Content Repurposing Strategies to Get More Customers

Small businesses tend to struggle with tight budgets, small teams, and time constraints for fresh content production. As a result, brand visibility suffers and customer growth stalls. However, there is a way you can make the most of existing content without a massive investment of resources. 

Content repurposing strategies solve these issues by turning existing materials into videos, infographics, and social posts. This strategy extends content lifespan, reinforces messaging, and boosts SEO. 

After all, 46% of marketers believe that content repurposing is more effective than creating content from scratch. We’ll share what strategies work the best to get more customers to your business. 

What Are Content Repurposing Strategies?

Content repurposing involves taking existing content assets and transforming them into multiple formats to extend their lifespan and reach. This includes blog posts, videos, or podcasts. 

Some of the top strategies are converting long-form articles into infographics, social media snippets, webinars into blog recaps, podcasts into video clips, and compiling ebooks from a series of posts.

Repurposing also ties into SEO strategies in the following ways:

• Increases keyword footprint: Publishing content in multiple formats around the same topic targets varied search queries and long-tail keywords.
• Boosts crawl frequency: Fresh and updated repurposed assets signal to search engines to re-index your site more often. 
• Builds internal linking opportunities: Linking new formats back to the original piece strengthens site architecture and distributes link equity.
• Improves engagement metrics: Diverse content formats keep users on the page longer and reduce bounce rates, thereby positively impacting rankings. 

Do you want to utilize content repurposing to boost your SEO performance? Then check out Kit, an AI SEO tool that’s perfect for small businesses getting started. 

What Are the Benefits of Content Repurposing?

Most small businesses have limited funds to invest in marketing and content creation, so they need to choose their battles wisely. We’ll make the case for why content repurposing is a good investment of your budget to drive more customers to your business. 

Cost and Time Efficiency

Content repurposing significantly reduces the time and resources required to produce new marketing assets. Instead of commissioning fresh research, writing, and design for every new piece, teams can adapt previously created content. This significantly cuts the production cycle and the cost of creating content. 

Additionally, the approach streamlines workflows and empowers smaller teams to maintain a robust publishing calendar. It’s perfect if you have an ambitious content production goal, but lack the resources to create everything from scratch. 

Extended Content Lifespan

By repurposing existing materials into formats, brands can breathe new life into content that would otherwise become stale. Hence, it transforms evergreen blog posts into infographics, videos, or serialized social media threads. It also helps keep the subject matter relevant across publishing cycles. 

This continuous presentation of proven assets reinforces core messages and captures new audience segments over time. You’ll also find that it maximizes long-term value from original investments. 

Enhanced SEO and Discoverability

Boost your SEO efforts by creating multiple entry points for search engines and audiences alike. For instance, you could republish a blog as an infographic, a video, or a social media carousel. It increases the likelihood of ranking for diverse search queries. 

This multi-format approach generates additional backlinks to original assets, which improves domain authority. 

Expanded Reach

Your next batch of loyal customers may be lurking in some parts of the digital landscape that your current content strategy isn’t serving. Some people only visit social media websites, while others mainly stick to watching YouTube videos. Repurposing existing content to cast a wider digital net allows you to serve content to additional platforms. 

This strategy ensures that those who missed the original material encounter adapted versions more suited to their consumption habits. It also increases the chances that the same users will encounter your business multiple times. 

That’s important because it takes an average of seven interactions with a lead to convert them. In practice, this will vary based on several factors like the effectiveness of your sales funnel and industry. 

Consistent Brand Authority and Maximized ROI

Content repurposing reinforces consistent brand messaging by maintaining core themes across diverse assets. Ultimately, this strengthens authority and trust with audiences. Additionally, you can reuse cornerstone pieces to great effect. 

You can wait to see what audiences are responding to before investing resources in a repurposing campaign. It will increase the overall ROI of your efforts and give audiences more of what they already like from your brand. 

How to Identify Evergreen and High Performing Assets

You’ll need to start by uncovering your best content that’s worth adding to a repurposing campaign. Here are a few ideas on how to get this right every time:

• Analyze traffic and engagement metrics: Use features like the analytics module at Hike SEO to find your best content using metrics. Pay attention to KPIs like page views, unique visitors, and average time spent on page. These metrics reveal content that consistently attracts and engages audiences.
• Evaluate conversion and lead-generation rates: look at what content is driving more form submissions, email signups, and sales. Digital assets with sustained conversion success often signal topics with lasting audience value.
• Monitor social shares with backlink growth: Track the number of social shares and external backlinks each asset accumulates across platforms. High and ongoing engagement or backlink growth indicate enduring interest. It signals content worthy of repurposing into new formats.
• Review historical performance and update cadence: You can analyze historical traffic trends and update frequency in your SEO or content dashboard. This enables you to spot assets requiring minimal refreshes. Content that performs steadily over months or years without needing updates demonstrates evergreen potential. This should be prioritized for repurposing.

Top Repurposing Examples

Now let’s look at some specific ways in which you can repurpose content from your existing library of digital assets. 

Blog Post to Infographics

Transforming a written article into an infographic changes complex information into a visually engaging format. Ideally, it will boost comprehension and shareability across social platforms. 

The best approach is to highlight key statistics, step-by-step processes, and data comparisons. Hence, you’ll turn long text into a succinct and eye-catching summary. It especially appeals to skimmers and encourages embeds. 

Example: A neighborhood bakery turned its “Guide to Sourdough Baking” post into an infographic. This was shared by two local food blogs and printed in a community center newsletter.

Webinars to Video Clips

Clipping highlights from hour-long webinars into 30–90 second videos caters to today’s short-attention audiences. It also expands distribution on platforms like YouTube Shorts, LinkedIn, and X. 

Furthermore, short clips showcasing expert insights, demos, or Q&A snippets drive traffic back to the full session and capture leads.

Example: A SaaS company excerpted the “Top 5 Automation Hacks” segment from its webinar. Then it posted 60-second teasers that generated 10,000 additional YouTube views.

Podcasts to Blog Series

Repurposing podcast episodes into a multi-part blog series taps into SEO by targeting long-tail keywords. It also improves accessibility for readers who prefer text. Therefore, begin with a transcription, then break the content into themed posts that delve deeper into each major point.

This approach extends the life of your audio content, creates a steady publishing cadence, and drives consistent organic traffic. 

Example: A restaurant owner’s podcast interview with the Chamber of Commerce was repurposed into a three-post series. This increases blog traffic and drives more foot traffic. 

Case Studies to Slide Decks

You can convert small-scale client success stories into a slide deck. It provides a visual asset for your website and local networking events. Each slide highlights the customer’s challenge, your solution, and measurable results through simple charts and quotes. 

Also, offer the deck as a downloadable resource in exchange for email addresses, hence turning real-world wins into an effective lead magnet.

Example: A local landscaper created a 10-slide deck showcasing a commercial client’s property transformation and shared it at a business expo, which generated 25 new inquiries.

Best Practices for Repurposing Content

Following guidelines to get the best results will get you more traffic and engagement for repurposed content. Here are a few ideas to keep in mind:

• Transform and adapt, don’t cross-post: Repurposing requires changing format and messaging rather than identical cross-posting. 
• Break long-form into multiple assets: Break up long-form content into bite-sized social posts, carousel slides, and short videos. This multiplies touchpoints and lets you A/B test formats to refine your approach.
• Tailor format to platform preferences: Match content length and style to each network. This means short & punchy videos for X, detailed carousels for LinkedIn, visually rich infographics for Instagram, and Pinterest for optimal engagement.
• Optimize for SEO on republished assets: When adapting blog posts, make sure to update titles, meta‐descriptions, headings, and keyword usage. Also, refresh internal links and alt text to boost search visibility.
• Use analytics to guide selection & measure impact: Leverage performance data such as page views, shares, and watch time. This will help you identify repurposing opportunities. Additionally, monitor repurposed assets with UTM parameters and adjust strategies based on real-time feedback.

Frequently Asked Questions

How often should small businesses repurpose their content?

A good rule of thumb is to repurpose each high-value asset at least once every quarter. This should balance fresh outputs with your team’s capacity. Regular repurposing also sends freshness signals to search engines. Hence, it prompts re-indexing and helps sustain rankings for your key topics in local searches.

How can small businesses repurpose content efficiently without extra hires?

Leverage user-friendly tools like Canva for creating infographics and slide decks. You can also use Biteable or Adobe Express for rapid video editing. These typically don’t require a steep learning curve.

Furthermore, use AI transcription services to turn webinars and podcasts into text. It’s a cost-effective way to adapt verbal content into blog posts or ebooks. 

What common repurposing mistakes should small business owners avoid?

One frequent pitfall is recycling outdated data without refreshing facts or visual design. This undermines credibility and SEO value. That’s because search engines value up-to-date and accurate content. 

Additionally, avoid cross-posting identical content across channels without tailoring tone, length, and format. It can frustrate audiences and dilute impact. 

Finally, don’t skip clear CTAs on repurposed assets. It’s important because every infographic, video clip, or blog excerpt should guide viewers toward a business objective. 

How can I integrate repurposed content into email marketing?

Repurposing your top-performing blog posts or infographics into email newsletters keeps subscribers engaged without reinventing every campaign. For example, break longer assets into a brief “tip of the week” series. You can also link back to the full resource on your site for deeper value.

Make sure to use UTM parameters on these links to track which repurposed pieces drive click-throughs and conversions in your email analytics. 

How do I maintain brand consistency across repurposed formats?

Start by developing a simple style guide that includes your brand colors, fonts, logo usage, and tone of voice for all content types. You’ll need to apply these design elements consistently, so your audience instantly recognizes repurposed content as yours. 

Then, keep core messaging identical across formats and regularly review repurposed assets against your guide to ensure every piece reinforces your brand identity. 

Hike SEO

Content repurposing strategies are a good choice as part of an overall approach to driving traffic to your business website. Ideally, you should keep repurposing in mind when crafting new content. This involves planning how you can adapt content to new formats and schedule the date when you’ll execute on this strategy. 

However, as a small business, it can be tricky to fit in more content strategies if you’re already swamped. To save time and money on your content plan, consider checking out Kit, our new AI SEO tool. There’s no tech required, and it will write a full SEO plan in minutes. 

So what are you waiting for? Give Hike SEO a try today to drive more organic traffic.