A content repurposing agency is an agency that takes on the task of refining your content distribution strategy by making the most of your already-existing content. It does so by taking content from one medium and adapting it to others, thereby increasing your reach and breathing new life into old content.
Think of translating blog content into infographics, then into tweets, Instagram posts, or LinkedIn posts. Each of these platforms has a different audience with different characteristics or sensibilities. Content repurposing allows you to appeal to each target audience using the same base of content.
Content repurposing is more and more being seen as a key part of a healthy content distribution strategy. In this article, I discuss when to decide to use the services of a content distribution agency. I also explain whether or not content repurposing is something you can take on by yourself.

What is a content repurposing agency?
A content repurposing agency is a content marketing agency that takes existing content from one medium and transforms it into forms that are appropriate for other media platforms.
An SEO agency breathes new life into old content. This type of agency has the task of analyzing your website, social media, or any other medium where you create and present content. Then, it sees how that content can be repurposed.
A content repurposing agency does not necessarily have to be solely dedicated to repurposing content. It can be any agency that offers that specific service in addition to other content production services. Content repurposing services can include:
Adapting Podcasts into blog articles
Adapting YouTube videos into articles
Adapting articles into social media posts
Adapting articles into newsletters
A content repurposing agency has the main advantage of saving you time and effort. The time and energy it will take you to render a podcast into an article you could spend on doing something else. You really should not underestimate the challenges of repurposing content.
The advantages of content repurposing
Why would you want to repurpose content or use a content repurposing agency to do so? Well, there are several advantages to repurposing content. When people think of content marketing, the first thing that comes to their mind is blog articles.
And it is true that blog articles, especially those that are powered by SEO, are an excellent way to attract and cater to customers at every stage of the buyer's journey or the sales funnel.
However, the content marketing world is becoming more and more dynamic. It is now not enough to simply publish blog articles that are optimized for search engines. Your content distribution system has to be spread across SEO, social media, email marketing, and podcasts and YouTube.
What about catering to current customers? The sales funnel does not end when the customer makes a purchase. Customers who know your product do not need or want to spend time reading your blog.
They may simply want some light edutainment. A podcast or YouTube video would do a much better job than blog content to cater to such a need.
A content repurposing agency will help you adapt educational content in a blog into a script for a podcast or YouTube video that is more entertaining than educational for customers who are already familiar with your product or service.
The opposite is true. A popular YouTube video or interview with a guest providing unique insights could be turned into evergreen content by transforming it into a blog article. An SEO blog article that can rank on Google is good.
However, an SEO blog article featuring the point of view and insights from a subject matter expert is more than good. Not only do you have an article that can rank. You now have an article that can engage readers and convert them.
Here is a quick list of the advantages you get from repurposing content:
It increases your reach
It makes your content more shareable
It saves time and energy for content creation
It makes your content evergreen
It increases sales and leads
Content recycling means that you are not restricted to just one platform. This in turn means that you are not restricted to one audience. Extending your reach and possible customer base means that you can increase both leads and sales.
Content repurposing does not occur at a switch of a button. Nonetheless, it works with the same base of content. This saves a lot of time and energy in ideation. Overall, hiring a content repurposing agency means you may end up with a content distribution system that is faster, leaner, and more productive.
The difficulties of content repurposing
The challenge of repurposing content lies in the fact that there are fundamental differences between various content platforms. For example, a podcast interview can be described as being more laid back. On podcasts, you expect your guest to ramble on a little.
YouTube videos, on the other hand, can sometimes be like podcasts. However, other times they are nothing less than mini masterpieces of careful video editing, script writing, and practice.
Blogging is a written medium. This means that you won’t be able to get away with including too much fluff or rambling in there as you would in a podcast. When repurposing content, first identify the pieces of content that are worth repurposing. Then you decide how to go about doing so.
And here’s the rub. How do you go about turning a thirty-minute YouTube video into an article? Do you simply take the YouTube script and publish it? I hardly doubt your readers would appreciate going through the mess of all that unstructured text.
With repurposing a YouTube or podcast video, you can take either one of two routes:
Edit the content into a traditional blog article
Transform the script into a more readable format
Editing the content into a traditional blog article means structuring the content of the episode into blog content. This means the blog has headings, subheadings, and paragraphs that tell a coherent narrative.
Such an approach would mean no separation between words spoken by the host and those spoken by a guest. That is if your YouTube video or podcast includes guests.
Transforming a script into a more readable format is easier. This means lightly editing the text to remove fluff, repetition, and filler words. In addition, you can include headings and subheadings to break up the text and make it more readable.
In any event, you need someone with traditional content editing skills to achieve this task. Your followers and readers deserve more than the sloppy result of dumping content from one platform to another.
So, you should probably hire a professional for the task. This does not necessarily mean hiring a content repurposing agency per se. Instead, any professional with the skill to repurpose content would do.
How to decide if you need a content repurposing agency
So, how do you determine if you need the services of a content repurposing agency? It depends on a number of factors. These factors include:
The nature of your business
The current state of your content
Your content marketing goals
Your in-house capabilities in terms of creating content
In terms of the nature of your business, you should decide on the appropriateness of various platforms. For example, do you really need content repurposed to be posted on Instagram? If your business provides insurance coverage for boomers, Instagram is typically not the place you expect to find them.
You also need to take stock of the content you currently have on your site and various platforms. Let's say your content is YouTube and podcast-heavy. That is, most of your content is concentrated on platforms such as YouTube and podcasts.
If your goal is to switch to a traditional SEO content strategy, then this would be a major task that you require external help to execute. This means help from a content repurposing agency would be necessary.
Then there is your in-house capability. Do you write the content yourself? Do you have a large enough team of writers? Are you already relying entirely on freelancers? All these questions should be considered when deciding whether or not to hire a content repurposing agency.
Lastly, the most important thing is skill. Content repurposing is not simply a matter of copying content from one platform to the next. You need to be sure that the individuals that you task with the job are capable of understanding teh nuances of adapting content for different platforms.
In the case of EminentEdit, we focus primarily on repurposing YouTube and podcast content into blog articles and LinkedIn posts. Transforming video or podcast content into articles isn't simply a technical process that AI content repurposing tools can take care of.
It's an editing and content-writing process that can only be handled by professional content writers and editors. So take into account the capabilities of those you hire for that process.
How EminentEdit can help you repurpose content
EminentEdit offers content repurposing services to ensure that you make the most of your already-existing content. We offer content repurposing services that:
Turn Podcasts into blog articles
Turn YouTube videos into articles
Turn articles into social media posts
Turn articles into newsletters
Lazily using AI and copy-pasting YouTube or podcast scripts into your CMS does not represent effective repurposing. You need a professional writer and editor to make sure that your content repurposing works.
EminentEdit provides content repurposing services that are:
More importantly, we are adaptable to your specific needs. | Get in touch with us for help in repurposing your content We know what you want to say. We help you say it better. |
At EminentEdit, our content writers and editors do not treat content repurposing as an afterthought. We bring all our skills as professional writers and editors to the task to make sure that your repurposed content works for each of your target audiences.
Contact one of our representatives today to craft repurposed content that works — Let’s Go!
Cite this EminentEdit article |
Antoine, M. (2025, January 06). What Is a Content Repurposing Agency, and Do You Need One? EminentEdit. https://www.eminentediting.com/post/what-is-a-content-repurposing-agency-and-do-you-need-one |
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