How to Repurpose One Blog Post into Multiple Pieces of Content
By Corey C. Walker
With so many tasks vying for attention in marketing today, from crafting original blog posts to social media posting and email newsletters, it's no wonder we sometimes feel overwhelmed by what needs to be done at any given time. Repurposing content can be a great solution to make your life easier, while still producing high-quality work.
Content repurposing reuses your existing content and presents it in different forms on new channels (or even the same channel). We'll cover the basics of this technique here using a blog post as the starting point.
Repurposing content can be a tricky strategy, but it's one that many brands are using. You don't want your audience to think you're repeating yourself or aren’t invested in creating unique material on every channel. The key is finding ways for this type of recycling (or reusing) work with what you already have while changing it up enough that it doesn’t feel repetitive.
Let’s Talk About Evergreen Content
Before we dive into the world of repurposing, it’s important to note that the type of content you repurpose should be “evergreen.” Evergreen means whether I read it today, or six months from now, it should still hold true. For example, if I write that my new Instagram for Dummies book is coming out this month, and that I’ll be appearing at a certain bookstore on a specific date, that content would not be evergreen. However, if I write a piece about “10 Tips for Audience Growth on Instagram” that would be evergreen. You may still need to tweak the second article if a new, better strategy comes out, but most likely the article would still remain true months later. Creating lots of evergreen content makes repurposing so much easier!
How to Repurpose Content
If you are a blogger, a blog post can be an amazing starting point for repurposing. Why? Because you’ll have all your research in one place, and since it’s a longer piece, there are ways to chop it up into several different pieces of content. Check your website’s stats for views on each blog post, and use the one with the best stats as long as it is an evergreen post.
Let’s look at ways we can divvy up one blog post into many pieces:
1) Use the blog post as a script, and create a YouTube video from it.
2) Use the blog post as an outline for a live video session on Facebook, Instagram, and LinkedIn.
3) If you have a few blog posts on a similar subject, string them together to make an eBook.
4) Turn your outline of the blog post into a checklist, or other one-page lead magnet.
5) Share the blog post as is directly as a link on Facebook, LinkedIn, Twitter or any other social media where your audience visits.
6) Create an image for the blog post and post it to Instagram with a link in bio, and share it to Instagram Stories where you can link out with the link sticker.
7) Take bite-size bits of information from the blog post to create 30-second Instagram and Facebook Reels, YouTube Shorts, and Pinterest Idea Pins. (Hint: create the video outside of the apps vs. sharing from one app, then upload each video individually so they don’t have a competing logo on them. Some of the apps will downgrade a video if it has another app’s logo on it.)
8) Pull important quotes from the blog post and use Canva to place the text as a graphic. Then use that graphic across different social media sites to tease the blog post.
9) Create an infographic using information from the blog post and share it across your social media channels.
10) Use Instagram and LinkedIn’s polling feature to ask questions relating to your blog post, then link back to the blog in your bio, or for LinkedIn, directly on the post itself.
11) Use the blog post as a podcast topic, either on your own podcast, or as a pitch to be a guest on someone else’s podcast.
12) Create Pinterest pins that highlight several ideas in the blog post, then link back to the blog. Pinterest is a super traffic driver!
13) Create a presentation out of the blog post material, and use it for a webinar. This can be a freebie, a paid webinar, or a lead magnet to sell a bigger product.
14) Use the blog post in your weekly or monthly newsletter. I always include a nice graphic and link to my latest blog post in my newsletter.
15) Post the blog post in shared communities like Facebook and LinkedIn Groups. Be sure to check the rules of each group about what is acceptable to share first.
How to Re-Use Content Months Later
If you employed all the strategies above at one time to repurpose a blog post (bravo to you – that’s A LOT!) you can still re-use that content later. This is where the evergreen part comes in. Look back at your social media channels and review which pieces resonated with your audience the most. Most social media channels have insights that you can check to see which content received the most likes, comments, and shares or saves. High engagement pieces (that aren’t time-sensitive) are perfect for repurposing. If it’s truly months later, you may re-post the same content as-is because your audience is likely growing and changing, and people won’t necessarily have seen it, or remember it. However, it’s also a good idea to switch it up. Try creating the best performing post with a different image, or if it was a quote, swap the colors around. It’s easier than you think and will save you so much time!