Imagine Business Development Blog 8 Ways to Reimagine Content to Reach Bigger Audiences

Content repurposing has been a hot topic lately. I’ve recently fielded questions about how to create a repurposing plan that adds value, as well as how to repurpose consistently and effectively. First, let’s define repurposing. It’s a term that’s often misunderstood -- and for good reason. In other contexts, repurposing can mean different things. I like “reimagining content,” a term coined by Ann Handley and C.C. Chapmann in their book, Content Rules. Reimagining content means using existing content as a springboard to reach different audiences. It’s not lazy, which is the connotation that repurposing sometimes has. (I’d argue that’s because it is sometimes done in a sloppy way.)