No matter how much experience you have with digital marketing, you've probably heard that content is king. Publishing valuable, relatable content on a regular basis is a surefire way to drive traffic to your site and convert customers.
Of course, churning out share-worthy content is easier said than done. In reality, content creation can be painstaking and time-consuming.
The good news?
There are dozens of ways to repurpose your existing blog posts creatively. From there, you can continue to engage your audience and get more mileage out of your existing content without spending your already-limited time brainstorming new ideas.
By having a better understanding of why it makes sense to repurpose your brand's blog posts and how to do it effectively, you can sharpen your marketing strategy — and maybe improve your marketing ROI, too.
Benefits of Repurposing Blog Posts
While it might feel like you're self-plagiarizing by repurposing a blog post you've already published, this is a well-known and widely utilized marketing strategy. When done correctly, a repurposed blog post will:
- Recapture the attention of your readers
- Bring in new readers
- Utilize new ways to convey your main points
- Streamline your content creation
- Save your business time and money
Meanwhile, repurposed blog content gives you new opportunities to target specific SEO keywords — so you might even be able to boost your search engine rankings with this strategy.
Practical Ways to Repurpose Blog Posts
So, where do you begin when it comes to repurposing blog content? First, take a minute to review your blog posts and select a few of your more popular articles that are the most evergreen/relevant. From there, consider whether you have anything new to say about these existing topics. If you can find even a few posts that meet this criteria, you've got everything you need to successfully repurpose a blog.
From there, the possibilities for repurposing blog content are endless. Consider a few of our favorite options below:
1. Create an Infographic
Infographics can be extremely useful to your audience — especially if you have a lot of data that you'd like to present in an easy-to-understand way. Specifically, infographics help your readers visualize data or concepts from your blog that may otherwise be difficult to grasp.
Of course, an infographic is only successful if it helps the reader understand and conceptualize the data easily. If you've never created an infographic before, it may be worth it to hire a graphic designer or other marketing professional who has experience with this type of content.
2. Draft an eBook
If your blog post on a particular topic only touches the tip of the iceberg, you could take the opportunity to delve deeper into the topic at-hand by turning it into a full-blown eBook. Not only can publishing an eBook help to establish your brand as a thought leader within your industry — but eBooks can also make for compelling lead magnets.
Consider, for example, writing an eBook on a popular topic in your industry. From there, you can offer your eBook free to those who sign up for your company's email list.
3. Turn It Into a Podcast
Podcasts have been big for years — and they're only becoming more popular. According to one study, the percentage of consumers in the United States who report listening to audio podcasts is 57%; that's an increase of 2% over 2020 and an increase of 6% since 2019.
Turning a blog post into a podcast is also easier than you may think. You don't need a lot of fancy recording equipment or technical experience, either. Once published, you can promote your podcast on your website, on social media, and across other channels to generate interest and expand your digital reach.
4. Make a Video
Video content can be extremely effective these days, and there are many ways to repurpose a blog into a video that will capture your audience's attention. Consider, for instance, turning a "how-to" blog post into a step-by-step video tutorial. Your audience will appreciate being walked through each step with visuals. These posts also present a great opportunity to promote or demonstrate a product that your company offers, so take advantage!
Need Help Putting Your Content to Work?
With a little creativity, you can get a lot of mileage out of a single blog post. For more guidance on your content strategy and growth marketing, reach out to our experienced team today!