Tools to Help With Re-Purposing Content

Michelle Symonds
SEO Consultant | Ditto Digital
22nd September 2022

When it comes to marketing your business, creating great content is vital. But, there’s only so much new content you can create, and you don’t want to keep writing about the same old topics – apart from anything that can have a detrimental impact on your website’s online visibility.

And if the content you’ve already created is popular and informative, is there a way of making it work harder for you? Fortunately, there is!

Re-using content is a great way of supercharging the results you get from your online marketing efforts. You can re-engage with your audience and reach new people with less effort. However, you can’t simply pick a blog post you wrote weeks or months ago and then post it again. You need to understand which pieces of content are worth repurposing and reusing. This is where content marketing tools show their worth. So, let’s have a look at some of the tools available to help you re-purpose content.


If you have never heard of this platform before, it is a writing tool that makes it easy to keep notes, drafts, and related content together while you work on a repurposing project. It’s available in both a paid and free version. The builder has an easy-to-use drag-and-drop design, which means you simply need to click on elements and drag them onto the page. This is especially helpful when repurposing content, as it makes it easy for you to create a new design and present an old asset in a brand new format. You can also upload templates for visuals and establish word count goals.


This is an analytics tool that really helps you to get a better picture regarding which content helps you to achieve your goals. This could be anything from the most purchases to the most sign-ups. For instance, this tool will make it possible for you to find out the number of conversions a blog post brings in or how much revenue you make from actions originating from a blog post, meaning you can focus your repurposing and reuse efforts on these specific topics for the best possible results. The funnel analysis feature of this tool will give you a clear step-by-step view of the journey for every visitor. This is important because it helps you to really understand how people are interacting with your website. You will be able to determine with ease which content is engaging visitors and converting viewers. You can even measure inbound leads and whether or not they are of high quality. You can use this data and information to guide repurposing choices.

Google Tools

We cannot talk about content tools without mentioning the suite of tools that Google has developed. Google has both free and paid solutions available, ensuring there is something for all budgets. The two main tools you should think about using when it comes to repurposing content are Google Search Console and Google Analytics. The former gives you the ability to discover which pages are attracting the most links. It is vital to remember that some types of content could potentially attract backlinks even if not generating much traffic – and, therefore, contribute to the overall online visibility of all of the content on a website.

Take the example (anonymised) data in the image above from one of our clients who successfully competes with much larger companies online. Their Google Search Console data has consistently shown that visitors want to view their price comparison chart – with 6 out of the top 10 search queries driving traffic to the site mentioning prices. Perhaps no surprise that potential customers want to compare prices with a cost-of-living crisis upon us, but these data back up that perceived wisdom.

Google Analytics is also an important tool because it shows you how users are interacting with your content, including the total time spent on the website, overall engagement, and the total number of page views over a period of time. You can utilise these metrics to help you figure out which pieces of content are going to be the best to re-purpose. Just be aware that Google made major changes to their Analytics tool in 2021 and currently has 2 versions running concurrently: Universal Analytics (the original version) and the newer Google Analytics 4, which displays an entirely different set of metrics – albeit for good reasons, this is a major change for marketers to get to grips with.

SE Ranking

This solution enables you to look at your search ranking and the terms that are driving the most traffic to your website. You can use this platform to discover which content helped you to achieve your goals within a certain time frame, as well as identify your most popular search terms and track your ranking history. If that was not enough, you can also use SE Ranking to monitor how your blog posts are performing on social media, and you can compare this with the performance of your competition. You can use it to fine-tune your content strategy so that it brings about the best results although it is not as easy to use as some tools and has a fairly steep learning curve if you’ve never used an SEO (search engine optimisation) tool before.


You may have heard of BuzzSumo before, as it is definitely one of the most popular content monitoring tools available. It is an exceptional research platform that gives you an insight into the content that is shared the most across different social media platforms. This is vital information because the most popular types of content are ripe for repurposing. With BuzzSumo, you can discover and filter results based on content type, e.g. guest posts, videos, interviews, giveaways or infographics so you can see what has already been published about a given topic as you plan to update your content. BuzzSumo can also help you to find experts and influencers on your topic if you want to add new sections to a current article.


Last but not least, we have Airtable, which is perfect for creating a database of all of your content. Think about your typical Excel spreadsheet supercharged! It has everything you need to brainstorm content ideas, transform old pieces of content, and much more. You can handle the entire content reuse process with this tool. Simply manage keyword lists and optimise your content effectively for search engines such as Google. You can also measure audience feedback and metrics so that you continue to refine your content strategy. Plus, there is a great content calendar feature that makes it easy to keep track of assignments and deadlines.

So there you have it: some of the best tools out there for re-purposing content. You can use these tools to refine your online marketing strategy and monitor powerful metrics that can help you to understand your engagement rates and conversion rates. That way, you know which pieces of content are worth sharing with your audience again – in a different format, of course.


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