Introduction

Have you ever felt that adding humor and personal anecdotes to your content can make it so much more palpable to your audience? Or felt that your experiential expertise is not best articulated in a formal blog but can come out clearly if it were a video?

Well, that's exactly what content repurposing does.

For instance, you are a SaaS company whose product is workflow automation software, and you write a blog titled "How Automating Your Workflows Can Save Your Team 20+ Hours a Week." Instead of creating new content from scratch, you convert this blog into a YouTube video.

This will serve two primary purposes. First, you get a brand new audience segment without the hassle of brainstorming new topics. Second, video provides you the opportunity to be humorous and anecdotal and add a personal touch.

Thus, content repurposing exposes your content to newer audience segments at minimal costs and gives you creative avenues to showcase your expertise. Though practiced in virtually all domains, it has special significance for SaaS companies.

Let's take the example of a founder repurposing the product blogs on her website into podcasts. Is this not infinitely more relatable and personal, not to mention cost-effective?

Let's plunge into the ultimate guide for content repurposing that will help your SaaS product get a diversified audience and higher conversion.

What is Content Repurposing?

Content repurposing means recycling existing content and reusing it in different formats.

It is a cost-effective technique for B2B SaaS marketing that prioritizes producing quality content that can last long and over multiple platforms.

What it is not is merely reposting the same content on different platforms, as repurposing necessarily involves format changes and adaptations to suit various platforms like twitter, YouTube, Linkedin and many more.

What Are the Benefits of Content Repurposing?

Quality Over Quantity

Repurposing content maintains a regular stream of content published by your SaaS company while demanding effort equivalent to producing only one piece of content. Repurposing content, therefore, lets your writers have more time to write each content, undertake research, and come up with creative infographics.

Because let's face it, in the rush of churning out content after content, writers can get stuck in creative blocks, and their writing can turn mechanical.

Moreover, a single quality content can do much more for your SaaS product's marketing than a stream of subpar average content.

Easy to Scale

Content repurposing offers great scalability potential as it establishes a presence for your SaaS company on several platforms at the cost of one.

Let's say you make automated customer support software. Now, this product can have customers in several industries, like e-commerce businesses, healthcare providers, and the hospitality industry. To tap into these extremely diversified customer industries, you must repurpose your content because making separate content for each platform will be a mammoth task.

For example, write a blog for your website on "Best Practices for Implementing Automated Support in Your Business." Then, you go on YouTube and make a long-form video on the same topic. You can also make a minute-long video of a snippet of this topic, say the number 1 practice to implement automated support, to put on Instagram as a reel or on TikTok.

The trick is to reuse and recycle but creatively and per each platform's user behavior.

Cost-Effective

Content repurposing is going to save you a lot of time, money, and brain power. Capital and labor power are the most prized assets in this economy, especially in a fast-paced SaaS space where these saved resources can be used for research and development.

Make Content Snippets

A study found that, on average, users read only about 20% of the words on a typical web page during a single visit. Most readers have small queries and do not want to read an entire blog or watch a full-length video to know their answers. Hence, converting large content into tiny snippets caters to this segment of readers.

Therefore, repurposing chunky blogs into several YouTube shorts can be one of the compelling content repurposing techniques.

Backlinking

Backlinks or inbound links are hyperlinks that trace back to your own website. Backlinks are great for search engine optimization because the crawler bots use them to reach your content and crawl it. Search engines also use backlinks to ascertain the quality and relevance of your content.

Repurposing content and distributing it to different platforms helps you acquire backlinks to your own website, helps in search ranking, and increases domain authority.

Audience Diversification

Following the norm of going where your potential customers hang out, content repurposing lets you publish on an array of platforms.

For instance, users might use Instagram for leisure, and if your content pops up on it, it can pique their interest, bringing them to your website.

Think Distribution

All SaaS companies think about is producing content to gain visibility in a competitive and niche market. But what about distributing it well?

All efforts of constantly churning out new content on your website without getting creative with distribution will not get you ahead in a fast-evolving SaaS content space.

For instance, Datadog, a SaaS company that makes modern monitoring and security-based software, produced a detailed technical blog post titled "How to Monitor Kubernetes Applications with Datadog."

Then, they repurposed this highly detailed content—sometimes into smaller snippets and at times into even more details—and distributed it to several platforms.

For example, look at this hour-long YouTube video on the same topic, "Kubernetes Monitoring."

A cardinal rule of new-age content creation is effective distribution. Many channels are available, each harboring its own loyal audience base that can become your audience if you get on these platforms.

What Type of Content Should Be Repurposed?

Not every content can be repurposed. Content based on current events, algorithms, or feature updates quickly becomes stale. Content that can be repurposed should have the capacity to stay relevant for an extended period.

Evergreen Content

The first choice for content repurposing is evergreen content. These content pieces focus on a single subject and are independent of current events.

Evergreen content maintains a steady stream of visitors to your website since it stays relevant for a long time and has significant longevity.

For instance, if your SaaS company publishes a blog on "The Ultimate Guide to Cloud Security Practices," it will be timeless and sought after by users for a long time. Even if the security landscape evolves, the core principles and best practices will remain consistent.

This type of content is best suited for repurposing on different platforms.

Top Performing Content

A great content repurposing strategy is going for your top-performing content.

If you have mastered a piece of content—say, a blog that ranks at the top of the search engine reference page—you can capitalize on this piece by repurposing it.

For instance, if your SaaS company's LinkedIn newsletter performs well and is positively received by the audience, this can be repurposed into a blog article.

Repurposing Content for Social Media

Blogs and articles can be repurposed into content for social media platforms like Reddit, Twitter, Instagram, and more.

Social media can also serve as a discussion forum on repurposed content, as they have comment sections that foster dialogue.

For instance, since LinkedIn allows commenting, this will open up your article for discussion and increase awareness about your SaaS product.

Readers increasingly want to hear actual experiences and authentic voices, so publishing on platforms like Quora and Reddit can be beneficial. These platforms host real user experiences and have high credibility.

Content Repurposing Tools

Managing multiple platforms and their formats might seem overwhelming for a job designed to save time. Since content repurposing is meant to be a cost-effective and efficient way of reusing content, it should not require excessive extra work.

Here are two top content repurposing tools that can simplify the process.

Repurpose.io

Repurpose.io is an automated content repurposing and scheduling platform designed to let you create content once and then automatically repurpose and publish it in suitable formats on different social media platforms like YouTube, Instagram, Twitter, and Facebook.

Best Feature:

Repurpose.io not only changes formats but also automates the publishing of content across platforms, saving a significant amount of time.

2short.ai

The idea behind 2short.ai is simple—long videos contain condensed and valuable information. By dividing these big chunks into smaller bits, you can attract a different type of audience that prefers short-form content.

In their own words, 2short.ai claims to:
"Extract the best moments of your video and turn them into performing short clips that drive views and subscribers 10x faster."

The Hidden Charms of Content Repurposing

The content space has moved ahead of the create-publish-forget formula.

If produced with care and extensive research, existing content can serve as a long-term repository from which newer content can be extracted for marketing your B2B SaaS product.

Blogs are deserted for videos; videos are deserted for podcasts. Repurpose your content to establish a presence in all these formats without investing immense time and resources.

Repurposing gives you the opportunity to go visual—everything can be made more interactive, reducing the overload of the written word in this fast-paced era. Anything that can be explained through charts rather than written words—go for it.

The visual turn in the world is not new. When the Israelites turned aside from an invisible god to a visible idol, they were engaged in a visual turn. We, as humans, are infinitely more interested in visuals. So, go break down your content into reels, shorts, or infographics.

Revamping Older Content

A tertiary aspect of content repurposing is revamping older content.

Say you started as a bootstrapped SaaS startup trying to find footing in an overwhelmingly competitive SaaS marketplace. You built a website from scratch and added blogs, but now that you've grown, you feel that the older blogs on your website contain half-baked information and lack depth. Additionally, you now have more market insight, and those blogs can significantly benefit from your newly acquired knowledge.

Thus, content revamping becomes a part of content repurposing—older content is reviewed and updated with new information and SEO optimizations, such as infusing more contemporary and relevant keywords.

For instance, look at this example of the changes made when revamping content.

Conclusion

We all know how much work goes into producing a single piece of high-quality content that has extensive research backing and far-ranging examples.

Hence, SaaS companies are increasingly focusing on quality over quantity, using one content piece to its full capacity—making content repurposing a great solution to B2B SaaS marketing problems.

If these seem like too many variables, you can enlist the help of a dedicated content repurposing agency or a holistic content marketing agency for your SaaS company's scaling efforts, like Infrasity.

📅 Book a demo to get an effective content repurposing strategy to scale your SaaS company.

Frequently Asked Questions

1. What is Content Repurposing in B2B?

Content repurposing is not merely republishing your existing content on other platforms. It is reimagining how a piece of content produced for one platform can work for another.

For instance, publishing a LinkedIn newsletter as a blog. This does not mean a simple copy-paste but creatively tailoring the newsletter into a blog. The same principle applies in B2B domains.

2. What is Repurposing Content for YouTube?

Repurposing content for YouTube means taking existing content in some other format and publishing it on YouTube as a video.

With the introduction of YouTube Shorts, this can also involve breaking down existing YouTube videos into smaller content in the form of shorts.