After interviewing thousands of leaders over the years, one thing became clear: the most valuable insights often get lost if they aren’t captured and reused as repurposed content. Transcripts, key themes, and even offhand remarks can become building blocks for future content—but too often, organizations let these opportunities fade. I’ve seen firsthand how much long-term value can come from repurposing meaningful conversations. Companies spend enormous amounts of money and time to host events, bring in guest speakers, and create one-time training experiences—but rarely is that content used to its full potential. Whether it’s a town hall, a fireside chat, or a recorded keynote, valuable knowledge often disappears after the moment passes. In most cases, it’s stored somewhere that’s never revisited, or worse, it’s never saved at all.
The Content Is Already There—But It’s Not Working For You By Being Repurposed
In many organizations, content is being created all the time, but no one is thinking strategically about how to use it. That includes internal communications, customer panels, interviews with vendors, onboarding calls, training videos, and even casual conversations with leadership. All of these could be mined for insights and shared across the company—yet most of them are never repurposed.
This happens not because companies lack resources, but because they haven’t assigned ownership. No one’s job is to look at content holistically and ask, “Where else could this be used?” It’s a missed opportunity that leads to knowledge silos and repeated mistakes. Meanwhile, newer employees, remote workers, and even leaders themselves may be completely unaware of conversations that could have helped them solve a problem or see something from a new perspective.
Repurposed Content Builds Institutional Knowledge
One of the best things companies can do is adopt a mindset that content is an asset. That means treating everything from executive interviews to project recaps as material worth saving and reusing. A single event can yield weeks—or months—of shareable knowledge if it’s packaged properly.
For example, say your company hosted a speaker to discuss artificial intelligence adoption. Instead of simply recording the session and letting it sit on a forgotten SharePoint folder, the organization could:
- Transcribe the conversation and turn it into an internal blog or newsletter
- Create short video clips categorized by theme (ethics, implementation, workforce training)
- Develop micro-learning modules for onboarding or ongoing education
- Include highlights in team meetings or performance reviews
- Turn expert insights into talking points for sales or marketing
Not only does this extend the value of what was said—it makes it easier for employees to absorb and apply the ideas in their own roles. Everyone learns differently. Providing content in multiple formats (video, text, audio, visual summaries) helps ensure that it actually sticks.
Transcribed Content Is Easier To Reuse And Easier To Find And Repurpose
One of the smartest practices I implemented while hosting my past nationally syndicated radio show was transcribing everything. Transcripts made it easier to pull quotes, identify themes, and organize ideas. More importantly, they made my library of past interviews searchable. That turned every episode into a long-term resource.
For organizations, the same principle applies. When content is searchable, it becomes more useful. People don’t always remember which speaker talked about a specific point—but if they can search by keyword and find the clip, slide, or quote, that knowledge is no longer lost.
Adding transcripts to video interviews, executive updates, or product announcements doesn’t just help with accessibility and inclusion—it helps people do their jobs better. It also allows teams like marketing, HR, or L&D to find and repurpose material without having to rewatch hours of footage.
How To Use AI To Unlock Insights From Your Archives To Repurpose Content
One of the most overlooked tools for repurposing content today is AI. Platforms like ChatGPT now offer ways to create private, searchable versions of your own material. For example, I could upload all of my transcribed radio interviews into a custom chat environment—essentially creating a “Radio Show Chat.” From there, if I wanted to explore what my past guests said about trust, collaboration, or emotional intelligence, I could simply ask. The tool would generate responses drawn only from that content.
This turns a static archive into an active knowledge resource. Instead of manually scanning dozens of documents or remembering which guest said what, I’d have instant access to searchable, segmented insights—all based on real conversations. Companies can do the same with recordings from town halls, expert panels, or internal knowledge-sharing sessions. By creating topic-specific AI chats trained on internal content, teams can develop white papers, training materials, or strategic messaging with much less effort.
This approach not only makes repurposing easier—it makes your content exponentially more useful. It reduces time spent searching, supports consistency across messaging, and gives employees a smarter way to engage with the knowledge already within the organization.
Repurposed Content: Internal Interviews Can Drive Engagement
It is important to begin by looking for content to repurpose. Many companies bring in thought leaders or host fireside chats—but the recordings often fall into a digital black hole. They’re rarely promoted, rarely clipped into useful segments, and almost never repurposed across departments. That’s a major waste of content and a missed chance to engage employees.
Companies might even want to consider creating internal podcast series where employees interview each other, bring in outside experts, or share lessons learned from recent initiatives. These conversations can:
- Promote cross-departmental understanding
- Offer real-time case studies from inside the business
- Give rising leaders a platform to practice communication
- Create a living library of institutional insights
And again—transcribe everything. Those transcripts can become toolkits, onboarding materials, or performance coaching guides.
The Cost Of Wasted Content That Could Be Repurposed Is Higher Than You Think
According to various industry reports, 60–80% of B2B marketing content goes unused. While those numbers focus on external marketing, the same logic applies internally. Organizations create a tremendous amount of content, but if no one sees it, remembers it, or repurposes it, the ROI is essentially zero.
Think about the cost of bringing in a $20,000-$50,000 an hour keynote speaker, hosting a company-wide session, and then doing nothing with the recording. Now imagine if even 10% of that speaker’s insights were clipped into short internal videos, built into a leadership training series, or shared in follow-up team discussions. Suddenly the investment continues to pay off.
The same goes for in-house knowledge. If an experienced employee gives a great walkthrough of a system, and it’s not recorded and shared, that insight walks out the door when they leave the company.
Repurposed Content Needs A Strategy Rather Than Just A Storage Location
To truly benefit from the knowledge being shared inside a company, organizations need a system. That system should include:
- Designated owners for content repurposing (could be someone in comms, L&D, or knowledge management)
- Guidelines for recording and transcribing important conversations
- A searchable archive where content can be tagged and categorized
- A workflow to turn raw footage into useful formats (clips, blogs, infographics, checklists)
When done well, this doesn’t just help with learning and development. It also supports culture-building, transparency, and cross-functional collaboration.
Final Thoughts: Make Your Repurposed Content Work As Hard As You Do
Some of the most valuable insights come from moments that are easy to miss. It might be a quick story during a panel, an unexpected comment in an interview, or a thoughtful response in a conversation. Without a way to capture and revisit those ideas, they often disappear. Over time, I’ve used material from my interviews to develop books, design training programs, prepare presentations, and cite real-world examples in the courses I teach. Having that content organized and accessible made it easier to return to later and build something useful. Repurposed content gives companies that same advantage. It helps preserve what matters and makes it easier to apply what’s already been learned.