Ever sit down to write another blog post or plan out your quarterly content calendar and worry that youโve run out of things to say?
So do I.
When that happens, my first move is to look through my archive. Years of blog posts are ripe with content topics ready for a fresh take or a pivot or a deeper dive. For organizations, the content trove is even richer: presentation decks, quarterly reports, case studies. Hundreds of hours of work sitting unused. A content goldmine at the ready. Maybe it’s time to think about revisiting repurposing.
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Your first step is a simple audit. What have you created over the past 2-3 years. Sort by topic, format, and performance. Look for patternsโwhat topics do you return to repeatedly? What got strong engagement?
I use a basic spreadsheet: publication date, title, format, topic category, and notes on potential reuse.
Quickly, it becomes clear what to skip: dated references, insights that are so well worn they would crumble.
But so does the good stuff: evergreen frameworks, common industry topics, larger pieces that can be broken into smaller parts. Could examples from an old blog be updated and made into a new LinkedIn post?
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Besides refreshing examples and references, adding new data or lessons learned can be a useful way to bring content back to life. Sometimes a new introduction can help. Aim for relevance and trust that the subject is still of interest.
Seasonal content can be a good candidate for repurposing. Annual planning advice every December. Back-to-school themes for education.
Tailoring content from one platform to another can also work for repurposing. A research report becomes an infographic. An interview becomes a podcast. A case study becomes testimonials.
Sometimes you will even want to address repurposing. In my newsletter, I note when the original content first appeared on LinkedIn and invite my subscriber to connect with me there.
Whatโs your repurposing strategy?
I also share these blog posts on LinkedIn โ visit https://www.linkedin.com/in/sbowness/ to connect with me there. Or hire me to help you audit and repurpose your content archive!
