Ungerboeck Digital - Blog



Content Hack: Repurposing Big Meaty Pieces of Content

Traci Browne
Feb 17, 2016
repurposing content

You have invested a significant amount of resources—time, money, and talent in creating a nice meaty piece of content. Let’s say it is a research report or industry survey. Given that investment, you want to make sure you’re getting the biggest bang for your buck.

How do you do that? You break that report down into several smaller chunks of content. Not just textual content either—create video, audio, and visual content too.

Executive Summary

An executive summary is the Cliff Notes version of your report. It should give a busy executive enough information to make smart decisions without having to read the entire report. Often, once the executive has read the summary, they will refer an employee to the full version.

Bonus Tip: Have someone on your executive team post the summary on LinkedIn Pulse under their own account.


An industry survey infographic practically creates itself. Simply take the key findings from your survey stats or research report and create an infographic that highlights those key insights.

Bonus Tip: Be sure to include a short link to download the full report so you can collect contact information.

Blog Posts and Articles

Let’s assume your report is broken into five or six sections, each section focusing on different aspects of the discovery. You can either summarize or take a deeper dive into each of those sections with a separate blog post or article.

Bonus Tip: In addition to your organization’s website, post those articles on platforms such as LinkedIn Pulse, Medium and Slant.


Have your organization’s president create short three to five-minute videos for each discovery and summarize how those findings apply to your audience. You can shoot them all in one day and release a new video each week.

Bonus Tip: Transcribe each video, so you have a text version for people who prefer reading to watching.


Host a webinar where you invite industry experts to discuss your report’s key data. Make this webinar an informal panel discussion, so that you don’t have to spend hours and hours creating a fancy PowerPoint presentation. Just post a graphic on a particular stat and invite your panel to agree or disagree with it.

Bonus Tip: Be sure you have a diverse panel that includes, thought leaders, suppliers and the business representatives the report is targeting.

Social Media

Generate some social media buzz around your report and smaller chunks of content by posting images that feature different pull quotes and stats. Be sure to include a CTA in each image that directs those interested back to your report landing page. This way, if the image goes viral, it will always be linked to your organization and the bigger report.

Bonus Tip: Use a link-shortening tool such as bit.ly and customize your link, so it’s easy to remember — example: bit.ly/bigmeatycontent

Look at one of your latest reports or studies and start brainstorming all the different ways you can repurpose that content. You can do the same thing with all the great content presented or created at your event as well.


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