Recycling old content is essential to save time, maximize ROI, and consistently engage your audience. Content Repurposing can bring new life into your message for nonprofits, helping you reach more people without reinventing the wheel.

How to Repurpose Old Content into New Formats: A Content Creation Guide

Introduction

Recycling old content is essential to save time, maximize ROI, and consistently engage your audience. Content Repurposing can bring new life into your message, helping you reach more people without reinventing the wheel.

Whether it’s turning a blog post into a video or breaking down a webinar into social media snippets, this guide will walk you through everything you need to know about content repurposing.

1. How to Identify Old Content Worth Repurposing

Not all content deserves a makeover. Knowing what content works best for repurposing is the first step.

words on sticky notes

Evaluate What You Already Have

Start by reviewing blogs, videos, infographics, social media posts, and emails. Use analytics to pinpoint high-performing content. Look for topics with strong engagement, high traffic, or evergreen appeal (content that stays relevant over time).

Criteria for Selection:

  • High Engagement: Content that drove clicks, shares, or views shows it resonated with your audience.

  • Timeless Subjects: Core topics like your mission, values, or successful campaigns usually have lasting interest.

  • Trending Relevance: Does the topic tie into current events, holidays, or widely discussed issues?

2. Best Formats for Repurposing Content

There’s no one-size-fits-all approach to content formats. The right one depends on both the content itself and your audience’s preferences.

  • Infographics: Transform data-heavy reports into visually engaging graphics.

  • Videos: Convert blogs or reports into short, attention-grabbing clips for social platforms.

  • Podcasts: Perfect for in-depth storytelling or interviews about your work.

  • E-Books: Combine related blog posts or reports into downloadable resources.

  • Slideshows: Organize key points or project data into easy-to-share presentations.

content on computer

3. How to Turn Blog Posts Into Something New

Blogs are versatile, making them one of the easiest forms of content to repurpose.

Create E-Books

Group related blog posts into chapters, add visuals and turn them into a downloadable PDF. For example, a nonprofit focused on animal welfare could combine posts about pet adoption tips into a guide.

ebooks on gadgets

Make Slide Decks

Extract the most important points and organize them visually. Use platforms like Canva or PowerPoint to create polished presentations that can be shared on LinkedIn or during events.

Start a Podcast Episode

Turn blog content into spoken word by scripting key insights and adding a conversational tone. Share personal stories or bring in guest speakers to deepen the message.

4. Give Videos a Second Life

Videos are excellent for repurposing thanks to their engaging nature.

Transcribe and Blog

Turn the spoken content of your video into a blog post. Use transcription tools like Rev or Otter.ai, then edit for readability. This is a quick way to improve SEO while providing value to readers.

Break Into Short Clips

Pull key moments from longer videos and crop them into bite-sized clips ideal for Instagram Stories, TikTok, or YouTube Shorts. Highlight impactful quotes, success stories, or statistics.

video on phone

Host a Webinar

Use existing footage to create an interactive event. Add live Q&A sessions or polls to provide fresh insights.

5. Transform Infographics Into Multiple Formats

Infographics are data-packed and visually striking, but don’t leave them as one-and-done assets.

Write Full Blog Posts

Expand on each point made in the infographic. Add background info, case studies, or expert commentary for depth.

blog written on paper

Break Into Social Media Posts

Split the content into smaller pieces for social platforms. For instance, take individual stats or visuals and repurpose them as Instagram posts or LinkedIn updates.

Develop an E-Book

If you’ve created a series of infographics on related topics, compile them. Edit for flow, add headers, and create a cohesive resource.

6. Get Creative With Social Media Content

Social posts are often short-lived, but they can have extended value when repurposed strategically.

Turn Tweets Into Blog Posts

Expand on viral tweets or threads to create a full article. For example, a tweet about a successful event could lead to a detailed post about how you achieved it.

Build Instagram Stories

Use blog content or key visuals to craft Instagram Stories. Include polls, stickers, or Q&A features to make them interactive.

instagram on phone

Curate Newsletters

Combine multiple Facebook or Instagram posts into a themed email newsletter. Add additional commentary or link back to the original posts for more engagement.

7. Let User-Generated Content Shine

Content created by your audience–or User-Generated Content–can be one of your richest resources for repurposing.

Showcase Testimonials

Have a donor or volunteer share their experience? Turn it into a quote graphic, blog post, or even a short video.

FAQ to Blogs

Community questions and answers from forums, emails, or social media can be repackaged into helpful blog posts or explainer videos.

FAQ on paper

Build a Resource Hub

Collect user contributions like photos, success stories, or project ideas into a centralized resource section on your website.

8. How BlueSky Social Can Help

BlueSky Social, a rising decentralized social platform, is worth adding to your content distribution strategy. It allows nonprofits, businesses, creators, and influencers to share repurposed content with a focus on authenticity and audience engagement.

Tips for Using BlueSky:

  • Repurpose Blog Snippets: Share bite-sized text pieces adapted from longer content.

  • Engage with Comments: Start conversations using repurposed infographics or video clips.

  • Promote Events: Use the platform to amplify webinars, podcasts, or new e-books.

9. Maximize Content Distribution

Now that your content is repurposed, spread it far and wide.

Share Across Platforms:

Utilize email newsletters, social media, and website updates to distribute content to different audience segments. Tailor messaging to fit audience preferences for each platform.

Link back to the original content for added context, driving more traffic to your site.

Track Results:

Use tools like Google Analytics or platform-specific insights to see how your repurposed content performs.

analytics on computer

10. Best Practices to Keep in Mind

To get the most out of content repurposing, stay organized and consistent.

  • Focus on Quality: Update outdated info, enhance visuals, and refine messaging to ensure relevance.

  • Know Your Audience: Choose formats that align with what your followers want to see.

  • Repurpose, Don’t “Repost”: Avoid simply reposting old content; give it a fresh angle or add depth.

Conclusion

Repurposing old content is a powerful way to expand your reach and keep your message fresh. By turning blogs into videos, podcasts into infographics, or social posts into newsletters, you’re creating new opportunities to engage and inspire. Take stock of your existing content, test new formats, and make repurposing a regular part of your content strategy.

Which repurposing strategy will you try first? Let us know in the comments—or share your best tips for content creation!

Check out our blog for more step-by-step guides!