Reaching your audience where they are isn’t simple in a media environment where people can access your content across channels. Just publishing a blog and hoping it gets organic traffic isn’t enough. Instead, brands can rely on content repurposing to share their message in formats that fit different platforms and audiences.
This strategy also helps brands stay visible in today’s changing search environment. As trends like AI overviews and zero-click search impact how people research and discover information, publishing content in multiple formats across platforms becomes increasingly important. Repurposing written, audio, or video content into visual assets helps reinforce key messaging while creating more opportunities for audiences to discover and engage with your brand.
What Content Can You Repurpose Into Image Assets?
First, decide what content pieces you’d like to repurpose. This could be anything including blogs, research reports, case studies, webinars, podcasts, and how-to content. The type of content isn’t as important as the message it gets across. Not every piece of content needs repurposing, and it’s best to focus on high-performing evergreen pieces or content that has educational value. Content supported by strong statistics, research findings, or actionable takeaways is often especially effective for visual repurposing because key insights can be communicated quickly and clearly.
Once you’ve identified your high-performing pieces, analyze them to decide what types of image assets will best complement them. A statistics-heavy white paper could benefit from an infographic with useful charts and takeaways, for example. Or an article full of expert quotes and insights could be repurposed into quote graphics that can be shared as social media content.
Keeping Visual Assets Consistent
Once you’ve decided which formats fit your content best, it’s important to keep branding consistent in every asset you create. If your audience comes across different assets or images across channels, it should be clear that they support the same brand. Consistency helps audiences recognize your brand more easily as they encounter your content in different platforms and formats.
Writing style and tone should be consistent, as well as visual characteristics like fonts and colors. Creating a template helps designers maintain this consistency across repurposing projects.
Types of Image Assets
Different types of visual assets serve different purposes depending on the content you’re repurposing and where you plan to distribute it. Some formats are ideal for simplifying complex information, while others are better suited for social engagement or highlighting thought leadership. Below are several image asset types brands can use to extend the value of existing content.
Infographics
This asset is perfect for any statistics-heavy piece, especially if you’ve conducted your own research. Pull the key takeaways and statistics to create an engaging infographic that piques people’s interest. Infographics also make complex information easier to scan and share across platforms where audiences may not engage with a full report or article.
Checklists
If you have any how-to articles or white papers that deeply explore a process, a checklist is a valuable visual asset. It gives readers actionable takeaways in one short list that they can apply in their work. It can also draw in people who haven’t read the original piece yet but are interested in learning more about a specific process or topic. Checklists are also easy to revisit later, giving this type of visual asset long-term value beyond the original piece of content.
Quote Graphics
Quote graphics are especially useful for reinforcing thought leadership in a format audiences can engage with quickly. They help support media like thought leadership articles, podcast episodes, and case studies. Choose quotes that provide a clear insight out of context, and share the image strategically in channels like LinkedIn, email campaigns, sales presentations, Instagram, and Pinterest.
You can also use webinars for this type of repurposing. Webinars can have short shelf lives, but the insights shared in them often have long-term value. Identifying key quotes and insights can help you share subject matter expertise across channels and build interest in your webinar program.
Social Media Graphics
Social media is a strong channel for blog promotion, campaign promotion, or quick educational takeaways. Carousel graphics are a natural format to share key insights, lessons, or statistics from a piece of content. Engaged users can swipe through the carousel while exploring each takeaway or insight at their own pace. This format allows brands to guide audiences through insights or takeaways one step at a time, making educational content easier to engage with on social platforms.
Data Visualizations
Whether you’ve collected industry trends to tell a story or conducted original research to gain targeted insights, you can use data to catch readers’ attention and lead them to related assets. Create charts per your brand’s design guidelines, and make sure both the data points and key takeaway tell a clear story on their own. Clear branding also helps audiences connect shared charts or statistics back to your company when visuals are reposted in different platforms.
Interested in repurposing content into video assets, too? Learn how to use different types of video assets for content repurposing.
Need Help Repurposing Your Content Into Engaging Images?
Creating high-quality visual assets requires having a clear strategy and knowing which content pieces are best suited for repurposing. With 17 years of marketing experience, Connections Marketing has the expertise to help businesses transform existing content into engaging image assets designed to extend the reach and lifespan of existing content. Reach out today to learn more about our content repurposing services.