Content Repurposing in SaaS Marketing

Written by: Elena Daskalova
Nov / 22 / 2023

We all know content is king, and without content, your website will be dry, empty, and unattractive. But content trends are changing, too, the same way Google rates content quality and SEO efforts. And when it comes to SaaS SEO strategies and content implementation, we must embrace a unique approach to delivering the brand’s value. 

The most common SaaS content challenge is identifying relevant ideas and being consistent in publishing through various channels. But what if we tell you that your old blog post can be reoptimized for more value but also repurposed for another content format like a video script or social media post? 

So, before suggesting some tactics you can use to enhance your content performance, let’s understand the basics first:

What is Content Repurposing?

In simple words, content repurposing is taking existing content and adapting it into a new format so you can expand its value and share it through various distribution channels. 

That way, you take an older piece and find opportunities to create other formats out of it. For example, let’s see our blog post on content marketing trends for SaaS

As you can see, it’s a long blog post with many trends covered. Also, there is an opportunity to repurpose it and create, for example, ten different social media posts out of it. Additionally, you can expand some of the subtopics and write an article on them, for example, about AI becoming a content assistant. 

You can even find ideas for short or long videos, illustrations, and even email topics to send to your subscribers. And it all started with one simple blog post.

Why is Content Repurposing Important for SaaS Marketing?

SaaS is a dynamic industry with so many things happening at once. As new SaaS concepts and tools arise daily, business owners may have a hard time building relationships and nurturing potential customers through the sales funnel. 

Creating new content all the time can be a huge challenge for SaaS, but content repurposing can:

Extend the Content Reach

Recycling and repurposing your content helps you reach out to a wider audience using various channels. By sharing your existing content, or parts of it through social media, email, or video platforms, you can attract a more relevant audience and include them in your marketing and sales cycle. 

Increasing the Content’s Impact

A blog post existing only on your website is easily discoverable with relevant search queries. But what about the audience that needs more engagement than a written text? By sharing the content, you keep the audience interested in your offer and boost its overall impact on them. 

Saving Time and Resources

Content creation can be pretty time-consuming, especially long-form writing. However, the existing content allows you to maintain your publishing consistency and be present on more than one channel at a time. Sometimes, it’s a more effective strategy compared to creating new content from scratch. 

Improves the SEO Ranking

Content repurposing creates more backlinking and mention opportunities. That way, you strengthen your overall SEO positioning and discover more options to extend the strategy and optimize the content. 

Content Repurposing Strategies for SaaS Marketing

The process of choosing the content to repurpose includes a few steps. 

First, you need to identify the piece that reflects your value and quality but doesn’t receive the recognition it deserves. 

The second step is checking what’s most valuable in it. Are there any tips you share based on first-hand experience? Or something relevant for the industry, but your competition is still not aware of it? Recognize the strongest points and create new content ideas based on that. 

So, you can do the following things:

  • Turn blog posts into social media snippets, infographics, or videos.
  • Create video tutorials or webinars based on blog posts or whitepapers.
  • Repurpose email newsletters into blog posts or social media content.
  • Compile blog posts into an e-book or whitepaper.
  • Turn infographics into interactive presentations or videos.

Content Repurposing Tools for SaaS Marketing

While repurposing depends mostly on your creativity, you can indeed use some tools to manage this task more efficiently. Let’s say Grammarly will enhance the writing style and clarity, making the old piece more appealing. Tools like Canva can represent your content in a visually attractive way. 

Social media scheduling tools will help you plan quite a few posts in advance so you always know what’s next and what to expect. 

But listen to this one!

AI content repurposing is another great hit in your strategy. Large language models are able to recognize patterns and values as long as you properly prompt your intents. 

So, let’s say you have a long text but have no idea how to repurpose it. Take ChatGPT, Bard, or any other preferred AI tool. Enter the text and instruct something like [Split the provided content into more chunkable pieces. Then, adapt them to be Instagram captions for reels on the topic.]

While you shouldn’t rely 100% on this strategy, you can use the generated content repurposing ideas for further inspiration and planning.

Content Repurposing Best Practices for SaaS Marketing

It’s not enough just to recreate and repurpose your existing content. You must measure the performance so you can know better what works for your SaaS company. 

In general, you need to focus on these aspects mostly:

  • Understanding your target audience, their habits, online behaviors, as well as specific needs, expectations, and preferences
  • Maintain consistent quality because the repurposed content must meet the standards you nurture in the original content
  • Track metrics and measure performance so you can figure out if the repurposing makes sense for your SaaS company
  • Promote the repurposed content through the established marketing channels

Conclusion on Content Repurposing for SaaS

Content repurposing is a strategic approach that allows you to re-invest in your valuable content pieces to achieve marketing goals. That way, you extend the value, improve the impact, and drive business growth.

We can say content repurposing is a small but very significant tool because it gives you a chance to reinvent yourself and enhance the offered value even better. It’s good to be aware what should your decision stage ads do, but that can’t be your main focus since you must address all your content in every stage continuously!

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.