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Marketers always talk about repurposing content. But just a few tell you how to actually do it (and what exactly content repurposing means).
Should you just repost fragments of your blog posts on your socials and call it a day? Or maybe you must spend hours designing a perfect infographic to please social media gods in exchange for likes?
In this article, I’ll explain the exact rules of content repurposing and present real-life examples of the best content repurposing from top brands.
What is Content Repurposing and Why Does It Matter
What exactly content repurposing means? It’s a process of taking one piece of content and reformatting it to use on other channels.
Content repurposing is a technique marketers use to increase content production output without constantly developing new ideas.
This process is also great for companies that want to maintain a unified messaging across all their channels. For example, you can set a different theme for your content each week based on the blog post you’ll repurpose for social media.
This way, your audience can receive content about a specific topic in multiple formats. This repetition may deepen their understanding of the topic and increase your audience’s trust in your expertise.
Among many benefits of content repurposing, the most prevalent is saving the time needed to come up with unique topics all the time. According to a report by ContentGrip, B2B content marketers spend an average of 33 hours (or around 82% of their work hours) on content creation each week.
With repurposing, you skip all the time needed to brainstorm ideas or decide which platforms to choose for content creation and distribution. You can build a scalable, repetitive system for your content marketing, ensuring you squeeze all the juices from each content piece you publish online.
Why You Should Repurpose Blog Content
Repurposing your blog content can be the most efficient way to implement repurposing into your content marketing strategy. Why?
Because long-form, comprehensive blog content is like a goldmine of valuable knowledge chunks you can share across your social media channels or newsletters. A proper blog post dives deep into the topic, analyzing the most significant aspects of the problem, and offers clear, actionable takeaways for the reader.
It can be a source of inspiration for multiple other short-form content formats, from videos to LinkedIn posts. You’ve already researched and know what your competitors have published on this topic and how you can create something better.
Now, let me tell you how to repurpose your blog content and the biggest repurposing mistakes you should look out for.
How to Repurpose Blog Content
While consulting business owners, they often ask me one thing about repurposing:
“Won’t I sound repetitive to my readers?”
The truth is, nobody notices you’re repurposing. People are too invested in their own content and other life matters to care about you repurposing your blog posts to social media. Of course, unless you do it too much. But more on that later in the post 😉
What might help you stop worrying about being “caught red-handed” is a slight change of approach to repurposing. Something that will ensure the top-notch quality of each content piece you publish, even if repurposed from your blog post.
Decide Which Blog Posts You Want to Repurpose
Not all blog posts are a good fit for repurposing.
If you publish a highly-technical article targeted to your existing customers, repurposing it on social media can be a bad idea. This content may confuse new people visiting your profile and not relate to their biggest pain points.
Instead, think of your repurposing using the Flywheel model. If you’ve never heard about Flywheels, they explain the path your customer goes from being unaware of your brand to becoming your customer and, finally, your brand’s ambassador.
When you decide which content to repurpose, aim for blog posts from the “Attract” and “Engage” stage of the Flywheel. The first will bring fresh eyes to your social media profile or video. The second will entertain new followers or visitors.
Let’s look at the list of my latest blog posts and decide which should be repurposed to other formats:
I highlighted all the potential candidates for content repurposing. Topics that promise extreme value (”The Ultimate Guides” and “How-Tos”) can prove my expertise in the niche. On the other hand, “Marketing Rebels…” and “11 Content Marketing Newsletters” can serve as digestible “knowledge chunks” and attract a higher number of eyes.
You might wonder why I didn’t highlight the other posts. The main reason behind it is that all the other blog posts serve more specific, almost “ready-to-buy” audiences. These aren’t the majority of people on my social media, so repurposing those blog posts most likely wouldn’t result in good engagement.
The concept I just described is called the buyer’s journey. If we take the Flywheel model and change it from a circle to a straight line, we get a rough scheme of the buyer’s journey:
Identify the Main Points in Your Blog Post
Once you choose the blog posts for repurposing, time to locate all the fragments worth reusing in other formats!
First, you should identify all the main points you’ve made in the blog posts. Usually, they’re divided by the H2s in the article, but it’s never a rule.
Take my other blog post about content repurposing:
In this case, both H2 and H3 can be transformed into standalone posts. While analyzing your blog post, always ask yourself:
Did I tell everything in this section or is something missing?
If you explained the topic thoroughly, you found a perfect candidate for repurposing!
But if you feel like there’s more to what you’ve mentioned, you might do more supplementary research before repurposing.
What Formats Should You Repurpose to?
When choosing the proper format for repurposing, you may feel overwhelmed by the countless options available.
The real question is:
What makes the most sense for this blog post and your brand?
This section will show how to repurpose the most popular long-form content types to other formats.
Repurpose Blog Posts into Videos
Repurposing blog posts to videos can be an extremely efficient way to multiply your online presence in two types of channels—text-based and visual.
But if you were to read your blog post in front of the camera, most of the viewers would probably go to sleep (unless you use a bold, conversational tone and can act it out like Meryl Streep).
When repurposing your blog post to a video, focus on incorporating some form of storytelling. It can be as simple as rephrasing the blog post’s content to build tension and engage the readers immediately.
Say I were to repurpose this fragment of my blog post into video:
I recorded a quick video explaining all the steps I would take to make it feel more like a video and less like a blog post:
So, after the changes, the final short-form video script would look something like this:
This doesn’t seem complicated, does it? Let’s see how to achieve similar results for other formats.
Repurpose Blog Posts into Text-based Social Media Posts
This type of repurposing might be the easiest one to execute. You don’t have to adapt your content to an entirely new format (like with video). But to ensure your repurposed content works on social media, you still need to follow some rules.
Take care of the hook:
People are constantly doom-scrolling on social media. Just like with video, start with a strong, eye-catching opening line to ensure your post doesn’t get lost in the void.
Some of the most popular hook formats on social media include:
- Starting out with numbers: “My clients made $1M with my content marketing strategy.”
- Starting from the middle of the story: “At the end of 2022, I thought I was out of a job.”
- How-tos: “Why your last blog post failed (and how to fix it forever).”
- Contrarian takes: “Most SEOs suck at telling stories.”
- List of mistakes: “The WORST content marketing mistakes you can make:”
Keep it brief:
People on social media don’t have time for lengthy paragraphs and complex sentences. Simplify your copy as much as you can by:
- Getting to the point of your post right away
- Dividing complex sentences into simple ones
- Breaking down long paragraphs into smaller chunks
- Adjusting the tone of voice to a more personal and direct
Include a relevant CTA:
If your blog post’s call to action (CTA) was to sign up for a free trial—the same CTA might not work on social media. Remember, on social media, we meet people earlier on their buying journey. Asking them to sign up immediately is like asking them to marry you on the first date.
You can replace this highly commercial CTA with something less pushy. For example:
- Invite them to follow your page: Remember to offer them something in exchange, e.g. Follow our LinkedIn page to receive more actionable SaaS data security tips on your feed every Tuesday.
- Direct them to your website for more information: You can treat the social media post as a preview of your blog post or other content pieces you shared. In the end, inform your audience that more information is on your website and provide the link.
- Ask them a question: Instead of trying to move your followers from social media to your website, you can enhance engagement under your social media post by asking them a thought-provoking question.
Repurpose Blog Posts into Visual Social Media Posts
While preparing long-form content, you’ll often include infographics or diagrams to illustrate your point better. These assets can be easily repurposed as social media posts, explaining the concept from the graphic.
If your blog posts contain unique insights and practical advice, you can put those on a simple template in Canva and turn them into visual quotes that are easily shareable on social media.
A graphic on your social media can serve as a summary of your blog post that invites people to find out more about the topic in the original post.
For visual posts, you should keep a few rules in mind:
- Take care of image quality: There’s nothing more frustrating than blurry, illegible text on a social media graphic. Make sure you export the design in the best possible quality, and that elements like text or image details are visible.
- Follow best graphic design practices: If your image is hard to look at, you won’t be able to catch people’s attention (or at least not the right kind of attention). Make your design clean and simple. If you need help, here’s a great guide on how to design social media graphics.
- Include relevant descriptions and hashtags: The best-performing visuals always come with a great description. You don’t need to aim for length here, but give your audience some background to the graphic. This will explain what it is and why you talk about it. Don’t forget to include related hashtags if necessary!
Repurpose Blog Posts into Newsletters
Newsletters are a great place to repurpose your long-form content. When somebody opens an email from you first, you can invite them to spend more time with you and read your blog post.
My favorite way to do it is to give my audience a preview of what I discuss in the blog post in the newsletter. The laid-back tone of voice of my newsletter allows me to add a bit more personal takes on the topic or insert a joke or two about it:
While repurposing blog content to your newsletter, you can focus more on sparking conversation about the topic instead of highlighting your expertise. This improves the relationship with your audience.
Repurpose Blog Posts into Podcast episodes
For podcasts, you can repurpose your content in a few different ways:
Read the whole blog post as a podcast:
This is a way to turn a text format into something like an audiobook. You take what you wrote, sit in front of the mic, and read it all. It may sound boring when I describe it, but it can really help some busy audience members consume your content.
Many people listen to audiobooks and podcasts during their daily commute or while driving. Why shouldn’t they listen to what you wrote on your blog?
This is what Sahil Bloom does with his essays in the “Curiosity Chronicles”:
Interview someone you mention in the blog post:
This is a great way to expand on the topic you tackled in your blog post and give your audience a broader perspective. It’s also an interesting way to connect with fellow professionals in your niche.
Ben Goodey, the author of the “How The Fxck” case studies community, invites content marketers and SEOs working in companies he analyzes in his case studies:
Transform articles into scripts:
Podcasts have a more conversational tone. A good podcast has decent scripting that engages the listener’s attention throughout the entire episode.
To start a podcast, you must understand how to structure your podcast well. A basic podcast structure contains:
- Show Intro
- Guest Info/Intro to the topic
- Delivery Notes
- Show Outro/Call to Action
Repurpose Blog Post’s Text to an Infographic
If your blog post is full of statistics, numbers, or “fun facts”—it’s fantastic infographic material. Repurposing it into a new format will require only copy-pasting those numbers and organizing them in an eye-catching way.
But numbers aren’t the only good opportunity to create an infographic. If you posted a “How-to” blog post explaining a step-by-step process, you can also reuse those insights on an infographic.
The format of your infographic can be either static or interactive. While the first one can serve you well on social media, interactive infographics engage your audience while they’re on your website. This can increase their time on page and give you an SEO boost from Google.
You can create an interactive infographic using Genially, a drag-and-drop interactive content editor I personally use for all my interactive content projects:
Repurpose a Blog Post to Another Blog Post
Who said you have to repurpose your content only to another platform? A good blog post can also be a great starting point for a few more blog posts!
This method works especially well if you wrote a time-restricted piece, for example:
- “The Top 6 AI Writing Tools of 2023”
- “I Analyzed the Biggest Hairstyle Trends for Summer 2022”
- “The Easiest Ways to Grow on Twitter Right Now”
In this case, you can write an updated version of the original blog post.
Remember, though, while this method is easy, it may quickly make your content repetitive if you use it exclusively.
Some other ideas for crafting a fresh blog post based on your previous piece:
- Create a survey on the topic from the original and analyze it in a new article
- Write a guest blog post on the topic and gain some fresh links to your website
- Take the topic and invite industry professionals to give advice on it in an expert roundup.
Best Practices for Repurposing
Now that you know how to repurpose blog posts to specific formats and distribute them across all your channels, I need to point out a few more details.
While repurposing content is essential, having the right repurposing strategy will help you reap all its benefits. Here are a couple of repurposing best practices to keep in mind:
Adjust Content to the Platform
I can’t stress this enough—it's vital to recognize not all content fits all platforms. Just like you wouldn't wear your gym clothes to a formal dinner, you can't post the same content across different media without considering the platform's unique characteristics.
For example, what works on a blog post might not translate well into a Tweet. Make sure to mold your content to the platform, keeping the audience's expectations in mind.
Don’t Overload the New Format with Content
Remember, when you repurpose, you shouldn’t try to pack the new format with all insights from the original blog post.
Here are a few rules to help you repurpose lengthy blog posts to shorter forms:
- Focus on the key points: Take your editing scissors and trim all the fluff, taking the audience away from your point.
- Be concise and engaging: No need for long intros and background descriptions. Get to the point fast.
- Avoid overwhelming your audience with information: When somebody reads your blog post, they can always return to the previous sentence. The same can’t happen with social media posts. Keep it simple.
Don’t Repurpose Too Much
Quality over quantity, right? Too much repurposing may lead to the original message being diluted and ineffective.
Choose wisely, and consider repurposing pieces that align with your brand message and have performed well.
Never Repurpose Just Once
Just like you shouldn’t discuss a topic once in your content, you shouldn’t repurpose it to just one format.
If a piece of content performed well, consider repurposing it into different formats over time. This helps keep the content alive and reach new audiences without inventing new topics constantly.
How Best Brands Use Content Repurposing
To inspire your repurposing work, I prepared a few best examples of content repurposing done by brands and marketers from various niches. You can follow their social media profile to observe the exact workflows they use to multiply their content across various channels:
Semrush’s repurposing game takes the cake for me. Not only do they reuse various topics and assets from their blog—they also make it extremely useful AND native to the platform:
In this example, they repurposed their blog content to a popular LinkedIn carousel format. It’s a clean visual presentation of key concepts about SEO that can be easily consumed via social media feeds.
And as you may have noticed, content like this leads to massive engagement for Semrush’s company page (a beautiful exception among many dead company pages on LinkedIn).
Headspace’s example is the best proof that repurposing shouldn’t be just about rewriting your content from one platform to another.
This brand repurposes its guided meditations into detailed blog posts about the themes used in their mindfulness exercises:
This is a great example of product-led content. Content like this positions the product as the solution to your audience’s problem—in this case, it shows the benefits of mindfulness and meditation in overcoming Sunday Scaries.
If you’re a SaaS company that wants to use repurposing to multiply your content output—this is a fantastic way to think about it.
Katelyn’s content is one of my favorite examples of content repurposing for personal brands. Katelyn is an author of a widely-known newsletter about buyer’s psychology called “Why We Buy.”
From time to time, Katelyn shares an issue of her newsletter as a LinkedIn article. This is a brilliant move as it shows her followers who aren’t subscribers yet what they miss out on.
Plus, instead of posting a link to the sign-up form, Katelyn uses a native LinkedIn article format that doesn’t feel salesy.
In my opinion, Jason gives out the most realistic, valuable, and actionable advice about brand positioning and content strategy out there.
His LinkedIn carousels are always comprehensive, well-thought-out, and filled with insights from the very first page.
I love that you can also access his carousels via his agency’s website. This way, he extends his content’s longevity beyond LinkedIn and further strengthens his expertise among potential customers:
The Sales Intelligence platform Gong often uses numbers and statistics in their content. Of course, numbers are an essential part of their platform. But statistics can become boring if you can’t present them properly.
Fortunately, that’s not the case for Gong. They use clean infographics to present stats in a consumable format of a social media post.
Convertkit also decided to take a less obvious path for repurposing its content. Instead of pushing their blog posts on social media, they shared simple recordings of the new email newsletter templates they created for their users:
As you can see, content repurposing is incredibly flexible and can serve your company even if you don’t have long blog posts to repurpose from. Even small changes in your product or service can be an incredible opportunity to share some content with your audience.
Content repurposing is the most efficient tactic to multiply your content production without spending more resources on new ideas. When repurposing your content, remember to always make the new piece a standalone format, integral to the platform you’re publishing it on.
Don’t be afraid to think outside the usual system of repurposing blog posts to social media posts. Every content piece you publish (even when it’s a part of your product) can be an opportunity for content repurposing and expanding your brand’s reach.
If you want someone to help you craft your content repurposing strategy, grab 3x60-minute sessions with a content marketing strategist to help you define the best repurposing workflow for your business. The seats get filled up quickly, so grab your place fast!