How to repurpose content: Follow the content splicing method

How to repurpose content: Follow the content splicing method
Kate Miller
Kate Miller

When you work in content marketing, it can feel like you’re on an endlessly turning hamster wheel — always searching for the next piece of content that just might catch your audience’s attention and create the results your stakeholders want.

What if I told you there was a better way? 

Content repurposing (or content splicing) is a technique to help you easily and painlessly scale your content marketing efforts. No more scrambling for new blog ideas or scraping the bottom of the barrel for social posts — content repurposing takes what’s already good and magnifies it, with little effort required.

Today, I’ll walk you through the process I’ve developed as the content marketing manager for Inflow, a boutique digital marketing agency. Along the way, I’ll give you some tips and tricks for streamlining your production process and producing top-quality content that your audience really enjoys.

Let’s get started.

What Does It Mean to Repurpose Content?

First, let’s start with the basics: What is content repurposing?

In general, to repurpose content means to take the content you already have and “re-create” it for a new medium. 

Let’s say your eCommerce website has a highly successful blog post on choosing the best sunscreen for skin type. It drives lots of organic traffic and frequently leads to purchases of your related products. Clearly, this is a topic that your audience is interested in.

But, to maximize that content’s reach, you can’t call it quits after publishing your blog post. Instead, you should use it to create new, repurposed content of all shapes and sizes, such as:

  • Interactive quizzes (“What Sunscreen Is Best For You?”)
  • Infographics (“Top Sunscreens for Different Skin Types”)
  • Long and short-form videos (“Review: X Brand Sunscreen for Oily Skin”)
  • Giveaways and contests (“Take Our Quiz and Get a Free Sunscreen Sample!”)
  • Social media posts (“Tell us your skin type, and we’ll recommend a sunscreen for you!”)
  • SMS campaigns (“Share your favorite sunscreen for your face type for 10% off!”)

The list goes on and on.

Content repurposing requires an open mind, creativity, and the willingness to try anything. In my experience, each foundational piece of content contains dozens of follow-up opportunities. 

You’re only limited by your imagination and resources.

Repurposing Content: Step-by-Step Guide

If you’ve never thought about repurposing your content, getting started can seem intimidating. You’ve got so many options; how do you know which channels and content forms to start with?

Below, I’ll walk you through the steps I take as a content marketing manager. Use them to create the repurposing strategy that works best for your team.

Step 1: Gather Your Resources

Before you even start planning your content, you need to take stock of the resources available to you.

As mentioned above, your ability to repurpose content is often limited by the time and bandwidth of your team. A three-person content team can accomplish much more than one person who’s in charge of it all; it’s simple math.

In addition to your time, think about the tools that will make the repurposing process much easier.

  • Photo and video editing softwareCanva and are some of my favorites.
  • Analytics platforms: Use Google Analytics and Ahrefs to identify which content is performing best.
  • Social scheduling tools: Hootsuite and Hubspot’s schedulers can free up a good chunk of your time.
  • AI writing tools: While I don’t recommend using content from these tools verbatim, they are a great resource for the dreaded writer’s block.

Step 2: Outsource Where You Can

As a one-person team, I simply couldn’t produce all the content for Inflow that I do without some help. So, I hire contract writers, video editors and designers to bring my vision to life.

Odds are, you know your team member’s strengths. Lean on those, and hire someone to help with the weaknesses.

In my own work, this allows me to continue creating content briefs and looking to the future while my freelancers work on several content pieces (videos, graphics, blogs, etc.) at the same time.

If your budget allows, I highly recommend hiring some extra hands. While you can do a lot as a dedicated single marketer, outsourcing is the only way you’ll truly scale your content marketing efforts over time.

Step 3: Prioritize Your Content Plan

To get the most bang for your buck, your content marketing needs to move beyond the “spray and pray” method. In other words, don’t just create content for content’s sake; think long and hard about what purpose it will serve your audience, which pain points it will solve, and which marketing goals it will accomplish.

As I’ve mentioned above, start with your top-performing pieces. These are likely blog posts or videos that drive the most traffic and get the most audience engagement. (Learn how to audit your content performance now.)

While choosing top performers is not always a guarantee that your repurposed pieces will excel, they will give you a leg up over choosing content topics that are untested by your target audience.

Step 4: Record Everything

Video is the new “king” of content — but, for many brands, creating videos can be overwhelming.

Good news: Thanks to TikTok and other short-form video channels, today’s customers don’t need (or even want) their content to be super high-quality. They want videos that are authentic and, most importantly, interesting.

The biggest trick I’ve found for creating video at scale is simply to record everything: internal team discussions, conversations with current and prospective customers, and more. 

As a remote agency, Inflow conducts all of our communications via video calls. When recorded, these calls are a wealth of information and potential content for us to splice up, polish off, and publish across YouTube and other social media channels.

Of course, don’t forget to ask for permission when recording!

Step 5: Explore Multimedia Opportunities

By incorporating multimedia opportunities into your content repurposing, you can reach a wider audience, especially those who are visual learners.

As mentioned in the example above, you can use a single blog about sunscreens and skin types to create a wide variety of multimedia content — videos, interactive quizzes, infographics, and more. For example, if you spoke with brand representatives as research for your blog post (and recorded that conversation), you can use that footage to create a multitude of videos, which you can embed into your blog post and share across your social media accounts.

If you’re first and foremost a writer like me, incorporating visuals into your planning process will take some practice. But, the more you challenge yourself (“Could this be a video? How could we present this visually?”), the better you’ll get at it.

Of course, the same goes for those who are visual thinkers first. Any video that you create for social or YouTube could be transcribed as the foundation for a long-form blog!

Step 6: Embrace the “Thread”

If you’ve been on Twitter or LinkedIn lately, you’ve likely noticed an increase in long-form posts — “quick hits” otherwise branded as a “thread.”

Threads are a great way to repurpose your long-form content (either written or video) into a readable snippet for your audience. In your thread, you can link to other resources, including your other repurposed content on the same topic. It’s a bit incestuous, but it works.

For example, in a Twitter thread of the “quick hits” from your sunscreen blog, you could link to your short-form videos or interactive quizzes, or post your infographics within appropriate tweets. 

It’s a great way to add value to your thread and make it stand out from the thousands of tweets that are published every day.

Step 7: Keep Innovating

As your audience’s needs and wants change, so should your repurposing strategy. 

For example, prior to the rise of TikTok, short-form videos weren’t a priority for content marketers. Now, these videos are one of the first products created in any repurposing journey.

Some of your repurposed content will crash and burn (it’s just the nature of the beast). But, over time, you’ll identify which forms of content and topics resonate best with your audience, and you can focus on those in the future.

And, as with anything else, the more you repurpose, the easier it will get, the less time you’ll spend producing, and the more bandwidth you can put toward experimentation and innovation.

Content Repurposing: The Smarter Way to Scale Your Content Marketing

While it may require a perspective shift from your team, content repurposing is the smartest way to scale your content marketing efforts, create more valuable content for your audience, and drive the results your brand needs.

And, if you’re currently managing your brand’s entire content strategy, you’re probably already doing it! Even a simple social media post is a form of content repurposing (albeit at a smaller scale).

Follow the steps above to start creating your own repurposing strategy today. Find what works for you, and amplify it for the best results.

Your stakeholders (and to-do list) will thank you.

Kate Miller is the content marketing manager at eCommerce digital marketing agency Inflow. Through blogging, video marketing, and more, she helps build Inflow’s brand as a boutique agency for online stores.