Amplify Your Message: Repurposing Content for Greater Reach

Search used to be a lone back-country road. Today, it’s a six-lane super highway.

Buyers can now discover, research, and validate your company in various combinations using channels like ChatGPT, LinkedIn, YouTube, Reddit, and of course, Google. That means your message needs to be cohesive and present across key channels.

Overwhelmed? Don’t be. You likely have everything you need to pave the way.

We walk you through identifying, repurposing, and strategically distributing existing content across owned and social channels so you’re not reinventing the wheel for every single channel. This content will improve search visibility—meeting customers where they’re at in the digital marketing landscape.

Understand Where Your Audience Is Searching

The first step in any repurposing strategy is knowing where your audience spends time. The odds are that it’s not just Google. Platforms like YouTube, Reddit and Instagram have become social search engines where users seek reviews, how-to videos, thought leadership, and peer validation.

These platforms are dipping into Google’s market share, causing its lowest number in 20 years.

• Google: 83.54%
• YouTube: 6.79% ( part of Google)
• ChatGPT: 4.33%
• Bing: 1.97%
• Facebook, Twitter, LinkedIn, Reddit, Pinterest, and Perplexity combined: 3.37%

Here’s one example: A user finds your company via Google, but wants to understand a particular product offering better. That user can see what others say on a forum site like Reddit or look up the product on YouTube for validation. Will you be there, or will your competitors?

Due to time and budget, you can’t attend to the infinite variations of user journeys, but you can focus on the journeys of real customers to narrow things down.

Whittle things down here:

• Google Analytics 4: Analyze referral traffic to understand which platforms are already driving users to your site.
• LOOP Analytics: Understand user intent in form data and see complete user journeys from search source to landing pages viewed.
• SparkToro: Use its free version to uncover where your target audience hangs out online based on keywords or topics. This tool will also give you YouTube channels and SubReddits to reference!
• ChatGPT or AI assistants: Input SparkToro data to generate ideas for platform-specific content opportunities.

Now that you know where your audience is searching for your products or services, it’s time for content! Luckily, you don’t have to start with a blank page.

Audit the Content You Already Have

Most brands have more reusable content than they realize. Why? Commonly overlooked assets include internal and training documents—a treasure trove of information:

• Sales decks
• Product spec sheets
• Customer service documentation
• Internal training materials
• Blog posts and FAQs
• Value proposition one-pagers
• Webinar recordings

Plus, you can ask other departments, such as customer service and product teams, for assets they rely on or frequently share—these are goldmines for repurposing. Within these assets, you’ll likely find topics that fulfill user intent. This content can also contain items for value propositions or statements that communicate your unique benefits, business differentiators, and product or service value.

Tip: Your message should remain consistent across platforms—only the format should change when repurposing.

Here’s a secret: This very article was repurposed! Using a webinar outline rich with research, we expanded it to fit an article format. We get the SEO benefit, and our audience has another option for digesting the content. We’ll also be sure to repurpose this post for an email newsletter and numerous social posts.

Repurposing for Owned Channels

Your website is the star of your entire digital marketing system. It houses the content that powers strategies like SEO and paid media. It is also the desired endpoint for traffic. This orbit of owned channels— your website, paid media, email, and press releases—should form the foundation of your content.

Here’s how you can transform what you already have into features for these channels:

Website / SEO

• Turn long product manuals into step-by-step blog posts or YouTube tutorials.
• Enrich product pages with FAQs, testimonials, or video walkthroughs.
• Use internal sales language to inform metadata, headlines, and value props.

Paid Media

• Align PPC ad copy with the same language in your organic content to improve Quality Score and conversion rates.
• Repurpose testimonials into short video ads.
• Use blog or spec sheet content to build high-converting landing pages.

Email & PR

• Use blog content to fuel email nurturing campaigns.
• Reformat customer service responses into a helpful email series.
• Announce product updates or innovation stories through PR placements.

Also, remember you can use channels to distribute content. If you have a press release announcing a product or have created a new YouTube tutorial from a product manual, promote it with corresponding social media content and an email campaign.

Repurposing for Social Search Platforms

Audiences don’t just consume content differently on social platforms—they search differently. They want to see it, not read it. They are looking for real people who can give tutorials, reviews, and recommendations.

Not every business needs a TikTok account; however, people across generations utilize YouTube for video searches and forum sites for reviews.

Here’s how to reframe content for these platforms:

YouTube

• Convert blog posts and how-to guides into instructional videos.
• Post past webinar recordings with SEO-optimized titles, tags, and descriptions.

LinkedIn

• Transform sales decks into thought leadership posts.
• Post long-form insights from executives on Pulse.
• The platform prioritizes postings from individuals, not companies, so encourage teams to share content on personal profiles to improve reach (LinkedIn favors individuals).

Instagram & Pinterest

• Turn blog graphics or data visualizations into carousel posts or Pins.
• Use tools like Canva and ChatGPT to design and caption visuals quickly.

Reddit

• Monitor relevant subreddits for trending questions and feedback.
• Create a brand profile and actively answer common questions.

Need inspiration? Take stock of the content you consume. Certainly, large companies will show in your various feeds, but any smaller businesses? You’d be surprised.

Example: If you’re a car enthusiast who enjoys video tutorials, note what brands are featured or the companies posting these videos. Then, check out their website and social channels. Can you find common keywords and topics that branch out from the website to these other platforms?

Check out one of our clients in this space, Lethal Performance. They post videos on YouTube using their product pages as the foundation and showcase specs, how-tos, and more.

Same Message, Amplified

Most businesses already have the raw materials to create an omnichannel strategy. What they lack is a system for tailoring those materials to meet their audience where they are.

Now, with guidance on how to find your buyer’s preferred channels and how to repurpose existing content for those channels, your message is ready to meet them there—clear, consistent, and optimized for each platform.