Producing quality content takes a lot of time and effort. For example, writing a good newsletter can take over 20 hours, and a well-researched blog often takes more than a week. Not repurposing the output to reach a larger audience might not be a smart decision.
Using your content in various formats helps you grow quicker and makes the best use of your invested time and effort.
Why repurpose content
Repurposing a content offers several advantages that can significantly boost your marketing efforts. Here are some of the key benefits:
- Increased reach: Using your content on various platforms helps you reach more people since each platform has its own audience. Different formats are effective because some may prefer reading a social media post or watching a YouTube video instead of a blog.
- Time efficiency: Repurposing content saves a lot of time because you already have a starting point. You just need to adjust it for the platform you plan to use.
- SEO/visibility benefits: Sharing new content in different formats can improve your search engine visibility. This helps your website and social profiles show up in more search results, as they can rank for keywords related to these new formats.
- Extended content lifespan: Turning old pieces into new formats refreshes them, keeping them useful and valuable long after they were first published.
By smartly repurposing your content, you can make the most of it and reach more people in their preferred ways.
Ways to repurpose your content
There are numerous ways to repurpose content. The key is to adapt it thoughtfully for each new format. Here are some ways you can repurpose your existing content to attract new traffic and attention to your business.
Blog to social media
The first and easiest way to reuse your existing content is by converting your blogs into social media posts. Though this may sound easy, the trick here is to understand what format of content works for a particular social platform and then convert your blog accordingly.
For example, if you are converting your blog into an Instagram carousel, it should be enhanced with a lot of graphical elements, as that's what works. Similarly, if you'd like to convert your blog into a TikTok video, you need to ensure that your blog is converted into a proper script with a hook so that it performs well.
A great way to do this is by getting some help via ChatGPT or Gemini. You can simply paste your content into ChatGPT and ask it to convert it into a script or social post. It will give you a step-by-step guide and a usable output that you can then edit according to your taste.
Blog to newsletter snippets
Blogs can also be reused as snippets in your newsletter, or even as a whole newsletter. This works great for sharing product guides, case studies, or tutorials, which are often too detailed for a single newsletter.
Blog to video content
Video is one of the most engaging content formats.
You can turn a blog post into a YouTube video, a webinar, or short social media clips. For example, a "how-to" guide can become a video tutorial, and a list of items can be an animated countdown video.
Reusing images and graphics
If you've created images in the past for your marketing materials or blog posts, consider repurposing them across various platforms.
You can use these images into your social media posts or newsletters, especially when discussing related topics. Additionally, they can add value to new blog posts by referencing previous content or subjects.
Focus on evergreen content
The most important thing to remember when reusing content is to choose content that is evergreen or still relevant. This type of content remains valuable over time and consistently attracts traffic and engagement.
Here's how to check if your content is still relevant:
Content that is still relevant will continue to attract traffic, and it's the best way to measure its relevance.
Just open Google Search Console (if you're repurposing your blog) and check the "search performance" tab to see which pages are getting good traffic over a 12 or 16-month period. These blogs are safe to repurpose as they are still relevant.
Example of repurposed content
Blog to video by Backlinko
Brian from Backlinko has been repurposing content for multiple years now. Most of his content is published in multiple formats, which helps him reach a larger audience and saves time in creating a new piece of content for every platform.
Blog content reused in newsletter by EmailOctopus
At EmailOctopus, we have been reusing our blog content in our monthly newsletter for quite some time now, and it’s been a great way to add helpful content without spending additional time creating it.
Conclusion
Repurposing your content is a clever way to maximise your efforts. Instead of creating and forgetting, adapt your best work for different platforms.
This helps you reach more people, save time, and increase your online presence. Turn a well-researched article into social media posts, newsletter snippets, or videos to make it more impactful and long-lasting. Start with timeless content and adjust it for new formats to connect with your audience wherever they are.
