The Art of Repurposing: Working Smarter with Content Creation
Content that performs well doesn’t have to be confined to a single post.
Just because you use a concept once doesn’t mean it can’t be reshaped into something else later on down the road. In fact, that’s precisely what the best marketers (and even your favorite influencers) do. If you’ve noticed creators repeating specific themes, like “day in the life” vlogs, food reviews, or recurring challenges, then you’ve seen repurposing in action. It’s a testament to their creativity and resourcefulness, one of the simplest but smartest ways to get more from your ideas and keep your audience engaged.
Which brings us to why repurposing matters so much in the first place.
Why Repurposing Matters
Content repurposing (also called content recycling) is the practice of taking an existing piece of content and adapting it into different formats, angles, or platforms. This helps you reach new audiences, extend a piece of content’s lifespan, and fully maximize its value. The term “content recycling” is a very fitting name; after using your content once, you give it new life by reshaping it.
Many content creators love to repurpose content for three key reasons:
Efficiency — Repurposing saves time and resources since you’ve already put in the work to create a strong original piece.
Reach — Different people have different preferences. A blog may resonate with some readers, but others may prefer the idea as a video, a podcast or a carousel. Using different formats allows you to reach different segments of your audience more effectively.
Reinforcement — People rarely catch everything the first time around. When you repurpose your core messages in new ways, it helps the message stick with the audience without feeling repetitive or redundant.
While content repurposing is a sure-fire way to create consistent content out of ideas you’ve already used, there is a definite risk that comes with this practice. If done poorly or done too often, repurposing content can start to feel repetitive and even lazy. The key to successful content repurposing is intentionality. It's crucial to know what to repurpose, when it makes sense, and how to reshape it to keep it fresh. This approach ensures that your repurposed content aligns with your overall strategy and provides value to your audience.
When to Repurpose Content
Your best candidates for repurposing are the pieces that already prove they resonate. Look at this high-performing content and come up with ways to build on or refresh the piece into something new. High-performing content has strong engagement, a high amount of shares, and causes traffic spikes to your website or social media pages. Instead of leaving it as a one-time win, you can get more mileage out of it by refreshing it, expanding on it, or approaching it from a new angle.
Another type of content that is ideal for repurposing is “evergreen content.” This is content that covers a topic that remains relevant over time, such as 'how-to' guides, beginner-friendly explainers, or industry definitions. For instance, a guide to writing effective CTAs is unlikely to go out of style anytime soon. By revisiting, updating, and reshaping this content as your audience grows and evolves, you can get more mileage out of it.
You can also repurpose any content tied to a currently trending topic as long as you refresh this content before resharing it. For instance, I recently created a short guide to Instagram reposts for my LinkedIn page. I could revisit this content later on and spin it into a short-form video walking through how brands are actively using the feature after the feature has been around for a while.
Finally, don’t completely write off underperforming content. While this sounds a bit counterintuitive, any content has potential to succeed with a new angle or in a new format. It's a reminder that you have the right content, but it wasn't presented in the most impactful way. Maybe you posted an infographic that had very good information in it, but it didn’t stick with your audience. You could take that infographic and turn it into a short form video to post on TikTok or Instagram. It may resonate better and draw more attention in its new video format.
How to Repurpose Content
Repurposing doesn’t have to be complicated. Sometimes, repurposing content is as simple as changing the medium it’s being presented in. A blog can be repurposed into a carousel for your LinkedIn account. Podcasts can be repurposed by posting short clips from the episode to your Instagram and TikTok accounts. The takeaways from your latest webinar can always be converted into a short infographic for your LinkedIn page. No matter what the content is, there’s a way to repurpose it.
Updating and improving on old content is also an effective form of repurposing. Let’s say you come across an old carousel you created two years ago that still holds some relevancy in topic today. You can always go and remodel this carousel to make it even better than it was two years ago. This also allows you to add new insights, update any statistics included in the content, and enhance the visuals.
Another easy repurposing method is to break down large pieces into smaller, bite-sized versions. For example, I have a blog post where I examined six of the most common social media mistakes I see today, and there is significant repurposing potential in that content. I could expand on all six of these mistakes with more blog posts, short carousels, examples, and quick guides if I wanted to. That’s six different pieces of content right there, and it would be effective as long as I spread them out tactfully. After all, you don’t want to feel repetitive, so you should always space out repurposed content so it appears fresher later.
You can also change the angle of your content to cater to new audiences or new purposes. For example, my blog post about marketing mistakes can easily be reframed as a “dos and don’ts” guide, or I can do a case study on brands that made these mistakes in the past. Adjusting the angle lets you target new audiences without reinventing the wheel.
Tips for Effective Repurposing
Start with strategy — Repurposing works best when it’s intentional. Before you start, be clear on your core message and how each repurposed version supports your content pillars. This strategic approach ensures that your repurposed content always serves a purpose and adds value to your audience. Think about what your audience actually needs: does this version answer a common question, solve a problem, or add clarity? If the answer is no, it might not be worth repurposing.
Be selective — Just because you have a lot of content you could break down doesn’t mean you should. Not every piece of content has the depth, quality, or relevance to be reshaped. Focus on the pieces with proven traction or long-term value.
Tailor to the platform — Every platform has its own style, tone, and expectations. A LinkedIn carousel should look different from an Instagram reel or a Twitter/X thread, even if the message is the same. Adapt your formatting and delivery to match where you’re posting.
Refresh, don’t recycle — Repurposing isn’t copy-pasting. It’s taking what worked before and making it better. Update examples, add fresh statistics, or expand with new insights so the content feels relevant and timely, not repetitive.
How to Avoid Over-Repurposing
Like anything in marketing, social media can be overdone. If you post the same content too often, your audience will start to tune it out.
To avoid this:
Don’t share the exact same piece across multiple platforms without adapting it — Change the format, visuals, or angle so it feels new.
Space things out — Repurpose content over weeks or months, not back-to-back. This way, it comes across as fresh instead of repetitive.
Add something new each time — A recent stat, a different example, or a new takeaway will keep your repurposed posts from feeling stale.
Keep your audience’s perception in mind — If someone has already seen a variation of the same idea three times, a fourth version without anything new will probably feel redundant.
Final Thoughts
At its core, repurposing is about working smarter, not harder. Far from being lazy, it’s one of the most effective strategies marketers use to keep delivering consistent value without reinventing the wheel every time. If done right, your audience is constantly fed and entertained. If done wrong, you risk your content turning into repetitive noise. The difference comes down to balance, combining efficiency with creativity so your content continues to feel both engaging and relevant.
Have you used repurposing before when creating content before? If so, I’d love to hear some examples of how you’ve repurposed content before in the comments.
