A Content Marketer’s Checklist: Purposefully Repurposing Content
Content creation can feel overwhelming (those algorithms!), but there’s no need to start from scratch on every channel. Repurposing existing content is an ideal way to reach multiple audiences and make the most of your time.
Strategically reusing content across channels can maximize the value of messaging you’ve already made. In fact, 42 percent of marketers have said that repurposing content has led to successful marketing campaigns. Reworking content is a well-established marketing habit across industries, and a necessary strategy to stay competitive in this fast-paced, fast-posting world.
After an event, product launch, announcement, or posting a piece of content that resonates and performs well, repurposing that content is the next strategic step.
What is Repurposing Content?
Repurposing content involves taking a core piece of marketing and reformatting the message to be shared across multiple channels. Don’t just think “copy and paste” — repurposing involves strategic and channel-specific tweaks that effectively cater your main content and messaging to different channels. This will look different depending on your core content and the channels that make sense for your business.
Proud of a blog post? Summarize the content in a shareable LinkedIn update.
Hosting a podcast interview? Film the interaction to edit for video content.
When you share the same message across different channels, you’ll reach your target audience in different (and cost-effective) ways. A customer might miss your blog post but happen to swipe through your Instagram carousel, or maybe they aren’t connected to your social media, but they did open your direct email that day.
You’ll have a better chance of meeting your target audience where they are when you maximize multiple channels.
The Content Marketer’s Checklist
Overwhelmed with repurposing options? This checklist simplifies your focus.
Once you have core content in mind to rework and reuse, this list offers channels and ideas to consider. Which of these channels makes sense for your business, and can be easily reworked from content you already have?
Core Content Repurposing Checklist:
Business to Consumer:
Video Content: Make YouTube (shorts or full videos), Reels, or TikTok — video consumption accounts for 82 percent of consumer internet traffic.
Photo Content: Share Facebook and Instagram posts (single image or carousels), or original memes and infographics.
Text Content: Send email nurture campaigns, or Facebook, LinkedIn, and X (formerly Twitter) posts.
Downloads/eBooks/Guides: Combine content for a focused product, book, or guide on a particular topic — or share a PDF resource to help build a targeted email list.
Podcast: Record audio from video footage or a script written from blog content.
Business to Business (B2B)
Whitepapers & Long-Format Articles: Dive deep into what your audience cares about through comprehensive guides or research reports. These resources are often gated to drive lead generation.
Thought Leadership Articles: Establish your brand as a go-to resource through data-driven articles and industry expertise.
Case Studies: Show real-world application of your product or service from challenge to measurable outcome, in a way that converts to commitment.
Webinars: Engage prospective clients in an interactive setting, often with download offers or networking opportunities.
Industry Reports: Produce an industry-specific report that furthers your brand’s place as a thought leader and helps other businesses navigate trends.
Internal and Self-Hosted Communication:
Internal Email/Newsletter: Don’t forget your own team. Using content for internal purposes can build company culture and nurture growth.
Web Page: Add updates to your own website to help prospective clients delve deep into your story and offering.
Blog Post: Keep a regularly updated blog, which can often serve as a core content bank to be repurposed in different ways.
Employee Portal/Platform: Drive connection internally to build a team that builds your business.
Remember, quality content matters more than choosing a channel. You also need to genuinely interact with your audience after posting — repurposing is not a set-it-and-forget-it process. But when you put in the work to build and repurpose content that resonates, then interact and establish trust with consumers, you can organically build a business the right way.
Let Comma Help With Your Checklist
Developing core content that can be easily adapted across channels is a strategic and efficient marketing investment. When you effectively show how you solve problems for your market in multiple formats and across different channels, they’re more likely to catch your content. Don’t skip posting because someone might see the same message twice — repetition can work to your advantage, and people rarely remember what you’ve posted before.
If you’re ready to have more key pieces of content on hand that can be repurposed across channels, Comma can help with your core content copy. At Comma, we build marketing assets through experienced writers and editors — from there, you can take quality copy and repurpose content across channels for an efficient and effective reach.
Schedule a free 20-minute consultation today to learn more about how Comma can support your core content!
