The Magic of Repurposing: How to Do Better Content Marketing with Less Time


This article is #6 of 6 in our series about content marketing. As a certified Content Marketing Expert, I share what I’ve learned at the Hubspot Academy and as Sunbird’s Content Manager.


When I was in my aunt’s wedding party, the bridesmaids each received a pair of obnoxious (but super cute) sparkly gold heels. They matched perfectly with our bridesmaid dresses, which meant we looked great for the wedding… But what about after?  Now I had these sparkly gold heels forever. It felt wrong to put on an expensive pair of shoes just once. But when would it ever be appropriate to wear them again? 

After wrestling with this moral conundrum for months, the answer finally dawned on me: Sparkly gold heels were the perfect shoes for a New Year’s Eve outfit! I’ve worn them for 3 years in a row now. And I have a clean conscience, knowing that this precious gift won’t rot away in the back of my closet.

Repurposing your content feels just like that. Why feel guilty or burdened by something that you can still get plenty of mileage out of? Don’t let your sparkly content go to waste!

Finding time to continuously produce fresh and effective content can be hard, even if you have your own thoughtful content creation process. Even marketing professionals struggle with it—50% of B2B marketers find it difficult to create content on an ongoing basis. Thankfully, good content does not have to be new content. You probably already have some amazing blog posts, videos, or even PDFs lying around! It’s time to get the most out of these through the magic of repurposing. So whip out those heels, and let’s get started.

Why You Should Repurpose Your Content

We’ve already mentioned that repurposing content will save you time, because you’re reusing content wisely instead of constantly creating more and more. But that’s not all repurposing does.


1. Help Google love your content.

When people Google your industry and location, say “Harlem bakery” for example, you want to make sure your business shows up in the first page of searches. How do you get Google to put your site towards the top? Search Engine Optimization (SEO). There are many ways to do SEO, but one of the most popular and easiest ways is to research and use relevant keywords within your content. When you take your best content, add some industry-appropriate keywords, and adjust the format, you increase your chances of ranking high in search results. Your content will continue to help and educate your target audience in a fresh new form, hopefully bringing new visitors to your website in the process. 

2. Reach a new audience. 

Picture your perfect customer. Is this person different than how you pictured them a few years ago? One year ago? Last month? Each day you learn something new about your business and its customers. All these new insights mean that your Ideal Client profile should constantly be updated to better suit your current “perfect” customer. We discussed the importance of Ideal Clients (and how to create your own) in our previous blog post. In a nutshell, Ideal Client profiles tell you who your target audience is, so you know exactly who you’re talking to (through your content), as well as how you should talk to them. Since your Ideal Client profile is constantly changing, a piece of content you made a while ago may no longer be appropriate for the new audience you’re seeking to attract. You can take a piece of content that was originally intended for an old version of your Ideal Client profile, and reword or restructure it in order to attract your new Ideal Client.

3. Get people to actually listen to what you have to say.

The Marketing Rule of Seven states that a potential customer must be exposed to your marketing message at least seven times before they can make a decision about your business. This decision can be choosing to download a piece of content or actually deciding to purchase your product. Seeing your same message in multiple formats and/or reworded for a new audience will help your prospects feel more comfortable with your brand.

How to Repurpose Your Content

So you’re convinced of how amazing repurposing is. Now how do you do it? There are two ways you can repurpose content: republishing and recycling.

Republish Content

Republishing content means reposting your content on other websites. The most common form of republishing is through partner blogs. Simply reach out to other companies to ask if they would like to feature your content on their platforms, or vice versa. The goal is a mutually beneficial arrangement: republishing your content may help the other company by providing value to their audience—and hopefully that same audience will then check out your website. 

Keep in mind...

  • Use the content that has received the most engagement from your audience. 
  • Choose reputable sites as partners, and make sure your content fits in with their site. Websites with a higher domain authority (how high you come up in Google searches) than yours may be good partners to help you rank better in search engines. 
  • Always give credit to the content’s original author.
  • Update your content’s headline.
  • Use canonical tags (tags used determine where the content originated), which can help solve the problems that may occur with duplicate content.
  • Make sure the source includes a link to your website somewhere in the post.

Recycle Content

Recycling content means using the original content as a foundation for a brand new piece or format of content. For example, a blog post you wrote could inspire a new infographic or email series. Or a video you made could inspire a new podcast or webinar. 

Keep in mind...

  • Adjust the content by adding, removing, or rewording the text.
  • See if you can combine some parts of different content to produce an entirely new piece of content with new value.
  • Strengthen the value of some of your shorter pieces of content by expanding them and going more in-depth into the topic.

Bottom Line: Repurposing your content will ensure that you get the most mileage out of your sparkly gold blog posts or other content. Republishing your content will help you reach a new audience, while recycling your content will help your audience be more exposed to your message. Both republishing and recycling will give you more opportunities to rank highly within search engine results and help you stay consistent in your message. By keeping these tips in mind, you can significantly extend the shelf life of your content—and stop creating more and more new content at a frantic pace!


Any questions or thoughts? Leave a comment below! We love to hear from you.


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