Repurposing Website Content Across Platforms Without Being Too Repetitive
You put time, thought, and energy into your website content—so why should it sit there doing just one job?
The smartest brands know that great content doesn’t stop at the page. When repurposed well, it can drive engagement, build visibility, and reinforce your expertise across platforms—without sounding like a broken record.
The key? Repurpose with intention, not copy-paste repetition.
Here’s how to take what already lives on your Squarespace site and turn it into fresh, platform-specific content—while still keeping everything cohesive, useful, and authentic.
1. Know What Content is Worth Repurposing
Not everything needs to be recycled. Focus on pages and content that:
Perform well in analytics (high traffic or conversion)
Answer questions your audience frequently asks
Reflect your current positioning and offers
Are evergreen or easy to update
Think:
Your homepage headline
Service or sales page FAQs
Blog posts with strong value or storytelling
Testimonials or case studies
Content that gets consistent search traffic
2. Repackage, Don’t Repeat
The goal isn’t to repost the same text everywhere—it’s to translate the core idea into the language of each platform.
From a blog post or news article →
Pull out one core insight and turn it into an Instagram carousel
Share a behind-the-scenes reel of how you created it
Summarize key takeaways in an email newsletter
Record a short-form video explaining the “why” behind it
Break up sections for a LinkedIn thread or Facebook post
Each piece speaks to a slightly different behavior and mindset. The story is the same—but the format (and delivery) evolves.
3. Make Website Content the Anchor
Your Squarespace site is your home base—every repurposed piece should point back to it in some way.
When you:
Post a Reel → link back to the blog
Share a carousel → include a CTA to your service page
Send a newsletter → link to a case study or testimonial
You’re not just repurposing—you’re building a connected content ecosystem that keeps working for you.
4. Update and Reuse—Strategically
One of the most overlooked forms of repurposing? Updating your existing content. It’s one of the easiest ways to stay relevant without starting from scratch.
Do this regularly:
Refresh old blog posts with new stats, visuals, or CTAs
Bump the publish date to reflect the update (great for SEO)
Re-share older posts in newsletters or social with a new hook
Reposition old offers or services as “new” if your audience has grown
This saves time, improves visibility, and keeps your website feeling active.
5. Use Design to Reinforce Freshness
On Squarespace, visuals matter—so if you’re repurposing written content, think about how you can reinforce the new context visually.
For example:
Pull a quote from a client testimonial and create a branded graphic
Turn stats or list-based blog content into a visual infographic
Use banner sections to reintroduce “old” content in a new design format
Add new imagery to blog posts to give them a fresh, shareable edge
Fresh design makes repurposed content feel original—even when the message is familiar.
6. Tools & Tricks to Make Repurposing Easier
Working smarter (not harder) is the name of the game.
Some ideas to streamline the process:
Keep a Notion or Google Doc with a running list of blog headlines and evergreen blurbs
Use Squarespace’s built-in blog categories/tags to organize and re-surface themes
Use AI tools (like ChatGPT) to reframe content into social posts, emails, or captions
Create a quarterly content review session to identify what’s reusable
Final Thoughts: Let Your Website Work Harder
If your website content is just sitting there, it’s time to put it to work. By repurposing thoughtfully, you’ll extend the lifespan of your ideas, reach more people, and stay consistent across platforms—without feeling like you’re always starting from scratch.
And if your website content is strong, but your design isn’t setting it up for success? That’s where we come in. If you need help building a Squarespace site that’s designed to support content marketing and client growth, let’s chat!
