Content creation is one of the most crucial aspects of your marketing strategy. High-quality content can help you achieve various goals, including increasing website traffic, capturing new leads and driving sales.

According to a report by Sitecore, marketing leaders say speed (44%), budget (39%) and automation (39%) are the top pain points keeping them from delivering content at scale.

With prospects and customers expecting memorable moments at every brand touchpoint – such as your website, blog, social channels, email newsletter and more – it can feel impossible to create the volume of content needed to deliver substantial results.

Fortunately, content repurposing can be a very effective way to maximize your marketing investment.

Content repurposing requires altering a piece of published content and making it fresh in another format. You could convert an extensive blog post into a video series, or pick out vital information from an eBook and turn it into an infographic. You can breathe new life into press releases, sales decks, case studies, social content, along with many other assets.

Let’s take a look at how repurposing content can be a benefit to your business.


Consistently developing new materials for content creation can become a daunting task if you have limited resources.

It requires a great deal of effort, from coming up with a creative concept, research, curation, distribution and measurement.

According to a study by MarketingProfs, it takes between one and six hours, on average, to create a single piece of content. That duration is even longer when you factor in the time needed for shooting high-quality productions such as live-action videos, interviews or commercials.

Repurposing saves you the trouble of coming up with new content ideas and also prevents you from becoming bogged down with constant creation, so that you can attend to other aspects of your business.


For instance, Fifth Story teamed up with Diabetes Canada and executed a multi-platform campaign that included a 15-second television spot, social media content, micro video cut downs, radio spots and articles. The main theme of the campaign was “your donations give new life to used clothes”, which was a way to engage homeowners and encourage them to donate their household items.

15-second television spot

Repurposed assets


Micro Video


Consistency is key when it comes to maintaining a solid marketing strategy, but you shouldn’t limit yourself to only one content format. Some people are visual learners, while others may prefer reading or listening to audio.

Content repurposing allows you to appeal to multiple audiences with different communication preferences. For example, if you’ve created a great video, the copy from the script can be used to create social media graphics or even transcribed into a blog post. Similarly, statistics, facts and figures can be illustrated through data visualization and delivered as infographics or charts.

Repurposing content allows you to cater to these varying tastes without having to create unique information for each asset.


The quality and quantity of your content marketing are very important factors when it comes to growing the visibility of your brand. Repurposing content allows you to kill two birds with one stone by creating a bank of valuable assets that you can consistently distribute to connect with your audience at any given time.

This in turn will help your company create a strong online identity, which will raise brand awareness, strengthen your credibility and ultimately contribute to landing more customers or clients.

If you’re looking for a trusted partner who can help your company maximize the lifetime value of your pre-existing content, contact us to help at