What’s your approach to repurposing your content into different formats, such as videos, infographics, or social media posts? We asked 17 content experts, and they shared actionable strategies to help maximize content reach and engagement.
- Maximize Content Value with Strategic Repurposing
- Tailor Content to Format and Platform
- Create Platform-Specific Video Snippets
- Use AI to Scale Content Creation
- Adapt Content for Each Audience
- Tailor Content to Platform and Audience
- Dissect Content for Platform-Specific Formats
- Use Tools to Simplify Repurposing
- Create Authentic, Multi-Format Content
- Repurpose Audio and Video into Blogs
- Showcase Client Experiences in Various Formats
- Start with a Story for Effective Repurposing
- Repurpose Content to Maximize Engagement
- Film Long Form First, Then Create Short Clips
- Use AI Analysis to Guide Repurposing
- Shoot High-Resolution Videos for Future Use
- Reframe Content for Different Audiences and Platforms
Content Repurposing Strategies
Maximize Content Value with Strategic Repurposing
I follow a strategic repurposing framework for a travel brand I manage to maximize content value across platforms.
For instance, we created a detailed blog on “Top 10 Exotic Destinations for 2024.” Here’s how I repurposed it:
- Video: Highlighted each destination in a quick 60-second reel with stunning visuals and captions. These reels were shared on Instagram and TikTok to capture younger audiences.
- Infographic: Designed a visually appealing map showcasing the top 10 destinations, perfect for Pinterest and LinkedIn.
- Carousel Post: Broke down each destination into slides with tips and photos for Instagram, making it interactive and shareable.
- Email Snippets: Used teaser content with clickable links for our email marketing campaign, driving traffic back to the blog.
The choice of format depended on the platform’s user behaviour: short, visually engaging reels for Instagram; detailed, insightful content for LinkedIn; and clickable, image-heavy content for Pinterest. By tailoring the format to the audience’s preferences, we achieved a 40% increase in cross-platform engagement and significantly boosted website traffic.
Shalu Sharma
Social Media Manager, BigOhTech
Tailor Content to Format and Platform
Our approach to repurposing content revolves around maximizing value while tailoring it to the strengths of each format and platform. Here’s how we go about it:
1. Understand the Core Message
First, I identify the key takeaways or messages of the original content. Whether it’s a blog, webinar, or whitepaper, I ask:
- What’s the main point?
- Who’s the audience?
- What action do I want them to take?
This helps me stay focused when adapting the content for different formats.
2. Match Content to Format Strengths
Not all formats work for every message, so I think about how the audience consumes content on different platforms:
- Videos: Perfect for storytelling, tutorials, or breaking down complex ideas visually. If a blog has steps or processes, I’ll create a short explainer video or even a series for social media.
- Infographics: Great for stats, processes, or overviews. For a data-heavy whitepaper, I’ll extract key statistics and trends to design a visually appealing infographic.
- Social Media Posts: Ideal for bite-sized content. I’ll pull out quotes, tips, or stats to create standalone posts, carousels, or short clips.
- Slideshows/Presentations: For professional audiences (e.g., LinkedIn), I condense blogs or reports into sleek, shareable slides.
- Podcasts/Audio: If the content has storytelling potential, I consider turning it into an audio segment for those who prefer listening.
3. Assess the Audience and Platform
Each platform has its unique vibe. For example:
- Instagram thrives on visuals, so I’ll focus on infographics, short videos, or carousels.
- LinkedIn favors professional insights, so I’ll adapt blog posts into thought-leadership articles or conversational posts.
- Twitter requires punchy, concise formats like stats, one-liners, or mini-threads.
- YouTube is great for longer, engaging videos or snippets that demonstrate value.
4. Use Analytics to Guide Format Decisions
I also look at past performance to guide my choice. For example:
- Did previous videos on a similar topic perform well?
- Is the audience engaging more with carousel posts or single-image posts?
Analytics help me prioritize the format that’s likely to have the most impact.
5. Leverage Tools for Efficiency
Tools like Canva (for infographics) and Descript (for turning webinars into podcasts) help speed up the process.
Srikant Chellappa
CEO, Engagedly
Create Platform-Specific Video Snippets
Think of an enthralling behind-the-scenes video of a recent client shoot. Although the entire thing could be a success on YouTube, we wouldn’t chop it into smaller segments for other platforms. For Instagram and Facebook, we would build high-contrast, square-shaped snippets that stand out in a fast moving feed. These can be the most beautiful moments from the shoot or those that highlight the camaraderie on set. For TikTok, we produce short, engaging videos containing trending music or challenges, attracting a younger audience. It’s all about communicating the right message in the right way.
This hybrid strategy has been remarkably successful. A recent example involved repurposing a customer testimonial video. On YouTube, we broadcasted the entire interview, and let people connect to the client’s narrative. For LinkedIn, we designed a brief, powerful edit around the client’s good experience with FilmFolk. And for Instagram, we created a series of short, catchy quotes that featured eye-catching images—great for attracting attention in an office environment. We adapted our video content to each platform and audience, thereby making sure our clients’ narrative resonates throughout the web.
Andrew Cussens
Digital Marketing Specialist| Founder & CEO, FilmFolk
Use AI to Scale Content Creation
Our approach to repurposing content is all about maximizing efficiency while maintaining quality, using AI to scale our efforts. For instance, a single conversation with our product manager about analytics dashboards recently turned into a goldmine of content. The raw Zoom transcript, combined with AI tools, was transformed into a sleek datasheet for Sales, an SEO-driven landing page, and a top-of-funnel blog—all without additional prep or slides. This method lets us produce 30+ high-value content pieces each month, from blogs to social media posts, while keeping our small team agile and impactful.
Choosing the best format depends on the content’s purpose and audience preferences. For highly technical details, we might prioritize datasheets and landing pages to inform decision-makers. Blogs serve broader audiences, driving organic traffic with SEO optimization, while social media posts distill the highlights into bite-sized, engaging formats. AI helps us adapt content across these channels, ensuring consistency and relevance. This strategy allows us to work smarter, leveraging one idea to meet multiple goals, scale efficiently, and consistently deliver value across touchpoints.
Aimie Ye
Director of Inbound Marketing, Centime
Adapt Content for Each Audience
The tea on content repurposing is understanding your target audience and keeping your content short. For example, Gen Z loves TikTok and Reels, while Millennials might appreciate a clean infographic on LinkedIn. The content format should depend on the platform.
Then, take the key points of your OG content and simplify. Blogs can turn into snappy carousels, tweet threads, or “Did you know?” videos. The goal is to serve bite-sized information. You can keep the same core message but adapt the tone and visuals to match the platform.
Here’s a cheat sheet in case you need it!
- Short, actionable tips? > Videos or carousels (TikTok, Instagram, YouTube Shorts).
- Data-heavy content? > Infographics or blog posts (Pinterest, LinkedIn).
- Engage in conversations? > Tweet threads or LinkedIn posts.
- Deep dive or storytelling? > Podcast or YouTube video.
You can leverage various free online tools to repurpose your content into different formats, such as Canva and CapCut for videos, Otter.ai for adding captions, and Buffer for scheduling and tracking your post performance.
Marissa Sabrina
Creative Director, LeadLearnLeap
Tailor Content to Platform and Audience
When it comes to repurposing content, my approach is to tailor the format based on both the platform and the audience’s behavior. I always start by considering where the content will be posted. For social media, key details and attention-grabbing visuals are key. I aim to create short, impactful content that quickly engages users as they scroll through their feeds. This could mean using an eye-catching image along with a concise message, highlighting key details like an affiliate promotion for an accessible holiday, including the company name, the offer, and essential accessibility features like wheelchair access and wet rooms.
On the other hand, when posting content on my website, I go into more depth. Visitors to my website are often actively seeking detailed information, so I provide thorough descriptions, dive into the specifics of the accommodations, terms, and conditions, and showcase multiple images to give them a full picture. This allows the audience to engage at their own pace and fully explore the details they may be interested in.
Whenever possible, I also point social media users back to the website. This gives them an easy way to access more detailed content, but I find that it’s not always necessary to do so, especially when the social media post serves as a quick highlight or teaser.
Avalon Parkes-Barton
Owner, Disability Destination
Dissect Content for Platform-Specific Formats
We start by dissecting the original content for its strongest elements—statistics, emotional hooks, or storytelling moments—and reimagine those core pieces in formats that resonate with specific platforms. A compelling stat might become the centerpiece of an infographic, while a story evolves into a video script or a podcast discussion. It’s less about copying and more about creatively reinterpreting the message for different audiences.
We focus on audience intent—if the goal is to educate, long-form formats like blogs or eBooks work best, but for sparking quick engagement, we lean toward Instagram reels, infographics, or polls. Matching the format to the moment ensures the content feels natural rather than forced. It’s all about respecting how the audience consumes information on each platform.
Jason Hennessey
CEO, Hennessey Digital
Use Tools to Simplify Repurposing
There are fantastic tools like Kapwing and Captions.ai that make repurposing long videos into short, engaging clips incredibly easy.
Canva, especially with its latest updates, has become a powerhouse for creating infographics that are both visually appealing and shareable.
I’ve found that video is hands down the best format; it grabs attention, builds trust, and converts like nothing else. Infographics come next because they simplify complex information and are perfect for quick social media consumption.
Podcasts and audio formats follow, offering depth and a more personal connection for those who prefer to listen.
Honestly, I wouldn’t bother much with plain text posts anymore; they feel outdated and lack the punch other formats deliver.
With my recent shift from being a writer to diving into marketing, especially over the past ten days, I’ve seen how much more impact these dynamic formats have in reaching and resonating with an audience.
Bhavik Sarkhedi
Founder & Creative Director, Ohh My Brand
Create Authentic, Multi-Format Content
In order to effectively repurpose your content, the first thing you have to do is create the right content. You want to make sure that what you are sharing is authentic and easily digestible in multiple formats. For example, when you create an infographic with various elements, you want to make sure that infographic images are perfectly sized and personalized for each channel and medium.
We’ve done infographics that have been used as large printed posters and then broken down into different scrolling slideshows for online consumption. We’ve also taken content from those infographics and rolled them out in a series of shorter blog posts with a link back to the fully downloadable (and printable) infographic. These are all ways to maximize the attention—and retention—of your repurposed content.
Chris B.
PR Rep, Minuteman Press International
Repurpose Audio and Video into Blogs
I once read that if you say it, you should write it; if you write, say it. In other words, if you capture a conversation in audio or video format, it should be repurposed into a blog post and then splintered into social media posts. If you have a good blog post, create an audio blog and break that down into audiograms or short videos. This approach ensures maximum bang for your content creation buck and makes your content more accessible.
Sarah Sheehan
Senior Content Strategist
Showcase Client Experiences in Various Formats
As we are in the beauty industry, the community has found more ways to appreciate and support women in business on social media, and it has made contents look and feel more natural, and authentic. The videos, reels, or infographics that we share tell more of our clients’ transformation and experiences. While we pitch and offer our services every now and then, some promos, and a skit from our office, we are more enthusiastic to share how our clients felt during their time with us.
For instance, our clients may leave Google reviews to rate their experiences and our provided service; we use these reviews for our infographics, website banners, or in a reel with a collection of reviews from other clients. We maximize the value of these reviews by showcasing it in different formats.
From written feedback to before-and-after photos, we also like to retell and share their voices through a video reel compilation. Some may use it for marketing, but I think that repurposing or resharing their experiences is a way for my team and I to thank them and to show them our support and appreciation. After all, they are the ones who keep businesses alive, so if we can share and create content in every way possible, why wouldn’t we? Alternating our content formats are our company’s gratitude in different forms, and I think that there is no wrong way of doing that.
Stacy Tapping
Founder, The Beauty Sculpting Room
Start with a Story for Effective Repurposing
Here’s what I discovered about content that really works. Everything starts with a story. Take this case study I did—turned it into a video testimonial, created these quote graphics for social, and wrote up a quick blog post. People don’t connect with facts, they connect with stories. Figure out your main message first, then adapt it. On Instagram, I go big with bold stats and success stories. LinkedIn gets the deeper analysis. This approach doubled our engagement while cutting our content creation time way down. That’s what happens when you keep your voice consistent across everything you do.
Aaron Franklin
Head of Growth, Ylopo
Repurpose Content to Maximize Engagement
You can use the art of repurposing content by adding it to your strategy. It involves reusing content in another media form to maximize engagement and reach. Content is valuable, and we take time to brainstorm, visualize, and then create it. No wonder why we aren’t the only ones who look toward repurposing to give content a new lease of life!
We start by understanding the content’s intended message and its valuable elements. We then change its format but ensure the message remains intact.
By making a comprehensive blog into an engaging infographic, we reduce reading strain and keep key points central to the content. Transforming a blog into a short video for social media increases the chances of virality and helps catch viewers who have switched off. Social media posts are supposed to attract attention, so using the ideal media form is essential.
You should choose the right media format for social media posts depending on who you are targeting and for what purpose. Compiling valuable and countless tips is better in an infographic than in a blog. Also, people naturally prefer to watch engaging content than read a 1000-word blog. You’ll need to create a post your audience can engage and interact with in real-time.
I follow the data and use analytics to guide each decision regarding social media posts. Depending on the platform, analytics may show that videos do better than long-form content. So, we head the data and continue to use top-performing formats to ensure we can maintain audience engagement without losing the content purpose or intent.
Repurposing is wise decision-making if you don’t want to lose quality content. It gives content another opportunity to achieve its goal using a new format. By using another format you can extend content life and optimize its performance.
Aditya Chauhan
PPC & SEO Specialist, D’Genius Solutions
Film Long Form First, Then Create Short Clips
Generally for clients that are across all social media platforms we have an approach to get content for Youtube down to Reels, without needing to refilm it for each platform completely. We film in at least 4K so when we crop down it doesn’t reduce the quality and frame the original shot so there is plenty of space for vertical and horizontal.
The long form will usually come first, we film that and focus on making it great. As we film, if we think of fun ideas that would suit short form, we film those outtakes and the B-Roll for it too. Then in editing, long form again comes first and is usually just horizontal for YouTube, and then we create the breadcrumbs.
These breadcrumbs are the 15-30 second highlight moments from the long form video that are entertaining, educational or provide escape as a stand alone video but also might lead people back to the long form. The breadcrumbs are edited to be at least horizontal, vertical and square and sometimes 5:4 aspect ratios to cover all the placements.
This is when we also add in the fun elements for reels, depending on the client.
Platforms like DaVinci Resolve make it pretty easy to make the different aspect ratios with tools like “reframe.” Personally, I find it best to do landscape first and move to the other aspect ratios after.
Matthew Evans
Owner, Naturally Creative
Use AI Analysis to Guide Repurposing
Our most effective content repurposing approach came from analyzing user engagement patterns across channels. Our breakthrough came when we started using AI conversation analysis to identify which topics resonated differently across platforms.
For example, when our detailed technical blog post about AI implementation garnered significant traffic, we didn’t simply shrink it for social media. Instead, we extracted the key pain points mentioned by readers in comments and created platform-specific content: short video demos for LinkedIn showcasing solutions, infographic workflows for Twitter, and detailed case studies for SlideShare. This targeted repurposing strategy increased our cross-platform engagement by 50% and improved content ROI.
For content teams looking to optimize repurposing, I recommend starting with audience interaction data for each platform. Let user behavior guide your format choices rather than following standard repurposing formulas.
Jay Natividad
SEO Exec – Partnership Outreach & Growth, Dialpad
Shoot High-Resolution Videos for Future Use
For videos, it’s important to shoot at the highest possible resolution and with the least compression when shooting. I.e., 4k and above. Even though you are not delivering at these higher resolutions, it’s good to future-proof your video content from the start. This gives more opportunity to crop, zoom in, resize for various social media needs.
Senthil m
Founder/Cinematographer, t-eight pte ltd
Reframe Content for Different Audiences and Platforms
Repurposing content is one of the most intelligent ways to increase its effect, and I practice it to add value. In my case, it is not merely recycling material but rethinking how to reformulate it for different audiences and platforms. All pieces of content have a primary message to deliver, but the manner in which they do so can wildly vary in reception. I begin with the end in mind: Who am I getting to and what do I want them to do? Having such clarity allows me to select the most appropriate format.
Example: A deep dive into a blog post—if the purpose is educational then I could create an infographic, simplifying to the most impactful visuals and data for Instagram or Pinterest. If I wanted to promote engagement, for instance, instead of taking notes while writing an article, it could record a video and just speak the highlights like it was having a casual conversation—great for TikTok or LinkedIn content. In fact, that same blog could lead to a podcast episode or social posts pulling out key takeaways. The format is very much platform-driven by how audiences interact with content there.
And for repurposing, I don’t just copy/paste it; I reframe the content into new angles. Even if there is a similar idea behind them, each piece should feel original. And that lies in listening to what resonates. So if a video performs better than an infographic about something, there you go—it tells me to lean more into video for content moving forward. This might not work for every audience, so testing and iteration is key.
Another thing I do is from the get-go, I plan for repurposing. By creating a podcast or article that you can break down into pieces, your content can live on different platforms and save time. By doing it this way, my ideas get that much more exposure while making each piece of content work harder and smarter. Properly executed, repurposing is more than efficient: it’s transformational for your content strategy.
Darryl Stevens
CEO, Digitech Web Design
