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Repurpose Your Content: Steal These Ideas!

by Jason Unger, Founder

Photo by George Milton via Pexels

In a recent #JungerExplainsItAll video, I talked about the importance of repurposing your content:

If you don’t want to watch the video, here’s what you need to know:

  • when you create content, you need to find ways to re-format and re-use it for your different marketing channels
  • most members of your audience or customer base have a specific way they connect or engage with your content, be it via email, social media, or your website – so even if it’s not new to you, it’s new to them
  • each outlet (social media networks, email, blogs, etc.) has its own best practices; be sure to optimize for each channel

It’ll come as no surprise to you that we do this with the content we create.

Here are examples of content that we’ve repurposed and how we reworked it for each channel. Steal these ideas and do it with your content, too.

List Blog Posts -> Instagram Slideshow

On our blog, we’ll often post stories that focus on a design topic and provide specific examples of what works (and what doesn’t).

In the past, we’ve written about call to action designs, mega menus, business cards, and more.

These types of posts are perfect to repurpose as slideshows on Instagram, since you can separate the key parts of the story – the title, the examples, and the descriptions – into individual graphics. To make reformatting content more efficient, we’ve created our own Photoshop template for reformatting our blog posts as slideshows. If Photoshop isn’t your preferred platform, consider creating or sourcing a template from Canva.

Here’s a great example: we took Forrest’s blog on creative favicon designs and repurposed it into this Instagram slideshow.


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A post shared by Digital Ink (@dgtlnk)

Social Media Posts -> Email Newsletter Content

While our Twitter content may be a little more offbeat and our LinkedIn content may be a little more professional, we don’t want to miss an opportunity to promote something unique to our larger audience.

In our email newsletter, we dedicate space to promoting content from our social media channels. It’s usually only a story or two, but it gives us the chance to highlight different forms of content than our typical blog posts.

‘Behind-the-scenes’ content from our Instagram tends to perform pretty well in this spot, since you get to see a different side of who we are and what we do. Here’s an example of a recent newsletter featuring our social media stories:

Articles -> Videos

Over the years, I’ve written a ton of content.

(Let’s face it: give me a soapbox and I’ll happily stand on it.)

Much of that content has been the foundation of my #JungerExplainsItAll videos, delivered in a different format and refreshed depending on current trends, technologies, and changing best practices.

Recently, I talked about Standing Out in Marketing – one of my favorite topics to discuss. But did you know that the inspiration for that video came from a LinkedIn article I wrote five years earlier?

The specific examples may change, but the evergreen message doesn’t.

Repurposing your content is powerful. There’s no shame in taking something that you’ve created and reformatting it to reach a different segment of your audience; in fact, it’s one of the smartest things you can do.

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About Jason Unger

Jason Unger is the Founder of Digital Ink. He built his first website on Geocities, and hasn't looked back since. Digital Ink tells stories for forward-thinking businesses, mission-driven organizations, and marketing and technology agencies in need of a creative and digital partner.

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