Content Repurposing for B2B: A Practical Playbook

Content repurposing isn’t copying and pasting your content to more channels.

It’s planning content from the start to reuse across multiple channels in different formats.

Below is the exact framework, templates, and workflow our team at Cognism uses to turn one winning asset into a quarter’s worth of content.

What is repurposing your content?

Content repurposing is the process of transforming a core asset (e.g. report, webinar or case study) into multiple formats and channels while preserving its truths, sources and author intent. In B2B, the goal is incremental reach and revenue efficiency, not just more posts.

For example:

You might transform a blog post’s main points into a video clip or a social media post.

But to clarify:

Repurposing content is not resharing your or someone else’s content on your social platforms.

And it’s definitely not sharing someone else’s original content with your added opinion.

With repurposing, you transform existing content to suit whichever distribution channel or platform you’re publishing it on.

Some examples of a content repurposing strategy are:

• Creating LinkedIn carousels from a long-form blog post.
• Republishing podcast audio as short-form videos on YouTube.
• Typing up podcast episodes as blog content.
• Turning blog posts into long-form videos.

👇 Learn more about how Cognism built its content & media machine in module 3 of the DG Playbook.

The framework: P → A → D → R

In content repurposing, you’ll want to use a framework like PADR.

But what is PADR?

It’s a simple operating system for repurposing. B2B marketers use it to turn one high-value asset into a month of effective content.

You’ll start with a single Pillar (your source of truth), atomise it into channel-ready pieces, distribute where your buyers actually engage, then refresh with new data and examples.

The result is repeatable workflows, clear ownership, better measurement (assisted pipeline, influenced opportunities, channel lift), and templates that help you ship faster with the same team.

Here’s a quick cheat-list you can use when setting up your content repurposing plan: 

1. Pillar (create/choose the source of truth)

Do this:

• Pick one high-value asset with clear POV and original data (report, webinar, case study).

• Lock a single source of truth (SoT) doc: claims, stats, visuals, citations, approvals.

• Define ICP, pain, promise and the three core narratives you’ll repeat across formats.

Save time with:

• SoT template (claims table, sources, approved phrases).

• Stakeholder checklist: SME, Legal/Compliance, Brand, SEO.

2. Atomise (break into smaller, channel-fit pieces)

Do this:

• Slice into 5–15 “atoms”: key charts, quotes, insights, mini how-tos.
• Map each atom to 1–2 priority formats (carousel, blog section, email, short video).
• Write the one-sentence takeaway for each atom first.

Save time with:

• A reusable “atom card” (takeaway, asset link, CTA, owner, due date).

• Text expander snippets for intros, CTAs and disclaimers.

3. Distribute (publish with intent, not everywhere)

Do this:

• Prioritise 2–3 channels where your ICP already engages (e.g. LinkedIn, newsletter, sales enablement).
• Stagger releases over 4–6 weeks; thread CTAs back to the pillar or a softly-gated variant.
• Add UTM standards and a naming convention for easy reporting.

Save time with:

• Channel checklists (image sizes, line length, hashtags, accessibility).

• A weekly “repurpose hour” on the calendar to package and schedule.

4. Refresh (update and consolidate)

Do this:

• Add new data/quotes quarterly; merge thin pages; retire under-performers.
• Re-cut the best 10% into evergreen guides or comparison assets.
• Surface updated date and reviewers for E-E-A-T.

Save time with:

• A refresh tracker (Last Reviewed, Next Review, Owner, Impact).

• Automatic alerts on out-of-date stats or broken links.

Steps to create repurposed content

To start taking full advantage of this B2B marketing strategy, you need to follow a few guidelines.

First, it’s about where you want your content pieces to go and what lead source channels you use to promote them. If you have a popular blog post you’re considering repurposing, you have to adapt it to work for each channel or medium you’re on.

For instance, at Cognism, when we repurpose our blogs as video content on YouTube, we don’t just read them to the camera as is. We rewrite the script to make it more engaging for the viewer.

Take this example of a video we repurposed from our blog post on the B2B sales process:

If you compare the two, you’ll easily spot the differences. The original post is long-form written content; it’s more thorough and optimised with SEO keywords. The video post is more fun and conversational while still being informative.

Beyond this, there are four steps to take on your repurposing journey. 👇

1. Decide on your goals

Ask yourself a question:

“What do I want to achieve by repurposing my content?”

When you know what you’re working towards, it’s easier to track your progress towards content marketing success.

Here are some things to consider:

• Are you looking to reach new customer personas?
• Do you want to attract leads or increase brand awareness?
• Do you want to spend less time creating content or just have it seen by as many eyes as possible?

Your goals will differ depending on which distribution channel you publish your content on.

2. Research your channels

Speaking of channels, the next step is to decide where you want your content to go. That means conducting research.

Our top tip:

Always start researching before you repurpose content. Then, when it comes time to share, you’ll have a better idea of the language you need to use, the ideal length of your content format, and the style or humour needed for each channel.

To start, create a list of social media platforms where your total addressable market spends most of its time.

Ask yourself:

• What format should your content take on each channel?
• What sort of tone should this content have?

By doing this, you’ll familiarise yourself with how people communicate on each platform and learn how best to communicate with them.

Remember, each channel will be different. For instance, you’ll have to write differently on LinkedIn than you would on Facebook or X (formerly Twitter!).

Discover top trends

Once you’ve ascertained what your audience wants, it’s time to check what’s trending on your channels.

Here are some questions to answer when investigating social media sites:

• Are certain hashtags more popular than others? If so, why?
• Are you noticing a topic that’s being shared and spoken about repeatedly?

These are things to look out for and make a note of.

Facebook, LinkedIn, and Reddit have community and discussion groups. Join ones relevant to your industry. they’re great places to get content ideas.

Investigate YouTube SEO

For YouTube, you want to be digging into SEO keywords.

YouTube SEO is much like Google SEO. As a primer, you want to find low-difficulty, high-volume keywords relevant to your business. 

If you already have an SEO-optimised blog post, save time by turning it into a video using a text to video AI tool. You can then repurpose your content as videos targeting your key search terms.

Follow thought leaders

Lastly, check out what the industry leaders and business owners on each platform are up to.

On LinkedIn, Cognism looks up to companies like Gong and experts like Chris Walker and Josh Braun.

On YouTube, we’ve taken leaves out of Moz and Ahrefs’ books.

Follow this content creation workflow:

• Study your feed/followers on each platform.
• Identify the top posters, brands and subject matter experts.
• Take inspiration from how these B2B influencers operate. Bring some of their style into your own content.

3. Select your content types

Now that you’ve completed the research phase, your next step is to choose the content you’ll repurpose for each channel. This means creating a list of criteria to follow.

To start, create a checklist for each channel. The checklist should include elements such as:

Then, once you have these guidelines in place, audit your content library. Look for themes/topics that would work well being repurposed elsewhere.

Remember that not all your content needs to be repurposed or should be.

Here’s our advice for where to start:

• Go with your most popular blog posts. Since they’re already getting traction with your audience, it stands to reason that they’ll work on other platforms, too.
• Look for content that’s performed well or that your audience has responded to/engaged with.
• Don’t neglect your evergreen content! Most content marketers start with a blog. That’s good for repurposing because the content is all there and is pretty much there forever. You can use those blogs in so many different ways.

Here’s an example from Cognism’s content team:

We published an eBook written by our CMO, Alice de Courcy. It was a powerful ungated asset that we used to create new blogs, videos, social posts, and podcasts. 

Want to read it? Click the banner, it’s free. 👇

4. Create and distribute

Once you have a good outline and strategy for sharing your content, it’s time to start reformatting it.

Try out different types of content and see how your audience likes to engage with them. Here at Cognism, we’ve often found success with LinkedIn carousels.

To create them, we take long-form articles and reduce them to 100 words or fewer, making them hyper-digestible and actionable. Then we add an eye-catching graphic. This has worked very well for our audience.

However, you might find that your audience prefers video for some things. It’s just a case of trying these different formats, measuring your results, and seeing what works for you. There’s no absolute best practice here. It all depends on your audience.

Some repurposing ideas include:

• Turn your live events into video content and podcasts.
• Turn your blog content into videos, text-only social posts or Twitter threads.
• Stitch some related blogs together to make long-form content like playbooks or eBooks.
• Take sections of your blogs and turn them into infographics or carousels.
• If a colleague makes a speech at an event, record it and write a blog summarising the key points.

YouTube repurposing

We're a big fan of YouTube.

Videos are great for engagement because they’re more immediate. Many people, especially in our B2B sales audience, would rather watch a 5-minute video than read a 2-k-word blog on the same subject.

One thing to remember with YouTube is that it’s the second-largest search engine in the world. When you want to look for something, where do you go? You go to Google first and YouTube second.

It’s one of the top places where people go to find content and ideas, so you really have to be on there.

LinkedIn repurposing

It’s not just YouTube that’s been beneficial for Cognism. A LinkedIn marketing strategy has played a big part, too.

We’ve seen great success on LinkedIn with text-only posts. For these, we take sections from our published blogs and break them down into bite-sized chunks.

The content is much the same, but it’s delivered differently. It’s more ‘consumable’; people can easily read it while having lunch, for example. People can also respond to it in a way they can’t with a blog; they can like, share and add comments.

The inspiration came from the top LinkedIn influencers who post in this way. Their posts often get thousands of likes and dozens of comments. We’ve seen some significant engagement from doing this; more so than simply posting blog links.

Here’s an example of how we repurposed our Meetings booked vs meetings attended blog for LinkedIn:

This post works because it speaks to our professional audience and delivers the blog’s most valuable points in understandable chunks.

Remember, each channel will have an audience that expects specific content from you.

On LinkedIn, people usually seek more detailed tactical advice and debate, while X users prefer inspirational quotes, quick tips, and interesting stats.

Audience insights

The key takeaway:

Stick to the tone your audience expects from your brand on each specific channel.

Building up a loyal audience in this way can also inform your future content - and lead to more repurposing opportunities.

As a B2B company, we spend a lot of time on LinkedIn and have an attentive professional audience to gain insights. We regularly feature our audience on our blogs, podcasts, and email newsletters.

This creates a feedback loop.  Thanks to our followers, we’re constantly discovering new ideas to share and repurpose.

Content production insights

What if you don’t have the content marketing tools or resources to run your own podcasts, webinars and newsletters?

You can still find valuable opportunities for repurposing in your network. Here’s a tip:

Have your internal people guest on other companies’ webinars and podcasts. In my experience, people who run podcasts always look for new interviewees.

You then take the podcast recording session and write your own blog based on it. That was a swift win in the early days of Cognism’s content.

The content repurposing matrix

Use this matrix to turn one pillar asset into a quarter’s worth of content without guesswork.

Start by picking a high-value source of truth (report, webinar, case study), listing 5–15 atoms (charts, quotes, takeaways), and then selecting the formats, channels, and a single primary CTA for each.

Then, schedule outputs over 4–6 weeks and keep claims tied to your source of truth. Based on performance, you can refresh or retire items.

You can duplicate the rows to plan your own pillars.

💡Tip: Start with one monthly pillar and pre-plan its atoms and publish dates.

Templates and prompts for content repurposing

Based on everything we’ve discussed above, here are some copy-and-paste-ready templates and prompts for content repurposing.

Use these templates and prompts to turn one pillar into channel-fit assets in minutes. Just pick your format (carousel, recap, one-pager, email series), drop in your pillar inputs, and publish.

Copy-ready templates 

Template 1: Webinar → blog recap

• H2: Key takeaways from (webinar title).

• Intro (2–3 lines): Who spoke, why it matters, one headline stat.

• Takeaway 1–3: Each with a 2–3 sentence explanation and one illustrative quote.

• CTA: Watch on demand / Download the slides / Related guide.

Template 2: Report → LinkedIn carousel (10 slides)

• Hook (pain + promise).
  2–4. Finding #1 with chart.
  5–7. Finding #2 with chart.
• “So what?” actions (3 bullets).
• Social proof (logo/quote).
• CTA + link in comments.

Template 3: Case study → one-pager (sales)

• Problem (1–2 lines).

• Approach (3 bullets).

• Results (3 metrics with time frame).

• Proof (quote).

• CTA (next step).

Template 4: Pillar → email mini-series (3 parts)

• Email 1: Why this matters now (pain + promise).

• Email 2: The play (steps + short example).

• Email 3: Results + invite to pillar/CTA.

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