How to Repurpose Content to Maximize Your Reach

Being a business owner requires that you attract the attention of your audience by creating assets like blog posts, videos, and more. However, creating content can take up a lot of time, and as a business owner, you probably don’t have much of that to spare.

Don’t worry, there’s a solution: repurpose content.

In a nutshell, repurposing content means finding ways to recycle existing content that has already been shared. The idea behind repurposing is that once you create a valuable resource, you can reuse it in other ways to attract even more site traffic.

Why bother repurposing content?

Repurposing content is a tried-and-true way to be more strategic about how you’re consistently creating site content.

How you create content is probably working for you, but that doesn’t mean you’re maximizing your potential. There are online platforms where your prospective supporters spend time, and you might not be reaching them yet. Future customers who haven’t heard about your business (because they consume different types of content than what you typically produce) can be reached by creating new types of media like videos or podcasts over blog posts.

Think of it this way: you might be doing a disservice to people by not telling them about your product or service, especially if it’s something that might dramatically improve their lives.

People prefer consuming content in different ways. You can reach more people by reformatting your content into podcasts, graphics, or videos. People like having choices, and your site visitors will be grateful to have multiple formats to choose from.

Speaking of which, the internet is a treasure trove of content. Some might even find it too overwhelming to go looking for a particular piece of content. All this to say that once you publish something, it might disappear into the black hole of the internet faster than you can say, “Sign up for my email list!” So, your republished or repurposed content might be new to someone, even if it’s already been live on your site for months.

How to get started

First, determine which of your posts has been the most successful and popular with past audiences. Looking for posts that are worthy of repurposing is essential to reach your goal of building trust and authority with your audience.

Head over to your statistics (or take a look at Google Analytics if you’re a Pro plan user) to determine what is the most popular. These pieces of content will have the best chance of resonating with a new audience.

Next, you’ll want to find evergreen pieces, or content that isn’t specific to a time or season. If you have a DIY crafting blog, for example, a post about making Christmas decorations isn’t the best piece of content to repurpose during the summer months. But a blog post on selecting the best type of yarn for knitting projects is relevant any time of year.

Once you’ve identified popular evergreen content, think about where your supporters hang out and what types of content they would be interested in. This will help you decide exactly how to repurpose it.

For example, imagine that your target audience consists of freelancers in search of a software solution for organizing their projects. You already have a blog post comparing a few project management tools. To repurpose this piece of content, you could share the most important information from it in a webinar, and then demonstrate some of the tools so that your audience can see them in action.

That’s it! Now, you’re ready to repurpose content and reach a wider audience than ever before.


Sarah Li Cain

A B2B and personal finance writer who has appeared in publications such as Credit Karma, Magnify Money and Lending Tree.

More by Sarah Li Cain

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