In the oversaturated content world we live in, maximising the value of existing content is essential to staying relevant and consistently engaging your audience. Repurposing content for LinkedIn is a smart strategy to extend the life of your material, reach new audiences, and solidify your brand presence on one of the most powerful B2B social platforms.
This guide walks you through a step-by-step approach to repurposing content effectively for LinkedIn.
Contents:
1. Audit your existing content
Before you can begin repurposing, you need to assess what content is worth revisiting. Start with an audit of your content library, looking for high-performing pieces, evergreen topics, and content aligned with your current goals. This could include:
Blog posts
Whitepapers
Industry reports
Case studies
Videos or webinars
Podcast episodes
Presentations
Use performance metrics (engagement, views, and shares) to determine which pieces have resonated the most with your audience. Focus on those with potential for a second life or those that still have a lot of valuable insights to offer. To help you with this, we prepared a comprehensive content audit template that you can download for free here.
In practice: If you’ve previously created a long-form piece, e.g. a whitepaper or report about industry trends, this can be broken down into smaller, digestible chunks for LinkedIn posts, carousels, or infographics.
Here's an example of how we strategically repurposed a single report from our client PPRO into 6 different LinkedIn-native formats.
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2. Identify core themes and key messages
Once you’ve selected your source content, identify the core themes and messages that you want to highlight. This is crucial because LinkedIn users tend to engage more with concise, actionable insights rather than lengthy narratives. Break down your content into smaller, standalone ideas that can be shared in different formats. Use the original content to extract specific stats, quotes, or key takeaways that would resonate well on LinkedIn.
In practice: A long-form blog post on "The Future of Fintech" could be repurposed into a series of LinkedIn posts, each focusing on one trend, such as the rise of digital wallets or blockchain innovation.
3. Adapt for LinkedIn's trending formats and audience
LinkedIn is primarily a professional networking platform, and its audience is looking for content that offers value in the context of their careers and industries. This means your repurposed content should be educational, thought-provoking, and relevant to the business community.
Here’s how to adapt your content for LinkedIn’s most relevant and highly performing formats:
Short-form posts: Condense your blog posts or articles into shorter insights. Aim for concise, actionable messages with a clear takeaway. Use bullet points and emojis (in moderation) to break up text and make it more scannable.
Carousels: Turn longer content like case studies or whitepapers into multi-slide PDF carousel documents that showcase data, key insights, or step-by-step processes. Carousels are great for engaging your audience with visual content while still delivering valuable information.
Videos: LinkedIn recently launched its new video feed, and video content is now trending on the platform. Take advantage of this momentum by repurposing webinars, interviews, or long-form videos into short, engaging clips. Since LinkedIn users tend to scroll quickly, aim for videos under 1-2 minutes and add captions to boost accessibility and engagement—especially since many users watch without sound.
Infographics/image posts: Complex topics or reports can be transformed into visually appealing infographics, highlighting key stats or processes. Infographics work well on LinkedIn because they allow users to digest information quickly.
LinkedIn articles and newsletters: If you have a blog post or longer piece of content, consider repurposing it as a LinkedIn article or newsletter to maximize reach and authority. LinkedIn articles allow you to share in-depth insights with a wider audience; just be sure to use clear headers, engaging images, and a strong call to action (CTA) to drive interaction. For ongoing content, LinkedIn newsletters are ideal for building a dedicated audience over time. By repurposing blog series or longer pieces into newsletter editions, you deliver consistent value directly to subscribers’ inboxes, reinforcing your expertise and fostering lasting engagement.
In practice: A 30-minute webinar on the latest social media trends can be split into:
a 1-minute teaser video,
a carousel post with key takeaways, and
a LinkedIn article that dives deeper into the subject.
4. Optimise for engagement
Repurposed content should be optimised to encourage engagement. LinkedIn’s algorithm favours posts with high engagement (likes, comments, shares), so it's important to structure your content to inspire interaction.
Here are 5 core strategies to increase engagement:
Write catchy opening lines or hooks: To write an effective LinkedIn hook, start with a question, bold statement, surprising fact, or relatable story to grab attention. Keep it concise and use emotive language or urgency to encourage readers to click "see more." The goal is to spark curiosity and offer clear value right away.
End with a question: At the end of your post, ask an open-ended question related to the content. This encourages your audience to share their thoughts, leading to more comments.
Use polls: Polls are a great way to engage your audience directly. Repurpose your content into a simple question with multiple-choice options to gather insights or gauge opinions on key topics. Also, remember that you don’t have to use LinkedIn’s poll feature - you can create an image with an emoji-style poll instead.
Tag thought leaders and other LinkedIn company pages: When relevant, tag other companies, industry influencers, or key thought leaders from your organisation. This expands your post’s reach by exposing it to their followers, who may engage with your content. LinkedIn is a social platform, and people prefer engaging with real individuals. Tagging your company’s internal influencers and spokespeople will also strengthen their personal brand and authority.
Avoid external links: LinkedIn favours posts that keep users on the platform so generally try to avoid including any direct links in captions. Some users share links in the comments section to work around this, but in our experience, there’s little difference in reach whether a link appears in the main caption or the comments.
In practice: For a post summarising findings from an industry report, ask your audience: “Which of these trends do you think will have the biggest impact in 2024?” This sparks discussion and positions your content as thought leadership.
5. Leverage hashtags and keywords
Hashtags are a simple yet effective way to boost the discoverability of your LinkedIn posts. While LinkedIn isn’t as hashtag-driven as platforms like Instagram, using 3-5 relevant hashtags in your posts can still increase reach.
When repurposing content, identify key industry terms and trending topics to include in your hashtags. Also, make sure your repurposed content includes relevant keywords that match your audience’s search behaviours.
Avoid overloading your posts with too many hashtags, as this can appear spammy.
In practice: If you’re sharing repurposed content from a report on fintech innovation, include hashtags like #Fintech, #Innovation, and #DigitalTransformation to reach a wider audience in that space.
6. Schedule and plan consistently
Finally, consistency is key to successfully repurposing content on LinkedIn. Develop a content calendar that outlines when and how each repurposed piece will be published. Use scheduling tools to ensure that your content is posted regularly without overwhelming your audience. Here, you can use LinkedIn’s built-in scheduling tools or third-party platforms like Buffer, Hootsuite, or Sprout Social to plan and bulk-schedule your posts in advance.
To avoid redundancy, space out repurposed content and mix in fresh material. You want to maintain a balance between repurposed posts and new content to keep your audience engaged.
Conclusion
Repurposing content for LinkedIn is an excellent way to extend the life of your existing materials and increase your engagement with a professional audience. By auditing your content, breaking it down into smaller pieces, and optimising it for LinkedIn’s unique formats, you can keep your content strategy agile, efficient, and effective.
Remember, the key is to always provide value and keep your audience’s needs and preferences at the forefront of your repurposing strategy. Done well, this approach can help you build authority, drive engagement, and generate new leads on LinkedIn.
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