As a marketer, you have a lot of work to do and you might feel occasionally struck by writer’s block when it comes to creating fresh, unique content.
It can be challenging to produce new content on a consistent basis. Things like tight schedules, personal issues, and unexpected situations can make it hard to deliver content regularly.
There is a way to keep a regular flow of content without having to start from scratch every time. This method is called repurposing blog content.
Reusing existing content in a new format to expand its reach and lifespan is called content repurposing. When creating new content, you can plan to share it in different ways by repurposing it.
There are a few ways you can convert your blog posts into different formats. One way is to turn your blog post into a video. You can do this by recording yourself reading the blog post aloud. Another way is to create an audio version of your blog post by recording yourself reading it aloud and then turning it into an MP3 file. Finally, you can create a PDF version of your blog post by saving it as a PDF file.
1. Create a YouTube video
Converting a blog post into a YouTube video is a great way to increase engagement, especially with posts that are heavy on graphics. For example, if you have a business that coaches salespeople on mastering a sales call, you could take the script from your blog post and create a video where an actual salesperson runs through it. This would be a great way to show potential customers what your business has to offer and increase conversions.
2. Create a SlideShare
Repurposing your blog content into a SlideShare presentation is a fairly easy way to give your audience a different perspective on your work. High-performing content is usually a good candidate for this type of project, as it can be easily shared and often contains additional graphic elements that are not present in traditional blog posts.
If you have old blog posts that performed well, you can try turning them into a SlideShare presentation. This can give new life to your content, especially if the blog post was popular.
SlideShare provides opportunities for audiences to consume content in a new way, as well as how it generates additional visibility for the original blog content.
Content marketing company Copyblogger increased their blog’s traffic by creating a more eye-catching featured image.
3. Create an infographic
An infographic is a great way to display data and statistics from your blog post in an eye-catching and easy-to-understand format.
Blog posts that contain a lot of data can be turned into infographics. This makes it easier for readers to understand the information in the blog post. Also, infographics can be shared on social media or used in videos. They can also be used to summarize previous posts and introduce new topics.
If you have data from past projects or blog posts, you can easily turn it into an eye-catching infographic.
Data visualizations, such as charts and graphs, can help make your findings more impactful to your audience. They can provide a clear and concise picture of the data, which is more likely to be remembered than text alone.
Statistics are more engaging when they are in infographic form. Posting the infographic on social media is a great way to increase engagement.
4. Create an ebook
If you want to offer your audience educational value through long-form content, creating an ebook is a great option. You can address specific key elements of your subject in your blog post and use the ebook to provide a more in-depth discussion of the content you’ve created. For example, Search Engine Journal, a well-known SEO resource, has a series of ten free-to-access articles about content marketing. They also offer a more comprehensive guide in the form of an ebook.
eBooks that are compiled from older blog posts can be effective marketing tools, but it’s important to avoid including too many blog posts in one book. This approach is more like an anthology.
Although that method may create some exposure, it is not the same as content repurposing.
Blog content repurposing involves taking older blog posts and reworking them so they can transition into a coherent narrative that expands on the blog.
5. Repurposing blog posts into video content
Making videos from old blog posts is a great way to give them new life. However, it’s important to note that this doesn’t just mean reading and recording previous posts.
Building new content around old ideas is a great way to get more mileage out of your previous work. For example, if you have a blog post about a specific government policy, you can repurpose that content into a video that highlights the policy’s positive and negative effects. This approach not only saves you time, but also ensures that your audience always has something new to consume.
6. Extracting relevant quotes
Blog content that contains useful and relevant quotes is more likely to be shared on social media and viewed as thought-leadership material by readers.
If you want to be successful on social media, you should try to get quotes from top-performing content and from industry leaders. This will make your posts more impactful. You can use the quotes on all your favorite social platforms.
When your blog is losing traction, one way to bring it back to life is by reviving old posts with quotes. This not only can help continue the conversation around a topic, but also help build your reputation as an expert on the subject.
7. Building a podcast episode
If you’re a blogger who’s interested in starting a podcast, you can use your existing blog content to create episodes. Having blog content makes it easier to have discussions and to link back to original blog posts in a new medium. Additionally, using blog content for podcast episodes gives you the opportunity to explore additional topics that weren’t covered in the original content.
One way to increase the impact of thought leadership or industry leader posts is to create podcasts out of them. This way you can use the copy as a script, invite thought leaders back for more in-depth discussions of the insight they’ve given for the posts, or simply discuss the blog post in its original form.
So, you can reuse your old blog posts by repurposing them for social media. This will give them new life and expose their content to different audiences. Below, we’ve mentioned a few ways you can do this.
8. Record your podcast sessions for social media
An advantage of podcasts is that they seem personal. You can use this by shooting video of your recording sessions. If you have future episodes coming out, you can share brief video clips on social media to get your audience excited, or just post brief excerpts from recent episodes.
9. Morphing blog content into webinars
Blog content can be used as a foundation to produce webinars.
Blog content is usually not very detailed. A webinar lets content creators share more comprehensive information.
Blog content can be used to promote a webinar, making it a marketing tool.
For example, the blog content is free, but you need a subscription to access the webinars. Webinars can also be part of a sales and marketing campaign. In this way, reusing blog content is an important marketing tool.
10. Building courses, workshops, and classes
A series of blog posts can expand into an online or in-person course that offers a more hands-on and in-depth approach. For example, a financial literacy blog may offer general guidelines on budgeting, but the full course would offer coaching on how to budget and save money more effectively.
11. Producing marketing materials
Content from old blog posts can be used to create marketing materials such as manuals, guides, tutorials, or brochures. This way, content creators can save time and money on research and sourcing ideas.
12. Designing marketing campaigns
Blog content can be used to design marketing campaigns. For example, a blog can be the main focus of a new marketing campaign.
This means that existing blog content can be used to create marketing copy, product brochures, video content, tutorials, and sales presentations.
13. Extract thought leadership quotes
If you often recruit industry experts or thought leaders to contribute to your pieces, you know that they have valuable insight that will impress your audience. Use quotes from their articles on your social media accounts, create infographics, or use them as snippets in email newsletters.
14. Use old images as post backgrounds
You can use high-quality visuals that you’ve only used once as post backgrounds. As long as you’re following the Instagram size requirements, you can use these images as the background for quotes you extract from blog posts or post the images on their own to draw audience attention to a past project.
15. Post snippets of existing video content
If you have any YouTube videos or business-related video content, post snippets on social media.
If you’re looking to get into video content marketing, start by considering how you can repurpose a single video across multiple platforms. This will give you the most bang for your buck, and help you get comfortable with video content if you’re new to the format.
16. Post user-generated content
User-generated content can include reviews on your product pages or tweets from a satisfied customer. This content can provide value in its original channel or be repurposed for social media.
17. Repost social media content from your other profiles
You can post content from your social media profiles to your other social media profiles.
You could take a screenshot of a Facebook post to share on LinkedIn, a picture of a YouTube thumbnail to promote a new video on your Instagram Story, or a screenshot of a Tweet for your Instagram page.
Advantages of repurposing blog content
1. Bolstering an author’s reputation
If you’re a regular blogger, it could lead to you becoming a published author. Becoming a published author could help establish your reputation even beyond the blogosphere. For example, if you’re an established blog content creator, you might try to enter the mainstream publishing world.
Although they may need to find material to build a full-length book, previous blog posts can act as a springboard for book ideas. Additionally, content that has been repurposed, especially if it is still valuable, can help increase an author’s credibility.
2. Engaging the audience
There are times when content becomes stagnant. When ideas are no longer flowing or time to plan new content becomes tight, this can happen.
If your blog is starting to feel stale, you can try repurposing your content to spice things up. Adding new information or ideas can make your blog more current and appealing.
Remember that creating new content may be more effective than simply reposting old content.
If you’re struggling to come up with new content ideas, one solution is to repurpose old blog posts. This way you can maintain a consistent flow of interesting content.
3. Saving time and effort
Repurposing blog content can save time and effort as the content has already gone through the publishing process. It is much easier to adapt material into different formats when it has been repurposed.
4. SEO Optimization
The way users behave changes over time, so content from previous blog posts may become less relevant because of these changes.
If you want to improve your SEO, one thing you can do is to take your old blog posts and repurpose them by adding in new, trending keywords.
5. Smoothing transition to other media
As bloggers gain more experience, they may choose to branch out into other media, such as video, podcasts, or livestreaming.
Although they may be apprehensive about how to change to new media outlets without compromising their original content, repurposing blog articles can help make the transition smoother.
If you already have blog posts, you can easily turn them into other types of content, like videos or podcasts, without losing the original meaning.
Leverage your existing content to drive further engagement
You create content because you know you can provide value to your audiences. Unfortunately, high-quality content doesn’t just happen overnight. It takes time, care, and resources, which can sometimes be tedious.
Although creating new content is important, you can also breathe new life into old content by repurposing it. This is a great way to provide your audience with relevant, timeless information while still creating new content.