13+ Powerful Content Repurposing Statistics for 2023

Cost-effective, time-saving, versatile, enhanced SEO, and better engagement – welcome to the world of content repurposing!

What’s content repurposing, again? It’s simply recycling but for your content. It’s like giving an old building a fresh coat of paint and watching it come alive again. Okay, that’s enough with the analogies. But seriously, content repurposing can be a game changer for your business.

You make the most of your available content and reinforce your key messaging while improving brand recognition and credibility.

So why create something from scratch every time? Repurpose old content into fresh formats and share with new audiences. It will get you improved reach, more eyeballs, and more returns from the same content, 

If you’re still not convinced, here are 14 powerful content repurposing statistics for 2023 that’ll change your mind.

content repurposing statistics

14 Content Repurposing Statistics to Prove It’s the Holy Grail Content Marketers Swear By

1. Content Repurposing is on Every Marketer’s To-do List

And by ‘every’, I quite literally mean it. ReferralRock conducted a survey to dig deeper into content recycling and what marketers think of it. And the results did not disappoint. 

According to the survey, a whopping 94% of marketers repurpose their content. The remaining 6% plan to include it in their marketing strategy in the future. It is worth noting that the respondents also had a third option – ‘No, we don’t plan to repurpose content’. But surprisingly, this option got 0 votes! 

If this doesn’t scream the importance of content repurposing in your marketing strategy, I don’t know what will. 

Or maybe I do.

2. Repurposing Existing Content Leads to Successful Marketing Campaigns

According to SEMrush’s State of Content Marketing Report 2023, 42% of marketers say updating and repurposing existing content led to successful marketing campaigns. It effectively maximizes your resources, improves SEO, expands reach, builds brand awareness, and boosts engagement.

But don’t take just my word for it. Let’s look at other powerful content repurposing stats that make it every content marketer’s favourite strategy.

3. Content Repurposing Drives Better Results

Let’s revisit the same ReferralRock survey. When asked about the best content marketing strategy (out of content creation, content repurposing, and updating old content) that delivered the best results, 46% of marketers pointed to content repurposing.

Recycling existing content for different channels and mediums boosted engagement, generated high-quality leads, and increased conversions. 

This is simply possible because content repurposing allows you to customize content for different platforms, tailoring it to the specific preferences and pain points of each platform’s audience. This automatically improves engagement, making them more likely to convert.

Content repurposing statistics for 2023

Source: ReferralRock

4. Rising Popularity of Business Podcasts

Content repurposing isn’t just limited to videos, infographics, and social media posts. With millennials and Gen Z making up a significant chunk of your target customers, you need a communication strategy that also appeals to these two prominent groups. This is where podcasts are a no-brainer.

According to a HubSpot report, 82% of marketers plan to continue the same amount or increase their investment in podcasts and other audio content. What’s in it for you? More leads and conversions. 54% of podcast listeners are more likely to consider your brand if they hear about it in a podcast.

5. Content Repurposing is Cost-effective

65% of marketers agree!

Let’s face it. Marketing is expensive, and creating fresh content for every new campaign can quickly add up the bills. 

Content repurposing is your saviour. It allows you to make the most of your existing content and maximize ROI. It also helps you save time and resources that you would’ve gone to creating new, original content from scratch.

For example, you can turn a blog post into a podcast or a video to reach new users on different platforms.

6. Content Repurposing is Less Time-consuming

By its very nature, content repurposing is picking up an existing piece of content and adapting it for new channels and formats. Thus, you don’t have to spend time creating new content from scratch every time. 

In fact, when it comes to generating impressive results with the minimal time taken, 48% of marketers prefer content repurposing.

7. Use Videos to Reach More People

So, you’ve spent days researching and nailing the SEO to finally publish a 2000-word how-to blog. Great! So why not make the most of your efforts and turn it into a YouTube tutorial too?

Because as informative as your blog may be, you will still have customers who prefer watching a video tutorial to reading a long-form blog. Repurposing your blog into a video not only makes it easier to reach new audiences but also makes your brand more memorable.

This is because adding a visual to the information you share increases the chances of your audience remembering your brand by 65%.

8. Infographics Continue to Soar

One of the most popular forms of repurposing content is creating infographics. And while they’ve been around for a while, their popularity continues to grow in 2023. 

Here’s why infographics are a marketer’s favourite:

9. Content Repurposing Increases Website Traffic

Repurposing existing content helps you optimize it for existing channels and formats, making it more discoverable to new audiences. And when more people know about your brand, they are more likely to flock to your website.

15% of respondents in the ReferralRock survey believe increased website traffic is one of the biggest benefits of content repurposing.

You can simply turn a blog post into a video or an infographic and share it on different platforms like YouTube, social media, etc., to reach new audiences.

Source: ReferralRock

10.  Turn an Actionable Blog into an Email Nurture Campaign

In 2023, we’re taking content repurposing a notch higher. If you have a comprehensive blog that offers actionable insights, turn it into an email nurture campaign for your subscribers. This way, you can provide more personalized and targeted content to your audience while nudging them to take action.

That’s probably why 69% of marketers rely on email to distribute content. 

For example, if you have a blog post outlining a step-by-step guide for a specific process, you can repurpose it into an email nurture campaign by breaking each step into a separate email message.

When your audience receives relevant and valuable content that is personalized, they are more likely to engage with you and convert.

11.  Marketers Continue to Improve Media Mix

Have you figured out which channels are working best for you? Or you’re planning to switch your media mix strategy?

According to a HubSpot study, 45% of marketers say they will stick with their media mix, while 41% plan to change it. But no matter which category you fall into, content repurposing will help you ace your media mix game.

According to the study, the top media channels range from blogs and videos to social media and email marketing. By repurposing existing content, you can easily optimize it to fit these channels, saving time and resources while expanding your reach and boosting engagement.

 12. Long-form Content Maintains Its Supremacy

While social media posts and infographics are popular for their bite-sized content, Mackayla Paul, Content Marketing Manager at Pragmatic Thinking, believes that long-form content like blog posts and whitepapers are here to stay.

But that doesn’t mean you can’t repurpose them. Evergreen blog posts work supremely well as podcast scripts. You can also trim your podcasts to create YouTube shorts or share them on Instagram and LinkedIn. 

As for whitepapers, you can turn them into video courses to further establish thought leadership.

13.  Resharing the Same Content on All Platforms Won’t Cut It Anymore

According to a Hubspot report, 17% of social media marketers share the same content across all platforms. But this strategy won’t deliver the results you’re expecting. 

No, I’m not asking you to create fresh content for every platform you’re targeting. That’ll totally defy the purpose of this blog. Instead, understand each platform’s unique algorithms and audience preferences and tweak your content accordingly.

14.  Content Repurposing Helps You Stretch Your Content Marketing Budget

Content repurposing helps you realize the full potential of your content without wasting your marketing budget.

Amy Woods, Founder and CEO Content 10X, says content repurposing is the best way to stretch your marketing budget. 

“Consider how to promote that content over time and repurpose it to produce more high-value pieces. It will help you get the maximum return, connect with a broader audience, and eliminate wasted time, effort, and budget.”

Wrapping Up

So, there you have it! 14 powerful content repurposing stats that prove it is the ultimate MVP of your content marketing strategy.

From boosting website traffic to reducing your expenses, content repurposing is an excellent way to make the most of your efforts. So go ahead and turn your old blog posts into a snazzy new infographic, or transform a webinar into a series of social media posts. The possibilities are endless!

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