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Repurposing Content

Repurposing content, also known as content recycling, is a strategy that involves reusing and transforming existing content into new formats to reach a wider audience.

What is Repurposing Content?

Repurposing content is a strategic approach focused on taking existing content and adapting it to create fresh, new content for different platforms. This practice can involve various methods such as updating old blog posts, breaking up long-form articles into smaller social media posts, or transforming text-based information into visual formats like infographics or videos. The core idea of repurposing is to maximize the value of your already created content by presenting it in a new light or format that appeals to different audience segments.

For instance, a popular blog post can be transformed into an infographic for Instagram users or an informative video for YouTube viewers. Similarly, you could take key points from a webinar and turn them into bite-sized reading materials for LinkedIn audiences.

The strength of repurposing lies in its versatility; it allows you to recycle and adapt your high-quality evergreen material multiple times across diverse channels without having to create completely new ideas every time. Not only does this save effort and resources but also ensures brand consistency across platforms while reaching out to broader audiences with varied content preferences.

wisp's role in this strategic approach is particularly significant. Its unique content management features lend themselves exceptionally well to repurposing efforts. With wisp, you can effortlessly extract the essence of existing content and reformat it for various platforms.

The Benefits of Repurposing Content

One of the primary benefits of repurposing content is its potential to increase your content's reach. By adapting your content into various formats, you can effectively target diverse audience groups across different platforms. For instance, a comprehensive blog post could be transformed into an engaging video for YouTube, an infographic for Pinterest, or a series of insightful tweets for Twitter.

Another significant advantage is the ability to scale your content production more efficiently. Instead of creating new material from scratch every time, you can utilize existing high-performing pieces as a basis for new ones. This strategy not only saves precious resources but also ensures consistent quality and messaging across all channels.

Repurposing also provides an opportunity to breathe new life into your old evergreen content. Updating and transforming these pieces can extend their lifespan and relevance while maintaining their original value. This tactic often leads to better engagement as it allows even those who may have seen the original piece to encounter it again in a fresh format.

Repurposing allows you to reinforce key messages through repetition across various formats and platforms - thus increasing the chances that your audience will absorb and remember them more effectively.

How to Identify Content for Repurposing

Successful content repurposing starts with identifying the right material. Firstly, it's recommended to review your existing content and identify pieces that have generated a good response from your audience. These could be blog posts with high engagement levels or videos that have gained a significant number of views.

Tools such as Google Analytics and BuzzSumo can be instrumental in this process. They provide insights into which of your published pieces are popular among your audience and, therefore, could be potential candidates for repurposing.

In addition, consider focusing on evergreen content - topics that remain relevant over time and offer lasting value to the reader. Evergreen materials often make excellent candidates for repurposing since they continue to attract attention long after their initial publication.

Lastly, don't forget about keyword research when identifying content to repurpose. Look at what terms or phrases people commonly search within your industry or niche, then see if you have existing content around those topics that can be adapted into different formats.

Remember: the goal is not only to extend reach but also maintain relevance while providing value through diversified presentation mediums.

Popular Methods for Repurposing Content

There are several effective ways to repurpose content, each tailored to leverage the strengths of different platforms and audience preferences.

1. Transforming Blog Posts into Videos

Take a well-performing blog post and convert it into a video. This format can be particularly engaging for platforms like YouTube or social media channels where visual content thrives. Use a combination of visuals, voiceovers, and animations to highlight key points from the blog post.

2. Turning Webinars into Blog Series

Webinars are usually packed with valuable insights. You can transform a single webinar session into a series of blog posts, each focusing on different aspects of the discussion. This not only extends the value of the original content but also makes it accessible to those who prefer reading over watching videos.

3. Creating Infographics from Data-rich Articles

Articles filled with data and statistics can be repurposed into infographics. Infographics are visually appealing and can convey complex information in an easily digestible format. They perform exceptionally well on social media platforms like Pinterest and LinkedIn.

4. Developing Social Media Posts from Key Takeaways

Break down long-form content, such as eBooks or whitepapers, into shorter social media posts. Highlight key takeaways, quotes, or interesting statistics. This not only provides value to your social media audience but also drives traffic back to the original content.

5. Compiling eBooks from Related Blog Posts

If you have several blog posts covering a specific topic, you can compile them into an eBook. This provides a comprehensive resource for your audience and can be used as a lead magnet to capture emails or generate leads.

How wisp Can Help in Repurposing Content

wisp offers a range of features that make content repurposing seamless and efficient. With its robust content management system, you can easily store and organize your content assets. Features like content tagging, version control, and collaborative editing enable you to quickly identify and adapt content for repurposing.

Furthermore, wisp's integrations with various platforms allow you to distribute your repurposed content effortlessly. Whether you're transforming a blog post into a YouTube video or compiling social media posts from an eBook, wisp's content management capabilities ensure a smooth workflow.

wisp's analytics and reporting tools also provide insights into the performance of your content, helping you decide which pieces are worth repurposing. By understanding what resonates with your audience, you can make informed decisions and maximize the impact of your repurposed content.


Repurposing content is a powerful strategy for maximizing the value of your existing content. By adapting your high-quality material into different formats, you can reach a broader audience, increase engagement, and improve content production efficiency. With tools like wisp, the process of repurposing content becomes even more efficient and impactful. Start leveraging the power of content repurposing today and watch your reach and engagement soar.