Repurpose Content to Get More Out of Each Story

Last blog post I talked about using imagery to represent what you want your audience to envision in their mind’s eye. I now want to look at how you can create many versions of the same marketing story to get more out of each story.

The term “Repurpose Content” means updating or changing content into a different form than the original. It can be used to serve a different audience or the same audience differently. Think of it as recycling the content you’ve lovingly crafted. Creating your original content costs your business time, money and effort so you want to ensure that it reaches and appeals to as many of your target audience as possible.

Best Practices

Before leaping blindly into repurposing everything you’ve ever produced, there are a few key things to keep in mind when repurposing your content:

  • Will the repurposed content be valuable to your customers?
  • Does it offer them something that the original content did not?
  • Will it achieve its intended goal of helping your customers solve their problems?

If the answer to these questions is yes, then you’re ready to start repurposing content.

When you repurpose content you are making the process of creating consistent, high-quality content more manageable while still providing excellent content to your market.

Repurpose content to make the process of creating consistent, high-quality content more manageable while still providing excellent value. #RepurposeContent Click To Tweet

Repurpose ContentThere are many different ways to tell a story. You can start with the text, create a podcast out of it, add some images and create a slideshow, add some movement and music and turn it into a video. You don’t want each format to be identical but you do want the different formats to be connected by one story.


Ways to Repurpose Content

Case Studies

This is a great way to add to any marketing story because your audience loves to hear stories about themselves. They love to read about, or listen to, a story about someone just like them having succeeded with your product or service. There are many different forms of case study too. You might include one or more case study in your marketing story, depending on your goal. If you include more than one, each can then be taken as a whole and marketed independently.


Using testimonials inside a marketing story or as a marketing story is a great way to speak directly to your audience. It lets your audience tell the story themselves. You can design the method and choose from written, video or interview and the concept. Your customers can then fit their story into that concept. Make it fun, have a contest and you’ll gather a lot of information and testimonials that you can use to develop your marketing story.


You can actually spread your story over several podcast episodes. After all, telling your story doesn’t have to be done in one fell swoop. Marketing with stories isn’t a one-off event, it’s an ongoing relationship building tool that can inform your entire online presence.


Using an eBook format to disseminate your story is a great way to pull it together for your audience who likes to read. You can weave stories into any eBook that you write about any topic. Consumers love a good story and an eBook is an excellent way to provide it.


With the advance of simple technology, almost anyone can record digital videos to create compelling stories. This is a really good way to use marketing with stories and testimonials from clients. Letting clients tell their story and how your product and/or service saved the day is very powerful. Plus, what could be more real? Camtasia and Screencast-o-matic are excellent tools to use to do this.


Graphics and photographs are wonderful additions to any type of story. It’s important to choose the images correctly that add to and don’t take away from the words that you use. The right image can be shared thousands of times. It might just be a graphically enhanced quote taken right out of the text of your marketing story. If you’ve read some of my blogs, you’ll know I’m a big fan of Canva for creating my own images.


You see them on social media like Facebook, Pinterest and other image-centric social media sites. A meme can tell a story in a very quick way and link to the longer story on your website or blog.


When you have a lot of data to share one of the best ways to do it is with infographics. An infographic is longer than a meme and usually has more than one image.  It also encompasses a lot of data illustrated in image form so that it makes sense to the reader. And can be a powerful way to tell a story quickly.

Learning to repurpose content is a great way to never run out of ideas. Next week I will take a look at some of the most important aspects of marketing with stories.

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