It takes a lot of time and energy to create a piece of content. Keeping this in mind, how could you repurpose your next piece of content into new formats? Share with us in the comments below.
Break the content into smaller meaningfull chunks. Enrich the content with pics, videos, and links. Ensure each short content ends with an anticipation to wait for the next in content in-line. Post the contents in series with a set frequency
first turn a blog post into a video, infographic, carousel, or podcast episode. Break longer content into smaller social media snippets (quotes, stats, tips).vCompile several related posts into an ebook or guide.
One thing I’ve noticed is that many of us, while aiming to be content marketers, end up functioning more as content writers. We often get caught up in churning out piece after piece—focusing on quantity—while the marketing side of content takes a back seat.
There needs to be a better balance between content creation and content marketing.
As you work on a content piece, start thinking early about how it can be repurposed. What are the subtopics you can rework for different platforms?
For example, white papers take a lot of effort—but that effort shouldn’t end with just one asset. You could easily turn it into 10 social media posts, 2 thought leadership articles, 2 blogs, and even a video. Sure, you’ll need to do some extra work, but not from scratch.
Repurposing not only saves time on research and structuring—it also reinforces the original content. Linking back to the main asset through these spin-offs can drive more traffic and give your core content a longer shelf life.
When I create a piece of content, I think of it like a party: why leave after one drink when you can keep the night going? For my next piece of content, I’d extend its value by repurposing it across platforms and moods. For example, a long-form Instagram Reel could become: • Bite-sized TikTok clips • A funny behind-the-scenes Instagram Story • A carousel post pulling quotes or highlights • An email newsletter snippet (relatable story moment) • A LinkedIn post showcasing the strategy behind the content (because career pivot to content strategist, hi!) • And even a blog post tying it into a bigger personal brand narrative (aka “How I Turned One Reel Into Six Content Pieces and Still Had Time to Overthink My Life Choices”).
By slicing the content based on platform energy and audience mindset, I can stay consistent, work smarter, and keep my content (and career rebrand) compounding without burning out.
How can you extend the value of your next piece of content?
First, I would research an interesting topic that is both popular and personally relevant to me. I would begin by creating an initial series around it to generate more traffic and engagement.
Second, I would add a comments section to encourage audience interaction and gather valuable feedback. Based on the discussions and insights shared, I could then create additional series on the same topic, adapting the perspective to connect with different audience experiences.
Third, I would attract sponsors whose products naturally align with the topic. Instead of aggressive advertising, I would subtly mention these products within the content. This way, readers won't feel pressured or distracted by overt promotion, but will continue to experience the content authentically—potentially even encountering something life-changing for them.
I would first create content that feels most natural to me. That would probably be some type of written format. After assessing the reach from that piece, I would ideate ways to make it more interactive: a video, an infographic, etc, while keeping in mind the user's experience and the buyer persona. If I were this person, what would be most helpful in aiding my journey? This process is all about putting yourself in the shoes of the people you are trying to serve.
I would say to publish it throught multiple streaming services and keeping authenticity, and natural. It can keep people drawn if it's relatiable and relevant.
There is an infinite amount of content on social media and it isn't enough to grasp the attention of a consumer but the key is maintaining it. It requires a personal aspect to gain the consumers trust that will eventually lead to a purchase, for example. A short video on TikTok for example should make the buyer want to know more about the brand. This could be achieved by providing more relevant info on the brand's website as content on social media should still drive the brand's purpose. User generated content is also a way to connect and spread the message building trust through people, so to make content that is easily shareable is important.
Repurposing content extends its value and reach. A blog post, for instance, can be transformed into several formats. The core information can be extracted and used to create shorter social media posts, highlighting key takeaways or intriguing questions. Infographics visually represent data or complex ideas from the blog post, making them easily digestible. Short videos can summarize the main points, adding a dynamic element. A podcast episode can delve deeper into the topic, offering a different listening experience. Finally, the content can be adapted into an email newsletter, providing subscribers with a curated version of the information. This multifaceted approach maximizes the initial investment of time and energy, ensuring the content reaches a wider audience and provides lasting value.
Usually I will repurpose all the blog posts and turn it into either long video contents (uploaded on YouTube) or short video contents (uploaded on TikTok, IG reels and YouTube shorts). However, the editing will be different for each platforms.
If my content is for b2b businesses, I will target LinkedIn as the next place to post my content by creating posts together with visuals for a better engagement
I’d take my next blog post and turn it into a bunch of TikToks, like short vids showing behind-the-scenes stuff at TeakLabor, styling tips, or quick facts from the post. I’d use trending sounds and fun captions to keep it chill and get more views.
The video about repurposing the content has been my favorite one, so far in the Content Marketing Series. Thank you for all of the fantastic and relevant ideas and for sharing your personal experience with the DIY truck scenario.
This is the part I LOVE doing! For new product launches I create a 'toolkit' of assets that include: product feature video, full page and half page ads (print and digital), product info sheet (pdf), infographics, web banners, key feature PDFs, infographics for PDP carousels and videos on those key features. I'll also create specific enhanced content or AMZ A+ modules, plus I'll use that info to create full messaging docs, press releases, comparison charts and more.
