It’s no secret that creating content can be super time-consuming.
When we’re expected to churn out fresh content around the clock, keeping up with the world’s insatiable demand for fresh, insightful content can feel like an impossible task.
On average, content marketers spend 82% of their working week creating content. That’s eye-watering.
When you’re already slammed with client work, how are you supposed to keep up with that competitor who’s *always* updating their socials and blogs on what feels like an hourly schedule?
Creating, optimizing, and promoting content is hard work (and I say that as a copywriter for the last 12 years). So, finding ways to make the most of the content you do have – while pretending you’re in some very 80s montage – is essential.
Repurposing content tips: Why giving your existing content the old razzle dazzle is the right move
You’ve already created a ton of content, and every day, you find yourself wondering what in the world you can possibly say next. You might even wonder if creating it was worth the time, effort, and general pain if you haven’t had great feedback (or any at all) from it.
Don’t get me wrong, you still have to produce new content to ensure you’re staying relevant and offering insights into the latest trends in the industry.
But have you considered giving your existing content the sustainability treatment by offering a fresh spin on something you’ve already explored? Or diving a little deeper into a specific point you’ve previously touched on?
How repurposing content can help your digital agency:
- Extends the lifespan of your existing content
- Saves you valuable time and resources
- Helps you reach new audiences and markets
- Ensures you’re nurturing your target audience
- Establishes you as the expert within your field
- Enhances customer trust and loyalty
- Gets you the most bang for your buck out of pieces of content you’ve already invested in
All of those wonderful benefits, without actually having to come up with an entirely new idea?
Uhm, yes, please!
What better place to draw from than all those delicious nuggets of pure gold from the long-form blog posts you’ve so lovingly labored over?
How to repurpose blog content and give it a second life
Ok, here’s the juicy stuff you came here for!
Let’s look at the different ways you can repurpose content to turn your old blog posts into brand-spanking-new material that attracts and engages your dream clients.
1. Create social media posts
Breaking down blog content into bite-sized chunks is perfect for social media.
Taking the best of what you’ve already written can be a great way to create engaging content that provides real value to your audience. A win-win for everyone!
Whether you want to expand on a topic outlined in a blog or simply copy and paste a section from one of your high-performing blogs, repurposed content can be used across social media channels. Just make sure you adjust the copy a little so it works on whatever platform you’re posting it on!
On top of taking care of copy for social media posts, you can also take interesting snippets from blog posts and use them to make eye-catching infographics, fun and informative videos, or even create engaging polls for your followers to interact with.
Sharing where the information came from by linking to your blog page is a great way to drive traffic back to your website and enhance your online visibility.
Feeling confident? Get in front of the camera and explore the points you make in the blog in a quick video – and post it across your social profiles.
2. Refresh an old blog post
Who says you can’t teach an old dog new tricks?
You don’t need to create an entirely new post from scratch to keep your blog chuggin’ along.
If you’ve written content that’s still relevant and holds up, give it a little spruce up. Update it with fresh insights, statistics, or examples that reflect the digital landscape of the present day to keep your content current so you can promote it again in its shiny new form. Ooh la la!
Or, make your top-performing blog posts evergreen by removing any date-specific content – like changing a blog titled ‘Digital Marketing Trends for 2023’ to ‘The Ultimate Digital Marketing Guide’ – to make it relevant to your readers, whenever they may find it.
You can also use original blog post content as inspiration for a guest post on other industry-leading websites or blogging platforms to showcase your expertise to a new audience and allow your blog content to expand your reach even further.
3. Start a YouTube video series
91% of online users want brands to share more video content, so if you’re not already on board the YouTube train, it might be time to get yourself an express ticket!
Use your library of blog posts and turn that valuable and insightful content into engaging videos.
There are no limits to the kind of video content you can create – presentations, animated videos, or recording yourself discussing key points – whatever floats your boat!
Want to see how it’s done by the experts?
Kyle’s YouTube channel is super fun and engaging – and actually provides genuine insights without any of the nonsense you sometimes find with YouTubers just looking to get clicks.
4. Record a podcast
I know what you’re thinking – does the world really need another podcast?
The answer in many circumstances is absolutely not.
But, you’re an industry expert with some seriously beneficial insights – so why limit them to only one platform?
Repurposing blog content into podcast episodes can open up a whole new world of potential for reaching audiences who prefer audio content of the written word. (Cries in professional copywriter.)
Use your blog content as a jumping-off point for podcast topics, or convert your written material into a conversational script or interview format so you can share your insights with an entirely new audience.
Pro tip: Ensure you’ve got good audio fidelity. Ain’t nobody got time for listening to a podcast that sounds like old WWII radio broadcasts.
5. Write an eBook
Fulfill your childhood dreams of being an author by compiling your blog posts by topics into a comprehensive eBook. (Maybe you’re not the biggest-selling fantasy writer in the world, but it still counts!)
eBooks are a fantastic way to repurpose your existing content while providing a valuable resource for our target audience.
Put a little time and effort into designing a wow-inducing eBook cover and offer it as a useful lead magnet in exchange for email subscriptions – helping you grow your mailing list. Business, eh?
6. Create an online course
You’ve spent all this time building up your knowledge and honing your expertise, so why not share it with the world like the true master you are?
Your wonderfully crafted blog posts can be repurposed and made into super engaging and informative online courses or webinars.
This not only positions you as an expert in your field, but also opens up the very real possibility of a relatively passive revenue stream if your online courses start to take off.
Learning management systems make course creation and management a total breeze, so why not give it a try?
What are you going to do with your blog content to maximize impact?
Content repurposing can totally transform how you market your agency while making your life immeasurably easier.
Whatever avenue you choose to go down, always ensure you deliver high-quality content that provides real value to your audience, and you can’t go wrong!
How are you going to start repurposing blog content?
Join the conversation over at The Admin Bar Facebook Group!
Abby Wood
As a long-time entrepreneur, content strategist, and business mentor, Abby has been helping founders and thought leaders find their voice for 16+ years. In 2019, she established The Content Lab, the content agency for brands that don't want to sound like everyone else. As AI-generated content continues to clutter our screens, Abby firmly believes that strategy-led originality will always be your brand’s biggest flex. She has appeared on many stages online and off, sharing her experience-backed lessons on all things copywriting, content marketing, personal branding, and more.
