How to repurpose Content for Social media

Repurposing content means to re-share ideas and material that you already have. This means using your existing content in different ways and on different channels to appeal to a broader spectrum of your audience.

Why should you repurpose content?

People learn differently. There are 7 different learning styles: Visual, Auditory, Verbal, Kinesthetic, Logical, Social, Solitary. While a blog is one of the most common ways to share data, there are other mediums that can make digesting information easier for your audience. For example, statistical data can be explained in paragraph forms but it can be easily understood when it is turned into an infographic. Sure, your company story can be narrated in a blog but have you considered doing a brochure? How about a video?

What works for one person may not work for another. While you can't please everybody, you get a pretty good shot at it if you repurpose your content in the form of different mediums.

Different platforms, different formats. Social media has made repurposing content necessary. Different channels have their own post requirements.

Reinforce your message. Repetition is important in ensuring your message is received by your target audience. Repurposing your content helps you achieve your goal. Repurposing your content allows you to deliver a message multiple times without being too redundant.

Get an SEO boost. Ranking in the right keywords is important in building a brand. Repurposing your content gives you additional opportunities to target the keywords that you want your brand to be associated with and get quality links back to your site.

Connect with new audiences. Repurposing your content to fit different social media channels enable you to reach your audience where they are. When you release a blog and publish it using only one medium, chances are, it only reaches one group of people. When you repurpose content and promote it in your social media channels, you are exposing it to a wider a wider audience.

Tips on repurposing content for social media

Repurposing content is important in building your brand influence on different social media profiles. Here are actionable tips on repurposing content.

Start with quality content

Identify quality content in your archive. To do this look for:

  1. Relevant content. Some content are timeless. If the topic or points in a content remain true up to now, then it is still worth sharing. Repurposing is also a good way for you to take stock of your content and update outdated information.
  2. Content that gets the most engagement. Repurpose content that your audience like. Look to your most shared and commented content

Rework old content

If you have produced quality articles but are too long to post on social media, you can rework it into small chunks that can be direct quotes or shorter posts. For example, we rework our blogs into shorter post versions on Linkedin. This way, we are able to reach out to our Linkedin connections, get feedback from those in the same industry, and invite them to visit our site.

Explore new content options

Turn your instructional video into a how-to article or your case study into an infographic. These are just some of the ways that you can repurpose old content into new formats that better deliver your message to other audience segments. There are tons of content formats that can be available to you. Here are some fast and easy formats that you might be overlooking:

  1. SlideShare - Take the outline or talking points from the original content and create a presentation out of it. This enables you to discuss a topic a more depth. From SlideShare , you can download the presentation or share it directly to your other social media channels.
  2. Build a Pinterest board - Use Pinterest to collate images in a similar category. You can also make your board interactive by inviting your audience to contribute to your board.
  3. #QOTD - Turn your quotes from your blogs, videos or podcasts into quotes of the day. They are highly shareable and increases the saturation of images in your feed while clearly delivering a message.

Adapt content to social channels

Each social media channel have their own specific requirements. They differ in size, styles and formats. Take stock of how your audience engage with different posts using tools for analytics.

When posting images on social media, use this guide.

Tap into talents

Use talents within your team or outside it to create compelling content for social media. You can tap into talents available for your without losing your voice since you already have the framework and content previously published. Provide your creative team with content, notes and other details necessary to deliver your message effectively.


Promote your content often. Some marketers believe that your audience need to be exposed to your audience seven times before they can effectively recall it. The message here is that your marketing should be consistent. Customers don't just buy from you the first time they see your message.

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About the Author


Angelica Manlunas

About Angelica Manlunas

Angelica lives off of coffee and pizza. She spends her time online tinkering on social media, watching short films and poetry slams. Her offline time is devoted to trips to the beach or spending lazy days indoors with a book in her hand. Also, she writes at least 1000 words every day. Email Angelica at and follow Angelica @ang_transeo.


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