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7 Smart Ways to Build a Strong Content Diversification Strategy
Maximize reach with smart content strategies.
How SMBs Can Create BOFU Content That Doesn’t Suck!
December 23, 2024
Ever spent hours crafting the perfect blog post, only to watch it get a few clicks and then… nothing?
You’re not alone. You invest time, effort, and budget into great content, but using it once is a waste. That’s why 94% of marketers repurpose their content, stretching its value across different formats and platforms. And the rest? They’re planning to start.
Think about it: some prefer deep-dive blogs, others quick LinkedIn posts, videos, or infographics. Sticking to one format means missing huge opportunities. Plus, instead of constantly creating from scratch, you can turn one solid piece of content into multiple assets, keeping it fresh, engaging, and visible.
So how do you do it right? Let’s discuss why repurposing works, how to make the most of your existing content, and the best ways to diversify it across multiple platforms.
Content repurposing is reusing or converting existing content into new formats or platforms. It’s like recycling; you give your content a second life (or third, or fourth) instead of starting from scratch every time.
For example, you can turn a SaaS case study into a LinkedIn carousel, clip a webinar into a YouTube Short, or convert a blog into an infographic.
That way, you squeeze more value out of your work, reach new audiences, and save yourself from the “What should I post today?” panic.
If you’re a SaaS marketer, content repurposing is a must-have strategy in 2025. Here’s how it helps:
Relying on one platform is risky, as algorithm changes can tank your reach overnight. Spreading your content across blogs, podcasts, videos, and social media helps you stay visible. If one platform changes the rules, your audience can still find you elsewhere.
Different content formats work for different stages of the buyer’s journey. Research-phase buyers may prefer detailed articles or whitepapers, while quick insights grab attention through infographics or short videos.
Repurposing content helps meet these needs. For example, breaking down a comprehensive guide into bite-sized social media posts can engage both deep researchers and casual scrollers.
Showing up in different formats, like blogs, podcasts, and videos, makes you look like the go-to expert in your space. It also helps reinforce key messages without feeling repetitive.
For instance, a deep-dive blog can turn into a punchy LinkedIn post, a quick video, or a podcast chat, keeping your insights fresh and reaching more people.
Creating great content takes time and effort, so why let it fade? Repurposing keeps it alive, reaching more people and staying relevant across different marketing channels. Plus, it’s a smarter way to get more value from what you’ve already created and make your investment keep paying off over time.
Repurposing content across different formats and platforms helps you see what clicks with your audience. Tracking engagement, likes, shares, and views shows what works best, so you can fine-tune your content strategy and create more of what people love.
Want to turn your content into multiple assets that keep working for you? Follow these steps:
“Make sure your strongest content gets seen.” – Liam Moroney
Not all content deserves a second life. Repurpose high-traffic blogs, top-downloaded ebooks, and case studies sales teams rely on. If it’s a hit, make it work harder.
Here’s how to look for them:
On social media, track shares, saves, and comments. In email, focus on open rates, click-throughs, and replies. And for sales materials, identify case studies and assets that close deals.
Similarly, test the same case study as a PDF download versus an interactive web page to see which format drives more leads. For emails, experiment with plain text versus designed templates to measure open and click-through rates.
Example: Moz turned a buried Google Doc template from a 2014 blog post into a standalone web page. Data showed users skipped the blog and went straight to the template. They updated the content, added CTAs, and redirected the old post. Now, the page ranks, gets steady traffic, and drives conversions.
Repurposing is about reshaping content to reach new audiences in the formats they actually consume. Here's how to do it right:
The key? Match content to audience behavior. If your followers binge short-form videos, go for Reels and TikToks. If they prefer deep dives, double down on blog posts and LinkedIn articles. Adapt; don’t just copy-paste.
Before repurposing content, know where it’s going. A blog post won’t work as-is on Twitter (X), and a podcast won’t engage the same way on LinkedIn. The key is to adapt, not copy.
Cognism, for example, repurposed a long-form blog on the B2B sales process into a YouTube video. But instead of simply reading the blog on camera, they rewrote it as a conversational script with visuals and storytelling elements to engage viewers.
Even formatting matters. Quora doesn’t allow subheadings, so blogs need structural tweaks. A webinar can be sliced into Instagram Reels, and a whitepaper’s key insights can become an infographic carousel.
Also, be mindful of visual specifications. For example:
Guesswork won’t cut it. Without a content calendar, posts get lost, overlap, or go out at the wrong time. A calendar keeps everything organized so your content lands where and when it should.
For example, instead of posting the same blog snippet everywhere on the same day, you can schedule it as:
This keeps your content fresh, extends its lifespan, and makes sure your audience sees it in different formats without feeling spammed.
Here’s what a typical content calendar looks like:
However, manually managing a content calendar can quickly become overwhelming and inefficient. That’s where the right tools can keep everything organized, automated, and stress-free. Some of the best ones include:
💡 Pro tip: Actively schedule buffer slots (e.g., 10-15% of your calendar) to accommodate reactive content based on trending topics or urgent industry news. This ensures flexibility without disrupting your planned schedule.
A content calendar plans your content. But without automation, it’s just a list. Manually posting and tracking wastes time and creates gaps. Automation ensures content goes live on time, everywhere, without the extra work.
Many automation tools help with this. Here’s how:
In fact, 1 in 6 small businesses now use AI for content repurposing, with 64% reporting improved efficiency and effectiveness.
💡 Pro tip: Use automation judiciously. It can handle repetitive tasks and free up your team’s time, but you’ll still want a human touch for quality control and creativity
Repurposing isn’t a one-and-done process. If you’re not measuring performance, you won’t know what’s working or what’s failing.
Before launching repurposed content, define key performance indicators (KPIs) relevant to each platform. For example, track website traffic from LinkedIn, video views on YouTube, or lead generation from repurposed eBooks.
Once live, analyze performance—if a repurposed Twitter thread gets more traction than a LinkedIn post, lean into more Twitter content. If a blog-derived Instagram carousel underperforms, tweak the design or messaging before posting another.
Here’s how to get it right:
Let AI assist in optimization: AI tools can analyze engagement patterns in real time and recommend better hooks, stronger CTAs, and ideal reposting times. You can also use AI-powered analytics to automate insights and refine content performance.
For example, Shield tracks how your LinkedIn posts perform, showing what’s working and what’s not. It pinpoints the best times to post, which formats get the most engagement, and audience trends so you can repurpose smarter.
It also spots where engagement drops off and comment activity, helping you tweak your approach for better results.
Once you’ve nailed your repurposing process and seen real results, it’s time to level up. Make repurposing a built-in step in your content workflow—not just something you do when you have extra time.
Here’s how to make it second nature:
The more you bake repurposing into your process, the easier it gets. Eventually, you’ll have a content engine that spins one great idea into multiple pieces, effortlessly expanding your reach.
Diversification and repurposing go hand in hand. It's about expanding both content types and distribution channels to engage your audience in multiple ways. Here’s how to do it right:
Blogs are great(and you should keep doing them), but don’t stop there. To keep your audience engaged, explore other content formats:
For example, HubSpot offers a Website Grader that checks how well a site performs and gives a detailed report with improvement tips. It helps businesses spot weak areas and boost their online presence and naturally leads users to explore HubSpot’s tools.
Busy professionals don’t have time for dense content. Infographics or carousels break down complex SaaS concepts and data into quick, visual summaries that are easier to absorb and share.
Platforms like Pinterest, Instagram, or LinkedIn are fertile ground for infographics. So whether it’s charts, diagrams, or quirky illustrations, add more visual spice to your content mix. It gives your audience a break from walls of text and makes your content more memorable.
For example, Buffer turned their blog post on AI prompts into an engaging Instagram carousel.
Video is the most engaging form of content today. In fact, 84% of B2B content marketers use video, up from 75% the year prior. Why? Because it works. Short videos, demos, and customer testimonial videos capture attention and convey authenticity in ways that text can’t.
As a SaaS brand, you can start with:
For example, HypeAuditor hosted a YouTube Live webinar with influencer marketing expert Gordon Glenister to discuss their 2023 State of Influencer Marketing report.
Remember: You don’t need high-end production—a talking-head video, screen recording, or simple animation works. Plus, start with one video a month and stay consistent to grow your audience on platforms like YouTube.
Plus, repurpose videos into other formats, like pulling the transcript for a blog or slicing clips for social media.
Not everyone has time to read, but they might listen. A podcast or interview series is a great way to share insights and connect with a wider audience. Yet, with only 30% of B2B marketers using podcasts, it remains an underutilized content channel with huge potential.
Here’s how you can use it:
The best part? You can repurpose long-form videos into podcast episodes by extracting key insights and sharing them on platforms like Spotify, Apple Podcasts, and Google Podcasts.
That’s exactly what Tommy Walker did. He turned his YouTube live editing sessions into podcasts after spotting demand for audio-only content.
Launch a monthly podcast featuring industry experts, customers, or executives on topics your audience cares about. It builds thought leadership and keeps your brand in their ears during commutes or workouts.
And if starting a full podcast sounds daunting, you can start smaller: maybe a short audio series or be a guest on others’ podcasts to get your feet wet.
Some prefer quick takeaways, others want deep dives. So, create both. Use short, digestible content for fast engagement and long-form pieces for detailed insights.
A good balance? One flagship deep article or report each quarter, complemented by frequent short insights or tips. This way, you keep both skimmers and deep readers engaged.
Your ideal customers are scrolling, searching, and engaging on multiple platforms, so why not meet them there?
Spreading out (while maintaining quality) ensures a wider net. Plus, keep an eye on emerging platforms. Be an early adopter and test out rising networks before they get too crowded.
💡 Quick tip: You don’t have to be everywhere, but sticking to one or two platforms limits your reach. Pick a few, test what works, and make sure your best content gets the visibility it deserves.
If the same person writes everything, it gets repetitive. New voices bring fresh insights and diverse expertise and keep your content engaging.
To get it right:
For B2B SaaS brands in 2025, content diversification is a must. You can repurpose high-performing content into new formats, share it across multiple channels, and reach more people while extending its impact and ROI.
And if you need a helping hand, Tripledart is here to turn your one piece of content into many.
Content marketing isn’t a one-time job. Tripledart helps you repurpose, distribute, and optimize your content across channels, so nothing goes to waste from day one. This way, you can focus on higher-level strategy (or the rest of your marketing to-do list).
What’s more, Tripledart is very KPI-driven; we track repurposed content’s SEO rankings, engagement, and conversions. Then, refine the strategy as we go. So, instead of trying to do it all alone, you get a seasoned partner who’s done it before.
Interested in letting Tripledart level up your content game? Book a demo today.
Repurposing transforms existing content into new formats (e.g., turning a blog into a video). Diversification expands the types of content you create (e.g., adding podcasts or webinars).
There’s no fixed rule, but repurpose evergreen and high-performing content regularly. Update blogs every 6–12 months, extract clips from webinars weekly, or turn LinkedIn posts into a monthly newsletter.
Only if it creates duplicate content. To avoid issues, update republished content, use canonical tags, and optimize for different platforms.
Industries with long sales cycles or complex topics like SaaS, finance, healthcare, and B2B tech benefit most by extending content lifespan and reaching different audience segments.
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