I have worked with over 100 brands in B2B SaaS in my 13 years of experience. And I can tell you one thing that just doesn’t seem to go away – the constant pressure to ‘create more content’.
But now that AI tools are making content production easier, the real challenge is no longer the volume – it’s actually quality and differentiation. In fact, search engine frameworks are now demanding expertise, depth and authority in SaaS content.
Those shallow blog posts or endless LinkedIn carousels are just not cutting it anymore when it comes to the EEAT framework.
That’s why I have been encouraging companies to consider implementing the SaaS content repurposing flywheel instead.
So that the one content piece they put the most amount of effort in, has the longest runway.
In this post, I’m going to share exactly what to do and how not to sound repetitive like a broken record.
What is Content Repurposing?
At its simplest, content repurposing refers to taking a piece of content and adapting it into different formats or for different platforms. It’s about contextualizing one insight for different buyer stages, repackaging data into multiple digestible formats and scaling reach without creating shallow or redundant pieces.
For example, if you just published a benchmark report, repurpose it into:
- A series of blog posts with key findings and actionables
- Multiple LinkedIn carousels summarizing data, trends and insights
- A webinar to deep dive into the subject
- Email nurture series to highlight relevant sections
- And so on.
Think of how you see Gary Vee’s content across the internet. One video broken into smaller clips, carousels, quotes and more that keep the content engine going – all without having to do more.
The SaaS Content Repurposing Flywheel
To keep things simple, I recommend using this SaaS content repurposing flywheel as a checklist:
- Core asset (research report, long-form blog, webinar, case study)
- Repurposed assets (blogs, social snippets, infographics, videos, email sequences)
- Distribution channels (email newsletter, website, social media, community, ads, etc)
- Performance review (track reach, engagement and conversions)
- Refresh and iterate (update with new insights or reframe for new/ current trends)
Why is SaaS Content Repurposing More Important Than Ever?
Now many companies believe creating new content every time their strategy gets an update is easier – which is true. But at the same time, here’s why that isn’t working today:
- AI created content is everywhere – But studies have found that only about 10% of AI-generated articles rank organically. The rest are more or less lost because they lack depth, perspective and original insights.
- Quality matters – It’s not just Google anymore. Even AI platforms demand clarity to rank you in their searches. SaaS companies can’t flood the internet with shallow pieces anymore.
- Consistency without burnout – Creating high-value content is not easy; I get it because I have been there. Content repurposing allows teams to publish regularly without producing ‘net new’ content on the daily.
- Maximizes ROI – If a SaaS brand invests $10k in conducting a research, slicing it into 15+ other content assets ensures that the cost is justified.
For example, Semrush often takes a single data-heavy study and spins it into long-form blogs, social media posts, video explainers, LinkedIn posts (including those of their own employees) – each driving long-tail engagement.
But more importantly, each helping deliver the message more consistently – building higher recall for them.
How Does Repurposing Work (and Does It Really Work)?
Yes, SaaS content repurposing works like magic.
Okay, not magic. But you get the point. All you need to do is approach it methodically.
Before we go into a step-by-step, let me actually show you how content repurposing works with examples:
- HubSpot – Turns customer research into blog clusters, podcast episodes, YouTube tutorials and endless social media posts.
- Gong.io – They turn sales insights into viral LinkedIn posts, detailed blogs and sales enable assets. In fact, most of their social content actually comes from their existing material.
- Semrush – The masters of repurposing too. They turn every long-form asset into a series of blog posts, videos, social media posts, webinar topics and even courses when they see engagement on one of them!
So does all the effort put into SaaS content repurposing really work?
- Repurposed content generated almost 4x more leads per dollar spent than net new content (CoSchedule)
- Companies that systematically repurpose content see 60% more engagement across platforms (Content Marketing Institute)
- And I don’t even have to tell you how much time you really save – do I?
Step-by-step on How to Repurpose SaaS Content Without Sounding Repetitive
Now that you know the what and why of content repurposing in SaaS, let’s roll up our sleeves and get to work:
1. Audit your content library
Identify top performing content pieces on your SaaS website. This could include all your resources – blogs driving traffic, webinars with high attendance, case studies that have delivered conversions, and even your knowledge base/ help articles.
2. Cluster by themes
Group your content based on what intent it addresses or the pain points it speaks to. This lets you evaluate the value of a theme or a topic towards the business outcome you want to achieve. For example, a blog + webinar + case study addressing productivity can go into one cluster.
3. Define repurposing formats
Think about the resources available to you – human resource, AI tools, budgets and of course, time. Then start to plan where your content can be repurposed for, and the ideal format for the same. Here are some examples:
- Blog → LinkedIn post, X thread, short video
- Webinar → Blog summary, infographic, podcast clips
- Report → Slide deck, email campaign, LinkedIn carousels
- And so on.
4. Adjust for buyer journey
No content effort you make should be devoid of how it adds to a buyer’s journey with your business. Map each content format with the funnel stage so that you know where to put in the most amount of effort. Here’s an example:
- Awareness – Social posts, infographics
- Consideration – Blogs, comparison guides, gated ebooks
- Decision – Case studies, demo videos, ROI calculators
5. Refresh, don’t repeat
When repurposing, you have to be careful about not sounding repetitive. No one likes a broken record! Update your content with new examples, statistics or information personalized by ICP or industry. For example, a blog on industry trends could be repurposed into ‘industry trends for x’ and so on.
6. Build a repurposing workflow (the flywheel)
Every new piece of content you create, should feed multiple formats across various platforms. Each format should drive traffic back to a central hub – blog, resource center or maybe even a product page.
Best Practices for Saas Content Repurposing
While there is no set rule to repurposing SaaS content, here are some best practices I do recommend following:
- Set a clear objective for your content repurposing strategy
- Start with your highest-value assets like reports, case studies, expert webinars, etc
- Prioritize depth over volume; don’t dilute insights just to get more posts out of one piece
- Always contextualize for platform and audience stage
- Update data and examples instead of just copy-pasting
- Create pillar → cluster workflows to avoid silos and overlaps
- Measure performance and double down on formats that drive results
Conclusion
Remember, there’s a lot of content being published every day.
If you think ‘we have already shared that once’ and ‘no one would want to see it again’, you’re mistaken. There’s a high chance that the post you made, got lost in sheer volume – no matter what the platform.
So ensure that you don’t put SaaS content repurposing on the backburner. Make the most of the pieces you put in the most work into!
Need help identifying which of your content pieces are repurposable or can help you drive business outcomes?
