Is your content calendar looking a little sparse this week? Or maybe you just published a great blog post and aren’t sure how to keep the momentum going. Never fear – with a little creativity, you can repurpose your best content into new, engaging pieces that will attract readers and followers.
Today we’ll take a closer look at three easy ways to get started with content repurposing, and how to determine which content deserves a deeper dive.
What is Content Repurposing?
Content repurposing is the process of taking existing content and turning it into new, fresh content. This could be anything from a blog post to an infographic to a video or podcast episode.
Content repurposing is a fantastic way for busy business owners and marketers to make their existing content stretch further, and help it continue to generate new traffic, leads, and engagement both on-site and off.
It’s not just for small businesses, either. Plenty of big-name brands practice content repurposing as a way to streamline their content creation efforts.
But not all content is created equal. Before you start, it’s essential to know which content to repurpose and how to choose your idea repurposing formats.
Choosing Your Cornerstone Content
In most cases, content repurposing is worth the effort only when the original piece of content is already showing promise. The original content — sometimes called cornerstone content — should usually be on the longer side, and it should already be demonstrating that it resonates with your audience.
To determine whether your content is resonating, take a look at your analytics and social media insights.
Specifically, look for metrics like:
- Average time on page
- Average watch time
- Engagement rate
- Number of shares
- or any other metrics that indicate a high level of interest.
Any outliers on the good side of the graph could be a great candidate for repurposing!
1) Create a Video from a Blog Post (and Vice Versa!)
If you’ve written a popular blog post, there’s a good chance it would make for an interesting video, too! This is one of the most effective ways to repurpose a great blog post. People consume content in different ways, so this is a great way to reach out to new audiences who prefer audio or visual content.
Your video can be as simple as recording yourself reading the article aloud, or turning key points into an engaging slide presentation with a voiceover.
Not only will this give your audience another format to consume your content in (which can be especially helpful for visual learners), but it can also help boost your reach and engagement on social media platforms like YouTube and Facebook.
The same process can be followed in reverse. If you have a great video or another long-format piece of content like a podcast, you can easily repurpose them into a blog post. An easy way to start is to use a transcription tool like Otter.ai to generate and clean up a full transcript of your video or podcast episode. Next, make any edits necessary to improve the flow and formatting and upload it to your blog.
Don’t forget to embed the original content as well to give people different ways to engage with your newly created post.
2) Turn a Podcast Episode Into Audiograms
If you’ve got great audio content from a podcast episode, don’t let it go to waste! You can easily create engaging audiograms from your best podcast episodes using free or inexpensive tools like Headliner.
Audiograms are short, shareable videos that combine audio with still visuals, and they’re perfect for promoting your podcast on social media. Plus, they’re easy to make – all you need is a short clip of audio and a still image or video file. Usually, a photo or two of the speaker and your Podcast cover art is enough to make a great audiogram.
Audiogram tools like Headliner feature easy-to-use templates, and they can even take some of the work off your shoulders by automatically creating audiograms from your latest episode. You can even build a template from scratch for a more custom audiogram.
Once you’ve created your audiogram, be sure to post it on social media and include a link to your podcast episode so people can listen to the full thing. One of the best ways to leverage audiograms for more engagement and reach is to add them as Instagram Reels or upload them to TikTok.
3) Turn Several Related Blog Posts Into an eBook
If you’ve got a few blog posts on the same topic that have performed well, consider turning them into an eBook! This is a great way to breathe new life into your best content while also providing value to your audience.
An eBook is a long-form piece of content that people can download and read at their leisure. It’s the perfect format for in-depth guides or other comprehensive information.
To turn your blog posts into an eBook, start by reviewing your existing content and identifying any gaps. Then, write any new sections needed to fill those gaps and edit everything for flow and clarity. Once you have all your content in one place, format it into a PDF or another easy-to-read format.
You can also jazz up your eBook with visuals like charts, graphs, and images to break up the text and make it more engaging. If you’re not sure where to start, check out Canva’s eBook templates for some inspiration.
Once your eBook is complete, promote it on your blog and social media platforms with a call-to-action (CTA) that invites people to download it. Don’t forget to gate your content by asking for an email address before your readers download it. That way, your new lead magnet works extra hard for you by helping to build your list!
Final Thoughts
There you have it – three easy ways to repurpose your best content. By using these strategies, you can give your audience new and exciting ways to consume your content while also breathing new life into your older posts.
By choosing your cornerstone content strategically, and maximizing your content’s reach and engagement by sharing across channels, your best content can work even harder for you and your business!
Do you have a favorite way to repurpose your blog content? Share it in the comments below!