10 ways to repurpose your old content

What is repurposing content?

Repurposing content is sharing your existing content into different formats (videos, infographics, podcasts) across different platforms. The main idea is to get your existing content into as many hands as you can.

Remember: Repurposing content doesn’t mean copying your blog link and sharing it on social media. You’ve to update your old content and tailor it to the platform’s needs.

In this blog, you'll learn how you can convert your old blog content into 10 different content types.

But, before that, why should you repurpose content?

Benefits of repurposing content:

a) Saves time and effort:

You don’t have to keep on publishing content (from scratch) every few days.

When you turn one blog post into a YouTube video, Slideshare presentation, and a Twitter thread, you establish a presence on 4 different platforms.

b) Reach new audience:

You reach a new audience that you might have otherwise never attracted. Because some readers prefer videos to text. Some prefer visuals to text. If you don’t publish content in these formats, you’ll miss out on potential new customers.

You don’t want that, do you?

Converting your existing content into different formats (videos, infographics) extends your content’s reach.  

Case in point: Brian Dean converted his article ‘On-page SEO guide’ into a YouTube video. The video has amassed 250,000+ views.

Plus, it happens that when you first publish a content, its performance is average. Repurposing content gives you a second chance at content promotion.

c) SEO boost:

You can use the keyword that your blog is ranking for in your video or an infographic. This will increase organic traffic.

Plus, people will be more likely to get backlinks to your content.

d) Repeat message:

People don’t buy from you the first time you pitch them. Marketing’s rule of seven states that the buyer needs to read a message 7 times before they commit. Repurposing content allows repetition of your brand.

How to find content that deserves repurposing?

a) Find evergreen content.

Evergreen content is content that doesn’t lose its hype within a few days. It’s immune to short-term trends and is relevant for years to come. It brings consistent online traffic year after year because users keep searching for it.

Example: a) “How to do SEO for your blog” is an evergreen topic versus “election results” is non-evergreen content.

By the time you repurpose the ‘election results’ blog, it’s yesterday’s news. While you have plenty of time to repurpose the ‘How to do SEO for your blog’ article.

Go through your blog’s archive and find such evergreen topics you have written on. Then, repurpose it.

b) Dig into the Google Analytics report

Scan your analytics to find which blog has the most views? Which blog has the most engagement (comments, likes, and shares)?

Note down these blog posts. Start repurposing them.

c) See if you can update some of your blog posts

Many blog posts need updating. Maybe you can include a new tip in your ‘SEO strategies’ blog. Or change outdated references.

Update these blog posts with fresh content. Plus, repurpose them.

10 ways to repurpose your content:

1. Convert your blog posts into hands-on guides

After you’ve blogged a lot on a specific topic, you’ll have a collection of articles that can be turned into a guidebook.

For example, if you write on SEO, you would’ve written on:

a) What is SEO?

b) How to do keyword research?

c) How to do blog SEO?

Take these posts and turn them into a ‘The Complete Guide to SEO’ handbook. Update the guide with the latest information, add relevant images, and expert opinions. Use this guide as a lead to collect reader’s emails.

2. Turn interviews into expert advice ebook

Many blogs write round-up posts (Example: 10 experts speak on SEO trends). We ourselves have written on 5 SaaS blogs you should follow for inspiration.

Turn these interviews/round-up posts into an ebook. If you haven’t interviewed anyone, do it. Email industry experts. Ask them to write 4-5 sentences on the topic. Tell them you’ll credit them in the e-book and that they will gain exposure. Edit the excerpts. Convert the interview content into a full-fledged e-book.

Add infographics, and research data (to back the expert’s claims) Make sure you structure the content according to the e-book format (Learn how).

Zapier converted its blog posts into an e-book. The book was downloaded 15,000+ times. Plus, Zapier gained 10000+ email subscribers.

3. Create a Slideshare

Convert your high-performing blog posts into a Slideshare presentation.

Example: Copyblogger turned their post ‘The 3-step journey of a remarkable piece of a content’ into a Slideshare (Scroll below to see the presentation).

Don’t copy-paste the complete blog. Summarize the article with key takeaways. Keep your writing short. Add images, GIFs, and a CTA (See the Copy blogger example. You’ll get the idea).

4. Create an infographic

Visuals increase readership by 80%. Plus, infographics and other visuals can increase sales by up to 80%.

How can you take advantage of this?

Convert your blog posts (that have statistics) into an infographic. Use Canva’s free templates to do that. Customize the infographic with a catchy title, elements, and change font style/size.

Put the infographic within the blog. Or share it on social media.

Other blog types you can convert into an infographic:

a) List-based posts

Example: 10 SEO tips

b) How-to guides

Example: How to write a blog

c) Checklists

Example: Checklist for a gardening

Read how to create infographics

5. Create a YouTube video

Pick a long-form blog. Turn it into a YouTube video.

Example: Suppose you've blogged on ‘How to write a blog from scratch’ Break down the blog into a video tutorial.

Here’s how:

Step 1: Pick a blog.

Step 2: Note down the key takeaways.

Step 3: Write a short video script using those takeaways.

Step 4: Use Canva to create the video

Step 5: Publish

6. Create micro-videos for social media

Short-form videos perform 10X better than long videos on social media platforms. Take Facebook videos, Instagram Reels, and YouTube Shorts for example. These are under-1 minute videos that grab viewer’s attention and engage them.

That’s what you need to leverage. Start with choosing a high-performing blog. Note down the interesting snippets.

Example: Suppose you wrote a blog on ‘5 benefits of SEO.’ Pick down the 5 points with a one-line explanation of each.

Or post shocking statistics from a different blog. Or a simple explanation of a complex topic (Example: What is SEO?).

Create micro-videos around it. Hire a video editor to do it (You can hire them on Fiverr).

7. Repost your blog on other platforms

Some platforms you can repost your blog are:

a) Copy-paste your blog as-is on LinkedIn and Medium.

b) Summarize your article into less than 3000 characters for a LinkedIn post.

c) Turn your post into a Twitter thread. Use images and infographics to make your point.

d) Write answers on Quora.

Follow this process:

i) Go to Quora

ii) Type in a  keyword. Scroll down.

iii) You’ll get a list of questions.

Example: I searched for SEO. Here are the questions around the keyword.

Note down the questions you can answer. Suppose you can answer ‘Which is the best free SEO tool?’

Write an in-depth blog around the question (Example:10 best free SEO tools). Then, summarize the blog as a Quora answer. Link to the in-depth answer (blog) at the end.

You’ll get free traffic from Quora. Plus, you’ll establish yourself as an expert on Quora and engage the community.

e) Use the blog as a head start to write guest posts.

8. Craft an email newsletter

Turn your blog post into a series of email tips. Each long-form blog can be a separate email to your subscribers.

Example: Suppose you’ve written an article on ‘20 free methods to promote your content.’

Email each method as a daily tip. Add images and suitable examples of each tip. You can now launch a 20-day email series. This can bring added subscribers through word-of-mouth.

9. Turn your blog post into a podcast

Does that sound like too much work? Relax.

Hire a voice assistant (There are plenty on Fiverr) to narrate your blog post (with added context). But, the best way is to invite an expert to discuss the blog. Use the blog as a starting point to branch on broader topics. Debate the content of the blog. Speak on use cases and case studies.

Make sure you edit the podcast for a formal tone and clear voice.

10. Convert your data into case studies

The demand for case-studies is rocketing. You just have to provide the supply.

Start here:

If you’re anything like us, you would be experimenting a lot. For example, you might be testing which blog format is working? Which CTA is bringing in more subscribers? Use your internal data to write in-depth case studies.

Explain to your readers what worked and what didn’t. Share failure and success lessons.

Other topics you can write case studies on:

a) How did you gain thousands of website traffic?

b) How did you scale from 0 to $1 million in revenue?

c) How did you acquire your first 1000 users?

Repurpose your content now

Content creation is hard. But, content repurposing is how you enjoy the maximum benefits of your content efforts.

You don’t have to create content every new time. Leverage blog posts that are already working. Use these 10 tips to get started with your content repurposing.