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Simon Thurston, English Content Director

Content, content, content… everyone’s talking about how important it is.

And for good reason – it’s the lifeblood of your communications. It’s an opportunity to stand out, differentiate your brand and engage with your target audience.

But to get it right can take a lot of work – and often from multiple team members. From the initial brief and research provided by the account team – to the copywriters, designers, social media, videographers and others that could be involved at any one time.

With many hours of effort potentially executed into each piece of content, it makes sense to maximise its use, reach and effectiveness. And a great way you can do this is by repurposing your content.

Consider all the videos, interviews and articles you’ve previously published or that are stored on computers and hard drives. Now think about all the key messages and insights that could be taken and communicated in their own, short, standalone piece of content.

By repurposing – breaking them down into smaller, micro pieces of content – you can not only tailor the content to the platform and the audience, but give it new ‘life.’ This type of approach is perfect for social media, where shorter forms of content are often the most viewed.

As I’m sure you know, some people prefer visual content while others like to read – whether it’s in-depth research articles and white papers or skimming through blog posts. But by repurposing your content, you can appeal to multiple audiences with different content preferences across different media.

For example, a five-minute video could be chunked down into several valuable clips; blog posts could be sliced-up and used for social media posts – and statistics, facts, and figures can be illustrated through infographics. The possibilities are endless.

From our experience, evergreen content is perhaps the most ideal for repurposing, as it contains timeless information. Conversely, content that includes specific news or events will in all likelihood not work as well because people may have already heard about it.

This is where a social listening tool or Google Analytics can help, by identifying your most popular content. Ultimately, it’s about choosing content that you believe will continue to be relevant and useful to your audience.

Then you can repackage it in a creative way to make full use of the content, whilst continuing to add value to your audience.


 Simon Thurston is Alsayegh Media’s English Content Director. When he’s not creating killer content for clients, he’s often found on a sports field – whether it’s football, cricket or American football. Simon lives in Dubai with his wife, daughter, three cats and one dog.