Only a writer knows the investment to publish an engaging blog post. You spend hours researching, interviewing experts for inputs, writing, adding visuals, and editing. So, why not increase your ROI by promoting it through different mediums and platforms? That way, you’ll reach a wider audience, increase website visitors, and can convert them to customers.
Don’t know where to get started?
Here are 5 ways to repurpose your blog post:
1. Shoot a YouTube video
Your blog post is the perfect fit for a YouTube video. Why? You’ve already done thorough research and talked about different sub-topics (for example, if you wrote about “How to do content repurposing,” you would surely cover topics like “What is content repurposing,” “a step-by-step guide on content repurposing,” and “examples of repurposing.”)
All you’ve to do now is record a video and talk about these. But, ensure you keep the video short (ideally <10 minutes) and add graphics. For example, look at how Brian Dean does it.
He posted a blog post on “On-page SEO” in 2013. He recently repurposed it into a YouTube video.
Brian “made a few tweaks here and there, but for the most part, this video was the video version of the guide.” So, despite recycling the content, it got 260,000 views to date. And since YouTube is the third-largest search engine, the video helps Brian attract traffic and increase his brand awareness. He can redirect that traffic to his website and increase his email subscribers.
Similarly, you can, too.
2. Create an e-book
Scan your blog posts. You’ll definitely find posts on similar topics. For example, if you blog about SEO, you would have written articles on “What is SEO,” “Guide to On-page SEO,” “Guide to Off-page SEO,” “Guide to technical SEO,” “Tips to do SEO,” and “Examples of SEO done well."
Why not group these posts into an e-book titled “The Ultimate Guide to SEO” and let users download it? The e-book has a long-term marketing value because users will download and reference it for years—meaning your brand will earn real estate in your users’ minds for years. Only a few marketing tactics can help you achieve this.
So, how do you create an e-book? Collect similar blog posts on a common topic. Then, organize your pillar topics logically and add content for each.
Here’s an example:
a) Group all the blog posts on SEO.
b) Then, organize the pillar topics as chapters. The first would be “what is SEO,” the second chapter would be “Different types of SEO,” the third chapter would be “Guide to each type of SEO: On-page, Off-page, and technical,” the fourth would be “A step-by-step guide to do your SEO,” and the final chapter would be “Examples of SEO done well.”
c) Add images, more information, data, and research to your book.
d) Host the book on your website in a downloadable PDF format and promote it through social media, your newsletter, and blog posts.
3. Repurpose the blog into social media content
Summarize your article in a Twitter thread, Instagram and LinkedIn carousels, and LinkedIn posts. Why? You’ll attract millions of people that spend hours on social media platforms—increasing your brand awareness, credibility, and website visitors.
Here are a few examples to get you started:
a) Amanda Natividad, VP of Marketing at SparkToro, summarizes her blog post in a Twitter thread and links to the blog post at the end.
c) SEMrush walks through its blog post by summarizing it in a LinkedIn post.
4. Turn the article into an email series
I might not watch a YouTube video or scroll my Instagram feed daily, but I’ll rarely miss checking emails. It turns out I’m not alone. 99% of email users check their inbox daily. Whoa!
You can capitalize on this habit by sending email newsletters as a series of tips. How? Suppose you’ve written a blog on “How to create evergreen content,” share its main excerpts and nudge readers to visit your site and read the blog.
Or you can break down the blog post into a 10-day tips newsletter. For example, if you’ve blogged on “10 ways to repurpose your blog post,” share one way every day. Ensure you detail the “way” through more information, examples, and visuals.
5. Record a podcast
I’ve been a fan of podcasts for many years because you can listen to them simultaneously while doing another activity: cooking, exercising or running. And this is one of the reasons podcast consumption is growing every year.
Turning your blog post into a podcast can help you take advantage of this trend. For example, if you’ve got an article on “Content Marketing case studies,” record an episode with a marketing expert on the same blog. Ensure you add an intro and edit for a natural-flowing conversation.
So, these are five ways to recycle your content. See, it’s not hard to repurpose your content into different formats. Use the above tips to get started with your repurposing efforts.