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Creating content is hard. Squeezing more value out of it shouldn’t be.
If your team is constantly churning just to keep up, it’s time to repurpose. Turn one great piece into five. Reach new audiences without starting from scratch. Let’s get into it.

And a big thank you to Acoustic for partnering with us and letting us create media for a livin’.

In partnership with Acoustic

The Branding Playbook Behind Beats, Apple, and Nike

What makes a brand unforgettable?

Check out this session from Omar Johnson, former CMO of Beats by Dre and VP of Marketing at Apple, where he shares how behavior-driven engagement fuels growth and transforms marketing.

Here’s the key: shift away from demographic-based segmentation and focus to what people are actually doing. Customer behavior and intent are the trump card, and it costs less than you think.

Creating content takes a lot of work, organizing, planning, and research before the production part even begins. Then there is the task of checking the material for mistakes or wrong claims before posting it.

With the growing need for more content to be distributed to our audience, repurposing has become a very convenient way to keep people engaged, all while using some of the content we have already produced.

There are various ways to repurpose content. Whether migrating it from one means of communication to another or transforming it to appear different. Repurposing content will save you time and get even more engagement than the original post.

Repurposing Content

Making fresh and engaging content is difficult. Repurposing content is a convenient way to squeeze out more juice from your old posts. The type of content that can be repurposed is called “evergreen content,” i.e., content that doesn’t lose relevance over time.

Some of the reasons for distributing content can be a lack of time to produce fresh material, to get even more out of successful content, to reach a new audience, or to give an unsuccessful piece a second chance. Sometimes the content becomes old, requiring refurbishment to be as productive as it once was.

Therefore, how the content is repurposed depends on the content's nature and the creator's goals. There are numerous ways to do this.

• Republishing

• Syndication

• Transformation

• Converting

How to Repurpose Content

Republishing

Republishing is an easy way to get a new audience. Some of your most successful posts may go through the second glory if they are republished. The post will reach new audiences who may not have seen it before. It can also increase visibility and engagement on the post.

Naturally, it would need some refurbishing in regards to having up-to-date information and relevant SEO. Still, this is a straightforward way to attract new people to your platform.

Syndication

One of the most straightforward ways to repurpose content is by moving it from one place to another. For example, you can post a text from an article directly on Facebook or a video from YouTube to X.

You can also appear as a guest creator on another platform and post your republished content there. This will allow you to increase backlinks and showcase your ideas, products, or services to a different crowd.

Many creators still struggle to understand how powerful migrating content like this can be. Getting it from one platform to another will get new engagement on your post and receive fresh feedback.

Even if the same people follow you or your brand on different platforms, they do not perceive content on all platforms the same. When they are on X, their mentality tends to differ from when scrolling Facebook.

Transformation

One of the ways to generate more from your content is by transforming it.

Think of it like a movie that started as a book. After seeing some success as a book version, the story got made into a movie, and then into a video game, and later it was a popular board game, and so on. Transforming content can follow a similar pattern.

As opposed to conversion, for which we will speak later, transforming the material means recreating it in another shape or form. For example, an article you wrote can become a video or vice versa.

This opens the door for many ways to use this option for repurposing content, and it will be down to your creativity to make it work.

Here are a few of the ways you can repurpose content by transformation:

• Article to video

• Video to article

• Article to podcast

• Podcast to video, etc

We should mention that for any idea, the opposite action would also be valid, for example, transforming an article into a video and vice versa.

Conversion

A conversion would mean simply turning the same content into a different format. Your text can be converted to sound, making it available for new people after republishing it in the changed format.

If you want to convert from video to audio or directly from video to text, there are various apps you can use to achieve it faster. However, you have to know that this is far less likely to succeed because merely converting the files doesn’t make them suitable for the other platforms.

Every platform has a unique algorithm that requires the content producers to respect certain principles and maintain certain standards to be successful. Content that is merely converted from one format to another is unlikely to have the same effect as its original execution.

The only way you can successfully apply this is by converting video to sound or sound to video by adding a visual presentation.