How Has Repurposed Content Helped In Converting Your Target Audience?


Readers have preference when it comes to content. If you ignore the preference your content production may just be an exercise in futility. This is because you would be targeting the wrong audience with your texts or posts.

Blog posts or articles are the most common forms content by online marketers but most readers do not like text formats and would not read posts even if they are of the highest quality.

In this vein, it becomes important to study the audience or readers to determine which content format(s) is best suited for them. This is where “repurposing” of contents comes to play. You should consider repurposing your content so that readers can digest contents in their own preference.

What repurposing of content means

To “repurpose” a content simply means turning or converting a content in one particular existing format into other formats or mediums used by readers. If a blog post is converted to other readable or digestible mediums like infographic, video, podcast, etc., then it is said to be “repurposed”.

Why you should repurpose your content

There are benefits to repurposed contents and these give credence to the reasons you should do likewise. The benefits I want to list include:

  • It saves the time and the cost of producing entirely new content as the same content is simply converted to other digestible formats.
  • It appeals to more diverse audience preferences
  • It helps the content to have extended reach and be easily shared in various formats.
  • It helps in identifying new link-building opportunity that will boost SEO
  • It helps to keep the most popular posts or evergreen contents to remain relevant.
  • It can help boost conversion because the preference of the audience has been considered.


How repurposing of content is done

There are various strategies employed to repurpose a content. The strategy used depends on what the marketer has deemed fit after researching the needs of his audience. The best types of content for repurposing are posts that have popular views or likes. Google analytics can give you idea of which posts makes the cut for being most popular. Nevertheless, common strategies adopted by marketers include:

  • Repurposing blog posts to infographic for those who prefer visual display of facts, data and figures
  • Repurposing webinars to video tutorials for those who could not attend the live event
  • Repurposing PowerPoint presentations SlideShare to reach wider audience.
  • Repurposing infographics to social media visual boards like Pinterest.
  • Repurposing old blog posts to guides and whitepapers to appeal to a more formal audience
  • Repurposing “how-to” posts into video tutorials that will teach a process
  • Repurposing recorded podcasts into ebooks for those who prefer to read the transcribed data.
  • Repurposing blog posts into ebooks to be used as free giveaways
  • Repurposing articles to podcasts or for those who prefer listening to contents in the car or while doing other things.


There are lots of strategies that are employed to repurpose content and meet the preferential need of the marketer. If you have no inkling of how to go about this then you may as well checkout this Complete Guide written by Neil Patel and Aaron Aguis.

How has repurposing of content work for you?

Repurposing is not a new concept. Many online marketers are adopting it to reach the wider preference of the target audience. Also, it has helped many businesses in boosting SEO by generating natural links. If you have repurposed any of your evergreen or popular posts, how has this turned out? Did you have better conversion with the strategy you employed?


  1. I only re-purpose content that explains a process or system. General articles didn’t do well when I put them on slide share or you tube. How to articles did better on you tube and Vimeo and slide share than they did on my blog.

    However I am an advocate for re purposing every article you’ve written to different formats, it will increase your traffic and shares if just one of them catches a viral wave.

    In fact this article just gave me the idea to go through all of last years articles and create a video series for you tube, Thanks.
    Gordie Chase recently posted…How to Boost Your Page Ranking With A Small Piece Of Code?My Profile

  2. I don’t re-purpose content like I used to (I don’t do it all and I was a HUGE re-purposer) because it’s not as effective as it used to be and it’s not worth my time.

    Just a little history…

    Re-purposing content was huge several years ago because a lot of sites like Slideshare, Ezine Articles and other Web2.0 sites ranked high in Google and you could traffic from the search engines by putting YOUR content on these sites.

    In addition, if you were in popular niches like “make money online”, “network marketing” etc, you could find people in these types of niches on these Web2.0 sites and get traffic that way as well.

    That was yesteryear…

    Today, Google has cracked down on these Web2.0 sites, not to mention a lot of these are not so friendly towards marketers and will ban your account if they find out you’re an affiliate marketer.

    Not to mention that you’re putting your content on 3rd party sites and they can take down your content anytime they want. This has happened to me many, many times. All that wasted effort.

    I did get lots of traffic, but once Google and these sites started cracking down on us marketers, it just wasn’t worth the effort.

    The only site that is worth putting content on is YouTube. Even then you’re taking a chance of your videos getting taken down and/or your account banned.

    Today, I invest my time putting content on MY own properties, not on other people’s.

    Just my two cents.
    Corrisa recently posted…What is SFI Online Marketing?My Profile

    • Hi Corrisa,
      Thanks for sharing your candid opinion on this! However, I want to disagree with you that re-purposing content was only huge several years ago.

      Although the concept has not been effective with many bloggers yet we cannot takeaway the the fact that customers’ tastes for contents come in different formats and marketing today is a function of meeting with variety.

      Re-purposing today will still be effective if there is real value to be shared and delivered for the content marketer!
      Sunday William recently posted…Have Your Sales Increased With the Lead Magnets You Created?My Profile

      • There’s nothing to disagree with. It’s a fact that this strategy is not as effective as it once was for the reasons I mentioned earlier.

        I know because I did A LOT of it back in the day.

        Before you re-purpose your content and put it on OTHER people’s websites that you do NOT own…

        Ask yourself these questions…

        “Is my target audience, the people that have an INTEREST in what I’m selling, likely to SEE this re-purposed content?”

        “How will they see it? Are they actively on these sites where I plan to put my re-purposed content?”

        “Are these sites picked up in the search engines routinely so that I’m likely to get FREE traffic from the search engines?”

        Again if you re-purpose your content you MUST get it in front of the “eyeballs” that matter most (and yours don’t count!).

        I put my effort into my OWN sites and once in a great while I find a web2.0 site that ranks well in the search engines and I write a UNIQUE article and post it on the site. Sine a lot of these sites are devalued with all the algo changes in Google (except Youtube of course), I rarely do this anymore.

        Don’t take offense Sunday. I like to debate 🙂 especially since I did a lot of this stuff HEAVILY years ago, – and it worked quite well back then, not so much now.

        You’re a good writer Sunday and I genuinely enjoy most of your articles 🙂
        Corrisa recently posted…What is SFI Online Marketing?My Profile

        • Hey Corrisa,
          No, no, no, I am not offended! why should I? I also love debate as this one we are having because it helps for enlightenment and enrichment!

          I understand your point of view about putting effort in your own sites instead of re-purposing in other people’s sites.

          Of course a good marketer will have to answer the above questions as you have put forth before re-purposing.

          However, lets say you want to extend your the reach of your audience beyond your present visitors, wouldn’t it be logical to re-purpose your content on other channels if this is what it takes to reach new audience?

          Many platforms for promotions has their acceptable formats, will it be wise to ignore those formats?

          For instance, YouTube/ Vimeo accepts video contents, Twitter accepts 140 character texts, SlideShare demands slide presentations, Pinterest and Instagram will accept image-based content more, etc.

          If you are promoting through these sites would it not be wise to follow the terms of submission laid out by these websites?

          Re-purposing content is not only for reaching to new audiences. You can still use it to retain your present audience.

          If you constantly study the demography and persona of your audience, you are likely to note that the browsing behavior of most people has changed therefore the need to change the format they access contents.

          For instance, mobile technology innovation has ‘forced’ more people to access information in formats that are instant!

          Why even promote your content on websites that have been affected by algo changes? There are still high ranking Web2.0 sites and we can just stick with the popular ones!

          I hope you understand my point of view and I thank you a lot for seeing me a a ‘good’ writer! 😉 I am just trying to help make the world a better place! 😉
          Sunday William recently posted…How Your Project Can Benefit From the Knowledge of the CrowdMy Profile

          • You stated:

            “For instance, YouTube/ Vimeo accepts video contents, Twitter accepts 140 character texts, SlideShare demands slide presentations, Pinterest and Instagram will accept image-based content more, etc.”

            You can take an article and definitely turn parts of it into an video. I’ve definitely done that in the past.. The conversion rate of video articles isn’t as great as if you’re in front of the camera talking to an audience.

            You can’t re-purpose content on Twitter. You can use it to syndicate your blog posts and videos.

            You can use images over and over again on Pinterest, but you can’t re-purpose written content because you can’t put an entire article on there.

            You’re getting social syndication and re-purposing content mixed up. 🙁

            Let me just say this…

            Social media should be used to help you syndicate your content. There’s nothing wrong with posting videos on social media, however, you want traffic to come back to YOUR site.

            Post SNIPPETS of posts from your blog to your social media platforms like Facebook, Google+, etc.. This is not re-purposing content, this is social syndication and it’s used to extend your reach.

            Forgive me, but I think you read too much into what “gurus” say and not enough into what they actually DO. I like Neil Patel, but I seriously doubt he does (or did) 1/10th of what he posted in that article you posted.

            There isn’t a SERIOUS marketer making money that will tell you with a “straight” face that you should spend your time re-purposing content on third-party websites that you don’t own or have control over.

            Sunday, I know you’re trying to make the world better… I definitely see that.

            I’m looking forward to your next article! 🙂
            Corrisa recently posted…What is SFI Online Marketing?My Profile

            • Hi Corrisa,
              You are right about this:

              “Post SNIPPETS of posts from your blog to your social media platforms like Facebook, Google+, etc.. This is not re-purposing content, this is social syndication and it’s used to extend your reach”

              But when I stated that:

              “For instance, YouTube/ Vimeo accepts video contents, Twitter accepts 140 character texts, SlideShare demands slide presentations, Pinterest and Instagram will accept image-based content more, etc
              I meant that you can absolutely make the most of any site you are submitting content to if you follow its rules of accepting content.

              Twitter demands 140 characters, do we share 500+ texts on it? Pinterest and Instagram are image-focused, do we ignore this and promote text? No, no,no!

              I understand that No serious marketer can boast of making money from a third-party website they have no control of, but this can change if the marketer starts reaching out to the target audience by re-purposing content to their needs.

              Thanks for differentiating between syndication and re-purposing. I was trying to emphasize a point! And, thanks for keeping this discussion lively! 😉
              Sunday William recently posted…Have Your Sales Increased With the Lead Magnets You Created?My Profile

  3. Hey Sunday. Thanks for this great article. It explains well what repurposed content is and how to do it.

    My experience with this method includes turning text into video as well as turning text into slides. Additionally text into infographics.

    I got the best results from the videos. I usually use articles that include lists to create videos from them. That works very well for two reasons. 1) Very easy to create the videos. 2) I actually get visitors coming from YouTube to my sites.

    It does not work as well with the slides. Though I think it’s because of the language. Almost all my projects are in German and platforms like slideshare are still predominantly used by English-speaking users. This results in less views and much less clicks.

    I was disappointed with infographics. I actually made really good experiences with infographics for link building and social shares. But it did not really work well, when I created infographics for my old posts. It’s ok I guess, but my experience is much better when it comes to infographics campaigns.

    For now I am focused on turning articles into videos since this works well for me. I also think that the importance of YouTube will still grow more. YouTube already has huge traffic but I think there is still more to come. Especially with other languages than English. Huge potential!

  4. Hey Sunday,
    Repurposed content can only function well when there is need to satisfy the yearning of a particular audience.

    Repurposing texts into videos is one method I engage in more than ever. Videos has better conversion for me because the audience see more of the practical aspect in my message.

    Content conversion with repurposing is a strategy that should be adopted by marketers for real!

  5. Hey Sunday,
    These are indeed great tips on repurposing of content. The benefits of this strategy are re-emphasized once again.

    I only concentrate in ebooks and it achieved a boost in conversion sometimes.

    For repurposing to work effectively in conversion, there must be consistent promotion, value proposition and simple user experience!

    • Hey Celine,
      For most content marketers, ebooks converts better than other content formats.

      Repurposing is sure to work with increased value proposition and user experience.

      Hence, these are what businesses must strive to achieve!

  6. Hey Sunday,

    I’m in the process of actually trying to repurpose my content. I’m thinking about taking a few articles of mine and turn them into videos. Some people feel videos are starting to be the way of the future anyways, instead of just writing content and posting them on your blog.

    I want to experiment with this. I haven’t yet.

    I can see the upside of repurposing content into videos. Videos provide better engagement and keep your visitor’s attention.

    I think video content marketing should be the focus going forward. However, it’s still good to have diversity as well.