How and When to Repurpose Content

Congratulations, you’ve created content for your firm! For most CPA firms, developing content is no small feat. There are multiple steps in the process – identifying the appropriate audience, researching the topic, writing or being interviewed, and finally, distributing the content to your networks.

You may think that once you’ve published and shared your content, you’re finished with the piece. But why not optimize the time you’ve spent developing the content by continuing to share it for years to come? Great content has a long shelf life, so sharing it once just isn’t enough. With these three steps, you can learn to identify content for repurposing and put a plan in place to get the most out of your posts.

Step 1 – Determine pieces to share again (and again!)

The best content to reuse is the kind that won’t go out of date. However, due to recurring legislative changes in the accounting industry, not all your articles will fall under this umbrella. Trends like year-end tax planning, changes to the automobile mileage rate and tax filing deadline updates are annual topics that are great for repurposing. After reviewing your content and making the necessary updates, the bulk of your article will be untouched and ready to repost.

Another factor in determining the right content to repurpose is how it was received when it was first posted. Track and review your posts for traffic and rank them accordingly. Google and major social media sites offer post analytics. Become familiar with the capabilities of these sites and rank your posts by clicks, opens, shares and comments.

Step 2 – Develop a plan for repurposing content

Record every article’s title, hyperlink, completion date and first date of distribution on a separate sheet in your content schedule. You may also want to document the post’s initial analytics and categorize top performers by alpha or numeric coding (A/1 content = very well received, C/3 content = fell flat). When developing your content for the week (or month), filter in your archived posts, also known as “evergreen” content. Before repurposing, review the content to determine whether it’s still relevant and/or if it requires necessary updates.

Step 3 – Determine the appropriate method for repurposing

Once you’ve selected an evergreen article and reviewed it for updates, the next step will be to determine the method for repurposing. If an article was initially shared on Facebook, schedule it to post on a different social media network. As you filter these articles through your social media schedule again, consider going a step further. Would this content make a good video? Has this topic evolved, opening the door for you to develop a series of articles on the topic? Look beyond that initial post and expand your reach.

The demand for fresh content can create a strain on even the most seasoned writer. You’ve taken the time to invest in content development and the return on your investment doesn’t stop after a one-time share. Good content can have a long life throughout your marketing strategies. For help with content development and ideas on how to make your content go further, contact our team at

Click here to learn 19 ways to repurpose your content.

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