See How These 11 Businesses Repurpose Content

“Content repurposing is nothing but rephrasing and rewriting old content to share on new channels.” 

False! If you used to believe the same, now you know better. The truth is repurposing content involves taking one form of content, such as a blog or an article, and converting it into a new format, like a YouTube video or a Tik Tok. 

By repurposing content, you don’t need to assign additional resources or budget to create new content for every platform. All you need is one high-quality piece of content. Don’t believe me? Then these content repurposing statistics will definitely change your mind. 

Let’s see how. 

Work Smarter, Not Harder: 7 Common Ways to Repurpose Content     

Before we move on to real-life examples, here are the 7 most common yet effective ways to repurpose content. So you never run out of fresh content ideas. 

1. Repurposing digital guides into online courses
2. Turning blog posts into infographics
3. Turning blog posts into case studies
4. Turning eBooks into blog posts and vice versa
5. Repurposing blogs into video content for Instagram, LinkedIn, Facebook, etc. 
6. Including expert views and quotes in already published blog posts or videos. 
7. Turning blog posts, case studies, and eBooks into a PPT deck for SlideShare and LinkedIn.

11 Businesses to Learn How to Repurpose Your Content  

At least 11 brands are repurposing content to their advantage. So, if you want to jump on, find inspiration here. 

1. SEMrush – Turning Research Reports into Online Courses

SEMrush repurposed their online report into a free course | Source

There is hardly any content marketer or digital marketer who hasn’t heard of SEMrush. They’re the go-to brand for content repurposing examples. But here, we’re only going to cover one: how they repurposed their online report into a free course!

To boost engagement with their prime target segment, content marketers, they took their online PDF guide titled “The Ultimate Guide for Content Marketers” and turned it into an online course. 

Results

What was once a dense comprehensive document now became an interactive and insightful resource. Several content companies and professionals were even willing to pay to take the course.  

SEMrush saw a large number of enrolments, 8000+ to be precise, and a 10% rate of completion. Repurposing content this way helped SEMrush boost brand awareness and visibility. It also helped establish itself as a thought authority among its users. 

2. Saie – Turning Instagram stories into newsletters

Saie repurposed their Insta stories into a newsletter | Source 

From B2B to B2C, an American makeup brand Saie claims they are clean, meaning sustainable. And they wanted to carry this message to hundreds of potential users on social media. To do this, Saied shared multiple stories about their initiatives to remain carbon-neutral and plastic-negative on Instagram. 

While these stories got a substantial number of views, they only remained on the portal for 24 hours, as is the case with Insta stories. Saie realized to etch themselves in the memories of their environmentally forward users, they must repurpose these Insta stories.

For this, they waited for the right occasion, and on Earth Day 2022, they pulled out their archived Instagram stories and converted them into a newsletter. This newsletter had the same stories, except now they were laid out in more detail. 

3. Search Engine Journal – Turning blog series into free eBooks

SEJ repurposed their blogs into an e-book | Source

Search Engine Journal is widely accessed by data wizards and marketers around the globe. One of the ways they keep their readers hooked and provide more value is through content repurposing. 

Here’s one example of the same. To date, they’ve converted not just one but a series of their blog posts on content marketing into eBooks on SEO, social media, content marketing, and more.

Where users could access ten free articles on different aspects of content marketing, they now also have access to a more comprehensive eBook to refer to whenever required.   

4. Wyzowl – Turning comprehensive research reports into infographics 

Wyzowl, the self-proclaimed all-in-one animated video production company, realized their target market was not interested in reading dense market research reports. Since most of their customers come for video production, giving them text-heavy content didn’t make sense.

But they had already invested resources in crafting a detailed and insightful research report on video content production replete with relevant statistics. So, how did they get traction for the same content? By repurposing it, of course. 

Results

They broke down the key highlights of their report and started posting them as statistics and infographics on their various social media handles. As a result, their views went up, and they could engage new, potential customers who would comment on their posts.  

Source

5. Hootsuite – Turning a survey report into blog posts and YouTube videos

One of the world’s most used social media management platforms, Hootsuite, turned their not-so-popular DIGITAL 2021 REPORT into blog posts. 

Mind you, while some of these blogs were lengthy and comprehensive, like Reels Grew By 220M Users in Last 3 Months (And Other Jaw-Dropping Stats), the other ones carried plucked highlights from the report.

Source

They did not stop there. Hootsuite created unique YouTube videos to make their content even more snackable and posted them as summaries on the very pages that carried long and short blog posts. 

Safe to say, they went all out trying to grab eyeballs. This is why you will find Hootsuite’s repurposed content across diverse platforms – from Twitter to even Facebook.

6. Moz – Turning a lead magnet into a dynamic web page

Marketers at Moz, a digital marketing automation software, did something unique when they set out to repurpose content. They converted a Google Doc template featured in one of their blog posts from 2014 into a web page.  

With the help of basic data analytics, they realized their readers didn’t want to engage with the blog and only wanted to look at the template. So, what did they do? 

Hear it from the horse’s mouth – in this case Crawford from the Moz team. 

“I pulled the information from the document, updated the content, broke it into easily digestible sections, hosted it as its own one-page guide on the site, added contextually relevant CTAs throughout, and redirected the original blog post to the new template page.”

The result? “Now, the new page is discoverable on Google, earns a steady amount of traffic, and actually drives conversions, no longer hidden within a Google doc in an ancient blog post.”

7. Matthew Woodard – Turning published blog posts into LinkedIn articles

From brands to individuals who are the brand, we should look at all possible examples of content repurposing. This is where Matthew Woodard, a celebrated blogger within the SEO industry, shines brighter than most. He made an excellent case for content repurposing when he repurposed his previously published blogs into LinkedIn articles. 

By doing this, he breathed life into his old content. What he did was not only rehash his previous blog posts but also take inspiration from them to create follow-up articles for LinkedIn.

Results

As a result, he grew his follower base by 300+ people and businesses within a few weeks (a rare feat on LinkedIn for an individual brand!). Imagine the time, effort, and money he saved by simply repurposing a few old blogs and publishing them on a new channel. 

Simply put, creating content from scratch would have proved ineffective, whereas repurposing some of his top-performing works brought him good returns with minimal effort.

Additional reference: cross-check Matthew Woodard’s LinkedIn publications with his official blog site.

8. Buffer – Turning user-generated content into posts for social media 

Buffer kept the dialogue alive by repurposing their Tweet into a LinkedIn post | Source 

Yet another simple but brilliant example is from Buffer, demonstrating how they repurposed a simple Tweet into a LinkedIn post above. 

Buffer’s social media manager tweeted a simple question asking followers and the general public for book recommendations. Instead of sharing the responses on Twitter or leaving them hanging in the comments section, where they would lose engagement almost instantly, she quickly compiled them and repurposed them into a graphic for LinkedIn.

This ended up being a conversation starter and saw a ton of engagement on LinkedIn. The post also got a lot of reposts, which garnered Buffer more followers. 

But the story doesn’t end here! Buffer continued to ask for more book recommendations and kept the conversation going. This helped them create an open dialogue with their LinkedIn community and continue the Twitter conversation with their LinkedIn followers.   

9. Content Marketing Institute – Turning blog posts into a book

By now, you may have realized it’s easier to repurpose long-form content into short-form content. But the opposite is also possible – rare but doable. And Joe Pulizzi has mastered this art! 

One of the world’s top content marketing authorities and the founder of the Content Marketing Institute, Joe Pullizi, committed to publishing a book titled Epic Content Marketing in 2013. 

Results

Of course, the book performed very well and earned him and CMI even more credibility and thought authority.

But do you know it was produced on repurposed content? Pullizi required 25 chapters worth 2000 words each to complete the book. Churning this quantum of fresh content was an uphill task, especially since he was a busy man struggling to find daily hours to write. 

So, he devised a strategy to kill two birds with one stone. Instead of writing a whole lot for the book in each sitting, he would produce content relevant to LinkedIn posts as well as the blog site of the Content Marketing Institute every week. 

He then repurposed these very blog posts into book chapters by elaborating on them as the deadline approached. The book went on to become a success.  

10. Copyblogger – Turning blog posts into slide decks

The content marketing tools and training company, Copyblogger, created one high-quality blog post, “The 3-Step Journey of a Remarkable Piece of Content,” and repurposed it into a slide deck to publish on SlideShare.

The 3-Step Journey of a Remarkable Piece of Content from Copyblogger.com

Results

Where a thoroughly researched and well-written blog post was not garnering as many views and comments due to its length, the Slide Share PPT earned Copyblogger 38,000 plus views and counting!  

11. Convince and Convert – Turning videos into a variety of content

Convince and Convert provides marketing consulting services and is known to produce high-quality content. But what they are less known for is the way they repurpose content. 

In a blog post, Jay Baer, their founder, shares their secret sauce to repurposing. He typically creates 2 to 3 short informational videos, at least two or three minutes long, every week. He then scopes as many ways as possible to repurpose them for a wider audience reach. This can include infographics, podcasts, blogs, social media posts, and others.  

Ready to Renew Old Content? Don’t forget the #1 Tip for Content Repurposing

Content repurposing works wonderfully, there are no sure bets. If you repurpose every content you ever published, you won’t see tremendous results. 

Instead of doing that or creating content from scratch, use data to assess which content pieces are performing well, then repurpose them and distribute them across different digital platforms.

Content repurposing is a sure-shot way to fill any gaps in your publishing schedule and drive more organic traffic to your website. Just make sure you’re providing backlinks to the original posts. 

So, take inspiration from these 11 examples I have listed above and soldier on!

About the Author