Believe it or not, AI can be helpful with this task. For instance, when I'm asked to turn a recorded customer interview into a written story, video script, webinar abstract, blog post, or social media post, I sometimes run the transcript through AI to pull out the salient points. However, AI is only a tool; it doesn't do a good enough job on its own. The creativity, messaging know-how, and writing skills have to come from a real human. But working with AI can help jumpstart the creative direction and outline the content up front.
I use AI to turn my blog posts into multiple Tweets and LinkedIn posts. I copy/paste the blog article into ChatGPT, then tell it to extract the most important points and turn them into standalone captions. I still have to edit the outputs, but it saves me time and helps me get more mileage out of every blog article.
One creative approach I've taken to repurpose existing medical content for a different platform or audience involved transforming dense, text-heavy articles into engaging, easily digestible infographics and short videos for social media use. For instance, a detailed article about diabetes management was reimagined into a series of infographics that highlighted key tips for diet, exercise, and medication adherence, each tailored to resonate with younger audiences on platforms like Instagram and TikTok. To further adapt the content, I created short, lively videos featuring healthcare professionals discussing these tips in a conversational tone, accompanied by animations to illustrate complex concepts simply and attractively. This not only expanded the reach of the original content but also increased engagement by making the information more accessible and appealing to a demographic that prefers visual learning and quick, informative bursts of content.
You have to look at the platform and audience to know what kind of content they prefer to consume. Once you know that, use an excerpt of your existing long form that highlights what would most interest that new audience and platform. On many platforms, you'll be turning your existing content into a video. Strongly consider using current statistics or the results of recent research or case studies. Other specifics that can attract links to your existing content are original graphics and thought leader insights. Think about what AI might write and be human and original instead!
metaphorically speaking, that is. One’s approach is defined by the parameters of the task. For example, I’ve utilized my “narrative photography” in projects of my own (like turning a stunning canyon image into an underwater scene from the plot of my novel and putting it on the jacket cover). Photoshop and an amenable publisher can provide a lot of latitude! My point in dragging photography into this is to illustrate that “repurposing” for one’s own projects is to steal from oneself. That’s okay as long as the “repurposed theft” is distinctively altered enough to engage followers of your work who might otherwise say, “Hey, I’ve already seen/read this!” The tricky part is when “repurposing” work for a platform that demands “new” work product. In the example I just gave (using an image), the alteration would be enough to constitute new work product. But when it is a matter of written content exclusively… Well, THAT can require a complete reorganization of what one has written. I’ve found that severe editing can make it happen (especially if a journalistic style has been sought from the writer), or the addition of flowery language for a platform in need of a more narrative thrust. I guess the best way to describe what I am saying is to find out WHO they need; do they want Ernest Hemingway or F. Scott Fitzgerald?
One of my clients, a consulting company that helps accounting and advisory firms solve their leadership, technology, talent, process and growth challenges, does an excellent job of repurposing content. Their consultants regularly speak at industry conferences and events. I help their marketing team repurpose those presentations, turning them into blog posts, through-leadership articles in accounting industry publications, training videos, white papers and podcasts. They also create social media content from those blog posts, articles, videos, white papers and podcasts. They might share the same message multiple times, but it's often reaching a different audience depending on the format so it never feels stale or repetitive.
One creative approach I've taken to repurpose existing content for a different platform is by transforming a long blog post into a series of engaging social media articles. This strategy allows me to utilize the original content to add value and broaden my blog reach by adapting it to the fast-paced nature of social media. Additionally, this method allows me to deliver clear, digestible, and impactful messages, making the content more engaging for my audience, hence increasing the likelihood of shares, likes, and interactions. By doing so, I successfully catered to the habits and preferences of social media users, which significantly enhanced my content's impact and expanded its reach. In conclusion, transforming a lengthy blog post into a series of engaging social media articles has proven to be an effective strategy for repurposing content for me.
One of our big challenges in this vein came when we were first launching our apartment moving services. Virtually all of our marketing material was built around homeowners moving to new homes; all the images, videos, floor plans, etc. featured single-family homes. While we were able to use a lot of the same copy and many of the same close-ups of movers and customers, we ultimately invested in an influencer partnership to get our apartment moving sector off the ground. It taught us how valuable working with influencers can really be, and it's become a standard aspect of our marketing content across platforms. Thank you for the chance to contribute to this piece! If you do choose to quote me, please refer to me as Nick Valentino, VP of Market Operations of Bellhop.
Freelance B2B Content Strategist and Writer at Nicki Howell Communications
Answered 2 years ago
I always like to think of each piece of content as a test. If you write a social media post that gets a lot of engagement, it’s a great signal to reimagine it in new formats and channels. You can turn a trending social media post into a blog series and publish it on your website. A customer success story on your website can become 4-5 social posts highlighting the story and its specific results in a helpful, non-promotional way. Every piece of content you create is an opportunity, but you have to know how to fully use it.
Sometimes, repurposing content can be a breeze, like when I convert Instagram slides into a PDF for LinkedIn. But other times, it can feel pretty overwhelming. Repeating myself over and over can get downright boring. For instance, making a TikTok from a YouTube video can be a pain when you can't just crop the existing video to fit TikTok's vertical format. I end up having to rehash what I've already said. To keep things fresh and dodge that monotony, I don't rush to repurpose content. If I posted an article on Topic A a month ago and another on Topic B a couple of days back, I'll choose to revamp Topic A instead of Topic B. That way, I avoid the drag of repeating myself too soon. And it's not always a drag—sometimes it's actually pretty fun to revisit and reshare content. In those cases, I might jump right into repurposing something recent.
In my experience, one of the best approaches we've taken to repurpose existing content for different platforms is to ensure it's quotable across all platforms. The idea is to create core content that naturally includes engaging snippets. For instance, when writing a blog, we make sure to include quotable sections that can easily be highlighted in a social media post. If we're posting on Facebook, we aim to use a one or two-sentence quote that captures attention, along with a link to the full blog. And when we create a larger video, we look for a 30-second or shorter clip that can be shared on Instagram to catch a follower’s eye. It's crucial to keep your long-form content interesting enough that various parts of it can be adapted for different purposes and platforms. This way, when you share something on social platforms, it appears as though it was specifically created for that platform, enhancing engagement and reach.
Repurposing Webinar Content in Blog Posts and Podcast I repurposed the content of an online webinar we organised into blog posts, podcasts and quizzes to reach a wider section of the audience. The webinar covered a popular topic in-depth and we realised it would be a source of valuable insights even for the layman. To begin with, I first structuralised the content to ensure a logical flow with interactive elements like Q&A sessions and polls to engage the audience. After the live event, I used the recording to create detailed blog posts, highlighting key points and adding visuals for better engagement. I then extracted only the audio to produce a podcast episode and made it accessible through various streaming platforms to listeners worldwide. This approach not only allowed me to maximise the reach but also the impact of the content when engaging with all those interested in this topic.
One creative approach we've taken to repurpose existing content for a different platform or audience is using testimonials to create case studies. Case studies are fantastic for showcasing real-life customer experiences with our business. We hope that when readers come across these case studies, they can relate to them and see how our products and services could solve their problems as well. We provide various case studies for potential customers, offering real-life examples of how our product benefits clients. Each case study includes direct quotes from clients, adding a personal touch and credibility to the stories. This method not only enhances the content's value but also extends its reach and relevance to different audiences.
We republished our influential blog post on "Running Tips for Beginners" in a series of quick "Tips Tuesday" video snippets for Instagram Reels. Each reel is focused on a particular point, with exciting images (runners winning the trails) and text overlays. We linked to the blog for the definition and collection of running shoes. These game formats captured interest, provided value to new audiences and drove traffic back to original content and products.
Usually, I upload all my content to every platform, resizing it to fit each one. If I notice that a certain piece of content doesn't perform well on a specific platform, I skip uploading that content there to save time. I also use different trending music for each platform, utilizing the music or sounds provided by that platform. This ensures that I use trending audio specific to each platform and avoid copyright issues since the platform has already secured the necessary agreements.
We transformed our long-form blog posts into interactive social media stories, significantly boosting engagement across platforms. By distilling key points into visually appealing slides and adding interactive elements like polls and quizzes, we created bite-sized, shareable content that resonated with our mobile audience. This approach allowed us to reach a younger demographic that prefers quick, interactive content consumption. We used design tools to create consistent branding across platforms while adapting the content format to suit each platform's unique features. For instance, we used Instagram's swipe-up feature to link back to the original blog posts, driving traffic to our website. This strategy not only extended the lifespan of our existing content but also increased our content's reach by 150% and improved audience retention rates. The interactive nature of the stories also provided valuable insights into our audience's preferences and behaviors.
We repurposed our technical white papers into a series of animated explainer videos, making complex information more accessible to a broader audience. By breaking down dense content into visually engaging, short-form videos, we were able to capture the attention of time-constrained professionals and those who prefer visual learning. We used a combination of motion graphics, data visualization, and succinct narration to convey key concepts in under two minutes per video. This approach allowed us to distribute our content across various video platforms, including YouTube and LinkedIn, reaching audiences we hadn't previously engaged. The video format also made it easier to localize content for different markets by adding subtitles or dubbing. This strategy resulted in a 200% increase in content engagement and significantly improved lead generation from our thought leadership materials.
I have found that repurposing existing content can be an effective way to reach a wider audience and generate more leads. One creative approach I have taken is by using social media as a platform to share valuable information about the local real estate market.Instead of simply sharing my listings on social media, I started creating short videos or infographics with statistics and insights about the current housing market. This not only captures the attention of potential buyers and sellers but also positions me as a knowledgeable expert in the industry. To make this approach even more effective, I began targeting specific audiences on different platforms. For example, on LinkedIn, I focus on sharing content geared towards professionals or those looking to invest in real estate. On Instagram, I cater my content to a younger demographic, showcasing the latest trends in home design and highlighting investment opportunities. Furthermore, I have also repurposed my blog posts into email newsletters for my clients and potential leads. By summarizing the main points of my blog posts and adding a call-to-action at the end, I am able to drive more traffic to my website and generate more interest in my services. Overall, by taking a creative approach to repurposing existing content, I have been able to expand my reach and connect with different audiences on various platforms. This has not only helped me generate more leads and clients, but it has also allowed me to establish myself as an expert in my field and build a strong online presence. By continuously finding new ways to repurpose content, I am able to consistently engage with my audience and stay top of mind for potential clients.