5 Benefits of Repurposing Content: How to do it, what to avoid, and examples.


Today we are discussing the benefits of content repurposing and the impact it can have on your content strategy.

We are also sharing examples of brands we think are doing a fabulous job at purposefully promoting their content on multiple channels.

Spoiler alert! Content repurposing is a time and money saver, but it is also an indisputable way to extend the reach of your content.

So, if by now the term content repurposing has you thinking… wait, what!? You’ll want to stick around for this one.

Why should you consider having a content repurposing strategy?

It’s likely that you have a piece of content, whether it’s a podcast episode, a blog post, or a video you at some point created something from scratch.

If you get exhausted, overwhelmed, and frustrated with how many pieces of content you feel you need to be constantly ideating & creating from scratch, you are not alone.

You want your content to be fresh. You want it to be unique, original & even groundbreaking!

So, you start creating something new every single week or even every day. Naturally, after some time, you start to feel like you are losing your mind! You don’t want to spend all your time creating content from scratch, there must be a better way.

Here’s where content repurposing comes in.

What is NOT content repurposing?

Simply put, repurposing content is the process of taking an existing piece of content and using it in a new way to deliver value to your audience.

However, there are some common mistakes that can make it tricky and useless if you don’t pay attention.

So, before we jump into the benefits of content repurposing, let’s talk about everything content repurposing is not.

Copying and pasting social media content from one platform to another.

Let’s be clear content repurposing is not just about copy-pasting the same caption and graphic from one platform to another. Your goal should be to extract the main ideas from a well-performing piece of content. Then you can spice them up with a different format and optimize it for the new audience and platform.

Remember you want to be intentional with your content.

Recycling old content that is no longer relevant.

Nowadays, consumers have all sorts of information at their fingertips a changing source is easier than ever. For that reason, you must ensure the information is still relevant and up to date.

For instance, if you’re talking about a social media trend that was hyped up five years ago, no one would want to read it. And there is nothing more frustrating to your audience than following outdated advice that just wastes their time.

“It’s not creating a piece of content once and repurposing forever. It’s creating an idea, building content around it specific to the channel, getting feedback, and iterating on that idea to maximize its potential.” Todd Clouser, Marketing on Easy Mode

Todd Clouser, Marketing on Easy Mode

Using material from other content creators, A.K.A plagiarism.

This is a BIG no-no, not just on content repurposing but in content marketing in general. First, because is unethical to take someone else’s work and claim it as yours.

And second, because, to be honest, is pretty basic. Your audience wants to hear from YOU and YOUR business, not to receive the same repeated information over and over.

Take the time to insert your personality and point of view into a relevant topic in your niche, and you’ll have created something original that your followers will appreciate.

With that out of the way, let’s get into what are the actual benefits of content repurposing.

5 benefits of content repurposing

1. Increase your reach to maximize your content marketing efforts and meet your audience everywhere…well, almost.

Content repurposing also allows you to reach an audience that may not have been reached before.

Let’s say that you are currently on Instagram & Youtube, and you want to start exploring putting some content on Pinterest. You can grab your video, take a snippet and use it to create another piece of content, an Idea Pin, for example.

By using the same concept to reach a completely new audience, you generate fresh content without doing it from scratch.

⚠️ Important!

Although your audience has overlaps between platforms, each of them has its unique rules & dynamics, so make sure to adjust & optimize your content to meet the requirements of the different channels & social media platforms.

2. Content repurposing expands the lifespan of your blog & social media content, saving you time & money.

In content marketing (and I would say overall in life), the motto is to work smarter, not harder.

Imagine you invest time & resources to create a really detailed, thorough long blog post. You added surveys, case studies, infographics, and beautiful charts.

You then spend hours editing and making sure the writing is on point. Only to spend more time optimizing until it’s finally ready to be published.

You end up putting about 30 hours into bringing this ONE content idea to life. After all that investment, you have to make sure it’s worth your while!

🍇 Related: How to Repurpose Content on Pinterest

Now you can take those 30 hours and leverage that piece of content by reusing it either in its entirety or pieces of it on other platforms to drive traffic back to that one blog post

Since content repurposing it’s a great way to distribute the same idea or concept in different formats, like PDFs or videos, it means that all the work, time, and money that you invested will go a long way in maximizing the results that you might have gotten for the same blog post.

3. Improve your organic presence and boost SEO rankings

Finding new ways to use a great piece of content It’s also a fantastic way to increase your SEO, traffic, and brand recognition. By having fresh (not necessarily new) content, the search engines are more likely to recognize your website as a credible source for users. This is because the algorithms take into consideration how much engagement your content gets, which means you’re more likely to appear at the top of the search results.

So, for example, if you identify a super well-performing blog post, A.K.A one that is driving tons of traffic to your site. Repurposing it is the way to go if you want to squeeze the most out of it.

4. Give consistency to your brand & reinforce your marketing message.

People need to hear the same message over and over before it starts to sink in. By getting your message out on different platforms and sizes, you are helping your audience get in all the repetitions they need before they are able to connect with your product or service.

Remember, most consumers really appreciate valuable content that helps them solve a problem or inspires them to continue a conversation through the right channels.

5. Makes content creation easier to scale

Since you don’t have to start every single video, podcast, or blog post from scratch, you can actually create one and promote it forever. This means that with the right strategy and plan, you will be able consistently put out content on multiple social medial channels.

Nothing Last For…Evergreen Content?

We’ve talked about what content repurposing is not, and we have also discussed five of its benefits, but now we are going to explore a concept that goes hand in hand with content repurposing, evergreen content.

If done right, evergreen content can become the backbone of your content strategy, and you can be ripping results for months and, in some cases, years to come.

The term Evergreen Content has been used since before 2015 and makes reference to all that content that keeps relevance regardless of time or trends. Evergreen content is characterized by having a consistent search volume or level of interest and do not experience lows and highs due to seasonality.

So, for example, a blog post about the “10 essential tools to start making jewelry as a beginner” could be considered evergreen content. In contrast, a tutorial about “How to make Christmas-themed earrings” is not.

Here are some of the most popular examples of evergreen formats to get you inspired:

1. Short-Format Videos

2. How-to’s

3. Tips and Reviews

4. Instructographics

5. Study Cases

Remember that content matters more than ever, and it is no longer the time to create content without value and optimization if your goal is to gain more engagement, exposure, and sales.

None of these formats can guarantee your content will become evergreen, but some of them can help you to direct your consumers more efficiently through their buyer journey while extending the lifetime of your social post.

“Some of the enemies of Evergreen are Sh**ty Content Marketing, SEO garbage, Churned-out Listicles, page-view optimizing republishers, shiny object syndrome, and ignorance”

Eric Jorgenson.

Tips to start repurposing your content.

If you made it this far, you are probably wondering how to get more out of your existing content. And as we previously mentioned, repurposing your content allows you to do more for your business or project with less.

We understand that you want to get going and start taking advantage of all the benefits that content repurposing has to offer, and we put together some tips to help you do that.

1. Identify evergreen content pieces

Evergreen content stands true and remains relevant, making it the easiest kind of content to repurpose and the perfect place to start.

Look through your old content and select the top-performing ones to repurpose across channels.

An easy way to think about it is to remember that if it has the words Christmas, Halloween, Summer, Winter, Easter, etc., is not evergreen as it highly depends on the season.

2. Check your content’s previous traffic performance.

Remember we mentioned that it was all about working smarter and not harder?

Well, this is where you start in order to create more of what is already working for your business.

Take a quick dive into your google analytics and identify which of your published content is bringing the traffic and start there.

3. Analyze if the content is still relevant for your audience.

When crafting your content repurposing strategy, pay special attention to the relevance of your content for the audience & the platform.

For example, a well-performing post on Instagram about your lifestyle might not be as relevant on Pinterest, where the audience is focused on their own plans and is looking to be inspired.

Being aware of current trends helps you understand what your audience is looking for and give you ideas on how to repurpose your content in order to keep it relevant to the ongoing trend.

Pinterest Trends is a great tool that you have at your disposal by simply creating a business account. All you have to do is type the keyword or topic of your blog post, for example, and it will show you the volume of interest on that topic.

Google trends are also perfect for this purpose, and the dynamic is the same type in the subject of your post, and pay attention to the audience behavior.

4. Create a plan & organize your existing content pieces

Content repurposing doesn’t need to be hard or over complicated. However, skip the plan, and you will soon find yourself banging your head against the table. A good starting point is to create an inventory of all your long-format assets, A.K.A videos, podcast episodes, or blog posts.

Then outline all the platforms each piece should be posted on & when, the format, & requirements. Believe us doing the work upfront will help you time and headaches down the road.

5. Brainstorm new formats & content ideas:

During your planning stage, quickly brainstorm all the possible channels a content piece can go to. Then prioritize them and get marked on your planner– we like to start with the ones that are the easiest and fastest to produce.

Here are some repurposing ideas for a blog post:

  1. Email
  2. Ads copy
  3. Social media captions
  4. Infographics
  6. Short-form video
  7. Medium article
  8. Linked article
  9. Lead magnet
  10. Tweet

6. Find inspiration for new content types:

If you need some inspiration to come up with different ideas to reuse your content, do not limit yourself to just looking at what your competitors are doing.

Instead, broaden your field and look at what businesses and creators in other industries are doing; you will be surprised by all the ideas you can find.  For example, using old blog content as a source for an online class is a creative way to repurpose content.

Repurposing Examples of Brands Crushing Their Content Marketing strategy.

Chiquita Banana

One of our favorite brands, doing a great job at content repurposing for several years now, is Chiquita.

They share with the audience all sorts of banana recipes on their blog. They then transform the recipes into a visual recipe card that is a perfect fit for the type of content that Pinterest users love to save.

Check out how they repurpose their content on Pinterest here 👉 Chiquita Banana Pinterest profile.

Chiquita also shares brand news & UGC (User Generated Content), and more to keep up their relevance above their competitors.

Nature Nate’s Honey Co

This brand, born back in the 70s in Texas, is a great example of how they adapt to different formats without losing the essence of the brand.

First of all, the team at Nature Nate’s honey co does a great job at coming up with delicious recipes using honey which they then turn into mouthwatering short-form videos for Instagram. They also tweak the graphics of the recipe in order to publish it on Pinterest.

Check it out!

The Holistic Enchilada

As a fellow curly hair gal, I could not forget the Holistic Enchilada. The founder Delilah is a Business Entrepreneur woman that is “on a mission to help as many people as I can embrace their natural texture without the overwhelm,” and she knows well how to reach her target audience through different channels.

Holistic Enchilada has a lot of free resources and a very useful blog to help you navigate the nuances of having curly hair. She currently distributes her content on Facebook, Instagram, Pinterest & Youtube.

One example is how she grabbed the same concept or topic from her blog post “How To Care For Low Density & Fine Curly Hair” and turned it into a short Instagram reel that got the conversation started with her audience about the struggles of having low-density hair.

The perfect way of showing that content repurposing is not about just slapping the same post everywhere but instead using the same concept and adapting it to interact with the audience on a different platform and format.

Your New Purpose: “Repurpose”

Content repurposing offers a range of benefits, but of course, the ultimate results depend on how well you understand your audience and their problems, paired with optimization.

If you want to get the most out of every marketing channel available to you. You should consider tailoring your content for each of them instead of going for a “one-size-fits-all” approach. So, don’t be backed up against the wall; instead, think out of the box! It’s time to give your existing content a new purpose.

How Can Fruitful Lab Help You Repurpose Your Content?

If repurposing your content sounds easy enough that you are ready to jump and get started, that is great!

However, unless you have a plan and unless you are creating content that you constantly repurpose, frustration is going to come back preeee-tty quickly.

We focus on helping you create a sustainable content strategy to maximize your results by leveraging the power of Pinterest marketing. Pinterest is a great channel to breathe new life into your old content and a great way to generate and diversify your website’s traffic with little to no effort.

Book a Free Consultation

If you would love to maximize your content on Pinterest but do not know how to get started, book a free consultation. At the end of our session, you’ll have a clear idea of what to do first.

Book now

About Me

Susy is passionate about growing brands' visibility and authority on Pinterest, leveraging her expertise to turn pins into powerful business tools.With a track record of driving significant traffic and engagement, she's your go-to for transforming your Pinterest presence.

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