Re-Purpose Content – 5 Great Tools to Scale Your Content Strategy

And Turn 1 Idea into Multiple Pieces of Content

Re-purpose content for a great way of scaling your content efforts. No need to write every post, design every infographic, or shoot every video from scratch.

Any company that is using digital marketing to promote their business (and why wouldn’t you?) will require content of some sort. But a common issue for SMEs, who are less likely to have dedicated content creators, is finding the time to create the volume of new content required. It can also be a challenge to keep the ideas flowing. A simple solution is to re-purpose content that has already been created. That way every idea can be used to create multiple pieces of content. For instance, an in-depth article, blog posts, a podcast, a video, social media posts, an infographic etc.

Re-purposing content is a great way of scaling your content efforts. With this approach, you do not need to write every post, design every infographic, or shoot every video from scratch. Instead, you can use a previous piece of content as the basis of your post, video, social media content, webinar, etc. You can also use Google Analytics to determine which content is most popular and, therefore, ripe for re-purposing. Add to that the options for translating text into multiple languages or creating video voice-overs in multiple languages and the potential reach of content developed from a single idea is huge.

You could, of course, store your content calendar and ideas in a spreadsheet to help you manage the re-purposing, but there are also some great tools available that can help with repurposing content. Plus, some tools connect to Analytics, so you can manage everything from one interface.


Airtable is great for creating an organized database of all your content. You can easily turn large assets into small content pieces, brainstorm ideas, and ensure that all of your content efforts are clear and concise so that everyone is working towards the same goal. The tool is flexible enough so that the entire content re-use process can be handled efficiently. You can optimize your digital marketing efforts effectively too because you can store a managed list of all your keywords. From measuring content metrics to building a content calendar, there are plenty of helpful features. With a free version available, you can try it out to see if it could be a good solution for your business.


Moosend is a good option to consider if you want to create emails that will promote your repurposed content. The drag-and-drop email builder is very user-friendly, and you can also make the most of real-time analytics data too. These data insights are important to ensure you make the best decisions for your digital marketing campaign. You will be able to determine which pieces of content perform best and which pieces do not have high engagement rates. This will ensure that you are getting the best possible results from your content marketing efforts. After all, you do not want to waste your time repurposing content that did not perform very well in the first place.


With a name like Repurpose, you know that this tool is going to fit the bill. It is a great tool if you are looking to repurpose all types of content, not just text. The Repurpose video tools are particulalry impressive. You can even engage with your audience directly by using the live streaming section. You can then repurpose this live broadcast and share it across social media platforms to reach even more people and engage more of your customer base. For example, if you stream live on Instagram, you can then easily upload this to YouTube so that you can reach a new audience. This is an easy and effective way of scaling your content efforts so that you can reach as many people as possible. Some audio and video repurposing tools on the market today can be quite complicated but this is not the case with Repurpose.


Planable is a content planning tool that enables you to streamline your social media publishing efforts. Not only can you easily republish blog posts from your website but you can update old social media posts, create new content, and plan all of your social media efforts in one place. This tool has an easy-to-use social media approval process, plus a helpful calendar view for scheduling content, whether repurposed or new, by simply dragging and dropping it to the correct time slot. You can also filter posts based on their category, and get a historical overview of your initiatives. The collaboration system makes it much easier for teams to share feedback next to the post, via replies and comments. This means everyone in the business can work together effectively and support social media marketing campaigns.


Another tool that you may want to consider for content repurposing is MeetEdgar. This makes it possible for you to schedule, manage, and republish your social media content. You can create a social media post ‘library’ that will repost for you automatically over time. You can fill the library with graphics, links, images, and text, and then group them per category and select the platforms you wish to share them on. With this solution, the scheduled posts in each category will be published, and then when the content runs dry, the tool will start automatically reposting old posts instead. This helps to make sure that your social media presence never goes stale. You can check whether a piece is scheduled to post by taking a look at the queue. You can adjust, reschedule, and customise your posts whenever you need to.

Final words on re-purposing content

As you can see, there are some great tools out there that can help you when repurposing content. This can help you to refine your digital marketing efforts, ensuring you repurpose the right types of content for the best possible results. There is no right or wrong option when choosing from the tools above or whether to just stick to a spreadsheet. What is important is to be as efficient as possible with your content efforts and that means re-purposing your content.

After graduating with a B.Sc. in Geophysics from the University of Southampton, Michelle Symonds worked in the oil industry and investment banking in the UK, Europe and the Middle East, designing and building software and websites. She also spent several years managing complex global IT projects for an international Fortune 500 company. Then in 2009 she founded the digital marketing agency Ditto Digital, which provides a range of digital marketing services but specialises in technical search engine optimisation. Ditto Digital implements pro-active digital marketing campaigns based on in-depth data analysis backed up by best-practice processes and solid IT and web expertise. Their mission is to enable SMEs to successfully compete nationally and internationally with major brands in the digital landscape. Connect with Michelle on LinkedIn or find out more at

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