Repurposing Content? Avoid These Costly Mistakes

The internet is rife with bad advice on content repurposing, leading many marketers down unproductive paths. Is your current strategy actually helping you reach your goals, or is it just spinning your wheels?

There are so many misconceptions floating around about content repurposing. Let’s debunk some of the most common myths and set you on the right path.

Myth #1: Content Repurposing is Just About Changing Formats

The misconception here is that simply taking a blog post and turning it into an infographic, or a webinar into a series of social media posts, is all there is to content repurposing. It’s not.

While format shifting is part of it, the real magic lies in adapting the message for different platforms and audiences. A LinkedIn audience, for instance, responds differently to content than a TikTok audience. You can’t just copy and paste; you need to tailor the content’s tone, depth, and delivery. A recent report from the IAB ([IAB Content Marketing Report 2023](https://iab.com/insights/content-marketing-2023/)) found that personalized content experiences yield 3x higher engagement rates.

I had a client last year, a local law firm specializing in workers’ compensation cases here in Atlanta. They thought they could just lift entire paragraphs from their website’s FAQ section (which, admittedly, was pretty dry) and use them as social media updates. The result? Crickets. We had to completely rewrite the content, using more conversational language and focusing on specific scenarios relevant to their target audience. We even created short video testimonials from past clients, which performed far better. Think about someone searching for a lawyer after a workplace injury at the Lindbergh City Center construction site; they aren’t looking for legal jargon, but relatable stories.

Myth #2: Repurposing Content Means You Don’t Need to Create Original Content

This is a dangerous one. The idea that you can rely solely on repurposing existing content and completely ditch original content creation is simply untrue.

While repurposing can save time and effort, it shouldn’t come at the expense of freshness and relevance. Your audience will eventually tire of seeing the same information recycled over and over. Plus, Google’s algorithms favor websites that consistently publish new, high-quality content. A healthy content strategy involves a balance of both original and repurposed content. We aim for a 60/40 split: 60% original content, 40% repurposed. To help you with that, consider using Asana as your organic growth content studio.

Think of it like this: original content is the fuel that powers your engine, while repurposed content is the tune-up that keeps it running smoothly. If you only focus on tune-ups, eventually you’ll run out of fuel. And here’s what nobody tells you: consistently creating original content also improves your repurposing strategy. New insights and fresh perspectives can breathe life into older material, making it relevant again.

Myth #3: Any Content Can Be Repurposed

Not all content is created equal, and not all content is suitable for repurposing. Some content is simply outdated, irrelevant, or poorly written. Trying to repurpose such content is like trying to polish a turd—it’s a waste of time and effort. Before you even think about repurposing content, make sure you avoid wasting your budget.

Before you start repurposing, conduct a content audit to identify your best-performing and most evergreen pieces. Focus on content that has already proven to resonate with your audience. Look for topics that are still relevant and valuable, and that can be easily adapted to different formats. For example, a blog post about changes to O.C.G.A. Section 34-9-1 (Georgia’s workers’ compensation law) from 2020 is likely outdated and shouldn’t be repurposed without significant revisions.

We recently had a client, a SaaS company, who wanted to repurpose all of their old blog posts, regardless of their performance. After analyzing their analytics, we discovered that only about 20% of their content was actually driving traffic and leads. We advised them to focus on repurposing those top-performing pieces, and to rewrite or retire the rest.

Myth #4: Repurposing Content is a “Set It and Forget It” Strategy

This is a particularly insidious myth because it lulls you into a false sense of security. The belief that you can repurpose content once and then just let it sit there, generating leads and traffic indefinitely, is simply wrong. You need to continually adapt to algorithm updates.

Content repurposing, like any marketing strategy, requires ongoing monitoring and optimization. You need to track your results, analyze your data, and make adjustments as needed. Are your repurposed social media posts driving traffic to your website? Are your repurposed videos generating leads? Are your repurposed infographics being shared? If not, you need to figure out why and make changes.

A Nielsen study found that content performance can vary dramatically across different platforms and audiences. What works on Facebook might not work on LinkedIn, and vice versa. You need to tailor your content and your distribution strategy to each platform.

I had a client who launched a series of repurposed blog posts as LinkedIn articles. They got some initial traction, but then engagement plateaued. We discovered that they weren’t actively engaging with their audience in the comments section. Once they started responding to comments and participating in discussions, engagement skyrocketed.

Myth #5: Content Repurposing is Only for Large Businesses

This simply isn’t true. While large companies may have more resources to dedicate to content repurposing, it’s a strategy that can benefit businesses of all sizes. In fact, content repurposing can be particularly valuable for small businesses with limited budgets. It allows them to get more mileage out of their existing content, without having to invest in creating new content from scratch. If you are a smaller business, make sure you punch above your weight.

Let’s say you’re a local bakery in Decatur, GA. You could repurpose a blog post about your famous peach cobbler into a series of Instagram posts showcasing the ingredients and baking process. You could also create a short video tutorial for YouTube, or offer a free recipe download in exchange for an email address.

The key is to be creative and resourceful. Don’t be afraid to experiment with different formats and platforms. And don’t be afraid to ask for help. There are plenty of freelance marketers and agencies (like mine!) who can help you develop and implement a successful content repurposing strategy.

Content repurposing isn’t a magic bullet, but when done right, it can be a powerful tool for driving traffic, generating leads, and building brand awareness. It’s time to ditch the myths and embrace a more strategic and effective approach.

Don’t let outdated content gather dust. Take one high-performing blog post from the last year and brainstorm three entirely new ways to present that information to a different audience. Start there, and watch your measurable ROI expand.