If you’re attempting to juggle creating content for your blog, your social media, your emails, alongside everything else you’ve got going on, you’ll know exactly how time consuming it can be. I’m here to show you how to repurpose blog content so that you can reach more people and improve engagement, plus save you time and effort in the process. Sounds like the dream, right!?!

Because the good news is, if you write one good blog post, you can use that blog post to create multiple pieces of content that can be used across all of the different platforms you use.

I’m going to show you why repurposing blog posts works, how to repurpose blog content into multiple formats, ways to refresh old content, how you can get the most out of every piece of content with a solid content marketing strategy, save time on content creation, and reach a wider audience.

Why Repurposing Blog Content Works

So, let’s start with the basics. To repurpose your content means to take a piece of content you’ve already written and turn it into lots of other pieces of content. Which is a seriously smart strategy when you think about it. Because not only will you have content for days, but you’ll also have a consistent approach to your content which will make much more sense to your audience. And when it makes sense to your audience, they are way more likely to engage with you.

Repurposing content works because it helps you:

• Reach new audiences – Not everyone hangs out in the same place. If you want to reach as many different people as possible and put yourself in front of new audiences, you need to be hanging out in different places. Because some people love reading blogs, some like quick social media posts, some like watching videos, and others prefer listening to podcasts. Repurposing content means you can be in all these places at the same time.

• Save time and effort – Let’s face it, coming up with ideas and then turning them into awesome content every day is massively exhausting and completely unrealistic. You may keep it up for a bit, but the chances are the wheel will come off at some point. Which usually means either the standard of your content drops, or you give up entirely. Neither of which is going to do much for your audience growth and engagement! Content repurposing helps keep you consistent whilst saving you time and effort.

• Reinforce your key message – The more places people see your brand message, the more they’ll remember you. Because if you and your business keep popping up in various different places, people can’t help but take notice of you! When you learn how to repurpose blog content your audience will have a better understanding of your brand and what you offer.

Repurposing is about creating more with less effort, and who wouldn’t want to do that!

How To Repurpose Blog Content Into Multiple Formats

Right, so we now know that repurposing content is totally the way forward when it comes to you absolutely bossing your content strategy. So now we need to learn how to repurpose blog content into multiple formats.

What I will say, is that in my opinion you should always start with a blog post first. The main reason for this is that a blog post will likely be your longest piece of content. And so it stands to reason that you use this as your primary content source, as you’ll have more you can use from it.

And not that I want to put you off blogging, but getting a blog post written is the hardest part of the process. So, once you’ve done that part, everything else is a doddle.

If you’re struggling writing blog posts book a 1-2-1 power hour with me!

The subject of your blog post will provide the core subject for the rest of your content. For example, I can take elements of this blog post about how to repurpose blog content and repackage it into different formats that I can use across the different platforms I share my content on.

This repurposed content could look like:

• Social Media Posts – Take 3-5 key points from your blog post and turn them into standalone social media posts. If you’re not using Canva already in your business, you seriously need to start. It’s an easy to use online graphic design tool where you can create all kinds of graphics for your business. Once you have your key points, hop on over to Canva, choose a template and create a visual eye catching graphic that you can use to illustrate your point on social media. Add a catchy caption, a question, or tell a story related to the point and boom social media posts sorted.

• Infographics – You can turn key stats, lists, or step-by-step processes from your blog post into a visual graphic, known as an infographic. Infographics are great as they have a lot more visual impact, and they help people absorb information quicker. They can be reused in other blog posts that you create, or they can be used as social media posts – they work particularly well on Pinterest.

• Short Videos – Summarise the key points from your blog post in a YouTube short, an Instagram reel, or a TikTok video. It doesn’t need to be anything fancy, after all we’re trying to save you time here. You can either talk to the camera using captions, pop text overlay on a video of you working on your business, or you can turn it into a mini slideshow with music.

• Long Videos – Although this will take longer, you can also use the subject of your blog post as a topic to create a longer video. This is what I’ve been doing for my YouTube channel. I plan in advance what the topic of the week will be, write my blog post, record a video, then repurpose into all the other marketing material I need.

• Email Newsletters – You can take the main theme of your blog post and rewrite it in a friendly more conversational manner to share helpful advice with your email subscribers. Don’t share the whole post in there, this is about providing value but also dangling a carrot on a string. End the email with a link to the full blog post to direct them to your website if they want to read more.

• Podcast or Audio Clips – If you’re not so keen on appearing in videos, because it’s not everyone’s cup of tea, why not have a go at turning your blog post into a podcast episode or audio clip instead. Even a very short ‘tip of the day’ style recording can make your content feel more personal and relatable.

When we break it down, from just one blog post you can easily create:

• 5 Facebook posts

• 1 short video reel

• 1 infographic

• 1 email newsletter

• 1 mini podcast episode

That’s 10 pieces of content (including the blog post itself). So, you’ll be well on your way to having a much more effective content strategy for your business.

How To Repurpose Blog Content Effectively

Let me make it clear, when you write a blog post, you don’t automatically have all your other content done and dusted. Oh, wouldn’t that be lovely! The fact is you still have to do some work when you repurpose content. You’ll just have to do less work than if you were creating all these extra pieces of content from scratch. So, we’ll take that!

To make repurposing easier and to avoid the dreaded overwhelm, here are some tips on how to repurpose blog content effectively:

• Plan to repurpose from the start – It’s a good idea to think ahead when writing a blog post about the ways you could repurpose it. The better the structure of your blog post, the easier it will be to break it down into smaller pieces later. If you need help structuring your blog posts, read my blog post structure guide here – https://blogwell.co.uk/how-to-structure-a-blog-post-a-simple-guide/

• Refresh and adapt for each platform – You need to think about where you’ll be sharing your repurposed content and change the tone of voice, visuals, and length of content to suit that platform. Don’t take the easy route of copying and pasting sections of your blog post and thinking that will be fine. It won’t. You need to adapt for different audiences, which could mean being more conversational, more formal, or getting to the point quicker. Likewise, don’t rely on AI like ChatGPT to write repurposed posts for you. By all means use it to generate ideas for attention grabbing hooks etc., but don’t use word for word content that it creates. It’s good, but it’s not that good yet, and there are some massively obvious signs that make AI generated content stand out – and not in a good way!

• Batch create – I know you might be sick of hearing me bleating on about the benefits of batch creating your content, but I am gonna keep preaching. Because it is by far the most efficient and successful blog content strategy I know and the same applies to repurposing your content. Set aside a couple of hours to turn your blog post into several pieces of content, then schedule them using a social media scheduler like Buffer, to be published over a few weeks.

Remember this is all about working smarter, not harder. We want you to keep showing up consistently but not to a point where you’re hitting burn out.

Refreshing Old Blog Content

When you think about repurposing content it’s only natural to assume that it has to be repurposed from new content. But that really isn’t the case. Repurposing can also be about breathing new life into content you’ve had sitting around on your blog for ages. In fact, in some instances this can be even more effective than repurposing new content.

None of us start blogging as experts. I certainly didn’t. In fact, I shudder at the blog posts I shared 13 years ago compared to now! But that doesn’t mean I need to go in and delete that content, it just means it would benefit from an update and a refresh.

Here are some ways you can refresh your old blog posts:

• Improve them – Are your old blog posts optimised for SEO? If not, you need to sort that out pronto! Use my SEO checklist to guide you through and tick off the things your blog post needs to have in order to make it keep working for you.

• Update them – Keep your old blogs fresh by checking for any outdated information such as stats, trends, and links (use this as an opportunity to get rid of any broken links). Tweak the content so that it suits your current audience and make sure it includes relevant and up to date information.

• Reshare them – Once you’ve improved and updated your old blog posts make sure you share them! Don’t be afraid to promote an older post again once you’ve updated it. Repurpose an old blog post by putting a different spin on it or giving it a new headline or hook when you reshare it to your socials. Most people won’t notice that this is content you’ve shared already, so don’t let that put you off sharing valuable content.

Creating A Repurposing Blog Strategy

As with anything, the real path to success lies in having a decent strategy. Because a little bit of planning goes a long way in keeping you consistent, on track, and in control of your content.

Follow this 3 step strategy:

• Make repurposing part of your content plan – It’s important to shift your mindset and see writing blog posts as part of a bigger overall content strategy. Every time you write a blog post, jot down different ways you can reuse it.

• Batch and schedule – Organisation is key. At the beginning of the month sit down and brainstorm the topics you want to focus on for your content. Under each topic, list your blog post title and the different pieces of content you want to go along with it. Schedule in time to write each blog post making sure to allow time for your repurposed content at the same time. You work far more efficiently when you concentrate on one type of task at a time.  So, if you can dedicate a day to getting all of your content created for the month, brilliant. If you can’t, schedule in pockets of time for, maybe an hour or two, and tackle each topic on a weekly basis instead. Once you’ve created the entire content on a specific topic, schedule them in on your chosen dates and times. You can then forget all about them and concentrate on other areas of your business.

• Track what works – This is such an important part of the process, as it will help you figure out what works and what doesn’t work. Try not to feel too down on yourself if a piece of content doesn’t get the engagement you’d hoped for. It may simply be that your audience prefer a certain format over another, for example they may prefer to watch a short video rather than reading a social media post. And once you’ve worked that out, you can then focus your efforts more on those formats, knowing that’s what your audience want.

The content you share shouldn’t be an afterthought. The panic and overwhelm tends to kick in when we feel backed into a corner and pressurised to come up with content on the spot. Let’s be honest, the spontaneous posts are never as good as the well-thought out, planned, strategic posts. Following these three steps will give you a lovely steady flow of content and avoid you having that last minute panic.

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There are lots of ways to repurpose content, all of which can help maximize your content’s lifespan, increase content visibility, boost content engagement, and allow you to reach new audiences with existing content on your blog.

Repurposing your blog content is an effective way to save time and make the content you create work harder for you. Instead of constantly chasing your next new idea, you can extend your reach, build a stronger brand, and save a heap of time just by working with the content you already have.

I mean, when you put it like that, it’s a no-brainer, right!?!

Challenge

OK, I’ve got a little challenge for you…. I want you to pick one blog post and turn it into 2 or 3 new pieces of content this week. Make sure you tag me in when you share them so that I can see all your incredible efforts and let me know how it goes!

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Author Bio

Bex Stafferton is a blogger who started off writing her blog The Art of Healthy Living as a hobby when she was a stay at home mum and caring for her two young children. The same blog now earns her a full time salary while working part time hours.

Bex is on a mission to help teach businesses how having a blog on their website is a valuable marketing tool. Helping to build a strong online presence, grow an engaged audience, and increase sales.

When she’s not blogging, Bex spends her time hiking up mountains, trail running, cuddling her two cockapoos, and volunteering at a local wildlife rescue centre.