How to repurpose old content

7 October 2022

Repurposing is the process of giving a new purpose to an item or object.

Many people recognise the repurposing of physical materials such as glass, plastic bottles, and clothing, but did you know you can also repurpose old content material?

Blogs, videos, and podcasts are just some forms of content that can be repurposed to extend the reach and ‘get more mileage out of your content’.

But what is the purpose of repurposing and how can you repurpose your existing content?

Feeling inspired by a webinar we recently attended with Ross Simmonds, CEO and founder of Foundation Marketing, and Kareem Mostafa, co-founder of Chopcast, we’ve pulled together some top tips on how to repurpose your old content.

What does it mean to repurpose content?

Repurposing content means reusing elements of existing content to expand the reach and engagement. Repurposed content can be edited or transformed into a new format and shared again.

Creating great content is an investment for your brand and should be repurposed to get the most value from your time, effort, and asset.

Ross Simmonds, CEO and founder of Foundation Marketing, says: “What you are creating is a content experience where people are consuming content that they find valuable.

“You’ve made an investment to create an experience that you want to pay dividends in the future and repurposing content is a great way to do that.”

How can I repurpose content?

Begin with the end in mind

Investing time and energy into content planning is essential to your content strategy. By creating content with the end goal in mind, it becomes easier to repurpose, edit, and transform content.

Kareem Mostafa, co-founder of Chopcast, says: “People think repurposing is a reactive response, but content should be designed with repurposing in mind.”

It is a difficult and time-consuming process to repurpose original content that has not been designed with that intention.

Thinking about the content and how your business will get the most value out of it is a powerful tool that helps enable you to repurpose old content with a new vision.

Top tip: Ross suggests to, “Deliver as much value to the audience as possible and then keep the audience by constantly delivering down bites, clips and assets for quarters to come.”

Invest in evergreen content

Evergreen content makes the most of what you have created by remaining relevant through all seasons over a long period of time.

Repurposing evergreen content through the use of interesting infographics, reposts on social media, and shareable video, keeps your content fresh and makes the content work for you.

Ross explained: “It’s easy to move on and want to start creating more which is a hamster wheel we fall into the trap of getting on.

“What we should be doing, is paying attention to the ways we will repackage, repurpose and remix stories for years to come.

“If you create something once, you can distribute it forever.”

Repackage your content

Repackaging your content in new creative formats is another great way to repurpose old content.

Repurposing content is not limited to just resharing existing blogs, videos, or images and focuses on how old content can be presented in an updated design across new platforms.

Kareem mentions: “A question and answer moment can be shared as an image, video, micro-content clip, and serve as inspiration for an article.

“You can test the same idea and same concept in various formats across different platforms to see what resonates best with your audience.”

Ross also adds: “There is more value to be had in taking things that have already been invested in and repurposing it, repacking it, remixing it, and turning it into something new.”

Need some inspiration?

If you need some inspiration about how to repurpose your old content, get in touch!

We can get the ideas flowing and guide you on your repurposing journey.

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