Small Business Websites

Strategies for Repurposing Web Content

Written by Charles Mburugu for Gaebler Ventures

Content repurposing enables you to create new tools and products that can help increase traffic volume and subscribers. This can lead to opportunities for additional revenue, without having to create new information from scratch. What strategies can you use to repurpose your web content?

We all have preferences for the way we receive information and learn.

When repurposing content, there are endless possibilities as to how you can tweak content you have already written or outsourced. Repurposing your content starts with looking at existing content from a different point of view or angle. You need to know your audience well so as to determine what will offer them the greatest value. The following are strategies you use to repurpose your web content.

Frequently Asked Questions (FAQs)

It is likely that, for the time you have been in business, you have encountered a number of questions about the business. Perhaps the questions came from your current customers, or from other people who have heard or read of your business. All questions received, as well as the answers to these questions, could make great content material. Gather those questions and responses and repurpose them into original content. You could opt to produce a Q and A document for free distribution through your website. You could also take the key points from the responses, and add them to a captivating title, thus creating a great blog post or article with minimum effort. The beauty of repurposing content is that it is very easy to collect everything together to create quality new content.


Newsletters, also referred to as e-newsletters or e-zines when distributed electronically, are a great way of maintaining communication with your customers and prospects. The use of constant communication is one of the main aspects which motivate purchases. Newsletter content can be repurposed into various formats or products which can be shared with readers. You can divide your newsletter content by topic so as to create a number of special reports. These reports can be given away, sold or packaged as bonus product to be given away with other product purchases. You could also repurpose your newsletter content into blog posts. Finally, newsletter content could be rewritten and reformatted to create original content, which can be used for SEO or article marketing purposes.


Marketers usually use auto-responders as brief informational messages with a little marketing message included. The goal is usually to entice readers to click through to read more about a product, or to encourage them to buy. Messages from a number of auto-responders can be combined to create longer 'Tips' or 'How to' articles. By merging your auto-responder series and adding several transitional sentences, you could end up with a great article. In addition, the auto-responder series can be combined to create an e-course, which can be sold or given away.

Charles Mburugu writes for us from his home in Nairobi. He has a graduate degree in Business Management from Kenya Institute of Management. He is interested in writing about branding, CSR and intellectual property.

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