Repurposing 101: How to Squeeze As Much Juice As Possible Out of Your Content
Even with AI tools, content production is a time consuming task. On average, content marketers spent 3.25 hours writing a blog post. With time at a premium—and pressure to produce more content quickly rising—repurposing existing content is an approach that conserves resources while getting more eyeballs on your high-performing content assets.
According to the Content Marketing Institute’s 2025 B2B Content Marketing Benchmarks Report, only 29% of B2B marketers consider their content strategy extremely or very effective, which means there’s a lot of opportunity to better organize and leverage existing assets. Whenever possible, squeezing as much juice out of the content you’ve already created is likely to improve your strategy.
In this introduction to my five-part series on content repurposing, I’ll highlight the upcoming topics to provide a roadmap to creating and implementing a comprehensive repurposing strategy. Those steps include:
Get a Grip on Your Content
Identify Your Top Content Assets
Refresh Existing Content
Repurpose One Asset into Many
Find Hidden Gems in Existing Material
Why Inventory Your Content?
One way to set the stage for repurposing content is a content inventory, which is a systematic review of your existing content to identify your content assets ahead of a content inventory. Content inventories help you get a grip on the content you have so you can take purposeful steps towards a repurposing strategy.
Content inventories can be wide-ranging or narrow. Ideally, you’ll have the resources and bandwidth to audit and inventory your content every two years, but if that’s not the case, you can focus on your top areas of focus by identifying and inventorying specific resources.
Before you start a content inventory, gain buy-in from key stakeholders. Obviously, you’ll include your marketing department; check in with key subject matter experts, executives and other content creators in your organization and explain your objectives and the benefits that a content audit and inventory offer.
What are Your Existing Top Content Assets?
A content audit helps you identify which content assets within your inventory already generate the best return before you invest time in creating new content. Answer this question from two points of view:
Search Engine Optimization (SEO): Review metrics such as organic traffic, rankings, backlinks, conversions and engagement
Generative Engine Optimization (GEO): Identify content that demonstrates expertise, answers specific questions clearly, cites authoritative sources and is regularly updated, according to Google
Evergreen content, which is generally the easiest to repurpose with periodic updates, both furthers your organization’s content priorities and keeps attracting readers months or years after publication. Content that covers foundational topics in your industry, answers recurring customer questions and generates organic traffic should rank high in your audit.
Beyond repurposing, content audits improve your overall content strategy because they help you identify content gaps, unearth duplicate content and find outdated pages. You’ll want to identify and eventually consolidate or eliminate duplicate content because duplicate content confuses search engines by cannibalizing each other, according to Semrush.
How can You Refresh Current Content?
Once your content inventory and content audit are complete, you have a basis to decide what assets are best for repurposing. For example, if you’re a hospital that has content for diabetics and parents of diabetics, you can update that material with more recent research and statistics. You can also eliminate duplicate content within that category by purging your website of duplicate pages and links. Finally, you could take an updated article or blog post about how diabetics can monitor their blood sugar and turn it into a listicle—a graphic oriented list of the warning signs of low blood sugar.
As you refresh, update and repurpose content, at the same time you can work on optimizing that content for GEO by answering the following questions, adapted from Google’s Creating Helpful, People First Content self-assessment guidance:
Does the content answer the reader’s primary question immediately?
Are outdated facts and statistics updated?
Does it include original expertise or insights?
Are authoritative sources cited?
Would readers trust and recommend this content?
Does it provide enough value that readers don’t need additional sources?
How Can You Repurpose One Asset Into Many?
As you put together your repurposing plan, one of the most important aspects of that plan is harvesting many assets from one asset. Let’s say that your law firm put on a webinar last year about AI Governance, which informed corporate boards about emerging issues in AI governance policies.
You could refresh that webinar with current guidance and select a different theme to put on an entirely new webinar without all the effort that the first webinar took. Whereas the original audience was corporate directors, general counsels, chief risk officers and compliance officers, a repurposed webinar could target a difference audience, healthcare executives, using different examples relevant for that audience such as HIPAA, FDA, clinical examples and healthcare case studies.
Both webinars could be repurposed into a variety of content assets including:
Blog posts
AI governance checklist
LinkedIn carousels
White paper
Case study
FAQ page
Client alerts
Social media posts
Instead of creating each asset from scratch, the firm extends the life and value of a single piece of thought leadership while reaching clients through the channels they use most. Essentially, one high value content asset can become an entire content campaign with relatively little additional effort.
How Can You Find Hidden Gems?
Odds are, some of your best content themes are hidden in plain sight. Candyce Edelen, CEO of Propel Growth, recommends mining client conversations for the nuggets that reveal what keeps your audience up at night and the solutions that you provide. Use AI to transcribe your sales conversations to identify questions and objections from prospects, convincing stories and the advice you give off the top of your head.
There’s lots of other material that you likely have hidden in slide decks, sales materials, customer emails, FAQs, recorded interviews and presentations. You can upload assets like these to your favorite AI tool and ask that tool for seven repurposing ideas. You can also ask that AI tool to highlight areas in your content that identify client pain points and cross reference your content inventory to see how you can build on existing content for refreshed insights.
What’s the Next Step?
Now that you understand why repurposing content is important and the steps involved, I’ll take you on a sequential journey designed to optimize content repurposing to increase engagement, conversion and ROI.
I’ve always said that like a cat, content should have nine lives. Learn how in this series of posts that runs through the beginning of August.