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13 Ways to Repurpose Your Blog Content for More Traffic
You can get more out of your blog without a lot of time or effort — here’s how.
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Maintaining a blog on your website can help attract customers who are searching for your products and services online. Blog posts take time and effort to create, but they help you rank on the search engine results page (SERP). They also serve as a rich source of content that can easily be repurposed and used on other marketing channels — to great effect. In this guide, we’ll explain the benefits of repurposing your blog content for other marketing channels and explore practical ways of doing so effectively.
Why Repurpose Blog Content?
Repurposing content can increase results by 75 percent without a proportional increase in investment, according to the content curation software company Curata. Moreover, a ReferralRock survey found 46 percent of marketers point to content repurposing as delivering the best results compared to creating new content from scratch.
“I always encourage my clients to repurpose their content,” said Hugh Taylor, president of Taylor Communications. “A series of blog posts can become a whitepaper … A blog post can also be adapted as a contributed article publication. You can even write a ‘blook,’ a full-length book made up of several dozen blog posts. The challenge is to organize your thoughts and material in advance.”
Content repurposing also allows marketers to do more with less. One well-researched blog post could quickly and easily be turned into email content and multiple social media posts, for example. In an era where you can use generative AI for marketing, it’s even easier to chop up a blog post into marketing content for your other channels, too.
Research suggests content repurposing is low-hanging fruit that many brands aren’t taking advantage of, despite the time and cost-savings it promises. According to the Content Marketing Institute, 48 percent of B2B marketers report “not enough content repurposing” as their biggest challenge when scaling content production.
13 ways to repurpose blog content
1. Include excerpts of blog content in your email newsletter
Drive website traffic by promoting your most popular content in a weekly, monthly or bimonthly email newsletter. Newsletter recipients are often more engaged than social media users because they’ve subscribed to your material and aren’t just scrolling by it in their newsfeeds. Research from the Data & Marketing Association (DMA) suggests email marketing has an average ROI of 4,400 percent, making it a highly effective channel for repurposed content distribution.
Be sure to include links pointing back to the original blog post, helping to drive your email subscribers to your website. If you’ve strategically employed calls-to-action (CTAs) and other internal links on your blog, you may even keep them on your website and drive them closer to a conversion.
2. Publish on LinkedIn
LinkedIn allows users to post long-form articles from their LinkedIn business profile page. Google often ranks these articles highly, helping them generate more traffic than you might get on your blog. Posting articles on LinkedIn can also add to your credibility, position you as a thought leader and help you establish your personal brand.
Case Study: Mollie’s Content Repurposing Success
Fintech company Mollie transformed their in-depth case study with AYBL activewear into an engaging LinkedIn carousel post. Instead of expecting busy professionals to read a long article, they distilled key takeaways into interactive, bite-sized slides that quickly communicated impact. The result was higher engagement rates and increased reach across their professional network.
3. Create social media content based on blog posts
Blogs often contain vital statistics, exclusive quotes and other fascinating information. If you have a mindblowing statistic or insightful statement in a blog post, extract it in a sentence or two. Then, you can use it to create an impactful graphic post to add power to your social media marketing.
Make sure your social media post points back to the original blog with a CTA that compels users to click through to your website. The more your repurposed blog content can create a path back to your business’s website, the better. After all, your ultimate goal is to get users into your sales funnel — getting them to explore your website is a great way to start the process.
4. Split one blog post into multiple posts
Some blog posts can be rather long, and while these “pillar pieces” may be useful as a comprehensive resource, you could also benefit from creating smaller blog posts that link back to the larger piece.
For example, if you’ve created a 3,000 word post called “Our Favorite Types of Candy”, you’ve likely included sections about chocolate, hard candies, gummies and so on. Consider taking a more detailed look at each of these types of candies in separate, shorter blog posts and linking back to the pillar piece (and to your new, shorter blogs from the pillar piece, too!)
You can tweak the content you’ve already created for the long piece so that it’s original, but re-use it in the shorter piece to reduce the amount of time and effort it takes to draft it. The result is that one long post has become several topics and helped to shore up your authority when it comes to all types of candy.
5. Share evergreen content on social media and email
“Evergreen” content stays fresh because it’s not time-sensitive. According to the Content Marketing Institute, evergreen content consistently generates traffic with a lifespan of up to 2 years. Examples include how-to guides and case studies.
If you have older blog posts that contain valuable evergreen content, promote it on social media or in your email newsletter to keep the traffic rolling in. Consider periodically updating the blog as well so that search engines like Google see that it’s regularly refreshed, which can help it rank well on the SERP.
6. Create video content based on blog posts
Videos are a highly effective way to educate your audience and convey information in a conversational tone. For example, you could break up “tip” blog posts into a series of short-form videos and post them on TikTok, Instagram or Facebook.
Longer, more detailed content can be transformed into longer videos suitable for posting on your brand’s YouTube channel or website. You could also embed these videos in your email newsletter, further repurposing the content on yet another marketing channel.
7. Host a podcast to explore a blog topic in depth
Your blog content may contain information suitable for a podcast. Evaluate blog posts that generate excellent traffic and use them as a basis for creating an outline for podcast content. Search out experts related to each topic to interview on your podcast to add interest and additional credibility.
According to HubSpot research, 82 percent of marketers plan to continue or increase their investment in podcasts and audio content. That’s because it’s a highly effective channel, given that 54 percent of podcast listeners are more likely to consider brands they hear about in podcasts.
8. Create roundup blog posts
Roundup or “highlight” posts feature a list of similar content with a brief description of each, along with a link out to a separate page. Roundup posts help visitors quickly access the content they’re most interested in at a glance without scrolling through your site.
To see an example, check out how transformed their in-depth case study presents an excellent roundup of links to fresh-squeezed cocktail recipes in popular older posts. This serves to bind your blog posts together and continue driving traffic to older, but still relevant content.
9. Share in discussion forums and trade publications
Update your content and drive traffic by reaching out to people in new places, such as discussion forums. Find forums with a similar target audience, then share your insights and knowledge with other posters. You can include entire blog posts or relevant snippets to answer questions. On most discussion forum sites, you can even add a link back to your website in your signature.
For B2B marketing, ask trade magazines to publish your repurposed post. You can also network on LinkedIn by joining relevant groups and promoting links to your blog content.
10. Create visualizations based on blog content
Website visitors and blog readers respond to visual content. If older blog posts contain statistics and insights, use the information to create infographics or SlideShare presentations.
Use tools like Canva or Piktochart to create an infographic or presentation. Both tools are easy to learn and use, even if you’re not a designer.
For Canva users:
- Create an account and navigate to “Create a design”
- Search for “Infographic” templates
- Customize with your content, brand colors, and data visualizations
- Download as PNG or PDF
For Piktochart users:
- Sign up and click “Create new”
- Choose from infographic templates
- Use the Design Components tab for pre-formatted elements like timelines and comparisons
- Add your data using the graphics and charts features
- Export when complete
Alternatively, you could upload your blog content to a generative AI tool, such as ChatGPT or Claude, to generate images for you. This may require several attempts and some prompt engineering, but is an easy and quick way to produce usable images.
11. Post on publishing platforms
Medium is a popular publishing platform where writers and content creators can share articles, essays and other content. Posting content on Medium.com is free and is a great way to reach new audiences. Ensure you upload your content to a site area specific to your repurposed blog’s subject matter. Medium.com is a massive platform, and chances are good that new audiences will come into contact with your brand.
Quora.com is a Q&A site where users ask questions and other users respond. Like Medium, it gets very high visitor numbers and can deliver you to brand-new audiences. To save time, look for questions you can answer with high-quality repurposed blog content instead of writing answers from scratch.
Unfortunately, the links back to your website from Medium and Quora are “no follow” links, so this tactic won’t be part of your SEO strategy. Still, repurposing your blog content on these sites is worth it because new audiences will see you on platforms they like and trust.
12. Create lead magnets
Opt-in email marketing is a successful way to gather customers’ contact details; they’ll give you their email addresses in exchange for a lead magnet — something of value they’ll receive for free.
Repurpose your existing blog content to create free e-books, white papers, user guides and product description sheets that can serve as lead magnets. Require visitors to give you their email addresses before they can download the content. You’ll be able to build an email list and send them even more content.
13. Create webinars
You may have several blog posts that explain and detail complex subjects of interest to your target audience. If so, expand your reach by using your blog’s content to create a webinar. Rewrite your blog content in script form. You can also create or repurpose charts and infographics to display in your webinar to demonstrate your points and add visual interest.
Refresh and Update Your Blog Content
Information, no matter how respected, gets old. Google’s Expertise, Authoritativeness, and Trustworthiness (E-A-T) algorithm ranks the latest high-quality content higher to ensure users receive the most timely information possible.
Your older blog content may still be viable. However, refreshing it — by adding updates and enhancements — will make it even more valuable for visitors and help it achieve better search results.
When refreshing content, consider implementing the Content Marketing Funnel approach:
- Create awareness-stage content for discovery.
- Create interest-stage content for engagement.
- Create consideration-stage content for evaluation.
- Create action-stage content for conversion.
This systematic approach ensures your repurposed content serves multiple purposes throughout the customer journey.
Measuring Success: Key Metrics to Track
To ensure your content repurposing efforts are successful, monitor these essential metrics:
- Traffic comparison: Measure traffic increases for repurposed content against original publication performance over 30 to 90 day periods
- Engagement rates: Track shares, comments, and time-on-page for different content formats
- Conversion tracking: Monitor how repurposed content contributes to lead generation and sales
- Channel performance: Analyze which platforms and formats deliver the best ROI for your repurposed content
- Brand mention tracking: Use tools to monitor how repurposed content increases brand awareness across different channels
Remember: Results may vary depending on your industry, audience size, and content quality. Monitor your repurposed content for at least 30 days to measure traffic increases compared to original publication performance.
Jennifer Dublino contributed to this article.
