How to Repurpose Top-Performing Blog Posts

Syed Balkhi
Repurposing Blog ContentPhoto byAdobe Stock

When you think about content marketing, what do you think of first? If you’re like most people, you answered “blogging.”

There’s no question that blogging is a terrific way to build rapport with your target audience and boost sales. Business leaders and marketers across all industries spend countless hours each week creating well-researched, interesting posts for first-time visitors and customers.

The results of this specific strategy are truly jaw-dropping. Research shows that once a brand has 51 blog posts, it typically sees 77% more traffic than websites with fewer than 10 blog posts.

But did you know that you can use popular articles for more than your blog? It’s true, and the key is repurposing. Content repurposing involves tweaking an existing blog post for a different format to extend the article’s value. We found that 60% of all marketers repurpose their content 2-5 times.

Despite a significant portion of marketers using this strategy, there’s no doubt that business owners are still missing out on sales and engagement opportunities because they’re not repurposing their top-performing blog posts. What’s more, repurposing your articles allows you to connect with new prospects and grow your lead list.

Today, I’ll show you 5 smart strategies you can use to repurpose your best content.

Let’s dive in!

Turn Blog Posts into Lead Magnets

One way to repurpose your blog posts is by turning them into lead magnets. Lead magnets are exclusive pieces of content available for people who decide to subscribe to join your email list. These handy little marketing tools are absolutely essential for growing your business.

Lead magnets are extremely flexible, so you have many options, regardless of your industry. Here are a few effective types of lead magnets and how to repurpose your content around them to make this strategy work for your business.

  • Infographics - Pull statistics or interesting facts from popular content and create visually stimulating, relevant infographics.
  • Resource Guide - Find valuable resources throughout your content and put them in one place for readers who want quick access.
  • Online Course - Offer visitors an online course featuring popular topics on your site. Search through top posts and put an educational spin on some of the great information you’ve already published.
  • Content Upgrade - A content upgrade is essentially an unabridged version of a post that’s already on your site. Use the foundation you’ve built and add a little extra value for people who decide to download this lead magnet.

This list is by no means complete. In fact, we’ve only scratched the surface. I encourage you to experiment and find other clever ways to repurpose existing blog posts into engaging, interesting lead magnets.

Invest in Video Content

Video content is another fantastic way to repurpose your blog posts. Surveys show that 43% of people say they would like to see more videos from their favorite brands. Videos offer visitors a different way to engage with your brand that doesn’t involve reading, which might come in handy if most of your traffic comes from smartphones.

In my experience, the best way to repurpose videos is to simply create a video version of your popular article and include it at the top of the page. Go over the same content added in the post, but add a dash of personality and extra examples along the way.

When someone makes it to the page, they can decide whether to read, watch, or listen.

People are willing to listen to videos while driving to work or on their lunch break. They may hesitate to engage with your brand if this option isn’t available.

Beyond the desire for this type of content, there are also plenty of secondary benefits that come with this strategy. For example, you’re 53% more likely to make it to the first page of Google if you include videos on your site, which means more brand awareness, clicks, and engagement.

I also suggest creating a YouTube channel to host your content. You’ll drive new traffic to your site via your channel while maintaining fast loading times because you’re hosting videos off-site.

It’s also worth mentioning that you can reach nearly 2 billion people on YouTube alone. Imagine what would happen if you reposted your videos on other platforms, like Instagram and Twitter!

Create a Series of Social Media Posts

Speaking of social media, you can reach nearly 60% of the global population across all platforms. If you’re not repurposing your posts on social media ways outside of video, you’re missing out on opportunities to connect with your audience.

There are quite a few ways you can take great long-form content and turn it into a wide range of interesting, valuable social media posts.

First, you should scan through your article and identify the key points. In other words, find the statistics or relevant information that attracted people to the original content.

Next, take what you’ve learned and decide how and where you want to share this information with your social media audience. For instance, you can create a Twitter thread that introduces the content, then dives into the key facts of the article.

You can also turn text snippets into short-form videos for YouTube or Instagram. Let’s say you have an article titled “The 10 Best Email Plugins of 2023.” You could take each plugin and create a 45-60 second video explaining each tool’s pros and cons.

Many marketers have also found success by creating engaging infographics for their LinkedIn network or Facebook group based on the data in their posts.

Due to the sheer number of social media marketing tools and platforms, the possibilities are endless. You’ll need to do plenty of experimenting if you want to fine-tune your social media strategy around your best on-site content.

Build an Email Campaign

I can’t talk about repurposing content without mentioning email marketing. A vast majority of businesses keep existing customers and prospects engaged by sending emails.

The thing is, it’s not easy to come up with 100% unique campaigns every time you reach out to your customers.

You can work around this problem by repurposing blog posts into personalized, engaging email campaigns.

In my experience, the best way to repackage articles for email is to list the key takeaways, statistics, and examples that resonate with your audience. This process is similar to the social media strategy mentioned above, except they tend to contain more information because you can include more content in an email newsletter than in a couple of social media posts.

Creating campaigns for your audience segments is key to making this strategy work. Segments are simply groups of subscribers with similar goals, interests, and pain points. Research shows that 77% of all email profits come from segmented, triggered campaigns. If you create a generalized email, it won’t resonate with very many people.

However, if you hone in on one specific audience subset, you can create highly personalized emails from the information you already covered on your blog.

You can choose to create a standalone newsletter or an entire campaign from your best content. Both strategies are effective for different situations and industries.

Republish Existing Posts on Other Sites

Finally, did you know you can republish existing blog posts on other sites? Some publications allow anyone to reupload their content so they can reach a wider audience.

You may be wondering, “Will this have a negative impact on my SEO?” The good news is, no, Not if you work with websites that use canonical links for repurposed content. Canonical links tell search engines which site should be referenced for authority.

So, if you publish your article somewhere else, canonical links will tell Google that your site is the original source of the post.

Here are a few reputable places to consider republishing your post.

It’s worth mentioning that there are other niche republishing platforms out there. Search for “places to republish (your industry) blog posts,” and you can find plenty of places for your best articles.

Final Thoughts

As you can tell, there are multiple ways to get more value from your best blog posts. The strategies outlined today have helped me grow multiple brands and connect with my audience across all marketing platforms. I’m confident you can see similar results with patience, persistence, and high-quality blog posts.

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Syed Balkhi is on a mission to level the playing field for small businesses. 19+ million websites use his software to grow and compete with the big guys. 100+ million people read his blogs every year to grow their website traffic, sales, & conversion

West Palm Beach, FL

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