A lot of new bloggers wonder how some veterans in the blogging space are able to create high-quality content at a rapid rate.
Now, assuming those bloggers don’t have virtual assistants or ghostwriters or guest bloggers, it comes down to a very simple principle.
As a solo business owner, blogger and blogging coach, I have my share of work cut out for me every single day.
However, I learnt to focus my energies on doing two things:
- Create high-quality content on any platform where I am active
2. Repurpose that content in different formats for better reach
That’s right. You don’t have to create fresh content every single time.
You do have to spend some time on SEO and research and a fair amount of knowing what content will strike a chord with your audience.
But for the most part, that’s a once-in-a-fortnight kind of exercise.
And to be perfectly honest, once you get the hang of SEO, it becomes very simple to implement without spending hours on keyword research by itself.
This post contains Referral/Affiliate links. What that means is if you click on some of the links and make a purchase, I get a commission at no extra cost to you. Read my complete disclosure policy here.
If you’re new to SEO and/or blogging, start with these two affordable books:
A) Easy On Page SEO by Debbie Gartner. It’s a power-packed value-based book on how to optimise your content for Google. And no, you don’t need to hit all the green lights on the Yoast Plugin.
B) Get your Keywords Together by Trinity Owen. This is a fantastic e book which lets you use FREE keyword tools to determine the best ones for SEO. Again, it’s very reasonably priced.
Today’s post will talk about why you should repurpose content and the 8 different ways you can try to repurpose content.
- 4 Reasons you should Repurpose Content
- 8 Ways to Effectively Repurpose Content
4 Reasons you should Repurpose Content
More content in a shorter time frame
You know that feeling you have of sitting and staring at a blank computer screen, wondering what you need to write?
Yeah, you can stop doing that now.
Spend a few minutes diving into your Google Analytics and finding out what content has the best resonance with your audience.
Work on creating and repackaging that content in a different format for people to absorb and engage with.
When you do this consistently, you’d see that content creation becomes exponentially simpler and quicker.
I’ve explained that in greater detail in the section on how to repurpose content.
A different audience
Repurposed content has a wonderful advantage of reaching a wider audience than just your blog readers.
The principle here is understanding how users engage with your content.
Let’s assume you have a loyal reader base. But you also know that there is an audience out there that relates better to video, images or audio.
How do you reach them?
Simple: Repackaging existing content in a new format.
Since the material already exists, you won’t be spending too much time doing the re-packaging.
A fresh lease of life
Sometimes, a piece of content tends to fade from audience memory.
Well, given growing information overload, that’s not suprising.
However, when you present the same content in a different format, you breathe new life into the post/video/image.
That, in turn, brings eyes back to your older content and gets people to engage with that post.
This may be one of my favourite reasons to repurpose content, especially when it comes to video.
When you package a blog post as a video on YouTube, you are given the golden opportunity to utilise SEO. Since YouTube is a Google product, working on your videos’ SEO is a crucial component.
8 Ways to Effectively Repurpose Content
Blog Posts to video
If you’ve written a tutorial-style blog post, it’s a great reason to convert it into a video.
Videos, by their very nature, are intuitively easier to understand when it comes to complex ideas.
A step-by-step tutorial will help a reader visualise what they need to do at every step of the way.
Here is an example of a post on my blog where I explained how you could create a dedicated landing page on your blog for Instagram. I published this post on February 4th, 2019.
Once I created the post, it struck me that I could help my readers better if I were to do a video-style tutorial on the subject.
So, four days later, I created a video where I walked them through every step of the page creation process using Canva and WordPress.
That video and the related post are among the highest-viewed pieces of content on my channels.
And the best part is I am targeting two audiences with similar pieces of content: those who like to read and those who like to watch videos.
Image captions to Blog Posts
This is particularly useful if you use Instagram or your Facebook Business page to engage with your readers.
For the past year, I used Instagram rather heavily to share a whole lot of content on everything from blog post ideas to productivity tips.
If you see each of my posts, they are usually mini-blog pieces. (They’re long, even by Instagram standards) 😉
But the good news is I now have a ton of ready-to-use content for the blog.
For instance, I wrote a blog post about the best productivity books that people should read. It’s a 2500-word post.
Do you know how long I took to write that post? 30 minutes.
Well, I had all of the content pre-written as part of my Instagram series on the best non-fiction books that I recommend every blogger should read.
I just had to modify each caption ever so slightly to fit it to the blog format.
The best part is that now when people ask me for recommendations on books to improve their productivity, I just point them to the post on the blog, instead of a hashtag on Instagram.
Videos to Blog Posts
In February 2020, I created this video and uploaded it to my YouTube channel.
This was a video in which I wanted to share a very neat feature to create catchy headlines using the free Yoast plugin.
Once I created the video, I actually got the idea for a longer blog post on a related topic, namely, how to write the best headlines for your content.
So, in April 2020, that’s precisely what I did and wrote the post.
How does this make a difference?
For one thing, you don’t have to rack your brains for a blog post topic. You have a video that’s doing well. That means there is an audience for that topic.
Creating a written piece of content and embedding a video is a sure shot way to increase page dwell time on your blog.
Of course, a caveat that you should do this only if it is warranted. Don’t embed videos that are unrelated just to increase dwell time. That’s going to lose you readers and credibility in the long run.
Use summaries and snippets
This may be the easiest tip for those of you who have active social media channels that drive engagement.
If you have a long blog post on a topic, break it down into digestible, small bytes.
Post them over a period of one week on your Instagram page or Facebook page. I did this in November, 2019 with the series #BloggingtipsbyShy
This will generate interest in your content from a new audience. Remember that social media followers are a constantly evolving group.
In addition, it will help your content reach those who typically feel more comfortable consuming it on a social media platform than on a blog.
You may have observed this on Facebook and Instagram too.
Sometimes, a quick and short Facebook post on a topic you blog about will elicit responses, reactions, comments and engagement because your audience is active on that platform.
Over time, they will move over to your blog and read what they need. It’s a win-win situation.
Shorter versions of content on a different platform
For instance, Medium, is a great way to test out this idea.
I have two self-hosted blogs but I still write on Medium. The idea is that Medium is built for readers and I can quickly create short pieces of my long-form content on this platform, my blog.
A few days ago I wrote a post on Medium where I talked about how to write a post that would get people to read.
In it, I highlighted 5 key points that would help bloggers looking for readers.
These points are actually from my longer post on the same subject, “How to engage readers on your blog.”
An important reminder here that you can use similar points across both posts, but try to reword them effectively so that it doesn’t become duplicate content.
Write round up posts
This is another favourite tip that I learnt from Lena Gott and her Traffic Transformation Guide.
I won’t go into too much detail because she does a fantastic job of breaking it down for you step by step.
In short, compile your existing content on a similar topic and write a long-form post on your blog.
It’s simple to do, it’s effective and by God, it works!
Rewrite a newsletter topic
I love this idea too and I honestly cannot remember if I came up with it myself or I learnt about it from someone else.
The perils of reading a lot. Okay, it’s a good thing, I won’t lie 😉
If you send out a newsletter to your readers which usually contains tips or guides in some form, you can check to see which of those newsletters get better open rates and click rates.
The more people click on a particular link/topic, the more interest there is in that idea.
Do what I did. Transform the newsletter idea into a full-length blog post.
For example, here is a newsletter I sent out on how to engage with your readers genuinely.
That newsletter got such a great reception that I wound up writing a detailed blog post on the same topic: How to improve engagement on Instagram in 10 different ways.
Convert content into a podcast
The person who does this best, in my opinion, is Kate Ahl of Simple Pin Media.
Kate does a weekly podcast on all things Pinterest. When she publishes the podcast, she also writes up the entire podcast as a full-form detailed blog post.
This is great for SEO and particularly useful if you would like to take notes after you’ve listened to the podcast.
The idea is, as I mentioned earlier, content can be consumed in different formats. How effectively are you able to reach your audience?
That is the question you need to ask yourself.
How did you like these tips? Before you go ahead and implement them, here’s a parting note.
Remember to always build your best content on platforms that you own.
In other words, it’s great to use Instagram, Medium, Facebook and YouTube as amplifiers of your content. But they are all platforms that you cannot control.
Your own website is the only one in your control. Keep that in mind and work consistently on your blog in the long term.