The document discusses strategies for repurposing, reusing, and refreshing existing content. It recommends first understanding your audience through research to identify personas. An example IT manager persona is provided. Editorial topics can then be developed based on personas' needs and used to determine what content to create or repurpose. Options for repurposing include breaking down long-form content into shorter pieces, adapting content for different formats and audiences, and combining elements from multiple sources into new content. Leveraging partners' materials and freelancers can help when budgets are limited. Proper planning is key to maximizing the value of repurposed content.