Content recycling refers to the practice of reusing or repurposing existing content in different formats or for different marketing channels. This strategy allows marketing teams to maximise the value of their existing content and extend their reach without the expense of creating entirely new content. For example, a detailed blog post can be turned into a series of social media posts, infographics, podcasts or even videos.

The advantage of content recycling lies not only in its efficiency, but also in the consistency of the brand message. If the basic theme remains the same across multiple channels and formats, the message is reinforced for the audience and sticks better. However, content recycling is not the same as simply copying and pasting. Recycling requires careful customisation to each channel and format to ensure the content remains relevant and engaging.

It is important to measure the performance of recycled content to assess its effectiveness. While high-quality, original content remains essential, a smart use of content recycling can significantly extend the life of good content and provide a cost-effective way to achieve marketing objectives. In times of limited resources and increasing competition, content recycling can be a valuable strategy for sustainable and effective content marketing.