Creating great content takes time, effort, and let’s be honest, sometimes a teeny bit of your soul. So why put all that work into a piece of content only to post it once and move on?
Repurposing content isn’t just about squeezing extra mileage out of your work, it’s about making sure your best ideas actually reach your audience, in the format that works for them. Most people aren’t seeing everything you post the first time around, so you can afford to give it another go. Here’s how to repurpose content in ways that feel fresh, not lazy.
Start With Your 'Big Piece'
Think of this as the core content that fuels everything else. It could be a blog post, a podcast episode, a webinar or even a whitepaper. This is where your key insights live.
Instead of moving on to the next thing, break it down and rework it for different formats and channels. If you’ve done the big bulk of research in your longform piece then you don’t have to start from scratch, use the concept again in different formats, with different designs in mind.
2. Turn Long-Form Into Social Content
Most people don’t have time to read a 2,000 word blog post on LinkedIn, but they might engage with the key takeaways. Instead of new long-form content, revisit your old content and try pulling out 3-5 top insights and turning them into individual posts, or creating a LinkedIn carousel or X thread summarising the main points. You can even share an industry ‘hot take’ based on one idea from your original longer piece.
3. Make It Visual
If you’ve posted content previously without a strong visual, you could try repurposing that social media content with a different type of media. People process visuals faster than text, and here’s some quick ways to turn your content into a scroll-stopper:
- A short, engaging video (this could be you talking to the camera or an animated explainer)
- Infographics breaking down key stats or concepts
- Quote graphics featuring the best soundbites from the original piece
4. Adapt It for Different Platforms
Repurposing content from one social channel to another is a great way to reuse insights and regroup the concept for a brand new audience. However, it’s important to remember that what works on LinkedIn won’t always work on Instagram, and what works on TikTok isn’t going to land the same way on X. Instead of copy and pasting, tweak the format and messaging to match the platform:
- LinkedIn: Thought leadership posts, carousels, behind-the-scenes insights
- Instagram: Short-form reels, graphics, Q&A stories
- Twitter/X: Punchy threads, polls, conversational takes
- TikTok: Quick, engaging video explainers
5. Don’t Be Afraid to Repost
Your audience doesn’t see everything you post the first time. So take your best-performing content and reshare it in a new way.
Look at updating old blog posts with fresh insights and re-promote them. Turn a past webinar into a series of short clips or combine multiple posts into a “best of” swipeable round-up.
6. Think Evergreen, Not One-and-Done
Good content doesn’t expire. Keep a bank of evergreen topics you can revisit, refresh, and reshare.
The best content strategies aren’t about constantly reinventing the wheel, they’re about making the most of what already works. Keep track of your ideas in a content spreadsheet, Trello board or whatever tool works best for you, so when you’re having a bit of writer’s block you can refer back to earlier posts you’ve done.
7. Give Yourself a Break
If you’re struggling to keep up with content demands, the problem probably isn’t that you need to create more, it’s that you need to get smarter about what you already have. Repurposing doesn’t mean being repetitive, it means making sure your best ideas can go further.
Talk to Victress About Social Content
If you’re looking for a bit of extra support with your social content, why not reach out to our team for a free chat? In the meantime, go and dig out that blog post from six months ago. I promise, it’s still got life in it.
