The ‘Lazy’ Marketer’s Guide to Repurposing Content

Creating fresh, high-quality content all the time is exhausting. But what if we told you that you don’t have to constantly churn out new content to stay relevant? Welcome to the lazy marketer’s dream: content repurposing.

With the right strategy, you can squeeze more value out of your existing content, reach new audiences, and keep your marketing efforts running smoothly without reinventing the wheel. Here’s how to repurpose like a pro (or like someone who just wants to work smarter, not harder).

Why Bother Repurposing Content?

Before we dive in, let’s address the big question: why repurpose content at all?

• Maximize Your Efforts: You spent time and effort creating that killer blog post—why let it fade into oblivion?
• Reach New Audiences: Some people love reading blogs, others prefer TikToks, and some only digest content through podcasts. Repurposing helps you cater to different preferences.
• Boost SEO: Updating and republishing content can improve rankings and keep your site fresh in Google’s eyes.
• Stay Consistent: Posting regularly is crucial, and repurposing ensures you always have something to share.

Step 1: Find Your Goldmine Content

Not all content is worth repurposing. The best candidates are: 

✅ High-performing blog posts (organic traffic, social shares, comments) 

✅ Evergreen content (topics that remain relevant over time) 

✅ Data-driven reports or case studies (great for breaking into multiple formats) 

✅ Popular videos or webinars (engaging and easy to repurpose into other media)

Pro Tip: Use Google Analytics or social media insights to identify top-performing content. If people loved it once, they’ll love it again.

Step 2: Transform, Don’t Just Copy-Paste

Repurposing doesn’t mean copying and pasting the same thing everywhere. The key is to adapt content to fit different formats. Here’s how:

1. Turn a Blog Post into a Video

• Summarize key points and turn them into an engaging short-form video (for TikTok, Instagram Reels, or YouTube Shorts).
• Create a slideshow with visuals and upload it to LinkedIn or YouTube.
• Record yourself talking through the blog’s main takeaways and post it as a LinkedIn or Instagram story.

2. Break It Down for Social Media

• Pull out 3-5 key points and turn them into carousel posts for Instagram or LinkedIn.
• Convert juicy quotes into eye-catching graphics.
• Post a Twitter (X) thread summarizing the main ideas.

3. Convert It into an Infographic

• Use tools like Canva or Venngage to turn stats and insights into a visually appealing infographic.
• Share it on Pinterest, LinkedIn, and Instagram.

4. Create an Email Newsletter

• Summarize the blog post and send it to your email list with an engaging subject line.
• Add a personal touch: “We covered this topic in-depth last month, but here’s what you really need to know.”

5. Republish on Other Platforms

• Post a condensed version on Medium, LinkedIn Articles, or Quora.
• Adapt it into a Reddit post if your niche is active there.

6. Make a Podcast Episode

• Discuss the blog’s topic with a co-host or guest.
• Use AI tools like Descript to convert blog text into audio for a podcast-style post.

7. Turn Multiple Posts into an Ebook or Guide

• Combine several related posts into a comprehensive resource.
• Offer it as a free download in exchange for email sign-ups.

Step 3: Automate and Schedule Like a True Lazy Marketer

Why do the heavy lifting when automation tools can do it for you? Use:

• Hootsuite/Buffer – To schedule social media posts in advance.
• Hubspot – To automate workflows (e.g., auto-share blog posts to social channels).
• ChatGPT or Jasper – To generate quick content summaries or script ideas.

Bonus Lazy Hack: Batch your repurposing efforts. Set aside a day each month to plan and create repurposed content in bulk.

Step 4: Track What Works and Tweak

Even lazy marketers need to know what’s working. Keep an eye on: 

📊 Engagement rates (likes, shares, comments) 

📊 Traffic (referrals from repurposed content) 

📊 Email open and click rates (if repurposing for newsletters)

Double down on what works, tweak what doesn’t, and keep the cycle going.

Final Thoughts: Work Smarter, Not Harder

Repurposing content isn’t just about saving time—it’s about getting more results with less effort. By strategically reusing your best content, you’ll stay consistent, reach new audiences, and avoid content burnout.