I love repurposing things and giving them new life. A forgotten pair of jeans turned into a favorite pair of shorts for the summer. An old Mason jar, destined for the recycling bin, turned into a window sill planter for spring seedlings.
Plenty of resources went into creating these things for our consumption the first time around and often it feels like such a waste just to chuck ‘em in the bin when we’re done with them.
The exact same principle applies to content creation. Just think of all the time and energy it takes to create a single blog post. According to Orbit Media’s annual blogger study, as of 2022, it takes around 4 hours and 10 minutes to write a blog.
And that time has been increasing consistently year over year:
[IMAGE]
For the Brafton blog, we publish roughly eight net new blogs per month. That’s about 40 hours‘ worth of newly written content monthly (probably more). It’s definitely in our best interest to get the most out of the content we create, because this content isn’t cheap.
But you can only go so far with a blog post in its original format. Sure, you can distribute it to all the relevant channels, share the link on social, build backlinks to it, et cetera.
This is where content repurposing comes in. With it, you can transform a single blog post into dozens of new assets, and use them as a means of connecting with your audience many times over.
Read on to learn more about how to do this at scale with limited resources, complete with a real-life example.
What exactly is content repurposing?
Think of content repurposing as strategic content creation, where you can distribute your very best messaging across every important channel … to reach your audiences wherever they are and maximize the value of everything you create.
Here’s a little visual to show a small-scale example of this:
By repurposing your content, you are literally giving it new life and as a result, maximizing its effect to the fullest extent.
