New is not always better: the power of repurposing content in your strategy

TL;DR

• Creating constant fresh content is exhausting and unnecessary - your existing content is a goldmine waiting to be tapped.

• Repurposed content delivers greater impact through multiple exposures, reaches different audience segments, and maximizes your ROI on work already done.

• Smart repurposing transforms content (blogs→videos, guides→social posts) and finds new angles

• Only create brand new content when you have genuinely new insights - otherwise, refresh and reformat your proven winners.

• The most effective content strategy often isn't about creating more, but about getting more mileage from your best work.

We are all so used to constantly creating and coming up with new things, that we sometimes forget that reusing can be just as powerful. That familiar pressure to constantly create brand new material can be overwhelming for any business. But here's the truth that the content marketing gurus don't shout about enough: new is not always better, and sometimes, your best strategy is hiding in plain sight.

The exhausting treadmill of content creation

We’ve all felt that crushing pressure to be constantly "on" with our content. Social media never sleeps, newsletters need sending, and the blog hasn't been updated since you wrote something three months ago. The content machine is relentless, and it's easy to feel like you're perpetually running to catch up.

Meanwhile, the stuff you've already created? It's gathering digital dust in your archives while you panic about tomorrow's LinkedIn post. Sound familiar?

Why we overlook what we already have

There's a strange psychological quirk in marketing where we believe that only new content has value. Maybe it's because "content creation" sounds more impressive than "content optimization." Or perhaps it's because starting fresh feels easier than diving into the messy business of revamping existing material.

But when you're busy staring at a blank page, you're ignoring the goldmine you're already sitting on.

The hidden ROI of repurposing content

Here's where it gets interesting - repurposing content isn't just a time-saving hack, it's actually a savvy business strategy. Consider these benefits:

• Consistent messaging: Repurposing helps reinforce your core messages rather than diluting them with constant novelty.

• Deeper impact: When was the last time one exposure to an idea changed your mind? People need multiple touchpoints with your message before it sticks.

• Extended reach: Different formats will reach different audiences. Your blog readers aren't necessarily your podcast listeners, or your social media browsers.

• Maximized investment: You've already done the hard work of creating the original piece - why not get more mileage from it?

  
  

How to repurpose with purpose

Repurposing isn't about just putting out the same exact content. It's about taking your best ideas and adapting them to reach new audiences or serve different purposes.

• Update with fresh perspectives: Take your best-performing content from last year and update it with new industry developments or statistics. What's changed? What's still relevant? This can be as easy as tweaking an existing blog and changing the date. In reality, very few people will remember that they’ve already seen this information. And if they do, it’s ok because you’re bringing a new angle to still-relevant information.

• Change the format: Turn your popular blog post into an infographic. Convert your webinar into a series of short videos. The medium changes, but the value remains. And it makes it more accessible to people who learn in different ways. Some people love watching videos, others like diagrams, others want to skim-read. Using the same content in different ways helps it reach further.

• Slice and dice: That comprehensive guide you wrote? Each section could be its own social media carousel, email newsletter, or short-form video. There’s a place for long-form content that someone can really sink their teeth into, but there’s also a place for bitesize content. Like anything in marketing, it’s a journey – tempt them with a snack, before you give them the whole meal.

• Take a new angle: There are lots of different ways to talk about the same subject. If you have one core theme to address, think of all the questions you could ask around it – why, when, how?

  
  

When to create new vs. when to repurpose

Here's my rule of thumb: create new content when you have genuinely new insights on a topic or when your audience's needs have fundamentally shifted. Repurpose when your core message remains valuable but could benefit from a refresh or a different format.

Sometimes the best content strategy is simply to do less, but better. It's about quality, not quantity, and sometimes that means giving your existing content more room to breathe and perform. We’re no longer in a world of publishing blogs every day to be seen – AI has taken that from us, and in my opinion, that’s a good thing. Make sure your content is valuable – every single piece has to earn its place.  

Getting started with repurposing

1. Audit what you have: Which pieces have performed well? Which of them contain evergreen information that's still relevant?

2. Identify content gaps: Where are you missing formats or angles that could reach new audiences while addressing your most important topics?

3. Prioritize based on effort vs. impact: Some repurposing is quick and easy, while other approaches might take more time. Choose wisely.

4. Create a system: Build repurposing into your content calendar rather than treating it as an afterthought.

   
   

The messy truth about marketing (again)

Remember, marketing is messy because people are messy. We don't consume content in neat, linear ways. We forget things. We need reminders. We discover brands through a range of channels at different times. A smart repurposing strategy acknowledges this human reality instead of fighting against it.

So the next time you're feeling the pressure to create something completely new, take a breath and look at what you already have. Sometimes your best content strategy isn't about creating more - it's about making the most of what you've already got.

If you’d like help with planning out your marketing and content strategy, drop me a line!

PS: It’s a little ironic that I’m writing a brand new blog about the power of repurposing, but I’m sure I’ll repurpose this in some form in the future.