repurposing content repurpose content content marketing strategy

How to Repurpose Blog Posts

As a business owner, you have limited time and resources to do everything you want to get done, and that’s why it’s essential to get the most out of your content investments. Content is the life of any content marketing effort, and as all marketers know, it takes a lot of time and energy to make an amazing piece of content.

While it’s great to create new content around the needs of your customers, the real power lies in the ability to transform existing content in a way that helps you reach a new audience without having to invest in the content creation process.

Even though it takes a lot of time and energy to create amazing content, you can save resources by posting repurposed content across various channels like LinkedIn, Medium, and case studies.

Repurposing content will require some time and energy to transform old content into reusable content. However, the time and resources required to repurpose high-quality content can bring your content marketing strategy to help your SEO and PPC work together to drive more leads.

Why Should Business Owners Repurpose Content?

Time is our most valuable resource, especially as a business owner and leader. As you grow your business, you gain more wisdom on the most efficient ways to allocate your time.
One of those ways is to repurpose content that already exists by reusing it on different channels across your digital marketing strategy. Creating quality content requires strategy, planning, research, and time.

The core to repurposing content is to reorganize it in different formats to connect with diverse audiences. Here are reasons why you should repurpose content:

  • Reach A New Audience: Think about the needs of different customers and how you can reach them with repurposed content. Some customers want to read long-form blog posts during the research phase, while others want to see testimonials or a slide deck before they make a purchase.
  • Highlight Top Content On Your Site: You can breathe new life into old content by repurposing a piece of content on various social media platforms or in a different format. For example, you can republish a blog post as a YouTube video or integrate the content into an email series that points back to the best content on your site.
  • Get The Most Out Of Your Content: As we already talked about, it takes a lot of time and energy to produce high-quality content. Think like a content marketer and get every ounce of value out of your content by repurposing it across the Internet. This will help increase exposure to your content and help you drive sales with white papers and even secure more backlinks!
  • Gain Extra Authority: Find the most popular posts and popular content on your site and use it to build your online brand. People are looking for great content online, and you can repurpose content to help people find you as they search for an expert in their industry.
  • Stay Relevant With New Trends and Technology: There are always new formats and technologies that you can use to tell a story. If you are looking for more organic traffic, then you can think about ways to transform a popular blog post into visual content to share on Facebook, Pinterest, or LinkedIn. By doing this, you will expand the reach of your content and meet customers where they are on these different channels.

Content Repurpose Workflow

You can repurpose any content. For example, a blog can be repurposed for Pinterest, or an eBook can be transformed into video content.
Below we are going to repurpose content together. To get started, it’s essential to understand the different types of content that exist.

Original Content Type Repurposed For
Blog Infographic
Case Study Ebook
Ebook Paid Search Ads
Infographic Social Media Posts
Paid Search Blog
Social Media Posts Case Study
Video Content White Paper
White Paper Video Content

1. Find a Blog Post to Repurpose

The first step to repurposing content is to find a piece of content that you can use as a “base” content to be repurposed across several formats. One of the best ways to start this process is to find blog content that performs well on your site.

You can use Google Analytics and Google Search Console to find evergreen content that search engines already like. These tools offer metrics to direct your content marketing efforts because you can tell which blog posts have the most sessions and views.

The screenshot below shows two blog posts on our site that could be used as repurposed content. We look for content that is relevant (evergreen content) and fits with our overall content marketing strategy.

repurposing content google analytics content repurpose

From this example, you can see that we chose the blog post that received the highest amount of sessions and one of the highest average session durations. This method uses the blog’s high traffic and visitors who were engaged with the content.

2. Chop Blog Post Into Several Social Media Posts

Social media is a powerful content marketing tool because it allows you to reach a new audience with engaging content on each of the big social media platforms.

Repurposing content from a blog post to social media posts is a great way to fill up your content calendar and provide high-quality content to your followers.

For example, to create a social media post, I will chop up the blog posts based on sections. I decided to repurpose this blog for an Instagram post. I found a template in Canva and used the heading of each section as the “tip”.

From this post I could create 13 additional pieces of content by talking about each tip separately.

3. Create A Short Video With The Blog Post As A Script

Video content is a powerful way to share your brand’s story and connect with your audience. It should be stated that this format is one of the hardest types of content to produce because you need to master many skills, but the payoff is incredible when done right.

You can use a post from your own blog to create a short script/outline for a video and post it across multiple social media platforms and even generate new blog posts for your site in this manner.

For the visual component I would use the above template and duplicate for the other 11 tips to create a slideshow. Another option is to use b-roll during the first part of the script, then transition to the tip graphic.

4. Turn Blog Post Into A SlideShare Deck

SlideShare is a place to share presentations with an audience searching for information about a particular topic. SlideShare allows a user to obtain topic highlights rather than combing through pages and pages of content.

SlideShare is owned by LinkedIn, so you can use long-form blog content to speak with a professional audience looking for educational content.

One way to create a presentation is to use the 12 sections from the blog to create a slide. Then, add 3-4 bullet points from the paragraph that describes each tip on each slide. Then, add a title and end slide, and you have a presentation.

5. Combine Similar Blog Posts Into A Downloadable eBook

When reusing content, one crucial element is to not directly copy and paste but to rewrite some of the content. This way, you minimize having duplicate content on your website, which can interfere with how pages are ranked.

Even the most seasoned content marketers can become overwhelmed when they think about writing an eBook. This type of content doesn’t need to be overwhelming, and here are a few tips for creating an eBook.

  • Create The Book With Specific Intent: Have a purpose or goal in mind when creating content. Doing so will help stay focused, relevant and precise. Think of your ebook as a combination of online courses where you can share extra information with your audience and build your authority on a specific subject.
  • Think About The Needs Of Your Audience: Look through old blog posts to find topics that your audience is looking for. For example, does your audience need prompts to come up with creative ideas. Do they need ideas? Do they need something that will help them save time? By understanding their needs, you can speak directly to your audience and provide the solution.
  • Use imagery: It’s cliché, but a picture is worth a thousand words. While eBooks are typically focused on text, you need to use visual content in a way to emphasize your points and drive home your core message. Look for ways to use a unique image in each chapter to break up long blocks of text and engage with your audience on a deeper level.
  • Keep It Simple: Your eBook doesn’t (and shouldn’t) need to be hundreds of pages long to reach your target audience. The primary goal of an ebook is to serve as a lead generation tool. Look for ways to combine several posts from your own blog
  • Format your content: Make the content easy to consume and non-intimidating. How? Space it out. Use tables, bullets, lists, etc., to make the information easy to scan.

Tools To Repurpose Content

Repurposing content might require learning and purchasing new tools to republish old content into new formats across your digital marketing strategy.

The good news is that there are lots of tools available that make repurposing content a breeze and can even help different pieces of content in a fraction of the time for your marketing needs.

Tool Price Summary Free & Paid Versions Design platform used to create presentations, social media posts, marketing materials, videos, and more. Paid Tool to help quickly create eBooks, flipbooks, and video transcription.
Google Search Console Free Tool to help report and measure a website’s traffic.
Google Analytics Free & Paid Versions This platform helps anyone with a website see who visits their site and understand the visitors to the site.
Adobe Premier Rush Paid Program used for creating online videos.

As you saw from the examples above, repurposing content takes time but doesn’t have to be all-consuming. And remember, you can repurpose any content.

When creating different types of content, make sure you track engagement. Doing so can provide insight into the kind of content that resonates with your audience and what platforms.

Repurpose Content To Grow Your Business & Save Time Today!

Repurposed content, if done properly, can take a lot of time and energy to do right. The good news is that it’s worth the investment!

If you don’t have enough time or budget for new content at this moment in time, then we recommend considering how you might be able to leverage what you already have created. Take some time to find content on your site that you can repurpose into other forms of content to get the most reach and value for your business today!

About the Author: Ayasha Giarratana


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