Agencies never talk about this: The hidden power of your existing content

”Agencies never talk about this” – a client said this to me recently when we suggested repurposing their existing content instead of creating something new from scratch.

It struck me because it’s true. Many agencies (ourselves included, at times) have a bias toward the shiny and new – fresh campaigns, original content, innovative approaches. We’re often quick to recommend starting over rather than maximizing what you’ve already created.

Consider this example: Simon Squibb’s team took a TikTok video that had already reached 10 million views (not too shabby), simply re-edited it a year later, and saw it reach 50 million views. No new content creation—just strategic repurposing. They recognised that within that year they’d got better at creating content and understood their audience more deeply, so of course a new edit would perform better.

Why don’t agencies emphasize this approach more often? Perhaps because creating new work is our comfort zone or ‘feels’ like a more valuable service for clients. But the truth is that strategic repurposing often delivers better ROI than constantly creating from scratch. That’s why we’ve created frameworks and tools to help us connect our clients to the ‘old but gold’ sitting in their archives. 

Your content repurposing strategy

• Review your content archives systematically
• Identify high-performing pieces
• Consider how to reframe them for different audiences or formats

For 2025, consider structuring your approach as: 60% repurposed content, 30% new material, and 10% reactive content. This isn’t about cutting corners—it’s about maximizing return on your content investment.

Introducing Vapa Groupchat

If you’re looking for insider perspectives like this one, I’m excited to share that we’ll soon be launching our new podcast, Vapa Groupchat. We’ll be diving deeper into a bunch of topics that we know are on the minds of marketers right now, building a community of professionals who are all chasing social and content excellence together. Consider it your inside track to the conversations most agencies keep behind closed doors.

We’re looking forward to sharing more insights like these with you, both here and on the podcast.

Best regards, Alison

P.S. Next time an agency suggests starting from zero, call us! The best partners will help you maximize what you already have before recommending what’s new.

Alison Morrison
Social and Content Director, Vapa
alison.morrison@vapamedia.fi