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How (And Why) You Should Repurpose Your Blog Content

So, you wrote a great blog post, now what? Sure, you can post it on your website, promote it on social, send out an email… but what happens after that? Do you let that content slowly fade away into the back pages of your blog never to be read again? No! There are countless ways to revitalize all your hard work and make sure you create content that is never a one trick pony.

There are several benefits to repurposing your existing blog content, including:

  • Efficiency: A lot of work goes into a thoughtful, well researched blog post. Repurposing that content into different mediums makes sure all that effort doesn’t go to waste. It will also save you from constantly having to come up with new concepts and ideas.
  • Consistency: When you put out content for different audiences you still want to make sure your core concepts remain consistent. When you repurpose existing information, you ensure your messaging matches no matter where it’s found.
  • Engagement: Not everyone processes information same way. By repurposing your content into different mediums for different platforms you increase your chances for quality engagement.

Ready to make your content go the distance? Keep reading to discover how to repurpose blog content to support your digital marketing efforts.

6 Ways to Repurpose Blog Content

Turn A Blog Post into Video Content

If you spent a ton of time researching your article's content, don’t let all that hard work go underutilized. 67% of marketers say sharing marketing videos on social media has the biggest ROI, so why not target new audiences by repurposing that information into a video you can share across different platforms? Some networking sites like YouTube, Instagram, and TikTok see more engagement with visual media, so turning your article into a video will help tap into markets your blog post may have not been able to reach.

On top of that, there are countless different ways people absorb information, and not everyone likes to spend their time reading articles. Reworking your research into YouTube video will guarantee you’re targeting different audiences and optimizing how many people are engaging with your content.

Turn Videos into Short Reels

If already have videos for your blogs, why not break them up into bite-sized clips for easy sharing? YouTube content has its clear benefits, but 64% of marketers say the optimal length of a short-form video is 20-60 seconds. Breaking up a longer video into clips optimized for Reels, Stories, and TikTok content will allow you to tailor your messaging to each unique platform.

Convert a Blog Post into an Infographic

Blog articles are full of helpful information but dumping all those wordy facts and figures into an email or Facebook post is never a good idea. Instead, pull out the important concepts and work them into an attention-grabbing infographic. 65% of buyers are visual learners – meaning they absorb the most information when they look at an image, graphic, or video opposed to plain text. Creating an infographic will highlight your main ideas and make the information more consumable without bogging the reader down with too much information.

Once you have the graphic, you can drop it into an email or share it on social to let the charts and visuals pique people’s interest and encourage them to click through to check out the full article!

Combine Multiple Blog Posts into a Downloadable Guide

Have a lot of articles covering similar concepts? Combine them into one comprehensive downloadable guide. Whether you format it as a simple PDF or a gated ebook, this is a great way to provide your readers with all the information they could need on any given topic.

If you go the gated route, which 59% of marketers do with more in-depth content pieces like ebooks and guides, you also have the added benefit of collecting lead information. This is great for lead nurturing because not only will you know exactly what that prospect is interested in, you will already have begun the process of establishing yourself as a thought leader and an expert within your industry.

Break a Blog Post Down into Multiple Social Media Posts

Blog posts are full of useful information but sharing your longform articles on social platforms that are designed for quick, bite-sized content – Twitter, Instagram, TikTok – isn’t the best way to get your ideas in front of prospects. Instead of trying to persuade people to click on a link to your lengthy blog article, try repurposing the information into a series of social media posts and graphics.

Like infographics, you can identify the high-level concepts of your article and generate social media content to promote your ideas. Not only is this a great way to reach new audiences, but it also helps make sure you consistently have posts to share on your social profiles.

Whether you pull quotes, research data, or high level concepts from your articles, repurposing that information into easily digestible graphics for social media allows you to more effectively tap into the growing pool of over 4.55 billion active social users.

Refresh Old Blog Posts with New Information

You don’t always have to reinvent the wheel to repurpose old blog content, sometimes a post just needs a new coat of paint. If you have articles that used to perform well but have since lost relevancy, try going in and updating any facts or details that may be outdated. You can also rewrite sections to optimize for current SEO trends and best practices. This process will breathe new life into your article and give you the opportunity to capture new readers and land higher in search engine results pages (SERPs).

Don’t Let Your Content Fall Flat

We're not going to lie – repurposing content probably sounds like a lot of work. We promise you it’s worth it. Repurposing your content is an incredibly effective way to save time, reach new people, and capture more leads, all without needing to start your efforts from scratch.

If you aren’t sure how to make your content work for you, Aztek can help. We are a full-service digital marketing agency that knows a thing or two about using content marketing to educate audiences, engage customers, and drive better lead acquisition. Contact us today to get started.