Content Marketing

The Right Kind of Regift: How to Repurpose Your Content

Season of Social blog

The holiday season is a busy time for everyone, especially marketers. If you’re starting to stress about your content strategy, deadlines and the just the sheer volume of tasks on your plate, don’t panic. You can meet a good part of your content demands by simply reusing some of your existing content. You regift your unwanted holiday presents all the time (don’t pretend you don’t) so why not regift your content? You’ve worked hard to create quality pieces of content—let that content keep on giving!

Here is your step-by-step guide for repurposing your content

Step 1: Take an inventory of existing content

Chances are you have a lot more content that you think you do. Make a list of everything you’ve created. Don’t forget that content is more than just white papers or blog posts! Content can also include video, podcasts, guides, ebooks, infographics, worksheets, webinars, slideshare presentations, etc.

Step 2: Determine what can be regifted and what should be thrown out

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Not every piece of content you have can be repurposed. The key is figuring out what is still relevant or helpful to your audience. Would you regift that penguin sweater you got from grandma to your friend? Unless your friend is a penguin-enthusiast and a 4th grade teacher, the answer is probably no.

Take a look at each individual piece of content and decide what to keep and what to toss. Anything that revolves around time-sensitive data or statistics should go into the trash pile. Anything that is still relevant goes into the repurpose pile. Don’t use past performance as the sole factor in determining which pieces of content to repurpose. Just because it wasn’t successful in the past doesn’t mean it won’t work once it’s been rewrapped.

Step 3: Rewrap your regift

Now that you have your list of content to repurpose, take a look at each individual piece and make a list of all the ways the information could be sliced and diced into smaller pieces of content. Take uberVU’s ebook, Make Your Social #FailProof, for example. The ebook covered nine types of social media fails and how they could be avoided….in 38 pages—that’s a lot of information! We took that information and turned it into a webinar and a few blogs posts. We could have done even more like created an infographic for every fail type or cheat sheets for avoiding each one.

The key to breaking down a larger piece of content is to find the pieces that can stand on their own. One ebook could turn into two webinars, three SlideShare presentations, four infographics, which could then be chomped up and split into their own SlideShare presentations—the list goes on and on. Most larger pieces of content will have at least one section that could be made into something else. We hosted a webinar with “LinkedIn Queen” Eve Mayer, who discussed how companies could use LinkedIn to achieve real marketing results. Within that webinar Eve also touched on how employees could use their individual profiles for their current job—which we turned into an infographic.


You can also approach regifting in the other direction by packaging up a few smaller pieces of content and rewrapping them as long form content. #Hashtags, our ultimate guide to hashtags, started out as individual blog posts. We then decided to wrap up all that content into one definitive guide for using hashtags. All we had to do was design a cover page and write an introduction and a conclusion. Since the topic of hashtags has proven so popular we’ve already starting creating additional blogs posts on the topic. Once we have enough we can package them up and suddenly we have another piece of content.

Step 4: Add a bow

Your newly rewrapped content is now ready to go. Or is it? Design can play an important role in repackaging your content. If you’re combining blog posts into a ebook, make sure to add a designed cover page. If you’re hosting a webinar, design a presentation that can be uploaded to SlideShare. Visuals makes content more appealing, more digestible and they work great in social media.

Another great way to repurpose content is simply to redesign it. If a piece has timely content but dated design, give it a facelift and repromote. A new design can change the way a person looks at your content.

Now that you know how to repurpose content, your work load just got a bit lighter. If you’re looking for other ways to survive the holiday rush, sign up for uberVU’s Season of Social to receive more tips, guides and free festive content.

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