If you search for “how to repurpose content,” you’ll turn up countless blogs and infographics (and eBooks) that offer content marketing tips for how to transform your assets into something new.

  • Have an eBook you want to repurpose? Turn the key takeaways into an infographic!
  • Write a lot of blogs on one topic? Build an eBook that encompasses all of them!

The problem is that virtually all of this advice is given with the stipulation that you already know what you want to repurpose. But what if you don’t? What if you read about all the benefits there are to repurpose your existing assets and want to take advantage of this time- and resource-saving strategy?

All you have to do to recycle content is look in one of two places:

  • your top-performing content

– or –

  • your audience’s needs.

If it ain’t broke, don’t fix it – just repurpose it.

Your library of downloadable assets, blogs, graphics and other content is the first place you should look. But you can’t just pull a piece randomly from the shelves and start repurposing – you should start with the content that’s proven to be successful already.

Blogs with high pageviews and low bounce rates, eBooks with steady downloads over long periods, graphics that see a slew of social engagement – these are the types of reusable content that are already resonating with your audience. Since different formats and messaging speak to different audiences (whether depending on their demographics or their location in the buyer’s journey), it stands to reason that turning one type of content into a different type will reach different sets of eyes.

Looking at the intended audience, where the asset succeeded or fell short, and the message you want to convey can help you more easily define the plan for the repurposed piece.

But what if you’re starting your search for reusable content with a specific audience question in mind?

The answer to your audience’s question lies within your content.

When you have a specific need to fill with content, look to what you’ve already created before diving into something new. You may have something that is a near-perfect fit for your current query that just needs some repurposing and a good polish.

By first defining the question your audience is asking, you can reveal opportunities to repurpose that will allow you to fill that need quickly. Determine where they are in the buyer’s journey when this question arises and list out the best assets to reach them in this stage.

You could be looking at a piece of content that did well and just needs to be retargeted, or something that flopped. In the latter instance, look to why the content didn’t succeed to avoid the same pitfalls and create a stronger asset that will fulfill your audience’s needs. Then compile a list of the content you’ve already created on that or similar topics.

Ready to boost your content marketing ROI with assets you’ve already created? Reading about how you can find reusable content is one thing, but the application can get messy sometimes. Our free Content Repurposing Worksheet will take you step by step from either jumping-off point to creating a refurbished piece of content that will resonate with your audience. Download the worksheet today:

Download our free content repurposing worksheet.


Samantha Gordon is the Managing Editor of Brafton.com. With a diverse background writing and editing everything from blogs and whitepapers to romance and sci-fi, Samantha strives for greatness in grammar and quality.