Content repurposing means taking material you have already created and adapting it for different formats, channels or audiences. A research report can become a webinar, an article series, social posts, charts and sales slides. Done well, it gets more value from expensive work such as research and expert interviews. Done badly, it produces the same content copied onto every platform without adapting to how people use each one.
Common repurposing paths
The most efficient programs plan one substantial core piece and derive smaller pieces from it.
- Webinar to on-demand page, blog post, video clips and quotes
- Research report to landing page, charts, press pitch and talk
- Podcast episode to transcript page, article and clips
- Long guide to email course, slide deck and social threads
- Customer interview to case study, quotes and sales snippets
Adapting rather than copying
Each format and channel has its own expectations. A transcript is not an article; it needs restructuring and editing. A blog post pasted into a social platform reads poorly. Rewrite for the format, keeping the underlying ideas and evidence.
Publishing the same text on several URLs of your own site can create duplicate content. When repurposed pieces live on your site, make each one meaningfully different or point to one primary version.
Example
One study, many assets
Hypothetical company Larchwyn sells hiring software and runs a survey of hiring managers each year. From one survey it produces a report, a findings page, a webinar with two respondents, six short articles on individual findings, chart graphics and a slide deck for sales. All of them link back to the findings page.
Common mistakes
Copy-paste across platforms
Content that ignores the norms of each platform tends to perform poorly there.
Repurposing weak content
Turning a thin article into ten thin posts multiplies the problem. Start from material worth spreading.
Questions
Not if it is genuinely adapted into a different format with different text. Publishing the same text at several URLs is duplication and should be consolidated or canonicalized.
