Depending on the stage of a project, its strategy, the niche it fits into, or even its development progress, there are projects where topics are ‘limited’ or it is advisable to emphasize some of them to educate the audience. Moreover, often it’s not about innovating, but about adding value to a specific topic.

Also, when you understand what your audience needs and prefers, it makes sense to focus on certain topics. This way, what you share is more useful and meaningful to them.

Why am I explaining this? Because many content marketers are obsessed with creating new content when they have a goldmine to exploit in the content they already have. This constant drive to produce novel content often overlooks the substantial benefits of content repurposing. 

Content repurposing allows for the strategic reuse of past content across different platforms and formats, making it fresh and relevant to new audience segments. This approach saves time and resources, as well as it reinforces the marketing message, giving old content a new purpose and potentially unlocking new value.

In this sense, repurpose content has a lot of potential to help you out.

In this post we are not talking about specific AI tools, we are talking about something even simpler: using your go-to AI tool, you can give your posts a fresh new look, such as rewrite content for different reading levels, find new angles for old topics, generate summaries, etc. 

Let’s dig deeper!

Note: If you are looking for AI tools, here you are the best AI tools for content creation.

What is Content Repurposing?

Just in case… 

Content repurposing means reusing content you’ve already created, so you get the most out of what you’ve made. 

As we mentioned in the intro, reusing existing content for new purposes or new audiences saves time and money while keeping your content fresh and interesting. 

Note: leveraging AI allows you to repurpose content using AI with minimal effort while maximizing the impact.

In fact, you can reach more people by adapting content for different formats and social media channels without having to create something new. 

Repurposing content saves resources while boosts your reach and effectiveness, helping you connect with your audience in a bigger and better way.

How can content be repurposed?

Now it’s time to go step by step on how to give your content a second life. Using these two strategies, and your ability to repurpose content using AI, you’ll be able to create new content and keep it relevant over time.

Let’s start:

Your list of ingredients: What do you need?

• Content that provides value to your audience, whether it’s in the form of a blog post, podcast, video, research, etc.
• A design tool, like Canva, or a video editing tool, like CapCut.
• Your go-to AI tool.

Step-by-Step Strategy for Content Repurposing

Step 1: Review Existing Content

First, have a look at the content you already have. Ideally, choose the pieces that are most relevant to your industry at the time you’re planning to repurpose them.

This will save you time and resources while helping you identify which content has performed best. Spend time selecting content that is still relevant or that can be easily updated to reflect current industry trends. 

Here AI can help you quickly analyze and organize your existing content.

If you have the time, catalog your available content for gradual repurposing. In other words, organize it into categories (like formats, topics, engagement levels, etc.) so you can quickly find it in the future.

Step 2: Identify Compatible Formats 

Once you’ve identified valuable and relevant content, the next step is to determine how you can transform it into new formats.

Start by making an initial list of format ideas. Think about how one format can be turned into another. For example, a successful YouTube video could be adapted into a detailed blog post, a series of social media posts, or even a presentation for conferences. 

Step 3: Define the Formats to Develop and Create an Editorial Calendar  

With the formats identified, now it’s time to:

1. Decide which formats should take priority based on your marketing goals and your audience’s preferences.  

2. Organize a calendar with specific dates for the production and release of each new format. This will help you maintain a steady flow of content and better manage your resources. AI can help you automate parts of this process, ensuring that deadlines and schedules are met efficiently.

Step 4: Get to Work on Creating Content

Now that everything is planned, it’s time to start producing. Depending on the format, you might need to write copy, design graphics, or edit videos. Just make sure to keep your brand’s tone and style consistent.

Before publishing, review each new piece of content to ensure it meets your quality standards and is error-free. AI tools can be extremely useful to repurpose content using AI, as they can help with editing, suggesting improvements, and even optimizing content for SEO.

And don’t forget to:  

• Optimize for SEO  
• Include relevant keywords and metadata  
• Plan promotion across multiple channels  
• Coordinate marketing efforts to maximize visibility  
• Track performance and see how well it worked

Basic Strategies for Content Repurposing

Disclaimer: reusing content doesn’t just mean doing a simple “copy and paste” without effort. Repurposing allows you to make the most of the work you’ve already done, but it still requires creativity and time.

Adapting content to new formats or audiences involves reviewing, updating, and in many cases, redesigning the material to ensure it’s relevant in its new context.

1. Break down / Build up and transform the format

The quickest and “easiest” way to repurpose your content is by starting with long-form content (though we won’t always have that luck).

Starting with that idea, and a long piece of content, such as a webinar, podcast, or long article, we can extract key insights or lessons and turn them into shorter pieces, like newsletters or social media posts. Of course, at this point, repurpose content using AI, speeding up the process of breaking down long-form content.

We can also do the reverse and group related content into an ebook or a guide, for example.

In fact, if you have a blog with many articles, you’re very fortunate. You can use that content to create many smaller pieces of content, or even develop detailed manuals on a single topic.

The idea is to take one piece of content and give it new life in a different format. Always consider the ability to repurpose content using AI to streamline this process.

Note: always keep in mind the platform where you’re going to use that repurposed content.

2. Update old content

Another way to repurpose your content is by updating your old content.

Here are some ideas to improve content you’ve previously published:

• Update information, such as statistics, links, and facts…
• Add tables and infographics
• Include anecdotes
• Add testimonials
• Expand the FAQ section
• Etc.

As a pro tip, you can revitalize outdated content by adding an expert’s perspective on the topic. This will boost the quality and credibility of the content. AI tools can assist here too, helping to repurpose content using AI by suggesting updates based on new trends or expert insights.

Plus, that expert might share the article on their own social media or mention it within their professional circle, which will amplify its reach and may even attract a new audience.

To sum up 

Having said that, whether you’re a small business owner, a content marketer, or a digital creator, the ability to repurpose content using AI will be a game-changer in your strategy. It helps you make the most out of the content you’ve already invested time and effort into, while freeing up resources to focus on other creative stuff. And if you need help, we are here to help, have a look at our content AI products! 

In this article, we aimed to present a simple way to approach content repurposing, giving you practical strategies to start implementing today. Whether it’s breaking down long-form content into bite-sized pieces, updating outdated posts, or adapting material for different platforms, AI can be a powerful ally in your content marketing strategy.

Remember, the key to successful content repurposing is not just about recycling old materials; it’s about creatively adapting them to fit new formats and audiences while ensuring that they still add value. By leveraging AI tools, you can achieve this more easily, allowing you to repurpose content using AI in a way that maximizes both efficiency and impact.

So, start exploring the endless possibilities of content repurposing today, and see how AI can take your marketing efforts to the next level!

Let us know if our template is helpful!