1.
Repurpose
Content
13 WAYS TO

2.
WHAT THE HECK DOES
‘Repurposing Content’
MEAN?

3.
Repurposing content is the fine art of
stretching a single piece of content into as
many other useful forms as possible.
Pam Berg, BSTRO Content Marketing Specialist

4.
REAL TALK
Creating content takes time, money, and
resources. It’s just plain smart business sense—
and marketing strategy—to stretch each piece
of content to the max.

5.
Let’s assume that you’ve written an article for
your brand’s website. It’s great as-is, but it has
the potential to be so much more.
Time to repurpose it!

6.
Repurposing Content for
Social Media

7.
Content can’t market itself!
Social media amplification helps your content
hit the target. It’s a key step in your content
marketing strategy.

8.
Create an
Infographic
1

9.
Infographics explain steps, share lists, show
stats, and illustrate a path between multiple
concepts.
If you don’t have a designer, you can use
free infographic templates online.
Then get sharing!

10.
INFOGRAPHIC TIPS
• Use branded or product images when appropriate
• Be mindful of typefaces; keep text legible and uncrowded
• Optimize the filename for search, and include optimized post
text wherever it’s used on social media

11.
2
Create
Engaging Pins

12.
55% of U.S. Internet users
primarily use Pinterest for
shopping
67% of Pinners consult
Pinterest while shopping in
stores
Posts and tweets have short shelf lives, but
Pins can live on indefinitely through repinning.
55% 67%

13.
PIN TIPS
• Research trends and stats before creating a Pin
• Use rich Pins to add extra details
• Optimize Pin post text for discoverability
• Don’t forget that you can Pin GIFs and videos!

14.
3
Create a
Social Media Ecosystem

15.
No piece of content
should fly solo.
An ecosystem is an interconnected set of
smaller content pieces created around a
single piece of primary content, all working
in harmony to drive traffic.

16.
A SOCIAL MEDIA ECOSYSTEM MIGHT INCLUDE
• Correctly sized sharing images for each social network
• At least one stand-alone Instagram image, with post text
containing a clear CTA
• At least one Pin, with visual(s) and optimized Pin text
• Researched hashtags for applicable networks
• Researched video tags (if applicable)

17.
Repurposing Content on
Publishing Platforms

18.
Maximize your efforts by publishing the same
content on different platforms.
This builds your brand’s following by helping you reach new
audiences, and sometimes it’s as simple as a copy/paste…

19.
4
Publish on Medium or
LinkedIn Publisher

20.
Using a popular publishing platform
helps you reach an entirely new
audience.
If your business has multiple contributors, consider
having them publish under their own profiles to reach
their unique social networks.

21.
PUBLISHING TIPS
• Wait a week before publishing, to allow search engine indexing
• Link back to the original article to drive referral traffic
• Encourage employees to share to personal networks

22.
5
Create a SlideShare
Presentation

23.
We’re going to get meta here, and talk about the value of
SlideShare from within a SlideShare presentation.
It’s a fun and easy way to invigorate your
articles. This SlideShare might even be better
than the original!

24.
WHAT GOES INTO A SLIDESHARE PRESENTATION?
• Slides can showcase highly engaging design skills
• They can be silly combinations of photos, design, and text
• They can be as long as 100 plus slides, or as few as a handful
• Visitors can save individual slides – making the presentation
as well as each individual slide within it a shareable piece of
content

25.
6
Create an
Engaging Email

26.
While email isn’t technically a publishing
platform, it is the leading method of direct
marketing, and a means of pushing your
content out to a targeted audience.
Do you want to see an average ROI of $38 for
every $1 spent? You need email.

27.
EMAIL MARKETING TIPS
• Use CTAs that tell users exactly where they’ll go, and what
they’ll see when they get there
• Instead of sending users right back to your blog, send them to
other networks or platforms to add depth and texture to your
brand storytelling
• Include share buttons! The easier you make it, the more likely
they are to do it.

28.
Repurposing Content into a
New Format

29.
It’s almost too easy:
Put a shiny new jacket on your content and
call it something else.
The new formats take your copy and shake it down through
magical filters to create what appears to be a unique piece of
content —but is secretly the same one, wearing a disguise.

30.
7
Create a Captivating
Case Study

31.
Audiences know when you’re hustling a sale.
Stop telling them how great you are, and
let them reach their own conclusions by
showing proven results.
Articles that present results and position your brand as
experts make great case studies.

32.
CASE STUDY TIPS
• Use engaging visuals to keep statistics interesting
• Be transparent and offer links to cite sources
• Write confident copy

33.
8
Create an
Ebook

34.
An eBook is a great way to produce content your audience
can keep, whether you use it to collect subscriber data or give
it away for free.
You can find eBook template software online.
Tweak your text, trim any fluff, and break it
up into pages.

35.
EBOOK TIPS
• Be succinct: less text is more on an eBook page
• Keep it visual: use branded colors and typefaces if a designer
isn’t an option
• Promote on social media, and add download links on your
website

36.
9
Create a
Downloadable PDF

37.
Not up to an eBook? No sweat.
A simple downloadable PDF is another way
to put your content in your audience’s hands.
Articles that include lists, tutorials, best practices or procedures,
and tips all make great downloadable content.

38.
DOWNLOADABLE PDF TIPS
• Reduce text to list/point-form or shorter paragraphs
• Use visual elements such as branding and imagery
• Promote on social media, and add download links to articles
about that topic

39.
Repurposing Content
Using Technology

40.
Ready to seriously level up your content marketing?
Marketing and tech are BFFs. Take
your brand’s content to innovative new
places by incorporating tech into your
marketing strategy.

41.
10
Create a
Video

42.
Video marketing is a favorite frontier for good reason.
Putting human faces in your brand storytelling
does wonders for building trust and loyalty.
Tutorials, demos, and perspectives make
great video content.

43.
VIDEO TIPS
• Find the right format: live action, narration over slides,
animation, or interviews
• Create video snippets during editing to use on Instagram
• Create Instagram or Snapchat Stories while filming to create
behind-the-scenes peeks that add further value

44.
11
Host a
Podcast

45.
Podcasts are on the rise,
growing 23% in the last year alone.
They’re fantastic for a mobile audience: accessible on
commute, at the gym, or at home.
The same number of Americans listen to podcasts as use
Twitter. Think about it!

46.
PODCAST TIPS
• Consistency is key to a successful regular podcast,
so plan a production routine that you can maintain
• Look for opportunities to turn interviews for articles
into podcasts and vice versa

47.
12
Create a
Quiz or Poll

48.
Can your content be turned into interactive questions?
Quizzes are immensely popular,
and viral, content.
Publish a single quiz, embed it in your website, have
rotating or daily quizzes as homepage features, or even
have an entire section of your site dedicated to content-
turned-quizzes.

49.
QUIZ TIPS
• Use SEO magic in the title of your quiz for discoverability
• Include branded visuals where possible
• Make the results engaging and shareable on social media

50.
13
Build
an App

51.
Not just anyone can build an app, and not
every piece of content is app-worthy.
Apps are a unique way to become part of
your customers’ lives—and be with them
everywhere they go.

52.
APP TIPS
• Don’t create an app just to create an app - be sure it’s useful
• Study other apps with similar functions - see what already
exists, what works, what doesn’t work
• Read the user reviews and comments to see how you could
improve on those products

53.
There you have it:
13 Awesome Ways to
Repurpose Your Content
Go forth and conquer!

54.
Download our simple content repurposing checklist
(see what we did there?)
Need help making sense of all this repurposing madness?
Reach out to us: contact@bstro.com