How To Repurpose Content Across Different Channels (8 ways)

Creating fresh and unique content is naturally expected of you as a content marketer. But inevitably and more often than you’d want, you’ll find yourself staring at a content wall. During such moments, you feel that you already said everything there is to say- in which case you are essentially stuck.  

Fortunately, there are several ways to get past this content block. For one, you can always breakthrough with your creative genius if you are patient and determined enough. But this can be a really frustrating process. So, we will discuss a more convenient and arguably equally effective approach to keep content flowing; content repurposing.

What is Content Repurposing?

Also known as content recycling, content repurposing involves re-using existing content to expand your campaign’s reach.  

You basically take content that you’ve already created and present it in a new format(s) across multiple channels.  

Repurposing old content comes with several benefits. For instance, it saves you a lot of time. Rather than waiting for some inspiration to lift the embargo on your creativity, you can immediately get to work with what you already have. You already know the scope of the content you want to work with.  

Yours is to reshape and redistribute it, which is generally faster than starting from scratch.  

Repurposing also helps increase your overall reach. For example, some people can’t/won’t read your posts on your website but will gladly do so if it is presented in the form of a social media post. There are also those who prefer podcasts/videos to reading and vice versa.  

By distributing your content across multiple channels, you get to these audiences exactly where they want to be, further widening the scope of your reach. Finally, repurposing can give you an SEO boost. This is especially the case if you are linking back to your website. When you have multiple links from different mediums pointing back to your website, search engine crawlers may recognize you as an authority in the niche and increase your rankings.

8 Ways to distribute content across different channels

Turn blog posts into Twitter threads

Twitter is an interesting place to be. And with around 210 million active daily users, it’s also a gold mine of prospects for digital marketers.

But you can’t always come up with an interesting tweet that will top the trending charts, can you? And on the other hand, you probably have a blog post that’s doing good, but you also feel that it could do with a wider audience.  

So, why not put the main points of such a post into a Twitter thread and let the bird app do its magic? If it is especially informative, your blog post-come-Twitter thread is bound to attract a lot of relevant attention. And if people like your content, you can always lead them back to your website or keep gracing their timelines with more pieces while establishing yourself as an authority.

Turn blog posts into infographics

Another excellent way to repurpose and distribute your content involves turning your posts into infographics.  

This is especially the case if you have a long-form content piece with lots of statistics and data. The best thing about this approach is it allows you to incorporate visuals into your new content. So, your target audience will find it more engaging and easy to interact with than if it was a paragraph-format post.  

Converting your statistical blogs into infographics also opens up a whole door to distribution possibilities. You can share the infographics in emails, post them on social media, place them within other blog posts, or even create short informative videos.

Turn blog posts into ebooks

Long-form blog content can also be converted into ebooks, helping you create educational value for your audience in the process.  

Now, in this case, you can expound on key elements of the subject of your content. This means that your ebook will be an in-depth exploration of whatever content you already have. Alternatively, you can combine multiple pieces of related content into one big comprehensive ebook. You can then email it to your audience or promote it on social media to anyone interested.  

Whatever route you choose to go with repurposing your text into an ebook, rest assured that it is a viable means to improve your brand content equity.

Publish blog posts in social media groups like Linkedin

Linkedin is a pretty powerful tool for content marketing. Thus, distributing your content in a Linkedin post will be of great help to your campaign.  

And if you are in a group centered around your particular niche, your chances of success become significantly higher. The good thing about Linkedin is that you don’t have to apply any changes to your articles- at all. You can simply copy and paste the entire piece, and you’ll be good to go. In addition, Google indexes Linkedin articles.  

This means that linking back will increase your page authority and direct more organic traffic your way on top of reaching a wider audience.

Convert ‘how to’ articles and other relevant website content into Youtube videos

Still on website content, you can also convert it into videos. This is crucial because video is arguably the biggest form of content right now.  

Research shows that consumers are twice as likely to share video content than any other form of copy. 54% of consumers also want to see more video content from their preferred brands. So, if you want to put your content to good use, you must harness the power of video. The best platform to do so- for long-form content at least- is Youtube.  

There is just so much you can do on the platform. For instance, you can make tutorials using your ‘how to’ articles. You can also convert your more interesting articles into scripts and create a video discussing the subject matter. And if you don’t feel confident showing your face, you can always do voice-overs with animated characters.  

This is actually a super engaging and appealing way to present your Youtube videos. And remember your infographic’s content?

You can create informative infographics videos with those. The secret to repurposing your written content into videos is not to say everything word for word as it often feels robotic. Thus, it won’t allow you to connect with your audience on a personal level. So, play around with the script to make it a little more conversational and leave room for flexibility when recording. That way, you can insert a question, joke, pun, or story whenever the inspiration pops up during recording.

Youtube videos into TikTok, Instagram reels, and Twitter videos

With your Youtube videos, you don’t want them on Youtube alone; that is unless you’ve signed an exclusivity deal with the platform, in which case you’ve pretty much made it. For those trying to make it, it’s best to put your video content on other platforms, like Tik Tok, Instagram, and Twitter.

You don’t have to post the entire video. In fact, you should only post short sub-one-minute or two-minute clips. Cut a small interesting section of your youtube video and post it to your Insta reels, Twitter, or Tik Tok account and link back to the full video.

Convert Youtube videos into blog posts and lead magnet pdfs

You can also reverse your approach and convert Youtube videos into blog posts and lead magnet pdfs.

For this, you need to download the transcript of your video and edit it into an article. If it’s an especially long video or a series of related ones, it is also quite possible to repurpose the transcript(s) into lead magnet pdfs.

Repurpose your blog post and video content into podcasts

Some people don’t have the time to sit and read an article, browse through social media, or watch a video.  

Fortunately, that doesn’t necessarily mean that they are out of your reach.

You can always harness the power of podcasts. Podcasts are an excellent way to connect with your audience on a personal level. You’re not bound by the many rules that haunt written content. Rather, you can narrate your personal experiences and hold lighthearted conversations while promoting your product or service.

Podcasts also let you connect with younger audiences. Millennials and Gen Z are riding the podcast wave. So, if you generate content that may interest them, repurposing it into a podcast will be a great idea. While podcasting, you don’t have to read the articles word for word or even create a script; just keep note of the key topics and let your natural conversation skills shine.

Final Take

Content will always be king. But for your content to truly reign, you need to expand the scope of its empire.  

That’s why repurposing and distributing existing content across multiple platforms is such an effective strategy. It gives your content marketing campaigns a wider reach across different audiences, all while saving you time. However, repurposing content also carries the risk of sounding repetitive. This is why it is important to breathe some new life into your content, depending on the channel you’re using.