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How to Repurpose Your Blog Effectively to Reach New Markets
John PrattWednesday, 26th Jul 2023
Julia McCoy5 min read · Jan 11 2022
You don’t have to write new content every day — just take that great blog post you already have and deliver it to more people. That is the concept behind blog repurposing: to give old blog posts new life.
Let’s talk about how to repurpose your blog effectively to maximize its impact.
Blog repurposing is basically recycling content to expand its reach and generate new leads. What you do is take older content and reformat it so that you can republish it on a different outlet. For example, you can turn an old short-form blog post into a video script or social media content.
Blog repurposing is one of the hottest content marketing trends in 2023. In fact, 94% of marketers are doing it! If you’re still in the 6%, we’ll show you why you should repurpose blog content and share tips on how to repurpose your blog effectively.
Table of Contents:
- What is Content Repurposing?
- 9 Ways to Repurpose Your Blog Content
- User-Generated Content: A Unique Way to Repurpose Content
- How to Repurpose Your Blog Effectively
- Case Studies of Successful Blog Post Repurposing
- Repurpose your Content with AI
- Challenges in Repurposing Content
- FAQs – How to Repurpose Your Blog Effectively
What is Content Repurposing?
Repurposing blog content is not just about recycling old material. It’s a savvy strategy that can supercharge your content marketing.
So what does this magic term mean?
Well, to put it simply: repurposing content means taking existing blog posts and giving them a new lease on life in another format.
This allows marketers to get more mileage out of an original blog post while also providing a fresh take on existing content.
By recycling high-quality written content, you can maximize its reach and engagement with minimal effort.
Benefits of Blog Repurposing
Why should you turn blog posts into repurposed content?
Extended Reach: By repurposing content into different formats and platforms, you can reach a broader audience. Some people prefer reading blog posts, while others may prefer watching videos or listening to podcasts. By catering to different preferences, you can engage with more individuals and potentially attract new followers, subscribers, or customers.
Maximized ROI: Creating high-quality content can be time-consuming and resource-intensive. Repurposing allows you to make the most out of your initial investment by extracting more value from the same content piece. This means getting more mileage out of your efforts without starting from scratch every time.
Improved SEO and Search Visibility: Republishing content on different platforms can help improve your search engine optimization (SEO). When you link back to your original blog post from various platforms, it can signal search engines that your content is valuable and relevant, potentially boosting its search rankings.
Reinforcement of Key Messages: Repetition is essential in marketing. Repurposing content allows you to reinforce your key messages, making them more memorable for your audience. When people encounter your content in multiple formats, they are more likely to remember and retain the information.
Showcasing Expertise: By presenting your content in various forms, you demonstrate your expertise and authority on the subject matter. This enhances your credibility and trustworthiness among your audience.
Content Refreshment: Updating and repurposing older content with new data, examples, or insights helps keep your material current and relevant. This can be especially helpful for evergreen content that remains valuable over time.
Time-Saving: While it still requires some effort to repurpose content, it is generally less time-consuming than creating entirely new pieces from scratch. This is particularly advantageous for busy marketers and content creators with limited resources.
Cross-Promotion Opportunities: When you repurpose content on various platforms, you can cross-promote your content across different channels. For example, you can link to your blog post from your podcast or share your infographic on social media, driving traffic and engagement to your content ecosystem.
New Audience Engagement: Different platforms attract different audiences. By repurposing content to suit these platforms, you can tap into new demographics and communities that may not have discovered your original content otherwise.
Enhanced Social Sharing: Visually appealing and easily digestible content formats like infographics, videos, and slide decks are more likely to be shared on social media. This organic sharing can further increase the reach and exposure of your content.
When you effectively repurpose content, you are able to maximize the reach and influence of your evergreen content across multiple marketing channels
9 Ways to Repurpose Your Blog Content
If you have evergreen content, that is the best type of blog you want for repurposing content. By turning existing pillar posts into something new, you can create an endless stream of fresh content that attracts new audiences.
Here are nine ways how to repurpose your blog effectively.
1. Create Visual Content
Infographics: Does your post contain important data or step-by-step processes? Turn these into visually appealing infographics that make it easier for viewers to skim through. Compared to written articles, colorful infographics are easier to share on Twitter, Instagram, or Pinterest to reach more people.
Slide Decks: Convert your blog post content into slide presentations using tools like PowerPoint or Google Slides. Create slide decks for statistics, graphs, and snippets. This works well for long “how-to” guides.
Videos: Turn your blog ideas into video scripts and create informative videos or animated explainers. This could be short tutorials like how to bake a cake, an interview with an industry expert like a financial guru, or even just slideshows summarizing key points from the article – all of which would work well on YouTube and Vimeo.
Image Galleries: Curate relevant images or graphics from your blog post and share them as a gallery on social media.
Quote Cards: Do you have a quote from one of your posts that is worth highlighting? Take this quote and turn it into an eye-catching image with a beautiful background or font design. This makes it much more likely to be shared on social media channels.
Source: Content Hacker
2. Convert Text into Different Formats
E-books: Do you have a series of blog posts written on one topic? Why not compile them into an eBook? This gives readers easy access to tons of valuable information without having to spend hours scrolling through each individual article. Plus, eBooks look great online and attract attention due to their longer format.
Whitepapers or Case Studies: Combine in-depth blog posts into more detailed whitepapers or case studies.
Podcast Episodes: Do you have any audio recordings related to one of your articles? Consider turning those into podcasts that you can distribute across podcasting networks like iTunes, Stitcher, and Google Play Music. People who don’t have time to read can gain access to your information even when they’re in the car or out running.
Checklists: Break down complex processes mentioned in certain blogs by creating checklists. For example, if you wrote a blog post about baking a cake, you could break down each step into items on a checklist. This will make it easier for your readers to follow your recipe.
Here’s a cupcake recipe checklist shared on Pinterest.
3. Update and Refresh
Update Statistics: If your blog post contains statistics or data, refresh them with the latest information to keep them relevant.
Add New Examples: Include new examples, case studies, or success stories to give the content a fresh perspective.
Extend and Expand: Take an older post and expand on it by diving deeper into subtopics or adding new insights.
4. Share on Social Media
Pull Quotes: Extract key quotes or impactful sentences from your blog post and share them on social media.
Snippets: Share bite-sized portions of your content as social media updates with a link back to the original post.
Teasers: Tease upcoming blog posts or use blog content to create anticipation for future content.
5. Engage in Guest Posting
Rewrite your blog content and contribute it as a guest post to relevant websites or blogs in your niche.
6. Turn Listicles into Visual Lists
Convert list-style blog posts into visually appealing lists using tools like Pinterest or Canva.
7. Create Email Newsletters
Use your blog posts as content for email newsletters, providing subscribers with a concise summary and a link to read the full post.
The image below demonstrates how Moz shares its Top 10 original and curated blog posts in its semi-monthly email newsletter.
8. Conduct Live Events
Webinars: Adapt blog content into webinar or workshop topics and engage with your audience in a live setting. If you have a long-form blog post, you can host webinars to discuss in-depth topics. Invite guest speakers who specialize in that topic and allow viewers to ask questions during your live event.
In-Person Events: If you have a blog post that’s targeted towards a local audience, consider hosting an in-person event to further increase the visibility of your product or service. Inviting potential clients will strengthen the brand-customer relationship while establishing yourself as an authority in the industry.
9. Turn Blog Posts into Online Courses
Transforming a series of blog posts into an online course can provide your audience with a comprehensive learning experience. By creating video lessons, quizzes, and assignments, you are not only repurposing your existing content but also monetizing your expertise.
Remember, each platform has its own audience, so it’s essential to customize the repurposed content to suit the format and preferences of the platform you’re targeting. Also, ensure that the content is updated and relevant to provide value to both new and existing audiences.
User-Generated Content: A Unique Way to Repurpose Content
User-generated content (UGC) is any form of content that has been posted by users online. These include photos, videos, text, and audio.
You’ve seen customer testimonials before, and you know how powerful they are as tools for authenticity.
By integrating these within your existing blogs, you can repurpose content without creating entirely new material.
Your customers’ experiences can be gold mines for updating older content.
Think about it: real-life reviews or experiences provide relatable insights. These not only engage readers but also refresh your long-form blog posts with valuable perspectives.
Here’s a Canva template for launching a UGC campaign:
Remember when we said earlier that repurposing means taking existing blog posts and giving them a new life? Well, here is an actionable way.
Add those sparkling reviews directly into relevant sections of your old articles. This will give them more depth while keeping things interesting for the reader.
How to Repurpose Your Blog Effectively
To effectively repurpose content, the first step is to select new marketing platforms that will extend the reach and audience interaction of your popular content. For example, quotes or memes are best shared on Twitter. If you want to create visuals like infographics or videos, then Instagram or YouTube might be better options.
Once you’ve identified the right platform(s), it’s time to create content from the core of your popular posts. Spin the old title of your blog post into an intriguing headline to entice readers to click through. Add fresh keywords from your latest keyword research list so you can target new visitors.
If you’re looking to repurpose old written content for a younger audience, adding images, infographics, or videos is the way to draw interest and keep them engaged.
Optimizing your posts for maximum reach is also important when repurposing a blog for new media. Take advantage of features like hashtags on Twitter or geotagging on Instagram to push your content in front of its intended audience.
Pay attention to peak posting times when scheduling your posts. Take note of periods when activity is high so more people will see your social media posts.
Encourage your followers to submit their own photos using your products. User-generated content can help build brand loyalty and organic reach — making it a valuable asset when optimizing repurposed blog content for social media.
Case Studies of Successful Blog Post Repurposing
If you’re still not sure about how to reuse blog material, here are some examples of successful cases of repurposing content.
- Coca-Cola transformed its corporate website into an engaging digital magazine called “Journey“. This was not just updating older content — it was total reinvention.
- Moz took the idea of repurposing content to another level with its “Whiteboard Fridays” where an old post is presented as a video tutorial. Talk about giving your long-form blog content new life.
- In his book Crushing It, author Gary Vaynerchuk (Gary Vee) talks extensively about how he creates 30+ social media posts from just one keynote speech.
- National Geographic takes snippets from their articles or shows and shares them as compelling captions on Instagram. In doing so, they have amassed over 100 million followers.
It goes without saying that this strategy has certainly paid off.
Repurpose your Content with AI
Content at Scale 2.0 is here, and one of its awesome new features is the ability to repurpose existing articles, videos, and podcasts into original long-form posts.
As you can see in the image below, you can still create content from scratch based on a target keyword. But if you already have content that’s really performing well, you can now turn it into a new 2,500-word blog post with the simple click of a button.
Example: We used Content at Scale to repurpose the YouTube video below into this full-length blog post.
Challenges in Repurposing Content
While repurposing content can offer many benefits, it’s essential to be aware of the potential challenges that may arise during the process.
Maintaining Originality: Repurposing content should involve transforming it into new formats or adjusting it for different platforms, but it’s crucial to maintain originality and avoid duplicating content verbatim. Duplicate content can hurt your SEO efforts and may be flagged by search engines as low-quality.
Adapting to Different Formats: Not all content translates well to different formats. Some topics may be better suited for written articles, while others might work better as videos or infographics. Adapting content to different formats while ensuring it remains engaging and effective can be challenging.
Platform-Specific Constraints: Each platform has its own rules and limitations regarding content format, length, and style. Adapting content to meet these requirements while maintaining its value and coherence can be demanding.
Content Saturation: If a particular piece of content is repurposed too frequently or across too many channels, it can lead to content saturation. When audiences see the same content repeatedly, they may become less receptive to it or perceive it as spammy.
Relevance and Timeliness: Some content may not be evergreen, and repurposing it without updating relevant information can lead to outdated or irrelevant content being circulated.
Intellectual Property Concerns: When repurposing content created by others or using third-party assets like images or graphics, ensuring proper attribution and permissions is crucial to avoid copyright infringement.
To overcome these challenges, it’s essential to have a well-thought-out content repurposing strategy. Focus on adding value to your audience, adapt content creatively, and avoid spammy or repetitive behavior.
FAQs – How to Repurpose Your Blog Effectively
How do I repurpose my blog post?
- Turn an old blog post into a script.
- Create a video for YouTube.
- Embed your video in the blog post.
- Post your video on Facebook and Instagram
- Share your video on LinkedIn.
- Turn your script into a podcast.
- Promote posts on social media.
What can I do with old blog content?
There are many ways to repurpose old blog content. You can update it with new information, create an infographic or video based on the post, break down long posts into smaller chunks and share them as individual posts, or combine several related pieces into one comprehensive guide.
Additionally, you could use snippets from your old blog content to create social media updates and email newsletters.
Consider giving your older, high-quality content a refresh to keep it up-to-date with the current trends and ensure readers don’t miss out on essential information.
How do you decide what content to repurpose?
It all comes down to the past performance of your existing content, how old it is, and what you want to accomplish with repurposing. Once you determine those things, it will be much easier to effectively recycle content and see it have an impact on your content strategy.
Learning how to repurpose your blog effectively can extend the reach and engagement of your old content. Whether you use social media or other methods to promote your repurposed blogs, always remember that quality should be at the forefront when crafting any type of message for redistribution.
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