How to Repurpose Blog Content: the Basics for Business Bloggers
A business blog can provide you with myriad benefits — a well-written blog provides added value for customers and gives you a platform to promote your business and expand visibility.
But managing your business blog is no walk in the park. Even if you’re passionate and knowledgeable about your particular field, coming up with topics and creating informative and entertaining content can become increasingly difficult. The investment you make in your business blog can seem never-ending.
But the payoff could be significant in terms of increasing traffic and, ultimately, sales, so it’s well worth your time and effort. The prospect can be made all the easier when you learn how to repurpose blog content.
This doesn’t mean simply reposting blogs, however. You must reuse content in fresh and creative ways if you want to engage your audience and build authority. The basics of this principle can be applied in a variety of ways, allowing you to enjoy the benefits of repurposing content for your business blog.
What It Means to Repurpose Blog Content
Let’s first explore what it means to repurpose blog content. Suppose that you come up with an incredible idea for a blog post that provides your readers with helpful information. If the content is useful and the presentation is compelling, your post may become popular, get liked and shared by readers, and boost your visibility.
Naturally, you will probably want to replicate this success and spread your content as far as possible, reaching new readers and expanding your online presence. You can accomplish this by leveraging existing material.
What are the most efficient ways to repurpose blog content? You could transform your written content into an infographic or animated video. You might come at written content from a different angle, updating or integrating new information as it becomes available. Or you might cross-reference related disciplines in order to appeal to a larger audience.
For example, say you’re discussing the emergence of new technologies. You can find a way to angle the content toward environmental concerns, the economy, or even arts and entertainment.
With these techniques, you can reuse the same information in different ways, finding a means of making it relevant while reaching new audiences and cutting the time and resources you must put into content creation.
Repurposing Blog Content: The Many Benefits
You can reap these many benefits when you repurpose blog content:
- Save time and money
- Add value for readers
- Appeal to new readers
- Target all types of learners (visual, auditory, etc.)
- Provide content for multiple platforms, such as social media
- Fuel organic traffic
- Increase sharing
- Increase conversions
If you repurpose blog content creatively while keeping consumers’ wants and needs in mind, you stand to collect large returns on your time investment.
However, there is one way that reusing blog content could backfire: If you simply repost a blog rather than repurpose blog content, you could damage your SEO ranking. You need to make your repurposed content fresh if you want to keep your SEO ranking high and maintain the interest of your readers.
How to Decide Which Blog Content Deserves Repurposing
First, decide whether your content is timely. Evergreen content isn’t tied to a particular time or event; it will be relevant even if readers discover it years after it’s written. This is the best type of content to repurpose for readers because you can find fresh ways to make it valuable for new and old visitors to your blog.
But you also need to keep an eye on which content is the most popular. Analytical tools and metrics allow you to determine which blog posts have been viewed, liked, and shared the most.
In some cases, this popularity may be due to a timely tidbit. But if the popularity of a post has more to do with the timeless appeal of the information included, it may be a good post to tackle when you’re ready to repurpose blog content.
Different Ways to Repurpose Blog Content for Your Business Blog
There are dozens of ways to repurpose blog content:
- Turn it into an infographic
- Transform it into an explainer video
- Deliver it in a podcast
- Delve deeper into the topic with an e-book
- Add significant portions to your regular newsletter
- Pare it down for social media
- Seek cross-promotion opportunities with adjacent blogs
You can even repurpose blog content for real-world applications like presentations for clients or use it in seminars. If you attend industry trade shows, you could repurpose the content presented in your blog for pamphlets, flyers, or other promotional materials, especially if you have access to current statistics or quotes.
When you repurpose blog content, you have many options to explore. The only thing that might hold you back is a lack of imagination, although knowing the media you’re working with can give you a springboard.
And of course, repurposing blog content usually takes much less effort than coming up with completely new ideas for posts. As long as you find new ways to make the content timely, relevant, and useful to readers, you stand to come out ahead.
Hand Over the Reins of Your Business Blog to the Pros at Write Collective
No matter what type of business you’re running, having an online presence is no longer an option; it’s a matter of life or death for brands. And an on-site blog is the next step if you want to appeal to a wider audience, deliver added value for customers, and expand your visibility in the online arena.
But you absolutely must operate it efficiently if you want to achieve overall success. Repurposing blog content is one of the best ways to accomplish these many goals.
You could attempt to find the time to revamp your blog posts on your own. Or you could enlist a business copywriting agency whose work has appeared in the likes of Forbes and HuffPost.
At Write Collective, we provide our clients with a bevy of options to take their business to new heights, whether they need à la carte social content, business copywriting services, or press releases — or the whole shebang in a content marketing package.
Work with our leading B2B content writing agency to experience the difference that an expert business copywriting team can make.