Dave ChaffeyRepurposing 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
