How to Repurpose Content with HubSpot Content Hub

Imagine creating a single blog post and effortlessly turning it into engaging social media content, website copy, or even an informative podcast episode. Sounds too good to be true? The HubSpot Content Hub makes this a reality.

By streamlining content management and maximizing its reach, the HubSpot Content Hub empowers businesses to get more value from their content marketing efforts - saving you time and money.

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The Benefits of Repurposing Content

Marketers today are expected to churn out a high volume of quality content in various formats. But, coming up with fresh, relevant new material can be challenging. Enter content repurposing: the strategic art of transforming existing content into new formats for a wider audience. This powerful approach offers many benefits that can significantly boost your content marketing efforts.

Save Time

Firstly, repurposing is a time-saver extraordinaire. Creating entirely new content from scratch is a resource-intensive process. Repurposing allows you to leverage the legwork you've already invested in. By transforming existing content into new formats, you can significantly reduce the time and resources needed to maintain a consistent content flow.

Repurposing existing content can save up to 63% of the time it would take to create entirely new content.

Maximize the Reach of Your Content

Secondly, repurposing maximizes the reach of your content. Different audiences consume content in different ways. Some prefer in-depth blog posts, while others prefer bite-sized social media snippets or audio podcasts. Repurposing allows you to cater to these diverse preferences. Presenting your content in various formats allows you to reach new audience segments who may not have been exposed to your original content. This expands your brand awareness and broadens your marketing reach.

Repurposing content can increase website traffic by 15%.

Strengthen SEO Efforts

Thirdly, repurposing strengthens your SEO efforts. Search engines reward websites with fresh, relevant content. Regularly adding repurposed content to your website demonstrates to search engines that your site is active and up-to-date. This can improve search engine rankings, making your content more discoverable by potential customers.

To increase the effectiveness of your SEO efforts and boost your search engine traffic, you can just update your old content and give yourself an improved freshness score.

Neil Patel


Breathe New Life Into Existing Content

Furthermore, repurposing allows you to breathe new life into underperforming content. Not every piece of content strikes gold. However, when repurposing, you can revisit content that didn't gain the traction you hoped for. By transforming it into a different format, you can potentially reach a new audience or present the information in a way that resonates better. This gives your content a second chance to shine and potentially drive valuable engagement.

Test Different Content Formats

Finally, repurposing allows you to test different content formats and identify what resonates best with your audience. You can gain valuable insights into your audience's preferences by experimenting with various formats. This data can then inform your content creation strategy moving forward, allowing you to focus on the formats that deliver the most impact.

While the advantages of repurposing are undeniable, manually transforming content into various formats can be time-consuming and resource-intensive. This is where a platform like HubSpot Content Hub steps in. As a central hub for all your content, HubSpot Content Hub empowers you to streamline the repurposing process, maximizing the efficiency and impact of your efforts. 

What is the HubSpot Content Hub?

Imagine a centralized hub for all your content, where existing pieces can be transformed and readied for a fresh audience. Enter HubSpot Content Hub, your one-stop shop for streamlining content creation, organization, and repurposing.

Based on the foundation of the earlier HubSpot CMS Hub, the HubSpot Content Hub functions as a central nervous system for your content marketing efforts. It provides a user-friendly interface where you can house all your content assets, from blog posts and landing pages to infographics and social media content. No more scattered files and forgotten drafts! This centralized location makes it easy to locate specific pieces for repurposing, saving you valuable time and frustration.

However, the HubSpot Content Hub goes beyond simple storage. Built-in creation tools allow you to craft new content formats directly within the platform. Need a landing page to capture leads based on an existing blog post? No problem. HubSpot Content Hub offers a drag-and-drop builder and pre-designed templates to help you create compelling landing pages in minutes.

Furthermore, the platform offers powerful scheduling functionalities. Plan your content calendar, ensuring a steady stream of fresh (or repurposed!) content across various channels. This meticulous scheduling keeps your audience engaged and prevents content gaps.

Finally, HubSpot Content Hub empowers you to track the performance of your content with detailed analytics and reporting. Gain insights into audience engagement, click-through rates, and other vital metrics. This valuable data helps you identify top-performing content and perfect targets for repurposing efforts. By understanding what resonates with your audience, you can strategically transform high-performing content into new formats, maximizing its reach and impact.

Now, let's talk about repurposing content within the HubSpot Content Hub. 


4 Ways to Repurpose Content with HubSpot Content Hub

HubSpot Content Hub takes content repurposing to the next level with its arsenal of built-in AI features. These innovative tools act as your creative assistants, streamlining the transformation process and saving countless hours. Here's how each AI feature empowers you to breathe new life into your existing content:

1. AI Content Remix

Imagine needing a landing page to capture leads based on a high-performing blog post. Traditionally, this would involve starting from scratch. However, AI Content Remix eliminates this tedious process. Simply feed your existing blog post into the AI, and in seconds, it generates new content formats tailored to your needs. Landing pages, social media posts, ad copy – AI Content Remix handles it all. This feature analyzes your original content, extracts key points, and reformats them into engaging copy designed for each platform.

Do you need a social media snippet to promote your blog post on Twitter? No problem. AI Content Remix intelligently condenses your content into bite-sized, attention-grabbing snippets perfect for various social media platforms. It tailors the tone and language to each platform's unique audience, ensuring maximum engagement. On the other hand, repurposing into an ad format requires a clear call to action. AI Content Remix understands this and suggests compelling CTAs specific to your ad goals, whether driving website traffic, generating leads, or promoting a product.

2. AI Image Generation

Compelling visuals are crucial for capturing your audience’s attention. However, sourcing high-quality images for every repurposed piece can be time-consuming and expensive. Enter AI Image Generation, your one-stop shop for royalty-free visuals perfectly aligned with your content.

Describe the desired image related to your repurposed content, and the AI generates unique, high-resolution images on the spot. Stuck writing a blog post on "The Best Practices for Sustainable Gardening"? Describe your vision – perhaps a vibrant image showcasing a flourishing vegetable patch or a close-up of colorful composting materials. 

AI Image Generation conjures images that complement your content and visually engage your audience—no more scouring stock photo websites or worrying about copyright infringement. AI Image Generation ensures your repurposed content boasts professional visuals that resonate with your audience and enhance the overall experience.

3. Post Narration

The rise of audio consumption presents a golden opportunity to reach audiences who prefer podcasts or audiobooks. However, creating audio content from scratch can be daunting. Post Narration steps in as your secret weapon! This AI feature transforms your existing blog posts into captivating audio experiences. Simply choose the desired voice and tone, and AI Narration generates a professional-sounding audio version of your content.

Do you have an insightful blog post on "Tips for Building a Successful E-commerce Store"? Transform it into a podcast episode for your brand's dedicated channel, or embed it directly on your blog post for added accessibility. Post Narration allows you to reach listeners on the go, cater to audiences with different learning styles, and tap into the growing popularity of audio content. You can personalize the audio experience by selecting a voice that aligns with your brand personality. The possibilities are endless, allowing you to repurpose your content for a whole new channel and expand your reach to a broader audience.

4. AI Translation

The global marketplace offers a vast audience for your content. But language barriers can often hinder your reach. AI Translation shatters these barriers, allowing you to effortlessly translate your existing content into multiple languages with a single click. This innovative feature leverages machine learning to deliver accurate and natural-sounding translations, ensuring your message resonates with international audiences.

Imagine a blog post detailing your company's innovative new product. AI Translation allows you to translate it into Spanish, French, Mandarin, or any other language you desire. This opens doors to entirely new markets, allowing you to connect with potential customers who wouldn't have access to your content.

AI Translation doesn't stop there. It also offers the ability to associate in-language variants together for easy management. This means you can edit your original content and have those changes automatically reflected in the translated versions, saving you significant time and effort.

Repurposing Strategies for Different Content Types

Now that you understand the benefits of repurposed content and how you can leverage the HubSpot Content Hub, let's explore actionable strategies for transforming various content formats:

From Blog Posts to Multimedia

  • Infographics: Blog posts brimming with data and statistics are prime candidates for conversion into visually appealing infographics. Extract key data points, translate them into captivating charts and graphs, and add a compelling headline. This format is perfect for grabbing attention on social media and condensing complex information into easily digestible chunks.

  • Videos: Breathe life into your blog posts with engaging video content. Summarize key takeaways into a short, informative video. Use screencasting tools to walk viewers through a process or leverage animation to explain complex concepts. You can even repurpose specific sections of your blog post into bite-sized video teasers to promote the full content on social media.

  • Social Media Snippets: Don't let your blog posts languish in isolation. Extract thought-provoking quotes, intriguing questions, or insightful statistics to create engaging social media snippets. This keeps your audience engaged between blog posts and drives traffic back to your website for the full content.

  • Podcasts: Tap into the growing popularity of audio content by transforming blog posts into captivating podcasts. Leverage AI tools like HubSpot's AI Content Remix and Narration features to convert written content into engaging scripts. Alternatively, you can record yourself reading the blog post and add intro/outro segments for a polished feel.

Repurposing Infographics for Maximum Impact

  • Blog Posts: Don't underestimate the power of infographics as inspiration for new blog posts. Unpack the data and visuals within your infographic, delve deeper into specific points, and offer additional insights. This adds value to your infographic and generates fresh, data-driven content for your website.

  • Social Media Graphics: Repurpose eye-catching sections of your infographics into engaging social media graphics. This allows you to share specific data points or visuals in a format ideally suited for each platform.

  • Presentations: Infographics excel at presenting information clearly and concisely. Repurpose your infographics for impactful presentations during meetings, conferences, webinars, or sales pitches. This allows you to engage your audience and effectively communicate complex data visually.

Extracting Value from Videos

  • Blog Posts: Don't let the valuable content in your videos go to waste. Transcribe your video and transform it into a comprehensive blog post. Highlight critical takeaways, include timestamps for specific segments, and embed the video within the post for a multimedia experience.

  • Social Media Teasers: Create short, attention-grabbing video teasers to promote your full-length videos on social media platforms. Focus on the most engaging parts of your video and include a compelling call to action to direct viewers to the full content.

  • Audio Clips: Extract valuable audio snippets from your videos and repurpose them into standalone audio clips. This content can be used for podcast intros/outros, social media audio posts, or even standalone audio content on platforms like Spotify.

Use Case Studies for Credibility

  • Blog Posts: Customer success stories are goldmines for compelling blog content. Repurpose case studies into engaging blog posts highlighting the challenges faced by your client, the solutions you provided, and the positive outcomes achieved. This showcases your expertise, builds trust with potential customers, and provides valuable social proof.

  • Social Proof Content: Extract key quotes and statistics from your case studies to create social media graphics or snippets. These bite-sized pieces of social proof can build brand credibility and attract new leads.

By following these strategies and leveraging the tools available in the HubSpot Content Hub, you can transform your existing content library into a treasure trove of repurposed content. By repurposing content, you can maximize the value of your efforts and reach new audiences across diverse platforms.

Ready to breathe new life into your existing content and extend its reach? Don't navigate the world of repurposing alone—partner with Aspiration Marketing, your one-stop shop for content marketing and HubSpot.

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Nicole is a HubSpot Operations Lead. She also works on campaign management for clients. A Pittsburgh native, she is a lover of the outdoors, good food, and taking advantage of every travel opportunity that comes her way.

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