Content repurposing

Repurposing in content marketing simply refers to breaking a content asset up into smaller parts (content atomisation) and changing their format for different goals, for example:

  • To include different parts of a report in different waves of a campaign, e.g. different email sends
  • To reach and influence different audiences, e.g. people in different industry sectors or roles]
  • To provide more content to share to blogs social via updates, e.g. snippets from a longer video or a report
  • To reinforce through a different format, e.g. a report summary repurposed to a video or infographic


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Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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