• Vikki Sicaras

Make old content new again – and extend its reach


Recycling isn’t just for the environment! Most of us are overworked and have tight budgets. As marketers, how can we achieve maximum exposure with what we produce? The answer lies in repurposed content.


Repurposing your content ensures your audience won’t miss a great newsletter item, blog post or video. As for those who saw the content the first time around? You can put a fresh perspective on the topic and make it new again.


Reach a new audience with updated content

If you’re considering recycling old content, using a new medium can help you reach a wider or different audience. By doing something as simple as adding a timely photo, video or infographic, that old content sitting on your website can once again become relevant.


Choosing what to reuse

To find already written content ideal for reuse, look for evergreen topics. Think of things that those in your industry are always going to be interested in or searching for. For instance, in concrete construction, hot-weather and cold-weather concreting tips are shared every time the season changes. You can also use Google Analytics to identify your most popular posts.


The key is making sure you use content that’s still factual and relevant. There is so much you can do with minimal editing to existing material. Here are just a few ideas …


  1. Convert a webinar into a Facebook or LinkedIn live video to reach new viewers.

  2. Post or tweet short snippets of information paired with an image or video and link back to where it lives on your website.

  3. Turn an eblast into a blog post for your website (or vice versa).

  4. Compile a series of popular blog posts into a downloadable e-book to get more lead generation.

  5. Transform a brochure or press release into a feature article or case study to pitch to editors.

  6. Generate an infographic or slideshow using factoids, statistics and graphics from your articles, brochures, etc.

  7. Post your most engaging images and infographics to your Facebook or Instagram page for more exposure and to start a conversation.

  8. Extract key takeaways from previously written articles to create Top 10 or how-to lists.


Creating content with the intent of recycling

Another method of content repurposing involves crafting a single piece of content to later break down into smaller parts to fit multiple platforms.


For example, when writing an email marketing piece, break it into more digestible chunks of copy via subheads, bulleted lists, sidebars and visual elements. You can then use these smaller chunks of information by themselves and deliver them to audience segments most interested in that information using their preferred communication and social media channels.


Save time and revisit your favorite posts

Don’t be afraid to republish content on social media. Due to the nature of social media algorithms and the sheer number of users sharing information, your posts and tweets can get buried quickly in followers’ feeds. It’s OK to be repetitive across multiple social media channels.


Take advantage of #FlashbackFriday and #ThrowbackThursday hashtags to promote past projects or news coverage and older content sitting on your website. Not only does this strategy save time, it helps to keep your social media feeds full.


Repurposing content is a great way to keep your company’s name and calls to action in front of your target audience—without having to spend a significant amount of time and money creating new content for topics you’ve already covered. All you need is a little creativity.


If you have questions on how to repurpose your content (or if you’re looking to create new content), AOE is here to help. Our team has expertise in public relations, social media, branding and much more. Reach out today and let’s chat about how we can help you reach your goals.