Creating high-quality content is an essential part of any successful marketing strategy. If you’ve been consistently publishing amazing articles on your business blog for a while, odds are you’ve seen some good results in terms of organic traffic, rankings, and hopefully, sign-up growth for your SaaS.
However, what if you can extract even more value from your existing content? That’s where content repurposing comes into play.
Content repurposing is a powerful strategy that allows you to maximize the impact of each article you create. It involves taking your original piece and transforming it into various formats to reach a wider audience and extend its lifespan. By repurposing your content, you can breathe new life into your existing topics, attract new eyeballs, and amplify your brand’s reach.
In this guide, you’ll learn the art of content repurposing and practical tips to make the most of every article you produce.
- Repurposing blog posts is an effective way to reach new audiences, derive more value from each piece, and help SEO efforts.
- Evergreen and top-performing articles are best suited for repurposing into other formats.
- Infographics, videos, and newsletters are some impactful ways to repurpose your articles.
Well, why not? There are countless reasons for repurposing your blog articles into other formats, such as:
One of the primary benefits of content repurposing is the ability to reach new audiences. By converting your blog content into different formats, such as videos, infographics, or podcasts, you can cater to different preferences and capture the attention of diverse audiences.
This expansion of content formats allows you to tap into new platforms and channels where your target audience may be present, extending your brand’s reach and visibility.
Content creation requires time, effort, and resources. Repurposing content allows you to maximize the return on your investment (ROI) by pulling more value from each piece.
Instead of letting your blog posts fade into the depths of your archives, repurposing enables you to leverage their existing foundation to generate additional traffic, engagement, and conversions. In other words, repurposing amplifies the impact and long-term value of your articles.
Repurposing not only increases your ROI derived from each post but also improves your content production efficiency. Rather than starting from scratch with every piece of content, repurposing allows you to reuse existing ideas, research, and insights to publish fresh content.
For example, recycling your blog content into an infographic doesn’t require any additional research or reinventing the wheel. This means better efficiency that enables your team to put out engaging content faster, without facing the overwhelm of constantly generating new ideas.
Content repurposing opens up avenues for broader content distribution. When you repurpose your blog content into other formats, you have more opportunities to promote your content across different platforms and channels.
For example, you can turn a blog post into an engaging video for YouTube, an attractive infographic for Pinterest, or a detailed thread on Twitter. This diversification increases the chances of your content being discovered and shared by a wider audience, ultimately helping drive more traffic to your SaaS website.
Speaking of website traffic and distribution, repurposing content can have a positive impact on your SEO, too. When you repurpose and promote your content in other formats across the web, you increase the chances of acquiring backlinks (a crucial ranking factor) from relevant websites.
For instance, in our content marketing campaign for Ronkot, a full-service digital agency, we created infographics (such as this one) to support blog posts and then acquired links to them via blurb submissions. As infographics are more appealing to publishers, repurposing the top articles we wrote for Ronkot into infographics helped us earn juicy inbound links from high authority domains (such as Nosto, DA 58) to their blog.
Moreover, repurposing content allows you to target additional keywords and improve upon your content’s relevance, all of which helps your organic search engine rankings.
Now, you may be wondering: should you recycle every article? Which ones merit a repurpose? Let’s answer these questions.
Not every piece you have on your blog deserves to be repurposed. Generally speaking, when deciding what to repurpose in your repository, you can focus on these three types of content:
When finalizing which posts to repurpose, ensure you pick content that aligns with your current marketing goals and has a strong foundation. By thoughtfully handpicking your content, you can make sure your repurposed pieces deliver maximum value to your audience across different channels.
Understanding the what and why of content repurposing, now let’s take a look at how you can repurpose your blog content. Here are five great ways to turn your articles into other engaging forms of content:
Of course, the first and the most battle-tested way to repurpose your articles is to turn them into crisp visuals for easy digestion and distribution. For this, highlight the key data, how-to steps, and/or takeaways in your blog post. Condense your article’s content into concise snippets of information using bullet points, short sentences, and captivating headlines to convey your message effectively.
Then, use design tools like Visme or Canva or take help from a SaaS design agency to bring your infographic to life. Ensure that the design is consistent with your brand’s style (logo, colors, fonts) and has a clear hierarchy, legible text, and appropriate spacing to enhance readability. Once ready, your infographic is ripe for publishing on your blog and social media profiles, and for submissions to relevant guest posting websites for earning backlinks (as described earlier).
For example, here’s an infographic we created from a blog post for Zeda.io — a SaaS product management toolkit — to illustrate the complete product management process in a quick and easy-to-understand way. We also sliced the infographic to integrate it within the various sections of the blog post, improving the reader experience.
Well-written threads on Twitter have the potential to amass amazing attention and retweets. Instead of brainstorming new ideas, you can reuse the key takeaways from your blog posts to write engaging Twitter threads.
Here’s a great example of this in action from SparkToro, an audience research tool:
They go on to mention how effective the thread was and a CTA to their blog post:
For writing a viral Twitter thread, it’s a good idea to first test how your followers react to a topic by sharing a simple tweet on it. If you get a decent response, then it’s worth diving deeper by repurposing your blog post into a complete thread.
You can apply the same principle to repurposing your articles into LinkedIn posts that flow like a slippery slide (you can’t help but go from one line to the next until the very end):
Have a great how-to guide on your blog? That’s a great starting point for a short explainer video.
For instance, Visme’s content strategy involves turning top-performing blog posts into YouTube videos:
Tools like VEED and Vyond make it easy to whip up quick videos and animations in your browser itself.
Don’t have a branded YouTube channel? You can still tap into the modern buyer’s preferences for videos by creating Loom video tutorials from your articles and then embedding them on your blog to increase the time on site. You can also share these Loom videos on your social media profiles and newsletter, speaking of which…
If your content marketing strategy includes building an email subscriber list, then you have a great channel to repurpose and repromote your posts.
The idea is simple: provide a brief summary or introduction of your article to give your subscribers a sneak peek into the content and highlight the key takeaways or benefits they can expect. Then, add a CTA to the full article on your website. You can also do this for multiple articles at once as a monthly roundup newsletter. Here’s an example from Leadpages, a landing page builder platform:
Have a lot of articles on related topics tied to a central subject? Then you’re sitting on a potential goldmine of ROI-driven repurposed content.
By compiling those articles into a comprehensive, chapter-wise pillar page (read section #3 of this post) that links back to each of the articles that discuss the sub-topics in detail, you can build greater topical authority in the eyes of your audience and Google. The pillar will make it easy for your readers to find and navigate to all related content on one page, while helping your SEO by sprinkling optimized internal links across your blog.
Or, if you’d like to gate your content and collect email leads, then repackaging them into an ebook is also a good idea. Some people prefer a downloadable ebook that they can read later, so this repurposing strategy can work well, too. For instance, Search Engine Journal (SEJ) — the popular SEO resource — took this route with their article series about Content Marketing. They have ten free-to-read articles on the subject but also offer a more in-depth ebook downloadable:
Content repurposing is not just about recycling old material; it’s a strategic approach to maximize the impact of your existing content and amplify its reach to achieve greater marketing success.
As you can see, there are plenty of effective ways to turn your articles into other forms of content. While the idea is simple, repurposing and distributing content takes a lot of time and conscious effort. Need help? We’re a team of SaaS content marketing specialists happy to take care of your content creation, repurposing, and distribution needs. Get in touch to discover how we can make your articles work harder for you.