Writing stellar content is an integral part of running a successful blog or online business. Without high-quality content, it’s impossible to build authority, get shares, or even build an income stream online.
However, continuously creating content can be a demanding task. From generating topic ideas to choosing the right format, and then all the effort into creating it, producing quality content is time-consuming.
Thankfully, there’s a way around it. Rather than spending a lot of time creating new content, consider repurposing your existing blog content to increase traffic.
What is Repurposing Content?
Repurposing content is when you use an existing piece of content to create other pieces of content in different formats, including videos, social media posts, and eBooks.
It’s the same as turning an old t-shirt into several headbands or something else that’s useful and fun to wear again. You can be as creative as you want. No downsides!
The Benefits of Repurposing Blog Content
If you run a blog or website, posting fresh content is great for driving traffic and user engagement. Unless you have a devoted team of content writers, this task can be time-consuming.
Since time is a limited resource, you need to use it as efficiently as possible. Therefore, repurposing your content is a great tool in your content marketing toolkit.
If an article generates likes, comments, and shares when you post it the first time, chances are it will resonate with your audience the second time around.
By repurposing content, you can save time that you would otherwise spend coming up with fresh content ideas or topics.
Other benefits of repurposing content include:
- Allow you to revive interest in existing or poor-performing blog content on your website.
- Reach new customers on other channels or platforms.
- Offer new opportunities for engaging with your current followers and visitors.
Bringing old content back to life can also help you reach out to visitors with different needs. For example, you can convert the text to audio as it can be a great way to reach out to users with reading difficulties or vision problems.
Similarly, creating textual graphics and visuals is an effective way to communicate with people who have little time to go through long-form articles but still allow you to provide value to them.
7 Easy Ways of Repurposing Your Blog Content
Now that you know the beauty of rehashing older posts let’s look at the seven secrets of repurposing content and how it can increase your site’s traffic.
1. Expand or update old content
If you run a blog or website, you already know how fast technology, algorithms, information, and strategies can change. This means that the information you’re putting out in your articles should also change.
Here are a few strategies to update your existing content:
- Fix outdated or incorrect information, making sure the content is up-to-date
- Add images, videos, and graphs
- Refresh your examples
- Add current facts and stats
- Mention social media influencers
- Tell a story
- Write a compelling call to action (CTA)
- Link to other pages on your blog (especially ones that are ranking already)
- Check your page title and meta description and ensure they are still relevant and a good advertisement for your post
- Decide whether to delete or keep old comments
- Change the publishing date
2. Offer to guest post on other blogs
Provide other blogs in your niche with free, original content. Create a list of relevant blogs and provide them with a link to some sample blog content you have published before. Let them know that you’ll be submitting unique content that has not been published elsewhere.
When your posts appear on other websites, it boosts your credibility and authority in your niche market. To increase rankings, be sure that the websites you reach out to are within your overall niche, and you can gain a link back to your website.
This is known as a do-follow link and is seen as a vote in Google’s eyes that someone out there likes your content enough to show that by crediting your site.
Of course, there’s no point in guest posting on a gardening blog when you write about monster trucks. It needs to be relevant.
For every blog that accepts your proposal, turn one of your old posts into an original article for them. You may want to take a different angle from your post, concentrate on a specific point, and then expand on it.
Put in the effort to create something worth their reader’s time. Remember, the goal is to drive traffic to your site. So write compelling posts with plenty of value. You can add a byline and a CTA that encourages visitors to click through to your website.
3. Create a video version of your written content
Video is rapidly becoming a popular medium for sharing content online.
When developing your video content strategy, consider this:
- According to Cisco. 82% of web traffic will come from online videos in 2022. That is 15 times higher than in 2017.
- It is estimated that the average person spends a staggering 100 minutes every day watching videos.
- 84% of consumers claim they have been persuaded to buy goods and services after watching a brand’s video.
- Videos that are under 2 minutes in length attract the most engagement.
So it’s a great time to start incorporating videos as part of your repurposing blog content. Post your videos on your website or blog to prolong the time users stay on your website. This shows people interacting with your content.
You should also share video versions of your past posts via your email newsletter and social media profiles.
Another tactic includes taking your videos from your site and then uploading them to your YouTube channel, social profiles, and other platforms. This will help you increase the reach of your content.
4. Turn your posts into an email campaign
Another way to repurpose your articles is by turning them into an email campaign. Email marketing involves sending a series of posts to a subscriber’s inbox for a given period.
It is a powerful way to get more potential customers onto your mailing list while offering them valuable content in the way of a mini-course, e-book, video series, or checklist.
To start an email campaign, select relevant topics in your niche. Then choose related articles from your existing blog posts. Summarize those blog posts into brief lessons and add links to the blog posts on your website for readers who want to find out more about the topic.
5. Create podcast episodes
Podcasts are becoming more and more popular and give you another effective way to reach potential customers. Turn your long-form blog post into a podcast episode to reach even more people who lack time to read.
Unfortunately, recording and publishing your first podcast episode can be a demanding task. You also need to learn how to edit a podcast for the best quality.
Therefore, you need to plan how to use your podcast content. In addition to recording a video, you can repurpose podcast content by crafting an enticing podcast transcript.
Since podcasts are typically long, you can share a short snippet instead of using the entire episode in your marketing campaigns.
Podcast snippets are a great way to refresh content and generate interest in long podcast episodes.
6. Turn your blog content into an infographic
Highlight takeaways or steps from your content and turn them into a highly visual infographic. The benefit here is the appeal to people’s eyes, requiring short attention spans. You can also post those infographics on your social profiles to generate even more interest.
Creating infographics doesn’t have to be hard either. You can use popular services such as easel.ly, Infogram, and Piktochart.
7. Convert similar topic posts into an audiobook or eBook
Informative blog posts require thorough research and effort, so you can repurpose them by compiling them into an audiobook or eBook.
This is also a simple task. All you need to do is choose your best blog posts, make a few adjustments, and turn them into a book format.
Otherwise, you can transform your articles into an audiobook. This might be expensive since you need to buy audio equipment or software.
You can offer your audiobook to customers on Apple Books or Amazon.
As another business income stream, consider adding a bit more content to your e-book. They won’t be able to get something from your blog post alone (including the secret sauce) and put it up on your website for people to buy.
Final Word
The best way to increase website traffic is by repurposing your blog content. But keep in mind that repurposing content is not the same as copying and pasting.
Your blog content is powerful. It can attract, engage and convert customers like no other type of marketing can. But if you’ve been blogging for a while, chances are your posts will start feeling stale after a while, which means they won’t be as effective anymore.
To reignite interest in your blog and increase traffic to it, we recommend repurposing some of your best-performing blog content into new formats such as infographics or videos, and keeping the information up to date.
This way, you can still get all that great content out there without having to come up with something fresh every time!
Which format have you used before? And how did it go? Let us know in the comments section below!
Author: Chris Bournelis, a blogger and SEO consultant.
