we have a content team ... why do we need a content repurposing service?

It goes without saying that if you run a B2B or B2C enterprise, nonprofit, or business, you have a virtual assistant or a content marketing department in place. After all, content marketing remains the backbone of any business looking to be found by potential customers today.

Every day, this department is set to work. They plan fresh webinars, edit your newest TikTok or YouTube videos, and craft the next hot newsletter for the business. Suffice it to say, they are busy doing their jobs and excelling at them.

But that also means they often do not have time to expend extra energy investigating how previous content can be reused or revived. And that’s where a content repurposing service, working alongside the team, becomes a tremendous asset.

What is Content Repurposing?

In short, it’s sifting through your existing content and devising new ways to use it. The end goal of this process is to:

Reach new audiences
Reinforce your message
Improve organic visibility
Get the most mileage out of each piece of content

In a perfect world, your internal marketing team pushes forward with overarching content strategies and campaigns, while the repurposing service team does the heavy lifting behind the scenes. They find previously used content that can be refreshed and repackaged—while maximizing its reach.

In this article, we’ll share three concrete ways a content repurposing service can help your marketing team prosper, amplify their efforts, and ultimately, pull in a greater ROI on the content you have already invested in.

FIFO for the Oldest Content

It’s time to seriously consider the fact that the blogs your team wrote, even just a few years ago, are most likely in need of a refresher.

As time goes on, information changes. Some of those well-researched podcasts may now require updates for accuracy. Or maybe a previous blog post was chock-full of great insights, but its layout or structure doesn’t match today’s mobile-first, swipe-happy consumption habits—resulting in poor engagement. Not to mention, an article refresh is still a win for long-term discoverability and SEO. The reasons are endless, but the result is the same.

Today, outdated stats, broken links, and buried gold in your archives are more common than you think. There is content sitting idle, collecting dust, that your team worked hard to create, and you invested income into. But they still hold value.

Whether your decision is to perform a complete overhaul of your content, turning older posts, webinars, or videos into:

New blogs
Fresh video content
Transcripts
Infographics
Podcast recaps
LinkedIn carousels

Repurposed content can generate more value than anything sitting idle in a backlogged folder on someone’s desktop.

Give Your Content Team a Boost (Or a Break)

When you start to ask yourself how to repurpose content, you must first consider its lifespan. Just how long does a blog post or Facebook update stay relevant in the eyes of your audience?

The truth is, the moment a blog, video, or social media post goes live, it starts aging like milk. Here’s a quick look at the 2025 average lifespan of various social media content:

TikTok – Instant decay
X (Twitter) – 49 minutes
Facebook – 1.35 hours
LinkedIn – 23.77 hours
Instagram – 19 hours
YouTube – 10 days

For your hard-working content marketing team, that is a short turnaround on most of the content they sweat to produce. Therefore having a content repurposing service working alongside them, to enhance their efforts, is so vital.

This allows the marketing team to go after creative, extensive, and highly specialized content marketing efforts. Meanwhile, the repurposing team is performing the heavy lifting by:

Content recycling
Optimizing old posts for modern platforms
Creating multiple assets from one source

All of which help the original content live longer and perform better.

Discovering New Ideas for Repurposing (That You May Not Have Considered)

Imagine what your content team could do if the heavy lifting of content creation was eliminated! What industry research could they perform? What nurture sequences could they write? What marketing strategies could they plan? You name it!

Let’s face it, a content repurposing service has an extra edge when it comes to content repurposing ideas. By creating a content calendar that begins with strategic repurposing in mind, time, money, and effort are saved. The largest content is created first, and smaller bits are sprinkled across all the places your audience hangs out.

Repurposing services also specialize in evergreen content—the opposite of trending topics. This type of content remains relevant over time and delivers steady engagement. Also, a content repurposing professional can point out fresh angles and creative ideas for repurposing one type of content. And they can do so in multiple ways. They are able to pull a file of old content and strategically turn it into a library of blog content, social media posts, and more. All the while, the internal marketing team is figuring out what is currently trending and orchestrating larger marketing efforts.

A person on the outside of the company is always gold; helping you gain a new perspective on a problem you have been struggling with. They can assist the development team with fresh content pointers where they had previously been stuck and struggling to keep up with posting best practices.

Final Thoughts: Why a Content Repurposing Service May Be Your Team’s New Best Friend

A content repurposing service exists to free your team up to make those big, bold, moves. The right content repurposing strategy will extend your audience and improve traffic, all the while, supporting your main development team from the sidelines through fresh eyes, new ideas, and efficient content creation.

The team at Expound are professionals trained to build you a strategic quarterly repurposing plan to deliver fresh content systematically and efficiently. Book a discovery call with Expound today and find out what you could outsource.