Repurposing Hacks and How-To’s

How to Repurpose Blogs – We all know that content creation, although extremely valuable, is time-consuming so repurposing your content to make it work harder and longer makes good sense.

  • Repurpose evergreen content so that its value extends beyond the time taken to create it
    • The two most important elements for evergreen content are timelessness (stays relevant) and quality (gets traffic)
  • Focus on One Idea or Theme
    • This could be a specific service (or core offer) that you want to attract more clients for
    • Alternatively, it may center around solving one specific problem for a customer
  • For each medium that you choose – modify and adapt the content to the medium
  • From the get-go – create content with the intention of repurposing it. This makes it’s easier to create and re-create content
  • Add value to your content by building on it when repurposing
  • The first place to start to find content worth repurposing is your blog archives.
    • Review your history of posts
    • Identify Evergreen content, and
  • Your most popular posts (check your site analytics to see what posts have performed best in the past month and the past year). Ask yourself “Why did those posts perform so well?” to decide what works and what to do again.

Repurposing Ideas

There are so many options available to you for repurposing your blog content. Let’s look at a few, there are references to more in the Sources and Resources section also (see at the end of article).

Use Snippets of your blog for Social Media Posts

Facebook & Instagram

  • Take an excerpt from your post and use that as your Facebook post on your page. Adding an image is best.
  • Create a meme or relevant quote image
  • You can also post in relevant Facebook groups.

Twitter

  • Take a small quote from your post and use that as your tweet.

LinkedIn

  • Publish a post on LinkedIn using an excerpt from your blog post, OR
  • Share an update and share a small quote from your post, and a link to the full blog.

Pinterest

  • Pin the images from your post to relevant boards.

Create new blog posts and articles

“Hub and Spoke”

From a focal topic with a list of sub-topics, create a series of blogs, one for each sub-topic. This is also known as the “hub and spoke” method.

This allows you to elaborate in depth on a topic reflecting your expertise and you can create cross-links between the articles. Also – although the first article is usually long form, the follow up ones don’t need to be.

Publish Spin-Offs

  • Update
  • Case Study
  • Expert Round up
  • Write a Guest Post

Change up the Format

This provides endless opportunities and, allows you to avoid duplicate content issues – win-win! Here are some examples

Blog to

  1. Infographic – This is a complete summary of the content of your post in a visual outline.
  2. Video
  3. Slide Deck or Presentation – Take interesting statistics, meaningful quotes, and actionable advice from your blog to create effective slides. The resulting presentation can offer an easy-to-read recap of your original content. Share to SlideShare, create a Webinar and more!!
  4. Newsletter

Blog Series to

  1. Guides or (e)Books – If you’ve blogged a lot on a certain topic – this is great fodder for repackaging into a fresh new guide, or eBook, and even physical book.
  2. Toolkit
  3. Podcast
  4. Online Course
  5. Daily Email series – If someone signs up to your list – provide a “daily for a week” series of emails with actionable advice and bite-sized chunks of content – easily consumable!

Collected Data

A collection of internal data can make for an interesting case study.

Interviews with Experts in the Field

Interviews in of themselves are great for repurposing into

  • Blogs
  • Podcasts
  • Webinars
  • SlideDecks etc

A collection of interviews could provide the content for

  • an Expert Advice (e)book
  • Blog
  • SlideDeck
  • Presentation
  • Presentation to Webinar
  • Webinar to Video Tutorial
  • Video Tutorial to Webinar

Use a different Medium

e.g – Infographics, Videos, eMail, Downloadable PDF, Slide Deck, Podcast, Webinar, Online Course, eBook

  1. Refresh and republish old posts
  2. Repost and re-promote to social media
  3. Repost on Quora

Quora Q&A to Blog Post

Quora is often cited as a great source of content inspiration, providing real user questions on a huge range of categories.

The best way to use Quora? Find a question that sounds promising (ideally one with several upvotes, showing it’s in high demand), write a blog post detailing an answer, and then answer the question on Quora while including a link to your more in-depth blog post answer.

You’ll get traffic from those wanting a thorough answer, plus you’re establishing yourself as a leader and engaging with community members.

This can also work in reverse—your answers on Quora can become the seeds for blog posts on your site. For instance, a Quora question-and-answer about getting a job interview at Buffer turned into a full post on our Open blog.

Visual Content to Pinterest Board

Statistics to Twitter Posts

Let’s say you’ve got a solid stats post, sharing some cool interesting facts or data points about your industry (like this list of 26 crazy Google facts, for example). Want to get more leverage out of those stats? Turn them into individual tweetable elements.

Write a Guest Post

Take the main points of one of your previous articles and use that as inspiration for a guest post. Some blog sites will even allow you to republish your old article as-is.


Cross-Promotion is Key!

Once you have spent the time and effort to create this evergreen content, you can promote it ruthlessly! 

  • Cross promote the videos by embedding them on your blog
  • Promote presentations on LinkedIn via their presentation app
  • Add the podcast on iTunes and other channels
  • Add content on social networks in multiple forms – examples are
  1. Instagram pictures
  2. Motivational quotes on Facebook
  3. Twitter tips
  4. And more

Repurposing your core content in this manner gives you more visibility, better reach and opens up your content to be viewed on all devices – desktops, laptop computers, tablets, and mobile phones. 

Being (seemingly) everywhere at once is a great way to build awareness and authority online.


Look for our next blog – we’ll be looking at “Where Should You Share your Blog?