8 Ways to Repurpose Old Blog Posts

Written content is a valuable asset, but it can be a major time-suck. What’s a content creator to do? Reformat, remix, and revive!
Author
Taryn Hefner
August 20, 2020

Written content on your website is one of your most valuable assets, but it can be a major time-suck to constantly come up with new ideas, write, edit, and promote… just to have to do it all over again. In addition to being time-consuming, it can feel overwhelming to come up with these great ideas, nail the execution, and then watch your best posts fade into obscurity faster than you can hit “publish”. What’s a content creator to do? Make your content work for you by repurposing some of your best blog posts: Reformat, remix, and revive! 

Reformat 

Reformatting your written content, whether you have blog posts, landing pages, how-to guides, or support articles, can be a gold mine for creating new content. Your research is done, your script is written, all you need to do is a little bit of… well, reformatting! 

Blog Posts as Video Scripts 

Your readers don’t always have time to sit down and read a blog post about why it’s important to test your email subject lines, but they might be more inclined to watch a short video. Don’t worry if you’re camera shy, there are plenty of services like Powtoon that will let you create an animated short that lets you focus on your content, not that face you make when you forget your lines.

  • Tip: Don’t forget to include subtitles! In addition to making your content accessible to deaf or hard of hearing audiences, you’ll also make it easier to watch on the bus, train, or at work without disturbing others. Make sure your video comes across without sound, otherwise you’ll have done a whole lot of work for nothing. 

69% of people report viewing videos without sound in public, and 25% report viewing videos without sound in private spaces. 80% of people say they are more likely to watch a video when there are captions available. Click to Tweet

Blog Posts as Podcast Research

If you already have a following for your podcast, why not turn your old blog posts into an episode or a series of episodes? Your research is already done! If podcasts aren’t your thing but you have a connection with an industry podcast, you can reach out with your topic idea. You can include your blog post as some reference material for the hosts and do some of the legwork for them. Be sure to ask for a link in the show notes!  

Create an Infographic 

For an especially in-depth subject that requires explanation, creating an infographic out of a blog post could be a good way to explain and visualize a complex topic. You can create something quickly, easily, and for free in something like Canva, which has a ton of templates and ready-to-go images. If you want to put a little more time and effort into your infographic, you can work with a designer to create something really spectacular that will wow your audience. 

  • Tip: Check out our Pinterest page on design best practices to make sure your visuals are as stellar as your research. 

Start a Webinar Series 

If you have enough of a backlog of old content you want to refresh, consider starting a regular webinar series! This approach is even better: you get two new uses out of one piece of old content. Your live webinar can be recorded and used as video content for your website for those who missed the webinar or as reference material for prospective customers. Not only will you create an opportunity for your audience to interact with you in real-time, but you’ll get an additional video out of it with almost no effort at all. 

Remix 

Remixing content is a great way to breathe new life into some content that has gone a little stale on your website. Updating facts and figures, improving images, and enhancing references can go a long way into boosting this type of content. 

Rewrite 

If you have a post from 2009 that’s a good idea, but you know your writing skills have improved, why not give it a facelift? Add new images and spruce up your sentence structure, or scrap the whole thing and rewrite it from the ground up. You can even do some searching to see if new research or case studies have been published that support your content. Either way, you’ll give your old blog post a much-needed refresh. Make sure you re-promote the post and tell your audience that you’ve done some updating! 

Republish

Maybe you think your original post is great and doesn’t need any tweaking, you just want more eyeballs on it. Great! Time to republish it. There are multiple ways to go about this, but a common favorite is Medium. Not only will you get additional eyes on your content, but Medium will automatically add a link back to your website (if you import your original blog post using their import tool). You can also use your content on Pinterest, Facebook, Twitter, or LinkedIn, depending on which channel is most appropriate for your niche. 

Consolidate a Series 

If you have a few posts on one topic or even a series that you’ve created, you can do a few things; create a “master post” where you reference all the information you’ve compiled in one easy-to-navigate post, reformat the posts into chapters for a short ebook, or create a whitepaper as an industry resource. 

  • Tip: If you make a whitepaper, ensure that it’s downloadable on your website. You can then use the email addresses you acquire as part of your marketing outreach program, remarketing program, or as part of how you build out lookalike audiences in your paid advertising. 

Revive 

Reviving old content is possibly the easiest way to squeeze some more use out of old content. As your audience grows, the chances that they’ve all seen some of your earlier work dwindles. Don’t be afraid to promote your old work! 

TBT, FBF, ETC 

Why are #ThrowbackThursday and #FlashbackFriday so popular? Because folks get to post on social media without needing an Instagram-worthy occasion. All the visibility with none of the effort! Whether it’s your personal Instagram or your business blog, you can re-promote old content without having to spend too much time on it. Every so often, dig out an old post that hasn’t seen much traffic, and promote it to your current audience. Chances are that they haven’t seen it and would benefit from the resurrection! 

  • Tip: Take this off your plate entirely by automating the process. There are plenty of services that will republish old blog posts to your Twitter following, or you can create an automated email campaign to pull a new post and send it to new email subscribers. Find the channel that works best for you and forget about it! 

If you’re not taking a look at your old content and seeing what you can do with it, you’re missing out. Take a look at what you’ve already published, and brainstorm on how you can get some more mileage from that blog post or support article. Get as much from each piece of content as you can. Happy repurposing! 

Taryn Hefner