording, editing, and publishing.

Sit back and daydream of how to do yours, inspired by examples of content repurposing across the medical, technical, and advertising/PR industries:

Examples of Content Repurposing

GoPro's User-Generated Content: By encouraging their customers to share their adventure videos shot on GoPro cameras, they had fantastic, real life and relatable content for marketing collateral, social media posts, commercials, and more.

Netflix's Use of Data for Content Creation: Using viewing stats and data, Netflix created content like "House of Cards", based on user habits and viewing preferences. This data got tailored into marketing campaigns, spin-offs, and other related content.

BuzzFeed's Tasty Videos: Initially a simple, top-down series of cooking videos on Facebook, Tasty's content has been been turned into cookbooks, a cooking appliance, and even meal kits. They expanded the concept of quick, easy-to-follow recipes into a variety of other formats and products.

Old Spice's "The Man Your Man Could Smell Like" Campaign: The initial commercial went viral so Old Spice crafted the concept into a series of interactive videos, social media responses, and other digital content. This is an ideal leveraging of the original tv popularity to engage folks on other platforms.

Industry-Specific Examples

Medical Industry:

• Whitepapers to Blog Series: Reuse tech whitepapers as a series of blog posts with each piece covering a finding.
• Product Demos to Tutorial Videos: Repurpose recorded product demos into tutorial videos or how-to guides.
• Technical FAQs to Knowledge Base Articles: Compile and categorize questions from users into an excellent searchable format for users.

Advertising/PR Industry:

• Press Releases to Social Media Posts: Use important information from your press releases to put out interesting social media posts.
• Campaign Analytics Reports to Case Studies: Repurpose detailed reports on how your campaign performed into an example case study .
• Client Testimonials to Promotional Videos: What's even better than a written testimonial? Video, baby, if you can get them.

So as exampled, the core idea is to take existing content and transform it into a new format that is suited to a particular audience or platform to extend the life and reach of your original content.

Are you starting to be able to apply these concepts to your work?

Next post: All Around Practical, Usable, Stealable Examples of How to Refresh and Reuse Your Content.