When you invest in any area of your business, the goal is to get the highest possible value out of your investment. Why should your content be any different? By learning how to repurpose your blog content, you can take a single blog post and create a wide range of valuable material.
The best part? It’s free and it’s surprisingly easy!
Table of Contents
Why Repurpose Your Blog Content?
Repurposing content is a great way to breathe some new life into an older blog post, allowing you to use it on new platforms and in new formats. Each of these new versions will contain the same basic information but be presented in a new way.
By doing this, you can save both time and money. You’ve already invested in the research needed for the original post. Why not get more out of that investment?
This is also a great way to reach new people and expand your audience. Let’s say you wrote an article about the health benefits of a specific supplement and posted it on your website. That’s great for those that search for that information and enjoy written content. If you leave it there and move on to the next topic without a second thought, you’re missing the opportunity to reach even more potential customers.
What about the people who prefer learning through video content? Or the individuals who prefer listening to podcasts on their commute to and from work?
For each new piece of content you publish, you are opening the door to a larger number of people. This gives them the opportunity to learn more about your brand, what you have to offer, and how your product or service could benefit their lives.
How to Repurpose a Blog Post on Social Media
One of the most common ways to repurpose content is to take a blog post and break it down into a variety of different social media-friendly pieces. This includes both sharing it on different social media platforms and sharing multiple different posts on each platform where your business has a presence.
Make Video Content
There is no arguing the fact that video is a big trend right now on social media. This includes short-form video content like TikTok and Instagram Reels, or longer videos like those that are seen on YouTube or Facebook. Film yourself sharing the information, put together a tutorial or how-to style video, or create a text-based video. Programs like Lumen5 make it easy to create an animated slideshow with information from the blog post.
Pull Out Facts and Statistics
For a quick social media post, pull a fact or statistic out of your blog post. This data can be made into a graph, pie chart, or shareable graphics showcasing the information. For example, create multiple graphics for Instagram that can be shared together in a single post, highlighting some of the top facts from a post. Quotes also perform very well as graphics on social media.
Include a link to your blog post for those that may be interested in more information. This can be done in the post itself on most platforms, like Facebook, or in your bio on Instagram.
Microblog with Short Snippets
Microblogging refers to sharing a shorter message through platforms like Facebook, Instagram, or Tumblr. Find a logical way to break your blog post down into multiple shorter posts, each just a few paragraphs in length. You can pull out and share a single random part that you feel your audience will benefit from or create a series, slowly sharing all the information from the post.
Create a Challenge or Competition
Contests, challenges, and competitions are a great way to encourage engagement on your social media accounts. After all, everyone loves free stuff! Looking at your blog post, is there an opportunity to reimagine this information as a contest? For example, if you have a post that shares a tutorial or how-to, you could challenge your audience to try the tutorial and share their results for a chance to win.
Design an Infographic
An infographic is a great way to display detailed information and statistics in a way that’s easy to read and digest. They are trendy on social media, especially on Pinterest. You can also embed it on the blog post as a visual summary of the information.
Share Comments and Testimonials
While this one isn’t necessarily repurposing your blog content, it is an extension of this. Read through the comments that you have received on your blog post from your customers. If anyone shares positive feedback or recommendations of your products or services, you may be able to pull some testimonials to share on your social media platforms.
How to Repurpose Blog Content on Your Website
Social media isn’t the only place where you can repurpose your blog content. In fact, there are other opportunities right on your business website that you may not have otherwise considered.
Put Together an eBook
If you’re looking to improve your credibility and authority in your industry, an eBook is a great option. This demonstrates that you’re a source of knowledge. There are many ways that you can create a professional-looking eBook, such as the free layouts available on Canva.
To add value to your eBook, consider combining multiple blog posts, going into depth further on a topic from your blog post, or creating checklists and worksheets. Share your eBook as a lead magnet on your website to encourage people to join your mailing list.
Rewrite an Old Blog Post
If your blog has been around for a while, you may have some older blog posts that are no longer drawing in any traffic. Rather than just ignore them or delete them, one opportunity to repurpose your blog content is to take one of these posts and refresh it. Some ways that you can update a post include updating statistics, taking new pictures, adding additional opinions, or expanding upon the information. You can also read through any questions on the original blog post and answer them in the rewrite.
Create Spin-Off Content
Do you have a blog post that’s performing well? Congratulations! Why not build upon this success? Consider creating content that expands upon the original post. This will not only give you new blog content to share, but it’s content that is going to appeal to the traffic that is already coming to your site.
This could be a follow-up post or update, sharing how specific information has aged or your thoughts on a product after having used it for a while. Another option would be to share an opposing opinion to the original post. Don’t forget to use internal linking to create an association between content on similar topics, helping both with your SEO as well as making your blog user-friendly for those searching for additional information.
Other Opportunities to Repurpose Blog Content
Take your efforts a step further by looking for ways to repurpose content outside of social media and your website. By looking at other places where you may be able to connect with your potential client, you will extend your marketing to a broader audience. It’s a great way to find new prospects.
Email marketing is a valuable tool in sharing your products or services and making sales. Why? The people on your mailing list have given permission for you to send information to their inbox. This means that they are interested in what you have to offer to some extent, whether they are former clients, repeat clients, or a prospective client that is still making a decision.
Your email newsletter should provide value to those reading it. What better way to find the information needed for this than to look at the blog posts that you have previously published. You can choose a part of the post for a single email or create an email series with the information spread out over multiple mailings.
Reword and Share on LinkedIn or Medium
While sharing your content word for word could create problems for your SEO efforts, you could always take the time to reword it enough to not be seen as duplicate content. Include a link back to the original post when publishing. Occasionally, you will see someone sharing part of a blog post on LinkedIn with a link at the end telling their audience to proceed to the blog post to keep reading.
Create a Podcast Episode
If you have a blog post packed with valuable information, another way that you can get that out into the world is by creating a podcast. Not only will this allow you to connect with a different segment of your potential audience, but it’s also a more accessible way of delivering this information.
Take the facts, examples, and information from your blog post and put it in front of you in bullet point form. This will make it easier for you to share the information in a more conversational tone rather than just reading it from the post. You can also include additional information, answering any questions that may have come up in your blog comments or social media posts.
Put Together a Slideshow or Presentation
This isn’t going to work for every business, but for those that may have the opportunity to give in-person talks and presentations, you can pull valuable information from your blog posts. With programs like Prezi and PowerPoint, it’s easy to put this information together in a visually appealing way that will allow you to share your business with prospective clients, in educational settings, or with potential collaborators.
Not interested in speaking in person? Why not take your slideshow or presentation and make it available digitally? Webinars are a great way to draw in anyone that is looking for more information about your product or service. These can be shared on social media or with your mailing list. After the webinar, consider pulling clips out to use as video content, further repurposing your content.
By choosing to repurpose your blog content, you will be able to stretch your marketing budget and potential customers that you may have otherwise missed. For business owners that have invested in working with a freelance writer, this is a great way to get a higher return on your investment.
While some of these options will require skills in different areas, free programs like Canva, Prezi, and Lumen5 make it easier to make professional-looking content regardless of your experience and skill level.
Do you have any unique ways that you repurpose your blog content? If so, I invite you to share them in the comments to inspire other business owners.
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