Why Should I Repurpose Content?

Repurposing is taking a piece of content you already own and transforming it into other formats.

Types of Content Used by Businesses in Content Marketing:

  • 87% – Social Media
  • 83% – Articles on their own website
  • 78% – eNewsletters
  • 77% – Blogs
  • 71% – Case studies
  • 70% – Videos
  • 70% – Articles on other websites
  • 69% – In-person events

8.4 Billion will be spent on content marketing in 2013

Different Channels

Content repurposing supports your other digital marketing efforts.

Companies that blog have 97% more inbound links than those who don’t.

B2B Marketers who use blog generate 67% more leads than those who do not.

Articles with images get 94% more views than articles without.

60% of consumers are more likley to consider or contact a business when an image shows up in local search results.

Including a photo and a video in a press release increases views by over 45%.

Engagement rates on Facebook for photos average .37%, compared to text only posts, which average .27% – meaning photos have a 37% higher level of engagement than text only.


42% of executives have made a purchasing decision based on an online video. 31% of companies plan to add informational videos to their content arsenal in 2013. Posts with videos can attract 300% more inbound links than text onlu posts. 60% of executives will watch a video before reading a word of text on their screen.

Do You See the Benefits of Repurposing?

Take your content, and turn it into:

  • Blog posts
  • Longform articles
  • Short article
  • eBooks
  • White Papers
  • PDF Reports
  • Audio Podcasts
  • YouTube
  • Video blogs
  • Slide PResentations
  • Images
  • Infographics

You don’t have to use every format … do what fits that topic.

Use social media to promote your content. 74% of marketers were using social media to distribute content in 2011. In just two years, that has grown to 87%.

The best time to distribute content on Twitter and Facebook is between 9am and 7pm. For Twitter, weekedays have higher engagement rates (14% higher) than the weekend. On Facebook, it’s the opposite – with a 32% higher engagement rate.

Final Thoughts

Repurposing content is all about spreading your ideas across multiple channels. Not all types of content are created equal nor should they be repuposed the same way or even repurposed at all. Identify those pieces of content that work for re-purposing and mark them as such for future use.