How to Identify and Repurpose Valuable Content

How to Identify and Repurpose Valuable Content


Content marketing is indispensable for law firms looking to establish authority, drive conversions, and engage with clients. However, the need to consistently create fresh content can take significant time and effort. That’s where repurposing content comes in.

But how do you know what content you should repurpose? This article will serve as a guide to help you identify and repurpose your most valuable content. We will explore what content repurposing is and provide you with tips you can use to determine what content you should repurpose.

What is Content Repurposing?

Repurposing content consists of taking content you’ve already created and using it on another platform, such as taking a blog post and turning it into a social media post. This strategy saves time and resources and allows you to reinforce important messages, boost your online presence, and enhance client engagement.

Here are some other types of content besides blogs that you can repurpose.

  • Website pages
  • Social media captions
  • Client testimonials
  • Lead forms questions/responses
  • User-generated content
  • Lead magnets
  • Emails
  • Webinar transcripts

It’s important to remember that repurposing content isn’t as simple as copying and pasting a piece of content to your social media page. To repurpose content correctly, you must tweak the information to reflect the expectations of each marketing channel properly.

Benefits of Content Repurposing

Here are some ways content repurposing can help your content marketing strategy.

  • Expand your content’s reach — Changing the format of your content will help expand its reach, ensuring you aren’t only focusing on creating new content but promoting it as well.
  • Maintain your posting frequency — Repurposing content allows you to push out quality content without stressing about constantly creating new content.
  • Meet your audience’s content demands — Not everyone likes text-based content, and not everyone likes video content. Repurposing content allows you to meet your audience’s needs by turning helpful content into new formats.
  • Reach a new audience — Repurposing content allows you to reach new audiences through different marketing channels.
  • Boost SEO — Having multiple pieces of content with a specific keyword improves your position in search engines. Also, you can control the anchor text by linking the repurposed content to your website.

6 Tips to Identify Valuable Content to Repurpose

The steps below will help you the next time you’re looking for content to repurpose. 

Tip #1 — Identify Your Goals

Before looking at past content, you must determine your goals. Do you want to provide more value by revisiting a topic you’ve covered that still holds much interest? Do you want to educate prospective clients about the services you offer? Identifying your objectives can help identify content that will enable you to reach those goals. 

Tip #2 — Understand Your Audience

It’s imperative to know and understand who your target audience is. You need to know and understand their pain points, interests, and preferences. Conducting client research can help you pinpoint the type of content that will resonate with your audience and enable you to tailor your content to meet their needs.

Tip #3 — Analyze Content Performance

Some content will be more popular than others, and choosing content that is performing well to repurpose is essential. Analyzing performance metrics will help you identify high-performing content that would be beneficial to repurpose. Analytics that you should review include:

  • Engagement rates
  • Conversion rates
  • Website traffic
  • Social media engagement

Choosing content that has performed well in the past and identifying evergreen content that will remain relevant over time is essential. These pieces of content have the most potential for repurposing.

Tip #4 — Identify the Best Use for Content

Next, determine what the best use for the content would be. To maximize engagement and accessibility, you should repurpose content that suits the habits and preferences of your target audience.

For example, you can convert whitepapers and long articles into easy-to-comprehend infographics. Or you can transform a blog post into a video series or podcast for those in your target audience who are visual and auditory learners.

Tip #5 — Ensure the Content Reflects Your Brand Message

This could be one of the most critical steps. Ensuring the content you repurpose reflects your law firm’s brand message is essential. As time passes, your law firm’s brand message could change, and using old content could contradict how you do things now. So, before you choose content to repurpose, ensure your brand message is front and center in all the content you share to avoid confusing your audience.

Moreover, prioritize sharing authentic content that showcases your firm’s genuine voice and values to build trust and foster a real connection with your audience.

Tip #6 — Utilize Client Feedback

Client testimonials and success stories are valuable when repurposing content. They provide insight into your law firm’s credibility, expertise, and client satisfaction.

Video testimonials, turning client testimonials into social media graphics, and using case studies on your website showcase real-life experiences and the positive outcomes clients have experienced using your law firm. This will instill confidence in prospective clients by demonstrating your firm’s commitment to providing exceptional legal services.

Turn to Conroy Creative Counsel for Strategic Marketing and Creative Services for Your Law Firm

Content repurposing is a cost-effective approach law firms can use to maximize the impact of their content marketing efforts. With such a competitive online landscape, having the ability to repurpose content effectively is imperative for law firms to thrive in this digital age.

Conroy Creative Counsel offers a comprehensive suite of content writing services tailored to your law firm’s needs. Our team of content writers will help you effectively communicate with your prospective clients and establish a digital presence for your law firm.

We’d love to learn more about your firm and how we can help. Contact us today for a consultation.


I'm Karin Conroy

Founder of Conroy Creative Counsel, an award-winning recognized leader that has cracked the code of smart, sophisticated, and strategic marketing for law firms.

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