13 tips to repurpose content like a rockstar marketer

We can all agree that "content is king," but not all of us have the time to constantly create increasingly more content.

This is where repurposing your existing content can come into play.

Repurposed content involves adding to or heavily revising your existing content to add more value. It gives you the option of potentially targeting a different audience than originally intended. And repurposed content can also simply be a way of reaching whoever you missed the first time around.

The data on repurposing is compelling. 46% of marketers identify content repurposing as the single best-performing content marketing strategy, ranking ahead of creating content from scratch or updating old content as standalone activities. 60% of marketers find that repurposed content generates more leads than original content, and companies executing active repurposing strategies see double the engagement rates compared to those relying solely on original content. Updating high-performing blog posts can boost organic traffic by 146%, making content refreshing one of the highest-return activities available to any marketing team.

Repurposing your original content:

• Saves you time
• Improves your search engine optimization (SEO)
• Helps you reach a larger audience
• Boosts your authority on the topic
• Makes the most of your past effort

The following are 13 tips to repurpose content like a rockstar marketer.

Identify your best content

Ideally, you are starting with quality, evergreen content (typically blog articles), looking for the timeless gems that have multiple angles that can be broken up and repurposed in different ways.

Take some time to review your website analytics. Depending on how far your data goes back, look at your top content by month for both page views and time spent on page. Use Google Search Console to identify which pages earn the most impressions and clicks from organic search, and Google Analytics 4 to find pages with the highest time-on-page and lowest bounce rates. These signals together tell you which content your audience already finds most valuable and which pieces have earned genuine authority with search engines.

The key is to identify all your best pieces of content and compile them in an easy-to-manage format where you can spin off and repurpose content easily.

To stay organized, consider these eight tips for creating an effective content calendar. And for a deeper look at how to measure which content is earning organic traffic, see our guide on how to check your Google search rank for free.

Create new blog posts based on what you've already done

Without grasping at straws for what to publish next, remember that great content can spin off more great content.

For example, you can break up a past listicle into individual deep-dive posts on each item. On the flip side, you can take a group of similar posts and compile them into a comprehensive summary or guide. A how-to article can become a step-by-step checklist post. A roundup of expert tips can become an individual spotlight series, giving each contributor their own feature post.

This approach is especially valuable for SEO. Companies with active blogs generate 67% more leads per month and 55% more website traffic than non-blogging competitors. Each new post you create from existing material adds another indexed page to your site and another opportunity to rank for a different keyword variation. For more on how to maximize your existing content investment, see our guide on leveling up your content marketing.

Refresh and republish out-of-date content

Similar to spinning off your original content, you can also update and republish any out-of-date content you already have.

The hard work is already done in the core of the article, but things can change after a few years or even a few months, depending on the topic. Outdated statistics, broken links, old product references, and superseded best practices all erode a post's credibility over time. Refreshing them sends a positive freshness signal to search engines and often produces a meaningful traffic increase. Updating high-performing blog posts can boost organic traffic by 146%.

Depending on your blog platform, you might want to either update the existing article and include an "Updated" note at the top with the revision date, or publish a new article and reference and link back to the original. Either approach works. The update note signals freshness to readers and to search engines. The new article approach is best when the content has changed so substantially that it deserves its own URL.

Convert into a presentation slide deck

Any blog article with statistics, quotes, and practical advice can be converted into slides, offering a more visual way to engage audiences with your existing content.

Slide decks serve several repurposing purposes: as a visual accompaniment to a webinar or presentation, as a standalone LinkedIn document post (which consistently earns strong organic reach on the platform), or as a downloadable asset on your website that captures leads in exchange for the download. Slide decks repurposed from existing blog posts require minimal additional research and can be created in a few hours.

Tools that can help with slide deck creation include Canva, PowerPoint, and Google Slides. Once created, you can share them as LinkedIn document posts, embed them in your website, or upload to SlideShare for additional distribution.

Summarize key points in an infographic

Infographics are essentially a visual outline summarizing some or all of your content. Infographics can increase website traffic by 12%, and blog posts with visuals have a 650% higher engagement rate than those without.

If your content typically includes a lot of data, infographics are a great way to package it. They make statistics and comparisons much easier to understand, and they fill in well as visual posts on social media. Data-heavy infographics also tend to earn backlinks from other publishers who want to reference or embed the visual, making them one of the few content formats that actively supports your off-page SEO.

Keep your branding consistent (colors, fonts, visual style) throughout any infographic, since they are often shared and viewed without context from your website. Tools like Piktochart and Canva make creating professional-looking infographics straightforward even without a design background.

Teach through an instructographic

Similar to infographics, instructographics are graphics that represent how-to content. You are using a visual format to show your audience how to do something step by step.

These are a great option if you have a lot of how-to or tutorial articles, since the visual format can make complex processes easier to follow than a numbered text list. Instructographics are particularly popular on Pinterest, where they consistently rank among the most saved content formats. But they can also perform well on Instagram carousels, LinkedIn, and as downloads on your website.

For how-to content specifically, consider whether the instructographic could also be converted into a short-form Reel or YouTube Short showing each step in sequence. That single piece of how-to content, originally a blog article, can now live as an instructographic on Pinterest and a short video on three other platforms simultaneously.

Don't be afraid to repost on social media

There are a couple of facts about social media that many brands can forget:

• Not everyone sees everything you post.
• Even people who have seen something in the past are unlikely to remember it now.

This leaves your social media publishing efforts ripe for resharing your best, timeless evergreen content. For example, a tire shop could easily repost its winter driving tips before every major storm in its region. 48% of social media marketers share similar or repurposed content across platforms with minor adaptations, and that figure continues to grow as the content production demands of multi-platform marketing increase.

Mix things up when reposting by changing the caption, updating the visual, or framing the content from a different angle. A blog post that generated strong engagement six months ago can reach an entirely different portion of your audience today, especially on platforms like Facebook and Instagram where organic reach means most followers did not see the original post anyway.

At a loss for what to do on social media? Consider leveling up your skills with any of these 17 free online courses.

Develop an email series for new subscribers

A well-developed blog article can easily be converted into an automated email series.

For example, you can leverage a tips article by sending one tip per email over a series of days or weeks. Flesh out each email with additional context and visuals to make it more engaging than just the original bullet point. Then offer this email series to new subscribers as part of your welcome sequence. The pace is up to you (daily, every two to three days, or weekly), but communicate the cadence in your initial email so subscribers know what to expect.

This repurposes your existing content while simultaneously serving as a lead generation tool and a subscriber welcome experience. It is one of the highest-leverage content repurposing moves available because it turns a single piece of content into an ongoing automated touchpoint that works for every new subscriber indefinitely. See our guide on how to build a welcome email series that engages new leads for more.

Not sure how to build an automated email series? DailyStory makes it easy. And for best practices, dive into these 14 best practices for email drip campaigns.

Create an ebook

Often referred to as premium content, many ebooks actually began as blog posts. A blog article that performed well and generated significant reader interest signals that there is an audience ready for a deeper treatment of the same topic.

Identifying a blog article where you can dig deeper is ideal for developing an ebook. Guides are a common approach: "The Complete Guide to..." Another popular approach is compiling a series of related posts into one comprehensive resource, or collecting insights from multiple interviews or case studies into an expert advice ebook.

Remember to include an introduction, table of contents, and conclusion, which differentiates an ebook from a standard blog format. Consistent branding across every page is also important: add your logo, brand colors, and website URL so the asset is identifiable when it is downloaded and shared outside your site.

Canva is a great option for designing an ebook even without a design background, with a library of pre-built ebook templates. Use your finished ebook as a lead generation asset on your website: gate it behind a simple form and deliver it automatically to anyone who opts in. See our 12 strategies to capture leads without annoying everyone and learn more about premium content and how you can leverage it in your marketing.

Consider a presence on Quora

Quora is a question-and-answer platform that gives you an easy opportunity to repurpose existing content. When someone asks a question that your blog post already answers, your existing content gives you a ready-made, authoritative response.

You can use your content in your replies to questions or adapt sections of it into Quora Space posts. Quora answers that are genuinely helpful often surface in Google search results, giving your content a second organic distribution pathway beyond your own website.

If you are not familiar with the platform, create a free account and start following Spaces related to your brand and expertise. Quora is also a great place to discover what questions people are actively asking, which can help you brainstorm new content topics and FAQ sections for your website. For more on using platforms like Quora as part of a broader low-cost marketing strategy, see our 18 low-cost marketing ideas for small businesses.

Consider guest blogging

At first, guest blogging might sound like a requirement to develop a lot of new material. It does not have to be.

You can easily take an angle or subpoint from an existing blog article and develop it into a guest post, then link back to your original piece for readers who want to go deeper. The guest post gives the host publication something genuinely new (a focused article on a specific angle), while the backlink to your original piece builds your domain authority. Guest blogging done this way is one of the most efficient link-building strategies available, and it requires far less effort than creating a completely original piece for every opportunity.

See our 10 tips to build up your personal brand and grow your business for more on how to establish the kind of authority that earns guest blogging invitations.

Think multimedia

Videos and podcasts are a great way to repurpose written content. Not everyone has the time or inclination to read a 1,500-word article, but many of those same people will happily watch a five-minute video or listen to a 20-minute podcast episode covering the same material.

Adapting your written content into video is particularly high-leverage in 2025 and 2026. Short-form video delivers the highest ROI of any content format, with 49% of marketers naming it their most valuable channel, and 73% of consumers prefer watching a short-form video to learn about a product or service. A single blog post can yield a YouTube video, a series of short-form Reels and Shorts, and a LinkedIn video, each reaching a different segment of your audience without requiring the research overhead of a completely original piece. Podcast production costs have dropped 60% since 2024 due to AI editing and transcription tools, making audio repurposing significantly more accessible.

We have more reasons why businesses should be creating more videos as part of their marketing strategy. You do not have to be a video-editing expert to get started. Check out these video editing apps you should know about.

If you are looking for inspiration on what types of video to create from your existing content, check out these 10 types of marketing videos to get started.

Host a webinar

A webinar is a combination of the presentation and video repurposing approaches, but with the added benefit of live interaction and the credibility that comes from a real-time audience.

You will likely want to make your first few webinars free while you test the format and build an audience. Practice before going live (even on a familiar platform like Zoom), and plan a promotion campaign around each webinar in advance. Email your list, post on social, and consider a targeted ad to drive registrations.

Here is an important point worth knowing: it is okay if no one shows up to a webinar. Why? Because you can record it and reuse that recording in multiple ways moving forward. A 45-minute webinar recording can become a YouTube video, a series of short social clips, a transcript that becomes a new blog post, audio extracted for a podcast episode, and slide images for a LinkedIn carousel. One live session, repurposed across five different formats and platforms.

Check out our 12 expert tips for hosting your first webinar.

In conclusion

Your effort to repurpose content should be a regular part of your normal publishing process. Sometimes, we get so locked into creating new content that we forget the value of what we have already done.

If you can commit to reviewing past content for new repurposing opportunities, you will benefit from the saved time, the new audiences you reach, and the compounding SEO and engagement benefits that come from giving your best content multiple lives.

For more on building a content strategy that works efficiently at scale, see our guides on leveling up your content marketing, 8 steps to create an effective SEO strategy, and social listening and crowdsourcing for content ideas.

Want to save even more time with your digital marketing process? DailyStory specializes in automation, email marketing, audience segmentation, and more. Level up your process and schedule a free demo with us today.