What Are Ways I Can Repurpose Old Content on My Website?
Do you have high-quality content on your website but want to get more value from it? You're not alone. 94% of digital marketing professionals repurpose their blog content.
There are compelling reasons why you should consider repurposing your existing content. You spend less on content creation, improve your digital marketing strategy, and help your existing content gain more SEO traction.
If this is your first time repurposing content, you may be unsure how to approach it strategically. Simply copying and pasting an existing blog into different formats won't satisfy Google or provide value to your audience. Fortunately, there are proven methods to repurpose content effectively.
TLDR: Repurposing content transforms existing blog posts into new formats - social media posts, videos, podcasts, infographics, newsletters, and ebooks. This strategy saves time and money while maximizing your content's reach. Tailor each format to its platform, add value beyond the original, and distribute across multiple channels to reach different audience segments.
Here are the most effective ways to repurpose your content and get maximum value from the work you've already done.
Transform Blogs Into Social Media Posts and Threads
Many companies repurpose their blog content for social media. These posts engage followers, reduce social media marketing costs, and effectively increase engagement.
However, don't simply copy and paste sections of your blog and post them. Tailor your existing content to fit each social platform's unique format and audience expectations.
For Twitter, take your blog headers and rewrite key points to fit Twitter's conversational style. Create a thread that breaks down your main ideas into digestible tweets.
For Instagram, pair a compelling company or stock image with the most vital insight from your content. Use carousel posts to share multiple key points from a single blog.
For LinkedIn, adapt your content for a professional audience by emphasizing business insights and actionable takeaways.
Each platform has different user expectations and content formats. Respecting these differences ensures your repurposed content performs well.
Update and Revise Research Reports
Have you conducted analysis or published research reports in previous years? Go back and update that research with current data relevant to your audience or market.
For example, if you make skincare products and conducted a trial survey on a moisturizer showing that a certain percentage of participants saw improved hydration and reduced aging symptoms, re-conduct that survey with new participants to verify the product's continued effectiveness.
You can emphasize updated findings in a revised whitepaper while repurposing the original content across your blog and social media channels. Updated research demonstrates that your products or services continue delivering results and shows you're actively engaged in your field.
Fresh data is also highly linkable - other websites and publications want to cite current statistics, not outdated information.
Create Eye-Catching Infographics
Repurposing written blogs into infographics is one of the most popular and effective content transformation strategies. Infographics are easy to digest, visually appealing, and fun to consume.
They also dramatically enhance audience engagement. Research shows customers are 30 times more likely to read an infographic than a text article. That's a massive difference in engagement.
Creating infographics from blog content is straightforward. Extract your main headlines and add one to two sentences summarizing each key point. Design the infographic with appealing visuals that correspond with your brand identity and message.
Infographics are also highly versatile for distribution. They perform excellently on social media platforms like Instagram and Pinterest. They're frequently shared and linked to by other websites, generating backlinks and extending your reach beyond your immediate audience.
Produce Social Media Videos
Want to repurpose a blog or article for video-based platforms like TikTok, YouTube Shorts, or Instagram Reels? You can create engaging videos from your blog content without hiring a video production crew.
Create attractive templates with text highlighting the most important messages from your blog. Arrange those text templates as a slideshow with background music. Add relevant stock footage or simple animations to keep viewers engaged.
These short-form videos are perfect for capturing attention and driving traffic back to your website or longer-form content.
Create Comprehensive YouTube Videos
TikTok and Instagram have video length limitations, but YouTube offers much more flexibility. You can convert your blogs into longer, more detailed videos.
Examples of videos you can create include:
Tutorials showing step-by-step processes
How-to guides explaining complex topics
Product demonstrations showcasing features and benefits
Expert explanations diving deep into industry topics
This allows your audience to discover more about your products and services while consuming valuable information in their preferred format.
YouTube offers additional advantages. You can embed videos directly on your website. Since Google owns YouTube, well-optimized videos can boost your SERP rankings. You can also share YouTube videos across social media channels and include them in email newsletters.
Launch Audio Content and Podcasts
Did you know there are over 383 million monthly podcast listeners worldwide? That's a massive audience you can reach by hosting a business podcast.
If you struggle to generate podcast topics, repurpose your existing blogs. Have your host highlight the most essential points from the blog and expand on them, offering a more personalized, conversational exploration of topics in your industry.
You can distribute your podcast on YouTube and all major streaming platforms like Spotify, Apple Podcasts, and Google Podcasts. You can also embed podcast episodes directly on your website, driving additional traffic.
Podcasts build deeper connections with your audience because they hear your voice and personality in ways written content can't convey.
Host Interviews or Panel Discussions
Want to take the podcast concept even further? Contact colleagues in your industry or assemble several experts and host an interview or panel discussion based on your blog topic.
Have your host ask them questions about the subject matter and gather expert perspectives. This not only repurposes content but often uncovers insights and angles not explored in your original article.
These collaborative formats also introduce your content to your guests' audiences, expanding your reach through cross-promotion.
Enhance Your Email Newsletter
Do you have email subscribers? Repurpose blog content into your newsletter, but don't just copy and paste.
Add exclusive tips, actionable how-tos, or insider insights that give subscribers a reason to stay engaged. This extra value is especially vital if you have a paid subscription - subscribers need to feel they're getting premium content worth paying for.
Repurposed newsletter content also serves as a powerful promotional tool. It showcases your expertise and encourages website visits for the full article or related resources.
Compile Content Into Ebooks
Want to repurpose multiple blogs at once? Compile your most valuable content into an ebook. Since ebooks go more in-depth than typical blog posts, expand on your existing content with additional insights, examples, and actionable advice.
You can also combine other content formats - newsletters, interview transcripts, podcast notes, and video content summaries - into comprehensive ebooks that provide exceptional value.
Ebooks serve multiple purposes. You can sell them for additional revenue, though you'll need to invest in editing, formatting, and cover design. Alternatively, offer them free as lead magnets to grow your email list and drive traffic to your website.
High-quality ebooks position you as an authority in your field while providing genuine value to your audience.
Why Repurposing Content Matters for Your Small Business
Repurposing old content is essential for small business owners looking to maximize their reach without constantly creating new content from scratch.
Instead of investing time and money developing entirely new material every time you need content, repurposing lets you rework existing pieces to suit different platforms and audience preferences. This saves significant time and money while extending the value of your content investment.
One piece of quality content can be transformed into numerous formats - articles, podcasts, videos, social media posts, infographics, and more. This dramatically increases the chances your message reaches the right audience because it's being distributed across multiple channels where different people consume content.
For small businesses competing with larger companies that have dedicated content teams, repurposing is a smart strategy that levels the playing field. You're working smarter, not harder.
Your Website Needs to Support Your Content Strategy
Now that you understand how to repurpose content effectively, there's an important reality to address: even the best content won't drive results if your website isn't performing well.
If you're repurposing content but noticing decreasing traffic, engagement, or conversions, your content might be excellent - but your website might need attention.
Your website is the foundation of your entire content strategy. If it's slow, insecure, outdated, or broken, you're undermining all your content creation and repurposing efforts.
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We offer three maintenance plans, ensuring you can find one that perfectly meets your needs and budget. Whether you're just starting out or running an established business, we have a solution that fits.
Your content strategy can only succeed if your website delivers a great experience. We make sure it does - 24/7, while you sleep, so you never have to worry about technical issues.
Ready to ensure your website supports your content marketing efforts? Schedule an appointment with Your WP Guy on our website.
You can also learn more about website maintenance and optimization by exploring our blog, including resources on WordPress databases, security best practices, and performance optimization.
Let us handle your website maintenance while you focus on creating and repurposing great content that grows your business.
