GTM Dictionary

The Go-to-Market Dictionary: Repurposing Content

Learn how to repurpose your content effectively with our comprehensive go-to-market dictionary.

In today's fast-paced digital world, content creation is essential to any successful go-to-market strategy. However, consistently pumping out fresh, original content can be a daunting task. Enter repurposing content – a technique that allows you to take existing content and transform it into something new. In this comprehensive guide, we'll explore why repurposing content is important, how to identify content worth repurposing, different ways to repurpose content, and best practices for ensuring success.

Understanding the Importance of Repurposing Content

Repurposing content involves taking existing pieces of content and recycling them into something new and fresh. This technique is important for several reasons:

Firstly, repurposing content allows you to breathe new life into old material. By taking a blog post, for example, and turning it into a video or podcast, you can reach a new audience who may not have engaged with the original post. This wider reach can help to increase your brand's visibility and attract new followers.

Secondly, repurposing content can save you time and resources. Creating new content from scratch can be time-consuming and costly, but by repurposing existing content, you can use what you already have and repurpose it for different channels. This can help you to maintain a consistent content output without burning out your team.

Thirdly, repurposed content can often resonate with audiences in a way that new content may not. By taking a successful blog post and turning it into an infographic or social media post, you can present the information in a new and visually appealing way that may be more engaging for your audience.

The Benefits of Repurposing Content

  • Wider Reach: Repurposing content allows you to reach new audiences on different platforms and channels.
  • Time-Saving: Instead of starting from scratch, repurposing content allows you to use what you already have and save time.
  • Increased Engagement: Repurposed content often resonates with audiences and can lead to increased engagement.

How Repurposing Content Supports Your Go-to-Market Strategy

Your go-to-market strategy needs to be cohesive and consistent across all channels. Repurposing content supports this by allowing you to have consistent messaging and branding across different platforms. By repurposing content, you can ensure that your brand's voice and messaging is consistent, no matter where your audience finds you.

Furthermore, repurposing content can help you to fill gaps in your content calendar. If you're struggling to come up with new ideas, repurposing existing content can help to fill the gaps and maintain a consistent output. This can help to keep your audience engaged and prevent them from losing interest in your brand.

In conclusion, repurposing content is a valuable technique that can help to increase your brand's visibility, save time and resources, and maintain a consistent message across all channels. By repurposing existing content, you can reach new audiences, increase engagement, and keep your content output consistent and engaging.

Identifying Content Worth Repurposing

Not all pieces of content are worth repurposing. Here's how to identify the ones that are:

Analyzing Your Existing Content

The first step in identifying content worth repurposing is to analyze your existing content. Look for pieces of content that have performed well and have resonated with your audience. This can include blog posts that have received a lot of engagement, social media posts that have gone viral, or videos that have a high view count.

When analyzing your existing content, it's important to consider why certain pieces have performed well. Is it because the content is informative and educational? Is it because it's funny or entertaining? Is it because it addresses a common pain point or problem that your audience faces?

By understanding why certain pieces of content have performed well, you'll be better equipped to identify other pieces that can be repurposed in a similar way.

Selecting High-Performing Content for Repurposing

Once you've identified content that has performed well, it's time to choose which pieces are worth repurposing. Look for pieces that can easily be transformed into different formats and can be shared across multiple platforms.

For example, a blog post that has performed well can be repurposed into a video, a podcast episode, or a social media post. A series of social media posts can be repurposed into a blog post or an infographic.

When selecting content for repurposing, it's also important to consider your goals. Are you trying to reach a new audience? Are you trying to drive more traffic to your website? Are you trying to establish yourself as a thought leader in your industry?

By selecting content that aligns with your goals and can be repurposed in a variety of ways, you'll be able to maximize the impact of your content and reach a wider audience.

Different Ways to Repurpose Content

Now that you've identified pieces of content to repurpose, here are some different ways to transform them:

Transforming Blog Posts into Infographics

Take your top-performing blog posts and turn them into visually appealing infographics. Infographics are highly shareable and can be great for increasing engagement on social channels.

For example, if you have a blog post about the benefits of exercise, you could create an infographic that visually displays the different types of exercises and their benefits. This can make the information more accessible and easier to understand for your audience.

Creating Video Content from Written Articles

Take a written article and turn it into a video. This can be a great way to reach audiences on platforms like YouTube and Instagram.

For instance, if you have an article about the history of your company, you could create a video that showcases the key milestones and achievements. This can make the content more engaging and entertaining for your audience.

Converting Webinars into Podcasts

If you've hosted a successful webinar, consider converting it into a podcast episode. This is an excellent way to reach people on-the-go who may not have had the chance to attend the live webinar.

For example, if you have a webinar about the latest marketing trends, you could turn it into a podcast episode that dives deeper into each trend and provides actionable insights for your audience.

Turning Social Media Posts into Blog Content

If you've had a lot of engagement on a social media post, consider expanding on that topic and turning it into a full blog post. This can be a great way to take the conversation further.

For instance, if you have a social media post about the benefits of meditation, you could turn it into a blog post that explores different meditation techniques and their benefits. This can provide more value to your audience and establish your expertise in the topic.

Overall, repurposing content can help you reach new audiences, increase engagement, and establish your authority in your industry. So, start exploring different ways to transform your existing content today!

Best Practices for Repurposing Content

Repurposing content is a great way to maximize the value of your existing content and reach a wider audience. By taking a piece of content and presenting it in a different format or on a different platform, you can breathe new life into it and attract new readers or viewers.

Now that you know how to repurpose content, here are some best practices to ensure success:

Updating and Improving Existing Content

Before repurposing content, it's important to take a step back and assess whether it's up-to-date and relevant. If it's been a while since the content was first published, there may be new information or trends that you can incorporate to make it more valuable to your audience. You can also take the opportunity to improve the original content – add new information or examples to make it even better.

For example, if you have a blog post about the benefits of a particular type of exercise, you could update it with new research or expert opinions to make it more informative and engaging.

Ensuring Consistency in Branding and Messaging

When repurposing content, it's important to make sure it aligns with your branding and messaging across all channels. This ensures that your go-to-market strategy remains consistent and reinforces your brand identity.

For example, if you're repurposing a blog post for social media, make sure the tone and style of the post match your brand's voice and personality. This will help your audience recognize your brand and build trust with your content.

Optimizing Repurposed Content for SEO

When repurposing content, it's important to optimize it for SEO to make it more discoverable by search engines. This includes using relevant keywords and meta descriptions to help search engines understand what your content is about and rank it accordingly.

For example, if you're repurposing a video for your website, make sure to include a transcript of the video with relevant keywords. This will make it easier for search engines to understand the content of the video and rank it higher in search results.

By following these best practices, you can ensure that your repurposed content is high-quality, consistent, and optimized for success. So start repurposing your content today and see how it can help you reach new audiences and achieve your marketing goals!


Repurposing content is a powerful technique that can save you time and increase engagement and reach. By analyzing your existing content, identifying pieces worth repurposing, and transforming them into new formats, you can build a cohesive go-to-market strategy that reaches more people and resonates with your audience. By following best practices, you can ensure that your repurposed content is optimized for success.