Ways to Repurpose Content Across Multiple Digital Channels

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The secret to a winning content marketing strategy is knowing how to repurpose your content across multiple digital channels.

This means you take a piece of content and use it in so many ways, to help bring in more audiences and gain more exposure.

How do you do it?

This blog explains the best ways to take your content and distribute it amongst many other mediums.

Watch our video summary below:

Step 1: Begin with written content

Start off with a piece of written content – a blog post, for example.

This is the easiest type of content to produce, and you can put it on your website and drive traffic towards it.

Make sure the content applies to your brand and interesting enough to lure people in.

Then, you can start repurposing it.

Step 2: Convert your article into a video

Next, you can take your piece and transform it into a video.

female editing videos on laptop

This can be an animation or live action, but the aim is to take all the information from the blog post, and put it in video form for people to watch.

Many people find it easier to digest information when they watch a video, so you instantly appeal to a new audience.

Ensure that you upload your video to the most popular video and social platforms – most notably YouTube and Facebook.

Then, optimize them so you attract more viewers through these sites, gaining more views.

You should also upload the video to your website and use it as a new piece of content.

This updates your site, which gets a big thumbs up from Google, and you can optimize it for SEO.

The final step is to promote the video through your other social channels and email marketing lists.

Step 3: Convert video into smaller portions

Start with one long video, then cut it up into segmented portions.

This makes them perfect for sharing on social media sites like Twitter and Instagram.

Videos on these platforms are around one or two minutes long so you can post these snippets as content.

The brilliance of this idea is that you are promoting the original video with these snippets.

So, you reel people in with a taste of what the content’s about, but leave the most significant aspects out.

As a result, you encourage them to click on a link to the full video, which further drives traffic to your website.

Step 4: Turn it into an advertising video

Online ads are one of the most effective ways to create awareness for your brand and drive traffic to your website.

When you’ve cut your video down into segments, they’re perfect for an online video advertisement.

Create one that teases the crux of the content, which tempts people into clicking the advert and going to the full video.

YouTube and Facebook are the best tools to use for this.

You can buy ads on these sites and play your short videos to your target demographic.

It’s a more ‘in your face’ version of Step 3, but it yields great results as you broaden your reach through advertising.

Step 5: Create supporting visuals

This is another tactic that works well on social media channels.

It’s where you create a visual component that represents your content.

For example, I could create a simple infographic for this article that shows the Top 7 Ways to Repurpose Content.

content repurposing journey infographic

Then, I could post the image on Instagram and include a brief rundown of the points in the post description.

I won’t give everything away, so there’s a link to the full video/blog where people can understand the points in more detail.

The same goes for you and your content; create visuals that are eye-catching and will divert people’s attention away from other posts on their feed.

Then, push traffic to your original video.

Step 6: Convert the video into a transcript

We’ve almost come full circle in that we’re repurposing the footage back into written content.

Instead of completely re-doing the original blog post, now we’re converting the video into a transcript.

It’s genius because you still have a unique piece of written content, and it offers people a chance to ‘read’ the video if they can’t watch it.

By publishing this on your website as new content, it keeps your site updated, and you can use it for SEO purposes to drive traffic.

You can also link to the main article or video to drive traffic to those pages.

Step 7: Upload original article to Amazon Polly

Through the previous six steps, you’ve been able to create a blog post and repurpose it five times.

Four times were through video content, with the fifth turning it back to a written form.

Now you can take your first article and convert it into voice content.

Amazon Polly is a cost-effective service where you upload text, and it transforms it into speech.

amazon polly logo

This gives your audience a chance to engage in the content in an entirely new way once more.

It’s almost like a podcast in that they can just plug their headphones in and listen to your article while on the train or walking to work.

You can download and embed the file onto your website, which helps you drive more traffic to it with a new form of content.


To round things up, it’s clear that repurposing your content is the way forward.

If you want a solid content marketing strategy, you’ll need lots of new and unique content.

Instead of trying to come up with entirely new blog posts every day, you can repurpose a piece of written material multiple times across different media channels.

The benefit is that you appeal to different audience members and consumers.

This allows fans to engage with your content more and it helps raise brand awareness.

If you’re struggling with new content ideas, try these tips to repurpose an existing article!