What’s Your Blog Content Repurposing Strategy?

One of the most underrated and undervalued marketing strategies is repurposing content across channels. If your domain is robust with blog content, some of your most creative ideas are already packaged up and ready for distribution in email marketing, social media, and paid media.

Don’t reinvent the wheel. Get more out of every piece of content. Here’s how …

How to Repurpose Blog Content Across Channels

Whether your top-performing blogs are from your beloved content marketing agency (hey, hi) or written in-house, you’ve invested blood, sweat, and budget to bring them to life. You know your perennial organic click winners; the ones that generate quality organic site sessions, raise brand awareness, and provide useful information to users.

Your top blog posts, though, are like star players on a football team that the coach only puts in the game for a few plays every game. They could be doing so much more for your brand.

Put in less metaphorical terms, repurposing your best blog content gets more utility from your best pages and packages this helpful, proven, conversion-triggering information in new ways, potentially reaching a wider audience. Reusing marketing content, in short, is a cost-effective way to make your best work more impactful.

Here are five ways your brand can find ways to increase its competitiveness by getting your best blogs in front of new sets of eyeballs by cloning them to new, different channels:

1. How to Repurpose Blog Content for Social Media

One of the most accessible blog distribution channels is social media. It takes seconds to post a blog post on Facebook and LinkedIn or add it to your Instagram’s “link in bio” for followers to check out.

“Repurposing” content for social media takes this a step further and breaks out the essential information from a blog into bite-sized nuggets for social media consumption.

Start by summarizing a blog into a few key points; bulleted lists are usually best, and try to summarize the concept, not just the blog itself. Take the essential points (think statistics, definitions, and 1- or 2-sentence explainers) and divide them into a few different post types. We recommend making carousels (3 or 4 designed graphics) or shooting a tight 30 to 60-second video to use on Facebook, Instagram, TikTok, and LinkedIn.

Here’s an example: Our team put together a blog covering a few digital marketing predictions we got wrong over the past decade, then created a four-graphic carousel to use on Facebook and Instagram.

There’s an additional option if your brand is big on LinkedIn, where articles serve as de facto blogs published on the platform. Rewrite (manually or with AI) your top blogs to post on LinkedIn as articles to reach even more users. You can use the same tactic to increase brand visibility on Medium, Substack, or similar blogging sites.

2. Create Infographics for Blogs

Creating engaging infographics for every blog you publish may not be possible, but it should be a priority for marketers relying on a few big winners. The key is to identify the best candidates, but that’s a quick job for most marketers.

Use Google Analytics 4 to find your domain’s top blog posts for key metrics like organic landing page sessions or engagement rate over six months. If your industry is seasonal, pull metrics for the past 12 months to account for seasonality.

Next, look at your top-performing blogs as measured by organic landing page sessions. Choose a handful of blogs to create supporting infographics; the best candidates will have a lot of up-to-date statistics, cover clearly defined processes (think “How to” content”), or explain timelines (like “The History of the Automobile Industry, from Ford to Today”).

Finally, turn these blogs into bullet lists and work with a dedicated designer (hey again) to create interesting infographics to add to the blogs themselves, distribute on social media and other channels, and even company presentations.

Blogs with infographics are also very useful in building backlinks since other websites may use the images and (hopefully) credit you with a citation.

Are blog posts or infographics better for SEO?

Blogs are more valuable because they can (and should) target a range of relevant keywords, keep users on-site longer, and drive users toward conversion pages (like products or services). That said, infographics appear in some organic and image searches, in addition to winning your domain backlinks.

3. How to Repurpose a Blog Post for Email

Email marketing should be part of your blog distribution strategy, either as part of your newsletter or an automated flow. Email subscribers are an inherently qualified audience because they’re (usually) past or prospective customers or have actively signed up to hear from your brand.

Repurposing blogs for email is a great way to drive site sessions, but it requires a little experimentation. Consider running a few A/B tests to identify:

• The blog topics that drive the most clicks.
• Where to place blog links in the email template. (Links near the top of the email typically win more clicks.)
• How blog links impact clicks to conversion pages (avoid “stealing” clicks from product, service, or landing pages).

If your brand uses drip campaigns to nurture leads or rekindle sales, you can include relevant blogs as a part of the email flow. For example, suppose we were nurturing a franchise lead in our email flow. In that case, we might include our Guide to Multi-Location Social Media Marketing in one of the touchpoints to introduce a service and establish expertise.

4. Turn a Blog Post into a Podcast

There are more than 546 million podcast listeners worldwide and 47% of the US population listens to a podcast at least once per month – that’s a huge opportunity for marketers! While you might need to find a decent microphone, you’re probably set for scripts. Using some of the strategies above, turn blog posts into podcasts by creating a bulleted list of talking points. You can also use AI to turn a blog post into a podcast script, but make sure all of the factual elements are still there with a thorough review.

Starting a podcast involves some technical and pre-production work, but it can be as simple or as ambitious as your time and budget allow. This guide is a handy way to set a goal and start the process.

5. Use Blogs as Paid Landing Pages

It’s not always the best application, but several large brands use high-quality blogs as landing pages for paid search campaigns. One excellent example covers this exact topic: SEO software company Semrush and email giant Mailchimp use blogs as landing pages in targeting the search query “ways to repurpose blogs”:

Why Not Make Repurposing Blog Content a Key Part of Your Strategy?

In addition to repurposing existing content, it’s also cost-effective and efficient to build a content repurposing workflow into your team’s normal creation process. For example, after a new blog is freshly edited and proofed, tag in a designer to build supporting social graphics or an infographic. Take a second to evaluate the new blog for use in your next email or an existing automation. See if your paid media team could use it! The earlier you repurpose and expand the utility of the blog, the more impactful that reshaped content will be.

The Internet Is Made of Content. Make Yours Purposeful.

From repurposing content for social media to researching the best blog concepts to raise brand awareness, Oneupweb has your back. Our integrated team combines creativity and data-driven strategies to make every blog, photo, video, and graphic drive results for your brand.

See what it’s like to work with a solutions-focused agency; get in touch or call (231) 922-9977 today to get started.