How to Repurpose Content for Maximum ROI
Creating great content takes time, energy, and budget. So it only makes sense to get the most mileage possible out of it. Repurposing content isn’t just efficient. It’s strategic. It helps stretch your investment, extend your reach, and reinforce your message across platforms. Whether you’re working with video, photos, blogs, or social posts, every piece of content you create has the potential to serve more than one purpose. Here’s how to repurpose content for maximum ROI.
Start with evergreen, high-value content
Not all content is created equal. Evergreen content—topics that stay relevant over time—tends to offer the best return. Think testimonial videos, case studies, educational how-tos, or behind-the-scenes brand stories. These types of assets can be shared across multiple platforms and stay useful long after their initial release.
If you’re investing in a shoot or a long-form piece, plan with repurposing in mind from the beginning. That might include gathering extra footage, capturing vertical clips for social, or writing headlines that work in multiple contexts.
Break it down into smaller pieces
Longer content can easily be broken down into bite-sized pieces. A brand video, for example, can be clipped into 15-second highlights for Instagram Stories, 30-second reels for LinkedIn, or short teasers for TikTok. A blog post can be turned into pull quotes, infographics, or email snippets.
This approach gives you a steady stream of fresh content without having to start from scratch every time.
Match the format to the platform
Different platforms require different formats. A polished video might live on your homepage. A more casual version or behind-the-scenes cut may perform better on social media. Turning that same video into a blog post with search-friendly keywords helps drive organic traffic. Embedding it into a pitch deck or proposal gives it even more value.
By adjusting the format and tone, you can make one story work across many channels.
Refresh and reuse strategically
Just because something is old doesn’t mean it’s outdated. If a case study or testimonial is still relevant, bring it back with a new intro, updated stats, or a fresh visual. Pair it with a current campaign or align it with a seasonal trend. Updating content can give it new life without starting over.
Track performance and optimize
Not every piece of content will perform equally across platforms. That’s why it’s important to track engagement. Sometimes the behind-the-scenes clip will get more traction than the final cut. Sometimes the blog summary outperforms the full article. Use those insights to guide your strategy and focus your energy where it counts.
Get more from what you already have
At McFarland Productions, we believe good stories should be seen and shared often. If you’ve already invested in content, don’t let it sit untouched. We can help you repackage, refresh, and reuse it in ways that continue to deliver value long after the first post.
