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What is content repurposing?

Wiktoria Czerw
Content Editor
8 minutes of reading
What is content repurposing?
Category SEO

If you’re managing your own website or online store, providing a seamless user experience should be a top priority. Not only does it increase engagement, but it also boosts conversions. One of the ways you can optimize the user experience is through content repurposing. What exactly is it, and how can it benefit you?


Content repurposing – what is it?

Content repurposing, or content recycling, is a technique that involves reusing published content on your website. However, it’s not about simply reposting or rewording old material. Instead, it’s about creating fresh content using the resources available on your site. Content repurposing can include enhancing existing articles, optimizing them, refreshing them, or adding elements that increase audience engagement. By doing so, you can improve user experience and keep the information on your website up-to-date.

Who can benefit from content repurposing? Any business, regardless of its type, can use this technique. It’s equally useful for online stores, blogs, and corporate websites. All these services share content that will require updates over time. That’s when content repurposing comes in handy.

How to repurpose content?

You already know what content repurposing on a blog is. Content repurposing is an effective way to breathe new life into your website and enhance its online visibility. But how exactly can you go about it? Fear not, for you don’t need to be an expert to complete this process. You can achieve your desired results by using specialized tools and proven techniques in no time. However, keep in mind that the duration of this process varies depending on the size of your website and the extent of changes needed. Here’s a comprehensive guide to help you effectively repurpose content.

Website analysis

The first step towards optimizing your content through repurposing is performing a detailed website analysis. This will help you identify areas that require improvement. You can use tools such as Screaming Frog or Google Search Console to facilitate this process. These tools will enable you to identify content that isn’t attracting your target audience quickly.


After you’ve examined your website and identified the content that needs optimization, it’s time to start planning the repurposing process. Create a spreadsheet to separate ineffective content and include all the pieces that need updating. This approach ensures that you won’t miss any essential content during the repurposing process.


The updating phase is a critical component of content repurposing. During this stage, it’s important to follow a particular order of tasks. Begin by refreshing old content, updating information, changing publication dates, adding new data, and supplementing entries with captivating visuals. Then, update the content on your website to make it easily accessible to your audience. Be sure to publish all the corrected articles, as skipping some entries may create a gap that’s difficult to fill later.

Effect analysis

The effect analysis stage is crucial in determining the success of your content repurposing efforts. Neglecting this step can negatively impact future optimization activities. Continuously monitor website traffic, search engine ranking, user engagement, and conversions generated by individual content pieces. This analysis will help you identify content that still needs improvement despite the updating efforts.

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Effective tools for content repurposing

Content repurposing is an important aspect of maintaining a fresh and engaging blog. However, it can be a time-consuming process. Luckily, with the help of some powerful tools, you can streamline the process and deliver better content to your readership. Here are some of the most effective tools for revitalizing your content strategy:

Screaming Frog

Screaming Frog is a web crawling tool that lets you quickly gather all your website URLs. This tool also provides titles and descriptions, making navigating your website’s content easier. If you have an extensive website, this tool will save you a lot of time by providing a clear overview of your content and highlighting areas that need to be refreshed.

Screaming Frog – an example of functionalityScreaming Frog – an example of functionality

Google Search Console

Google Search Console is a vital tool for e-commerce websites. This free tool lets you examine your site’s visibility in search engines, determine your ranking position, and measure the click-through rate (CTR) for individual subpages. With this information, you can quickly identify the effectiveness of your content and decide whether to repurpose it or not.

Surfer SEO

Surfer SEO is a powerful tool that helps you create SEO-friendly content. It not only enables you to produce new content that will rank well in Google search results but also optimizes your older content, giving it a new lease on life. Surfer SEO suggests phrases to use, the number of headings and paragraphs to include, and provides a content assessment. With this tool, you’ll know precisely what improvements to make to your content to attract more readers.

Surfer SEO – an example of a properly optimized blog post according to Surfer SEOSurfer SEO – an example of a properly optimized blog post according to Surfer SEO

Google Analytics

Google Analytics has been one of the hottest topics recently. Google Analytics is an essential tool for monitoring website traffic and user behavior. The latest version, Google Analytics 4, offers even more possibilities for content repurposing. This free tool enables you to track conversions and analyze user behavior on your site. By identifying ineffective content, you can quickly update it before it harms your website’s traffic.

Google Trends

Google Trends is a tool that allows you to identify popular topics and keywords in your region. With this information, you can refresh old articles and attract many new readers. By staying up-to-date on trending topics, you can ensure that your content is fresh and engaging.

Google Trends – related queries for the phrase vegan restaurantsGoogle Trends – related queries for the phrase vegan restaurants

Content repurposing and SEO

The importance of content repurposing for SEO cannot be overstated. Google’s search algorithm favors relevant and up-to-date content that adds value to users. However, constantly creating new content can be time-consuming and costly. The solution lies in updating and repurposing the existing content on your website.

Refreshing posts and updating their publication dates have been proven to impact a website’s visibility on search engines significantly. Using content repurposing as an important tool for an SEO strategy is highly recommended. However, implementing this process can be challenging, and you may encounter several problems. To ensure the effectiveness of your content repurposing efforts, here are some common mistakes you should avoid.

The most common mistakes in content repurposing

Content repurposing on a blog is not always easy. It requires patience and dedication to achieve the desired results. To ensure that your process is effective, be sure to avoid these common mistakes:

Transferring posts to another social media platform

Copying and transferring posts between platforms is a common mistake that can negatively impact your content repurposing efforts. Each platform has a different community and unique characteristics, and transferring posts between platforms will not yield the intended results. Instead, carry out content repurposing within your website and tailor each article to the expectations of your target audience.

Lack of proofreading

Sharing updated posts without prior proofreading can lead to negative outcomes. Before publishing refreshed material, thoroughly examine its structure and remove all elements that may indicate that it has already been shared before. This will ensure the material is fresh, up-to-date, and relevant to your audience.

Lack of new elements

Content repurposing is not just about changing the date or verb tense; it’s also about enriching the content with new elements to give it greater value. When updating content, add factors such as new interesting facts, photos, or links to current articles on the blog.

Lack of analysis

Analyzing the results of your content repurposing efforts is necessary to stay up-to-date and optimize your strategy. Before starting the process, check which of your previously published content was most popular with your audience and start with those pieces. By testing different formats and collecting data on the effectiveness of individual articles, you can invest time and money only in actions that will bring you real benefits.


As you can see, content repurposing is an effective way to breathe new life into your website and improve its online presence. However, it’s important to execute this process correctly to achieve desired results. Taking shortcuts won’t work. Careful analysis of your website’s content is necessary to identify posts that require refreshing and thorough optimization. If you encounter any difficulties, seek help from an interactive agency like ours. Our experienced team can guide you through the content repurposing process, making it easier and more effective. With our help, you can develop your online business dynamically and achieve impressive results.

Wiktoria Czerw
Content Editor

Wiktoria is a language and editorial enthusiast whose passion for content drives her to create unique, SEO-optimized texts. She has always been intrigued by linguistics, and she now applies this passion to her profession by ensuring every sentence is accurate and logical. Wiktoria is known for her precision and timeliness – every detail matters to her, and she strives to perfect the content in every possible way.

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