Publishing blog posts that drive engagement and results takes lots of time and effort. By the time a piece goes live, you’ve likely invested hours planning, writing, and optimizing.
But here’s the good news: It’s possible to extract even more value from that single post with creative repurposing. Turn that article into a video, ebook, social post, or infographic, and get additional eyes on your brand.
Below, you’ll find tips on how to repurpose existing content to boost audience engagement. I’ve included best practices for selecting posts that are ideal for reuse and examples of how to transform them into fresh content. And, because this guide is all about efficiency, I’ve sprinkled advice on using AI tools to speed up your content production throughout.
What Is Content Repurposing?
Content repurposing is the practice of extending your content’s lifespan by adapting it for another channel or platform. This content marketing strategy helps you maximize the potential of your content and reach new audiences.
For example, you can pull key points from a report and create a shareable infographic that can be used in emails, sales decks, social posts, and more. Webinars can become the basis for articles for audiences who prefer to read content. You can even compile a series of blog posts into a gated ebook to generate leads and then create PPC campaigns around it to bolster your efforts.
Why Should You Repurpose Content?
I’m a big fan of repurposing content. When you incorporate this practice into your content creation process, you can boost output and impact, driving more traffic to your website.
Expand Audience Reach
Your target audiences will always prefer different methods for enjoying content. Some will pick a white paper over a webinar, and others will skip a blog post but watch a video snippet on social media platforms. Give your audiences options for consumption and catch them on different channels.
Build on Popular Content
Have content that’s generating traffic and attention? You’ve hit that sweet spot of satisfying your audience’s need for knowledge while raising your brand profile. Ride the momentum of this success by adapting high-performing content to other channels and maximizing its impact.
Use Your Time Efficiently
Content repurposing gives you a leg up so you can produce more. You’ve already researched keywords, developed messaging, and conceptualized ideas so they’re succinct and easy to understand. Leverage that groundwork into additional pieces of content and move into the production stage faster.
Optimize Your Content Marketing Budget
When you’re adapting content, you still have some costs. You’ll have to write new copy or bring in designers for visual content formats. When you spread costs across several pieces of content, however, you’re getting more for less. Repurposing blog content helps stretch your marketing budget and boosts your return on investment.
Enhance Your Marketing Strategies
Repurposing content makes it easier to support marketing initiatives outside of content marketing. Use repurposed content to support paid social and search campaigns and even as sales enablement.
How To Find Content To Repurpose
So, which of your blog posts are calling out for a new chance at life? The following are good places to start.
- High-ranking content. When reviewing analytics for your site, note the pages surfacing in the top positions in organic search. It’s a safe bet that if Google feels your blog post is worth highlighting in the SERPs, other versions of the content will also perform well.
- Content that drives traffic. Similarly, keep an eye out for pages that are sending visitors to your site. You’ve obviously tapped into a topic that’s of interest to customers, so it’s optimal for repurposing. Use Google Analytics to determine your top-ranking pieces to get started. When I wrote a post about ChatGPT prompts, I knew I was filling a gap and that it would drive some traffic. It performed better than I expected, so to capitalize on its popularity, we used it to spin up some different social media posts and a gated ebook.
- Lead-generating content. Look for content that brings highly qualified customers to your site. Perhaps you’re offering templates, checklists, and downloadable assets that save customers time or in-depth blog posts and reports that equip them with essential knowledge. These pieces contain valuable bits of information that can be extracted and presented in other formats.
- Competitive content. Pay attention to the content that brands in your niche are focusing their marketing on, such as ebooks and white papers. This type of gated content usually covers in-demand topics or important industry issues that may also be of interest to your customers.
- Evergreen content. Timeless topics are the most likely to remain relevant and drive interest over time. You may have to update elements such as statistics or screenshots, but for the most part, you shouldn’t need to do a substantial overhaul before recycling evergreen content into a new format.
As you get accustomed to repurposing content, you may find that it becomes part of your content ideation process. I know there are pieces of content I get excited about because they can be repurposed in a variety of ways.
How To Repurpose Blog Content (With Examples)
In the same way you follow blogging best practices, be sure to keep your standards high when reusing content. Consider the new content formats and your audience’s needs so you can maximize your impact.
1. Turn Blogs Into Social Posts
While many businesses use social media to share links to their blog, it’s often more effective to deliver the content right on the platform and save audiences from clicking. You can use a series of images or graphics to convey the main points of your post and publish them as a slideshow or carousel on LinkedIn and Instagram.
Audiences engage with the posts by swiping through images and learning information without leaving the platform. Foleon, for example, took the top tips from a blog post on creating page-turning magazine content and turned them into a nine-slide carousel on LinkedIn. Over on Instagram, Looka used a post about graphic design terminology to create a slideshow.
Once you decide on the key points to include in your slide show, use an AI tool such as SlidesAI.io to generate slides based on the text. You can also ask ChatGPT to pull out the most impactful points from your article and then have your team create the slides.
👍 Want to see how we use our blog content to power our social media campaigns? Follow us on LinkedIn!
2. Turn Blogs Into Videos
According to Statista, users in the United States spent 47 minutes per day watching social video content in 2022. By 2026, this is expected to increase to nearly one hour per day.
You can tap into this audience by turning blog posts into videos, using a host, voice-over narration, or a series of images and music. For example:
- Looka took a different approach with their post about top font trends. The brand used a host to discuss six of these trends with some image examples in a YouTube video.
- Looka also made a video based on a post about the evolution of Twitter’s logo. This video is unnarrated and consists only of animated slides.
- Modash created an insightful one-minute video based on a survey they conducted about brand ambassadors. The video features a host discussing some of the findings.
If you don’t have the resources to create videos internally or outsource creation to freelancers, AI video generators can speed up content production. Platforms such as Pictory, Lumen5, and Synthesia can help you create videos directly from a blog post. You can also use ChatGPT to help you create a script from your existing content.
3. Turn Long-Form Videos Into Short-Form Videos
Long-form videos and webinars are easily leveraged into snackable clips. Look for standalone tips or humorous snippets that you can distribute via social media or email.
You can pull clips by uploading a video to a tool such as Vimeo. The platform will generate a transcript that you can then trim using a text-based video editor.
For example, Sprout Social pulls webinar clips to post on social media, such as one featured on X about using social media to provide customer care. The clip is then used to direct viewers to the free webinar, which is gated for lead generation.
4. Turn Blogs Into Emails
When you build a subscriber list, you have the unique opportunity to target your audience directly in their inboxes. Curate some of your best, most useful blog content for email distribution to ensure customers are getting the most value.
Provide concise takeaways to engage your audience right away. If you tease a blog post and force readers to click through before they’re rewarded with content, they may simply delete the email. You can share the source link so readers can explore the original post, but don’t make it a requirement for getting information.
SparkToro excels at this in their weekly emails. First, they published a blog post on choosing KPIs. The content then resurfaced as part of a series of audience research tips in SparkToro’s newsletter. The email blurb shared three of the six KPIs explored in the article and provided a link for readers to learn more.
5. Turn Blogs Into Infographics
Infographics help audiences visualize complex information. For example, Semrush took concepts from a blog post about how ChatGPT works and shared it as an infographic on X. Similarly, they repurposed an article about multichannel ecommerce into a graphic that compares multichannel and omnichannel marketing.
Here are some ideas for creating a helpful infographic:
- Summarize statistics
- Provide a series of tips
- Illustrate a timeline
- Show a workflow or process
- Compare or contrast ideas
Once you decide on the information to convey, encapsulate it into key points. You may need to fine-tune the copy to fit the layout. A graphic designer can help create an infographic consistent with your brand style, or you can use templates from tools such as Canva or Venngage.
6. Turn Blogs Into Ebooks
Repackaging high-quality information into valuable ebooks is a great way to create both gated, lead-generating resources and ungated brand-awareness-building resources.
To create a high-value ebook prospects will gladly give up their email addresses for, combine multiple pieces of content into one in-depth resource that comprehensively covers a vital aspect of your industry. This format is extremely versatile and can be adapted to provide any level of knowledge. We did this with our SEO content ebook.
You can also create a downloadable ebook based on a single, thorough post. When doing so, give the content a fresh feel. Draw out the main concepts from your article and work with a designer to lay the text out in a visually appealing way. We did this with our “Get Started” guides.
After publishing a popular blog post on how to do keyword research, we repurposed the most crucial elements into an ungated 6-page branded ebook that covers the essential steps of keyword research in an easy-to-consume layout. We then promoted this article-turned-ebook as a downloadable resource in related blog posts and email newsletters. Plus, it was also the perfect format for sharing as a carousel on LinkedIn.
7. Turn Blogs Into Webinars and Podcasts
And that brings us to our final suggestion for reused content: organizing a webinar or podcast around a blog post. With a personable host and knowledgeable participants, you can bring the topic to life and provide additional insight not included in the article.
I’ll use another Modash example here. The company surveyed 63 marketers on how they find influencers for their campaigns, which formed the basis for a blog article. Modash then hosted an hour-long roundtable and invited three survey participants to discuss the results. This webinar is a dynamic way to present the survey findings. It also gives Modash a long-form piece of video, which — you guessed it — was repurposed into shorter clips and shared on platforms such as LinkedIn.
💡While I focused on blog posts in this article, you can certainly repurpose other content. Case studies, for example, can be transformed into infographics that you can highlight on social, in your newsletters, and in your sales enablement materials. They can also be expanded into in-depth blog posts that shine a light on how you drive results for your customers.
Get the Most Out of Your SEO Content
Repurposing blog content helps you amplify your messaging on different channels and reach new audiences. And when you’re vying for online visibility, every advantage matters.