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How to Encourage a Content Repurposing Mindset in Your Team

How to Encourage a Content Repurposing Mindset in Your Team

Content repurposing is the most effective way to squeeze every last drop of quality out of your content. But if it’s done well and comprehensively, it’s not a one-person job.

This is why it’s so important to encourage a content repurposing mindset in your whole team.

In this podcast episode and blog post, we cover what it means to have a content repurposing mindset, why it’s so valuable and how you can encourage it in your team.

Press ‘play’ below to listen to the episode:

Or keep reading to find out more…

Having systems and processes in place is a very necessary part of effective content repurposing, and you can find out more about how to set them up and keep them relevant in our podcast episode and blog post, How to Develop Systems and Processes for Content Repurposing – what is said goes hand in hand with what is covered here.

But another very important element is The Content Repurposing Mindset.

As a company we have a mantra… ‘create content with repurposing in mind’. It’s such an important thing to remember. If you create content with repurposing in mind, then your content will repurpose more effectively and you’ll have so many more opportunities to maximize the original piece that you put so much into.

But it’s not just about creating with repurposing in mind.  Having a content repurposing mindset involves being able to view content in a different way and always looking for opportunities to do more with it. 

However, if you are the only one in the team thinking like this it makes the whole process a lot more difficult and can jeopardize the impact your repurposed content has.

So, here are 4 top tips on how to instill a content repurposing mindset in your team:

1. Reward and recognition 

If you want to instill a repurposing focus in your team, ask yourself how often you privately and publicly recognize the repurposing behaviors you want to see more of…

It’s a great idea to do shoutouts in your team meetings to recognize those who are practicing repurposing effectively.

You can share examples of great content repurposing from your team, but also share examples from outside your company too, as a way to encourage and inspire everyone.

Make sure that you don’t just recognize great repurposing but reward it too.

How about a free pizza for the “repurposer of the week”, or an early finish on a Friday for epic acts of repurposing! 

2. Include content repurposing in your team’s performance objectives

If you and your team have weekly or monthly goals or objectives, add a repurposing-related one to give everyone something clear to work towards. You can do this at an individual and team level.

For example, maybe it’s to repurpose four videos into blog posts, edit three clips from each of your video-podcast episodes to share on TikTok, Instagram Reels and YouTube Shorts – or maybe, if you’re not there yet, it could just be to lay the foundations and put a repurposing plan in place.

If you don’t set objectives, how can you measure what’s being done?


If you make repurposing a part of training for new starters and existing colleagues, you can instill this mentality throughout all areas of the department, right from the outset.

3. Put repurposing high on the agenda when planning content

Sometimes, the biggest mistake marketing teams make is leaping straight into creating new content, when they already have content.

Before creating new content, ask:

  • Have we created anything about this before?
  • Should we review it and see if it’s relevant?
  • Do we just need to repurpose something we already have?
  • Do we need to update and improve something we already have?

Ensure these questions are always on the agenda when planning out your content. If the answers are ‘yes’ then you can work with what you already have. If the answers are ‘no’ then plan your new content with repurposing in mind.

An example of planning content with repurposing in mind is segmenting your content to really maximize repurposing possibilities.

Segmenting your content – maybe by creating a weekly strand of video content or a daily tip for email subscribers – can help you grow separate audiences for these segments and give you more repurposing options too.

The more quality content, the more repurposing possibilities!

4. Recruit for it

When looking for new team members, search for people who have experience or an interest in content repurposing. If you hire somebody who already knows the process and why it works, they will encourage the rest of the team to think that way too.

How to Encourage a Content Repurposing Mindset in Your Team

If they don’t have the experience, they might still have the desire and mindset, so find ways to assess that in your interview and selection process.

In conclusion

If you want to see more of something in your team, ensure it’s incorporated into your selection, hiring, reward and recognition processes.

It makes sense really, but have you ever looked at repurposing in this way before?

If you want help from a team who already have a content repurposing mindset, we can help! We offer fully done-for-you content repurposing services for video and audio content.

If you are keen to find out how effective your content repurposing is, you can take our free content repurposing effectiveness scorecard. It’s a quick questionnaire, and upon completion, you will receive a detailed personal report from us on how and where you can improve in order to get the maximum ROI from your content.

And make sure to follow us on Twitter, Instagram, Facebook and TikTok and you can find us on LinkedIn too.


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