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You worked hard on that content. Don’t let it go to waste! Try these 9 repurposing ideas to expand your reach, boost ROI, and keep content working for you.
Maybe you spent all week researching, writing, and editing that blog into perfection. Or maybe you poured your energy (and caffeine budget) into filming that Instagram Reel. The last thing you want is to hit “publish” and watch it collect digital dust. Good content deserves more than a one-and-done moment, and that’s where repurposing comes in.
Repurposing your content gives it new life in new formats, helping you reach broader audiences without reinventing the wheel every time. In this guide, we’ll explore the benefits of repurposing and share 9 smart ways to do it so you can get more from what you’ve already created.
When you repurpose content, you maximize its value. Whether it’s an old blog article, a high-performing social post, or a video that still has legs, giving it a new format comes with some powerful benefits:
Blog posts are one of the most versatile types of content, and a great place to start repurposing. Whether you’re looking for how to repurpose old blog posts or new ones, you’ve got options.
Break down key takeaways from your blog into bite-sized email content. You can create a multi-part drip series or a single spotlight in your monthly newsletter. It’s a great way to deliver value directly to inboxes without creating something new from scratch.
As a bonus, you can include a link to your blog in your email, increasing traffic to the page and signaling to Google that it has valuable content.
Repurposing blog content for social media is a tried-and-true method. Turn strong points, quotes, stats, or list items into short, engaging posts for platforms like LinkedIn, Instagram, Facebook, or X. Add a call-to-action that links back to the full blog post to drive more traffic.
If your blog includes data, lists, or step-by-step how-tos, repackaging that information into an infographic makes it easy to share and digest. Infographics are great for social media, pitch decks, and even internal reporting.
If you have a podcast (or a client who does), turn the blog into a script or discussion guide. Walk through the main points, add personal commentary, or invite a guest to dig into the topic with you.
Use your blog as a jumping-off point for a short explainer video, a how-to tutorial, or a reel. You can narrate the main points, add on-screen captions, and link back to the original post in the description or caption.
Just like blogs can be broken down into smaller formats, you can also take other types of content and build them into blogs, guides, social series, and more. Here are a few ways to reverse-engineer your repurposing strategy:
Webinars are goldmines of content. Pull the transcript and turn it into a long-form blog post or an eBook. Then slice it up into a LinkedIn post series, quote graphics, or short reels to promote key insights. Don’t forget to embed the replay where relevant!
Have a strong YouTube or explainer video? Use the script or transcript to write a blog post that improves SEO and reaches readers who prefer text. Then, cut the video into short clips for social media and embed it in the blog for added engagement.
Repurpose full podcast episodes by pulling out share-worthy audio moments and turning them into teaser clips or audiograms for social media. You can also use your podcast as inspiration for a multi-part blog series or topic deep dives; just make sure you’re going beyond a simple transcription.
If one of your LinkedIn or Instagram posts sparked a lot of engagement, comments, or questions, that’s a sign you can dig deeper. Take that topic and expand it into a blog article, answering questions or elaborating on your original point in a long-form format.
Repurposing content can be exciting, and it’s a great way to squeeze as much juice out of a piece as possible. But we don’t want to repurpose for the sake of repurposing. Repurposing requires strategy and thought, like every other part of your content marketing plan.
Here are some ways you can identify strong candidates:
Start with what’s already working. Look for blogs, social posts, or videos with high engagement, traffic, or shares. If your audience responded well the first time, it’s worth reworking for a new format or platform.
Check what types of content rank for your target keyword. If the SERP is video-heavy and you only have a blog, consider creating a short-form video to capture more real estate. Or vice versa — if your video topic ranks in a blog-heavy space, make a written version to compete. Smart repurposing helps you meet user intent and search expectations.
Choose content with a clear structure that’s easy to break up into smaller pieces or expand into more detailed formats. Think lists, how-tos, step-by-step guides, frameworks, etc. For example, a “5 tips” blog post could become five separate social posts or an email series.
We hear ya. Between publishing deadlines, client calls, and the 52 other things on your to-do list, repurposing content can feel like a luxury you don’t have time for. But you don’t need a huge team — or a ton of time — to make it happen.
Thanks to generative AI tools, it’s easier than ever to reformat existing content into something new. Upload your blog post, video transcript, or podcast summary and prompt your favorite AI tool to turn it into a social caption, email blurb, or even a fresh outline. Remember, these tools are there to help us do our jobs faster and more efficiently.
Of course, not all AI output is created equal. You’ll still want to review, refine, and make sure it aligns with your brand voice. But when used strategically, AI can help reduce the lift and speed up your repurposing workflow.
That blog you wrote six months ago? It still has legs. With the right approach, great content can be transformed into social posts, videos, newsletters, and so much more. At GPO, we specialize in repurposing existing content into new formats that drive fresh value. Whether you need help turning blogs into email series or reworking webinars into blog posts, our content team can help you get more mileage (and ROI) from what you already have. Get in touch with one of our experts today!
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