How to Repurpose Your Existing Content for the Christmas Season

Christmas is one of the busiest times of year for both business owners and marketers. It’s essential that regular, relevant and seasonal content is uploaded throughout the festive period. It shows that you’re dedicated to giving your audience trending content that they will find both interesting and engaging. But it’s not always easy to come up with completely fresh festive ideas, so what can you do to save some time? We suggest repurposing existing content for the Christmas season, which can be easier said than done. In this article, we’ll be explaining what the benefits of repurposing content for Christmas are, alongside some tips to ensure you’re doing it effectively. Let’s dive in. 

What are the benefits of repurposing Christmas content?

You might be wondering why repurposing content is a good idea, especially at Christmas. As marketers, we’re always told to come up with fresh ideas, but it’s easier said than done when you’re strapped for time. Repurposing content isn’t the same thing as duplicate content. The work you do during the repurposing process will ensure this. But why should you spend time repurposing content instead of coming up with new ideas? Let’s take a look:

• Saves time and resources
• Maximises the value of your existing content
• Boosts seasonal relevance
• Increased visibility and reach
• Helps you stand out in a busy period
• Supports multiple formats
• Reinforces key messages
• Cost-effective way of driving sales
• Great for SEO
• Helps you to maintain a consistent blogging schedule over the Christmas season

How to repurpose content for Christmas

Repurposing content might sound simple and easy enough, but there’s more involved with it than you might have otherwise thought. While it will take some time in order to do it effectively, it’s still not nearly as time-consuming as coming up with fresh ideas, doing the research, writing the content and proofreading it to make it fit for public consumption. With this in mind, here are a few steps to repurposing existing content for Christmas that you might find useful moving forward. 

Audit your current content

Before you begin, you have to know what you’re working with. You need to identify your high-performing content as well as pinpoint evergreen topics. When it comes to separating your high-performing content from the rest, you should look for: blog posts with strong organic traffic, social posts with high engagement levels, evergreen content, proper email sequences and even views on tutorials and ‘how to’-themed guides.

Add a festive angle

Most of the time, there’s no need to change your message. You should simply reframe it. For example, you could have an existing article with a title like ‘How to Budget for Your Summer Holiday’. Take that title and change it to something like ‘Smart Budgeting Tips for Christmas Shopping’. This approach preserves the value of your original work while making it hyper-relevant for the month of December.

Transform long-form content into quick Christmas assets

Christmas is fast-paced, and audiences crave bite-sized inspiration. Transform your long-form content into more digestible pieces. Some blog posts or guides could be converted into things like: 12-day countdown posts, Christmas tips in the form of Instagram carousels, Reels or short-form videos on TikTok, Facebook or Instagram, Pinterest pins with Christmas graphics and even threads on ‘X’ with festive hooks. 

Create some Christmas gift guides

Gift guides are exceptionally popular around the festive period, making them a staple of Christmas marketing. They’re easy to build and a valuable, simple way of showcasing what you have to offer as a business. But how can you turn existing content into a Christmas gift guide? You could turn product reviews into gift list blurbs, reframe case studies as “Best Gifts for…” articles, convert product photos into themed collage posts and even bundle services into Christmas “packages” for good measure. 

Refresh email sequences with Christmas messaging

Evergreen email sequences can be transformed into Christmas-ready flows. For example, you could do a ‘welcome’ sequence, promo emails, educational sequences and lead magnets, such as creating a Christmas version of planners, templates and checklists. Emails are especially powerful during Christmas when audiences are primed for deals, inspiration and shopping. 

Compile “best of the year” content

Year-end content performs extremely well during the Christmas season. This is because it taps into reflection and celebration. There are loads of things you can repurpose, including: top blog posts, top videos, best client results and even content detailing the most helpful advice. Not only does this repurpose content, but it also strengthens brand authority and general identity. 

Repost high-performing Christmas content from previous years

If you’ve created Christmas content in previous years and it performed well, then don’t reinvent the wheel. Seasonal content has a high repeat value because audiences expect similar themes each and every year. While they can still look back at Christmas content from previous years, it’s always a good idea to give them something fresh to consume during the festive period. You can repurpose by: updating dates or stats, refreshing visuals, adding new examples of products, reposting with new captions or hooks, and even turning them into different formats, like videos, PDFs and infographics. 

Kumo is a full-service digital marketing agency driven by a dedicated and talented team. From our base in Nottingham, we work with clients throughout the UK, supporting organisations across multiple industries in achieving measurable growth. Our services span SEO, PPC, content marketing, web design and more. Contact our friendly, experienced team today to discover how we can help your business thrive – we’re always ready to support you.