Email newsletters are still sitting in drafts. Social posts are waiting to be written. Blog updates are overdue. The pressure to create fresh content can feel overwhelming. But here’s something many miss: your best new content might be hiding in plain sight. And technically, that’s not new content but that’s where the art of content repurposing comes in.
Most marketing teams are sitting on a goldmine of valuable content that’s barely scratching the surface of its potential. That podcast episode you recorded last month? Those webinars from last quarter? Your latest sales deck? Even those conference presentations from last year? Each piece can work much harder for you.
Some people love diving into detailed blog posts. Others prefer watching quick videos. Many catch up on podcasts during their commute and also at their desks. When reshaping content for different formats, you’re not just being efficient – you’re making sure your message connects with people in ways that work for them.
The most effective content repurposing starts with solid source material. Think about the content’s future potential. Could this blog post become a video series? Do you think this webinar spawns several shorter tutorials? The more comprehensive your original piece, the more opportunities you’ll have to reshape it later.
Email marketing: One repurposing destination
Email marketing constantly needs fresh, valuable content – and repurposing helps fill that need efficiently. Those insightful conversations, expert tips, and unique perspectives from your podcast episodes, blog posts or webinars can be expertly woven into engaging email sequences. Your episodes are packed with precisely the kind of authentic, valuable insights your email list craves.
At times, content that starts out as an email can also be repurposed as a blog post.
The power of podcast repurposing
Take a typical podcast episode. What starts as an hour-long conversation can spark dozens of valuable pieces. Your guest’s insights might perfectly fit an email newsletter. That compelling story they shared could become a powerful social post. The practical tips they offered? Perfect for your next team training session. Those unexpected moments of brilliance that happened naturally in conversation often make the most engaging content.
Podcasting offers unique repurposing opportunities. Those intimate conversations often reveal insights that resonate across multiple channels. When you guest on industry podcasts, you’re creating content that can showcase your team’s human side while building thought leadership. Those authentic moments can be transformed into LinkedIn posts, profile features, and engaging email content.
For particularly strong episodes, I encourage you to consider including them prominently on your professional profiles. These appearances work as your highlight reel, giving visitors an immediate taste of your expertise and personality. The key is identifying those golden moments where you shared unique insights or told a compelling story.
Video: The social media supercharger
With LinkedIn and other platforms pushing vertical videos, transforming your content into short video clips has never been more important. Those golden moments from podcast episodes or webinar presentations can become compelling 30-to 60-second videos that catch attention right where your prospects spend their time. When you spot a moment that makes you think “everyone needs to hear this” – that’s your cue to clip it.
Making your blog work harder
Your blog posts aren’t one-and-done content pieces. Each article can spawn multiple social media updates, email newsletters, and even video scripts. The key is identifying the standalone insights that can be extracted and presented in new ways. Those detailed tutorials, research findings, and expert insights are exactly what your prospects want to see in their inbox.
Sales content: A repurposing goldmine
Don’t overlook sales content when considering repurposing. Product videos, customer testimonials, and sales decks often contain perfect material for social media, email marketing, and training materials. Customer success stories can be particularly valuable, as they can be adapted for different audiences and platforms while maintaining their core impact.
Remember the human element
In all repurposing efforts, maintain the human connection that made the original content compelling. Those authentic podcast conversations, genuine customer testimonials, and real-world examples bring credibility and relatability to your content. Don’t lose that authenticity when transforming content for new channels.
As tools and technologies evolve, content repurposing will become even more streamlined. But the core idea stays the same: create valuable content once, then find multiple ways to share that value with your audience. The key is identifying those moments that make viewers stop scrolling and pay attention to you.
Smart content repurposing isn’t about doing less – it’s about getting more from the work you’re already doing. Think strategically about reusing and adapting content, and build a more efficient marketing operation while delivering more value to your prospects.