Repurposed content is content that has been altered from its original form to serve a different marketing goal. Repurposed content typically retains the message and core ideas of the original piece of content. Content that is repurposed is typically moved over to a different content format (e.g. changed from written to infographic or video) or revised to meet the needs of a different target audience.
Repurposing content has two key benefits: saving time on content creation and reaching new groups of people via new distribution channels.
Because repurposed content does not require new research or the development of new ideas, it is often faster to create than an entirely new piece of content. Because different content formats perform differently in different distribution channels (e.g. video content tends to perform well on social media) repurposed content is an opportunity for a brand to reach more people with its ideas.