Repurposing Content – déjà vu all over again

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Photo by Christin Hume on Unsplash

Déjà vu is the feeling that you’ve already lived through the present situation before. The phrase translates literally as "already seen."

For writers, déjà vu can always be translated as repurposing content.

You’ve been spent weeks working on the content for a brochure. You’ve done your research, gotten everything just perfect and it is off to the printer.  Job complete. Not quite. What else can you do with that information? Has someone on your executive team been asked to give a speech in the coming weeks? How about turning the content into the presentation? Certainly you have thought-leaders and subject matter experts on your team.  I bet the content would flow nicely as a bylined article or white paper.

There are a variety of different ways to take the information that you’ve created for one more purpose and find new uses for it.

Repurposing content examples:

  • A media pitch that can also be used for an email campaign
  • Customer testimonials that become case studies
  • A handful of blog posts on similar topics become a downloadable file on your website
  • Quotes and statistics are perfect for an infographic
  • Got great video footage? Re-edit for use on your website or social media channels

What other ways have you found to repurpose content?


Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

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