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78% of marketers who repurpose their content are convinced they help improve audience engagement. If you’re not doing this content marketing trend, you’re leaving a lot of potential traffic on the table. 

In this article, you will learn what content repurposing is, why you need it, and discover practical strategies to transform your existing content into multiple content formats. We’ll also share best practices and real-life examples to help you get started.

What Is Content Repurposing?

Content repurposing is the process of transforming existing content into different formats to extend its reach and lifespan. It’s about making the most of what you already have, turning a single piece of content into multiple assets that can be shared across Facebook, Linkedin, and YouTube to create more opportunities for backlinks and keyword optimization.

Now there are a few important things about content repurposing to keep in mind:

  • You need to make sure repurposed content stays consistent with your brand’s voice and messaging across all formats.
  • Make sure to tweak repurposed content so it fits the style and preferences of each platform’s target audience. For example, let’s say you have a comprehensive blog post about the benefits of remote work, you can repurpose it for LinkedIn and create a more professional, detailed infographic summarizing key statistics and trends.

The 10 Effective Ways To Repurpose Content

In each strategy we cover, consider if it matches the current content or needs that you have so you can decide which format to repurpose it to. 

1. Turn Blog Posts Into Engaging Videos

Transforming your in-depth blog posts into engaging videos is easier than you think. Start by outlining your blog post’s key points and scripting them conversationally.

Here’s how you can do this: 

  • Identify the main ideas and supporting details from your blog post. Create a bullet-point list to ensure you cover all essential information.
  • Write a script that translates your blog’s written content into spoken word. Keep it conversational to maintain viewer interest.cv
  • For professional-quality video content, use Adobe Premiere Pro. For simpler, more user-friendly options, try Canva or iMovie.
  • Use a high-resolution camera and a clear, noise-canceling microphone. Make sure you have good lighting and a quiet environment. If you’re camera-shy, consider using animated characters or voice-overs on slides.
  • Edit your video to cut out any unnecessary parts and add engaging visuals. Add graphics, text overlays, and transitions to keep the video dynamic.
  • Upload your video to YouTube, Vimeo, or social media platforms then add a catchy title, description, and relevant tags to optimize for search engines.

Turning old blog posts into high-quality content like long-form videos breathes new life into your long-form blog posts but also helps you connect with a broader audience through YouTube videos and other video platforms.

2. Convert Articles Into Infographics

Long-form articles can be a goldmine for creating visually appealing infographics. This visual content asset can make complex information more digestible and engaging. Here’s a step-by-step guide to do this:

  • Extract the most important data points, statistics, and facts from your article. For example, if your article is about the benefits of remote work, highlight statistics on productivity increases, cost savings, and employee satisfaction.
  • Create a rough sketch of your infographic layout. Decide the flow of information – top to bottom, left to right, etc.
  • Use Piktochart, Venngage, or Canva to design your infographic. These platforms come with templates that make the design process easier.
  • Add charts, graphs, icons, and images to visually represent your data. Use contrasting colors to highlight key information.
  • Make sure your infographic aligns with your brand’s visual style. Add your logo and website URL.
  • Publish your infographic on your website, blog, and social media channels. You can also submit it to infographic directories like Visual.ly for greater reach.

3. Transform Webinars Into Podcasts

Do you have a highly-rated webinar? Repurpose it into a podcast episode to reach an audience that prefers listening over watching. Plus, you can monetize your podcast to generate additional revenue. 

This easy-to-follow guide at Whop will teach you how. 

To transform webinars into podcasts, here’s what you should do: 

  • Use Audacity or Adobe Audition to extract the audio from your webinar recording.
  • Remove any parts of the audio that are specific to the visual presentation. Reduce background noise and adjust volume levels to improve audio quality.
  • Add an introduction and a conclusion to your podcast episode. This could include a brief summary, your name, and any calls to action.
  • Use a podcast hosting service like Podbean, Anchor, or Libsyn to distribute your podcast to major directories like Spotify, Apple Podcasts, and Google Podcasts.
  • Share your podcast episode on your blog, social media, and email newsletter to attract listeners.

4. Break Down Content Into Social Media Snippets

These are short, bite-sized posts on social media that grab attention fast. Break down your content into snippets like what we did in this LinkedIn carousel post to actively capture and hold interest. 

Here’s how you can do this: 

  • Dive deep into your content to find unexpected insights or surprising data points, like little-known benefits of a common practice,  that will make your audience pause and think. 
  • Turn these insights into unique, shareable infographics or short video clips using tools like Adobe Premiere for videos or Piktochart for infographics.
  • Get your timing right by aligning your posts with industry events or hot topics. Tools like Hootsuite or Later can help you nail the perfect posting schedule.
  • Make your posts a two-way conversation. For example, ask your audience questions about their experiences or opinions, like “What’s the most valuable skill you’ve gained from an internship?” This invites engagement and makes your audience feel heard and valued.

5. Compile Blog Series Into eBooks

Turning blogs into an eBook can be a great lead magnet, offering it as a free download in exchange for email subscriptions. Here’s how you can do this: 

  • Choose thematically related blog posts that offer a comprehensive overview of a topic.
  • Organize the content logically, with an introduction, chapters or sections, and a conclusion. Each blog post can become a chapter.
  • Use Canva, Microsoft Word, or Adobe InDesign to format your eBook. Add visuals, headers, footers, and a table of contents.
  • Include a compelling call-to-action at the end of your eBook, like subscribing to your newsletter or visiting your website.

6. Create Slide Decks From Blog Content

Slide decks are a visual format that transforms your blog content into a series of slides, ideal for presentations or sharing on platforms like SlideShare. This method helps make your ideas visually engaging and easily digestible. 

  • Identify the main points from your blog post that can be broken down into individual slides.
  • Use PowerPoint, Google Slides, or Canva to design your slides. Keep each slide concise, with one key idea per slide.
  • Use images, graphs, and bullet points to make your slides visually appealing and easy to understand.
  • If presenting, prepare a script to accompany each slide. If sharing online, consider adding text explanations or a voice-over.
  • Upload your slide deck to SlideShare, LinkedIn, or embed it on your blog. Share the link on social media and email newsletters.

7. Develop Email Newsletters From Blog Posts

Keep your subscribers informed by turning blog posts into email newsletters. This keeps things lively and funnels traffic back to your website. Here’s how you can do this: 

  • Include a clear CTA, such as “Learn more,” and provide a direct link to maximize the value for your readers. Use tools like Mailchimp or Constant Contact to craft and send your newsletters.
  • Tailor your newsletters to different segments of your email list to make them more relevant and engaging for each group.

8. Generate Social Media Stories From Key Content

Social media stories are short, brief posts that disappear after 24 hours, providing a dynamic way to engage with your audience. Use your existing content to create captivating stories on platforms like Instagram and Facebook. Here are strategies to get you started: 

  • Use Canva or Instagram’s built-in features to design your stories. Include images, short videos, and text overlays.
  • Add polls, questions, or swipe-up links to make your stories interactive and engaging.

Post your stories during peak engagement times, which you can identify by analyzing your audience’s activity on your social media analytics dashboard. Typically, these times are early mornings or late evenings when your audience is more active online. Use scheduling tools like Later or Buffer if needed.

9. Craft Case Studies From Customer Success Stories

Case studies are detailed analyses of specific customer success stories that showcase your product’s impact and build credibility. They attract new clients by highlighting proven results. Here’s how you can create them:

  • Choose compelling customer stories that highlight significant results or benefits.
  • Outline the problem, solution, and results in a clear, logical format.
  • Include quotes, data, and visuals to support the success story. Use charts or graphs to illustrate the impact.
  • Use a clean, professional layout with Canva or Microsoft Word. Include your logo and contact information.
  • Publish your case study on your website, share it in sales materials, and promote it through email and social media.

When crafting case studies, think about who you’re talking to and what they care about. Proofs are super important, especially in the hiring industry, because they build trust and credibility. 

Take Kyndryl’s partnership with Prosple, for example. It highlighted their success in recruiting university graduates, with a 50% jump in qualified applications and a 30% boost in retention rates during the first year. This success story can be repurposed to show just how effective hiring graduates from them can be and the benefits it brings to both the company and the new hires.

10. Extract FAQs Into A Knowledge Base

A knowledge base is a centralized collection of information that includes frequently asked questions (FAQs) and their answers. It improves user experience and boosts SEO by making it easier for your audience to find answers quickly. Here are some steps to build an effective knowledge base:

  • Collect frequently asked questions from your blog comments, social media, and customer support interactions.
  • Group similar questions together and organize them by category.
  • Provide clear, concise answers to each question. Include links to relevant blog posts or resources for more detailed information.
  • Zendesk, HelpScout, or WordPress plugins can help you create and manage your knowledge base efficiently.

Use keywords your audience searches for. For example, if your knowledge base is about “remote work,” use phrases like “remote work setup,” “best tools for remote work,” and “remote work productivity tips.” For instance, a question could be, “What are the best tools for remote work?” with an answer listing tools like Slack, Zoom, and Trello.

5 Ways To Identify Which Content To Repurpose

When looking to extend the life of your content, how do you decide which content is worth repurposing? Here’s a straightforward approach you can follow:

I. Analyze Performance Metrics

Start by looking at the numbers using Google Analytics to check your website’s performance metrics. Look out for:

  • Page views: Identify blog posts or articles with high page views (at least 50% more) than your average content. High traffic indicates that the content is popular and attracts many visitors.
  • Average time on page: Focus on content where visitors spend considerably more time than your site’s average—say, if your average is 2 minutes, look for pages where visitors stay for 3 minutes or more. 
  • Bounce rate: Check for content with a low bounce rate(ideally below 40%). A low bounce rate means that visitors are staying on your site and exploring more, indicating that the content is compelling.
  • Conversion rate: Identify which pages lead to form submissions, downloads, or purchases. High conversion rates show that the content is persuasive and effective.
  • Social shares: Look at how often content is shared on social media. Content with a high number of shares (ex. over 100 shares) means it resonates well with your audience and has the potential to reach a wider audience. 

For instance, imagine you have a blog post titled “Top 10 Remote Work Tips” that consistently gets high page views (10,000+/month), an average time on the page of 5 minutes, and a bounce rate of 40%. It also has a high conversion rate for your newsletter signup form. 

This post is clearly popular and engaging, making it an excellent candidate for an infographic, a video series, or social media snippets.

II. Identify Evergreen Content

Focus on content that stays relevant over time. Evergreen content continues to attract interest long after it’s published. This type of content is ideal for repurposing because it consistently provides value to your audience. Look for timeless topics like: 

  • How-to guides: These are instructional pieces that solve common problems. For example, a guide on “How to Optimize Your Website for SEO” will be relevant for years as businesses continually seek to improve their online presence.
  • Tutorials: Step-by-step tutorials, like “How to Use Photoshop for Beginners,” stay useful as new users keep seeking this knowledge.
  • Industry best practices: Articles on best practices, such as “Best Practices for Social Media Marketing,” stay relevant because the core principles don’t change quickly.

III. Review Conversion Rates

Content that converts well is gold. Look at your CRM or marketing automation tools to see which pieces of content have turned visitors into leads or customers. Typically high types of converting content include: 

  • Webinars that offer in-depth, valuable information and include a strong call-to-action tend to see high engagement and a strong uptick in sign-ups.
  • Lead magnets like eBooks or whitepapers that provide valuable insights or solutions in exchange for contact information, effectively growing your email list.
  • Landing pages with focused, persuasive messaging and a single, clear call-to-action, resulting in high conversion rates.
  • Email campaigns that nurture leads with targeted, relevant content and strong CTAs, driving significant traffic and conversions.

IV. Check Audience Requests & Feedback

Listen to your audience. If certain topics come up repeatedly in comments, emails, or customer service inquiries, those are great areas to focus on.  Positive feedback is another strong indicator—if your audience loves it, others will too.

To check this, review your blog comments, social media interactions, and email responses at least 1x/week. Use SurveyMonkey or Google Forms to gather direct feedback from your audience on what topics they want to see more of, and do these surveys monthly or quarterly to stay updated on their interests.

V. Evaluate Content Depth & Detail

In-depth guides and long-form articles are ripe for repurposing. These can be broken down into smaller, more digestible formats like infographics, videos, or social media posts. Detailed tutorials can be simplified and spread across multiple platforms.

When evaluating content depth and detail, look out for key points such as:

  1. Core concepts: Identify the main ideas or core concepts that can stand alone as separate pieces of content. For example, if your guide covers “Digital Marketing Strategies,” each strategy can be a separate blog post or video.
  2. Data & statistics: Highlight important data, statistics, and case studies that can be visualized in infographics or used as social media snippets.
  3. Step-by-step instructions: Look for detailed steps in tutorials that can be broken down into short, actionable tips or mini-guides.
  4. Frequently asked questions: Identify sections that answer common questions or solve specific problems, which can be repurposed into FAQ posts, quick tips, or how-to videos.
  5. Actionable insights: Extract actionable advice or insights that can be turned into standalone content pieces, such as a checklist or a series of social media tips.

2 Real Examples Of Content Repurposing

Next, let’s examine how top brands creatively repurpose their content, enhancing their reach and engagement. Keep an eye out for strategies that you might adapt for your own content efforts.

A. HubSpot’s Blog Posts To eBooks

HubSpot is a master at content marketing, and one of its smart strategies is turning detailed blog posts into comprehensive eBooks. For example, they will compile a series of blog posts on inbound marketing into an eBook. 

This can then be offered as a free download in exchange for an email address, helping HubSpot build its email list while providing valuable resources to its audience. It’s a win-win.

B. Moz’s Whiteboard Friday To YouTube Series

Moz’s “Whiteboard Friday” is a weekly favorite among SEO enthusiasts. Originally, it was a video series where experts break down complex SEO concepts on a whiteboard. Moz takes these videos and uploads them to YouTube, but they don’t stop there. 

They also transcribe the content into blog posts and share key insights on social media. This multi-channel approach ensures they reach viewers, readers, and social media followers with the same valuable content.

Conclusion

Repurposing content doesn’t mean sacrificing quality or creativity. You can still produce innovative and engaging material while making the most of what you already have. 

Next time you plan your content strategy, ask yourself: how can we make this go further? Because the more ways you share your message, the more people you reach and the more value you provide.

At Holony, we specialize in comprehensive digital marketing solutions designed to maximize your online presence. Our goal is to ensure your business is always at the forefront, ready to engage customers and grow. Contact Holony today for a consultation and take the first step toward transforming your online presence.


Author Bio:

Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement modern SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?

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