Content Repurposing: How To Double Your Following In One Sensational Share

By Dmytro Spilka

Did you know that your brand can reach new audiences and achieve a higher return on investment (ROI) without creating and publishing new content from scratch? 

All you need to do is refresh, update, and republish high-quality, relevant content that you already have. In fact, 42% of marketers have seen successful results from a content repurposing approach, so it’s time for your brand to get started!

With this in mind, we’ve created a guide on how to use content repurposing to double your following and shared some of the best examples of content repurposing in action.

What Is Content Repurposing?

Content repurposing is the process of turning a single piece of content into multiple pieces for other platforms. 

Repurposing can involve taking entire pieces of content and reusing them for another social channel or simply recycling snippets and images. Using this approach, you only have to come up with one killer content idea, saving your marketing team (or yourself) a ton of time and effort.

For example, you might use clips from a long-form YouTube video to create a short-form reel on Instagram. In addition, you could use quotes from the YouTube video to publish as text on X (formerly Twitter). 

When done right, content repurposing has many benefits for your brand, including:

• Boosting your online presence. When you repurpose content for a new platform, you are reaching a whole new audience who favours that platform. This will boost your online presence. 
• Enhancing SEO performance. To rank highly for a specific keyword on search engine results pages (SERPs), you must post a lot of content targeting that word – among other things. Repurposing content is a fresh and exciting way to create lots of content around one keyword without boring your readers.
• Meeting content demand. Repurposing content allows you to create and publish more content without burning out or overusing resources. This will help you meet content demand. 
• Expanding content reach. Not everyone enjoys consuming the same content format. Creating written, audio, and video content will expand the reach of your content as more people can consume it in their chosen format. In fact, repurposed blog posts can generate up to 106% more views. 

(Image Source: Marketing Experts Hub)

Remember, each platform has its own set of requirements, so when you repurpose content, make sure you adhere to them.

How To Double Your Following With Content Repurposing 

Repurposing your content could be the key to doubling your following. If you publish a piece of content on TikTok, for example, that goes viral in a matter of minutes, repurposing this content on Instagram could see your engagement triple on that platform, too.

With this in mind, here are five valuable ways to double your following by repurposing content:

Create Evergreen Content 

If you don’t already know, evergreen content is SEO-optimised content that is not time-sensitive and remains relevant and fresh to readers over a long period of time. 

For example, evergreen content would be a generalised ‘how-to’ article rather than an article that is specific to a time of year, event, or news story. 

If you have been publishing evergreen content on your blog for some time, consider repurposing the posts into a different format, such as publishing small snippets on X or using the pictures for an Instagram post. This will convince your audience to follow you on other platforms.

Update and Republish Content On Multiple Platforms

Before spending time, money, and resources creating new content, look at the content you have already published. Republishing old content can increase organic traffic by 260.7%. 

If your old content is still relevant, you can update and republish it. It may not need much editing; just make some updates based on platform requirements what is relevant to your audience on each channel.

(Image Source: Buffer)

In addition, if one of your blog posts is still ranking well on search engines, then don’t republish it. Instead, update the content but keep the same URL, as this will promote it again and boost your following for different platforms.

Leverage The Right Tools 

When you are equipped with the right tools, content repurposing can be easy and efficient.

Firstly, try using keyword research tools to better understand which keywords are ranking well and repurpose any of your content that includes these keywords.

In addition, use tools to monitor your content analytics. This will help you better understand which content is already ranking well in search engines so you can update it and promote it again. 

Keep an Eye on High-Performance Content

Lots of your content will be great for repurposing, but you ideally want to spend your time and effort on content that is already performing well, as there is a higher chance the repurposed version will also gain a lot of traffic.

It helps to create a list of high-performing pieces. To do so, you will need to measure specific metrics such as organic traffic, backlinks, shares, comments, or bounce rate. 

You should also conduct SEO audits to ensure that this content is performing well on search engines. Readers who find your content at the top of the SERPs page are more likely to follow your social media accounts.

Use Multiple Platforms

Publishing your content on different platforms is the key to boosting your online presence, social media following, and conversions. 

(Image Source: Gary Vaynerchuk)

Here are some platforms you can use: 

• Social media channels such as Instagram and X: Share snippets or highlights from your blog posts, podcasts, or videos on your social media feed. Remember to include visuals, captions, and targeted hashtags to grab attention.
• Email: Include highlights from or links to recent blogs in your newsletters to keep email subscribers informed about new content and drive traffic toward your website.
• Presentation sharing sites such as SlideShare: Turn key points from an article into an informative presentation.
• Video and podcast sites such as YouTube or Spotify: Republish written content as video or audio formats for a better and broader impact. 

Remember to analyse which platforms perform best for each content format so you can optimise future repurposing efforts. For example, if repurposed blog posts work well on Instagram but not on X, focus more time and resources on creating visually appealing Instagram posts.

3 Examples Of Successful Repurposed Content 

There are many exciting ways to repurpose content, but you have to ensure it remains engaging to viewers by optimising the content for each platform. 

Here are some of the best examples of successful repurposing strategies.

Turn long-form videos into blog posts

Not only are long-form videos one of the most effective types of content, but they are also the most effective piece of content to repurpose.

Your marketing team can easily turn a long-form video into an SEO-optimised blog post. They just need to transcribe the video, do keyword research and find places where keywords can fit naturally, and format the transcription – as the way we talk doesn’t always work in a written format. Finally, add headings, subheadings, bullet points, and images. 

Better still, why not embed a piece of video content within the blog post itself?

(Image Source: Hostinger)

Hostinger is a brilliant example of a brand that knows how to repurpose its video content. In their tutorials section, they feature ‘video tutorials’, which include a blog post centred around an embedded YouTube tutorial created by their team of web-building experts.

Turn long-form videos into short clips

Your long-form videos can be repurposed into several short clips that you can turn into Instagram Reels, TikToks, and even paid ads.

Remember, you should always resize them so they’re optimised for each platform and include links from each channel to the original long-form video for those who want more information. 

Take this great example from the SavingGrace Podcast, for instance. While long-form videos of each podcast episode are uploaded on SavingGrace’s Youtube channel and audio can be accessed on Spotify, the creator chooses to repurpose small snippets from each episode and share them on TikTok as a small teaser for the newest episode.

(Image Source: Saving Grace: TikTok)

This works effectively as it uses TikTok’s short-form format to target GK Barry’s young demographic and build a following for the podcast on numerous social channels.

Turning blog posts into social media posts

Blog posts are full of information and, hopefully, images. So, aim to repurpose your blog post into at least five social media posts.

Use snippets from your blog posts, such as quotes or data, to create social media posts. In addition, use the information to create infographics. These are a great content format for those who prefer visual learning and an effective way to summarise your post.

(Image Source: Buffer)

For example, this content repurposing attempt from Buffer shows just how easy it is to create a short-form infographic version of a long-form blog post.

Here, creators turned 50 AI prompts for better social posts into a simple swipe carousel on Instagram. Can you see here how each format appeals to the target channel demographic? 

For Instagram followers, 50 prompts are likely to lose engagement quickly. Switching this up into a short-form snippet of the best AI prompts repurposes with specific platform targets in mind.

Post Perfomance Tracking With Keyhole

In order to select the best content to repurpose, ensure that you regularly track the performance of your campaigns and highlight the content that drives the most engagement.

Using Keyhole’s social media analytics tool, post performance tracking has never been so easy. Using in depth sentiment analytics, you can gauge how people are responding to a piece of content and decide whether it is worth repurposing on multiple channels.

Keyhole’s built in Machine-Learning Prediction feature also allows you to anticpitate your content’s performance before it even goes live all the way up to 30 days post being live based on real-time data.

Measure your anticipated performance on each channel before you repurpose your content and use this as a guide as to which channel will drive the most engagement for your repurposed content.

Ready To Double Your Following?

Now that you know everything about repurposing content, it is time to add it to your content marketing strategy. Your marketing team doesn’t need to burn themselves out by constantly thinking of new topics and ideas.

Remember to repurpose content to the formats and for the platforms your target audience is most likely to engage with. When done right, you can make the most of any piece of content you create!