How to repurpose your blog content

Content Marketing | SEO

If you know anything about SEO or marketing, it’s that quality content wins. 

But the pressure to create such content week-in week-out is huge. 

The solution? 

Repurposing your content. 

By transforming a single piece of content into multiple formats, you can maximise its reach and impact, ensuring your message is consistently delivered across various platforms.

So, let’s look at some time (and cost) effective ways to get the most ROI from your content. I’ve deliberately chosen strategies that don’t require a huge additional financial outlay or technical expertise. 

But, firstly… let’s check that we understand why is it important to ensure that your content is of high quality in the first place.

What is high-quality content?

High-quality content is information you can find online that gives you what you need to know in an engaging and valuable way. It is original, well-researched material that answers questions solves problems, or entertains, all while being easy to read and understand. 

User intent is really important to the creation of high-quality content. By “intent” we mean “what is the user trying to find out/searching for?” Your content needs to provide the information that matches the user’s intent behind their search. 

High-quality content often includes visuals like images or videos to keep things interesting. It’s also optimised for search engines, using the right keywords, clear headings, and a clean layout to make it easy to find and navigate. 

Plus, high-quality content links to credible sources and other reliable pages, which allows users to delve deeper into the topic or check you know what you’re talking about! 

In short, it’s content that not only attracts visitors but keeps them coming back for more.

Why is quality content important?

High-quality content is important for several reasons. 

• It strengthens your brand. Would you be keen to use a service whose website is riddled with mistakes? Probably not. Quality content reflects well on your brand, helping to build trust with your target audience. 
• It removes objections. Quality content answers questions that your target audience might have and removes any concerns they may have. This increases the likelihood of them making an enquiry. 
• It supports your sales team. With your content removing objections, the enquiries you get are likely to be much more valuable to you and likely to convert. With your leads better informed, your sales team don’t have to work so hard to convert the lead into a sale. 
• It attracts top-of-the-funnel prospects. Keyword research can reveal what prospects who are just starting out along their customer journey are searching for. Writing content that answers these queries can help inform them, make them aware of your brand and potentially move them along their journey. 
• It helps your website rank well online. Creating content that users find engaging can support your website’s position in the search result pages. 

How to repurpose your blog content: a step-by-step guide

1. Start with an SEO-friendly pillar piece of content

Obviously, as someone who loves SEO, I will always advocate you have a robust SEO strategy in place. Create a piece of comprehensive SEO-friendly content that has the potential to rank well online. This is often referred to as a pillar or cornerstone content. 

Pillar content is great, as…

• It helps you create content “clusters”. You can use your article as a launching point to create other articles. These articles would be known as “clusters”. 
• It creates internal links. Linking between the pillar and clusters internally helps your SEO efforts. Search engines crawl the links between the articles and it helps them understand your website. 
• Internal links improve user experience. Links between pillar and cluster articles help users, as they are able to delve deeper into a topic if they want to. Google likes websites that provide this kind of positive user experience. Whilst Google denies that user experience is a ranking factor, I’ve personally seen a website’s rank improve when the pillar and cluster technique is applied. 

If you’re not sure how to create a piece of optimised pillar content, then take a look at our handy how-to guide here. 

2. Develop visual content

Once your pillar content is written, create some visual content to complement it. Visual content is highly shareable and can simplify complex information. Not everybody responds well to reading reams of text. 

In fact, according to studies, 65% of the population are visual learners. This means that they learn best when given visual stimuli. 

Visual content can include:

• Images
• Infographics
• Diagrams
• Charts

Make sure you add this content to your blog post. This will enrich the quality of your content (which may lead to higher rankings on the results pages) and the quality of your user experience (which will encourage users to return to your website as a source of information). 

Tools like Piktochart can help you design professional-looking infographics without a graphic design background.

3. Develop summary videos

Just like some users don’t like reading and prefer visual content, others learn best from videos. 

With the rise of AI, creating videos without the need for fancy equipment (or even appearing on camera!) has never been easier. 

Create short videos summarising your blog’s main points using tools like Lumen5 or Pictory to help users who prefer watching videos when learning. 

Embed these videos on your blog content (as with visual content, search engines love videos).

4. Create a variety of social media posts

From your pillar content, create a variety of engaging social media posts. Try and match the post to the social media platform.  

1. Post your visual content. Your infographics, charts and images can be shared as posts in and of themselves. Craft an engaging text post to go with it to explain the context of the infographic. Visual content works best on platforms such as Instagram.
2. Turn each section of your pillar content into a post. Summerise each section in your pillar content. Don’t forget to hook your audience in with engaging copy. This kind of post works well on LinkedIn. 

5. Create a LinkedIn carousel. 

Pull out the key points of your article and generate a carousel post. They’re visual, interactive and a great way to get across the main points of your article. 

6. Integrate it into your link-building campaign

People love linking to content that is high-quality and your website needs backlinks to rank well in the results pages. So, integrating your content into your link-building campaign is a great way to kill two birds with one stone. 

Why are links important? 

Links form a really important part of offsite SEO. 

When third-party websites link to your content it acts as a signal to search engines that you are a trustworthy source. Search engines treat links as a ranking factor – an important metric that helps them rank content in the search results. 

Building links that are niche-relevant helps your website rank higher for commercial searches. 

Expand your reach and build backlinks by writing guest posts for industry blogs or publications. Use the same topic but present it with a different angle or additional insights (they won’t want an exact copy of your content, but if you show it to them, you’ll demonstrate how well you can write and this will help them trust you).  

7. Send emails

As the online space becomes increasingly competitive, email marketing is increasingly being used as an important tool to supplement digital marketing strategies. 

Email marketing is incredibly valuable. It can help you:

• Draw traffic to your website
• Reach new audiences
• Target specific audiences you’re interested in
• Move your target audience along your sales funnel
• Build brand loyalty
• Send promotions 

To repurpose your content for email marketing summarise your blog post in your newsletter and include a call-to-action for readers to visit your website for the full article. This helps in keeping your subscribers engaged and driving traffic to your site.

8. Develop a lead magnet

Compile your pillar and cluster articles into an e-book that they can download as a PDF. This adds value for your audience and can serve as a powerful lead magnet, especially if you put it behind an email gateway on a page that is bringing in organic traffic to your website. 

If users want to download it, they will need to submit their details – which you can easily use to build an email newsletter. This will allow you to keep marketing to those who’ve become aware of your brand – you might be able to convert them later on. 

Find new ways to use what you already have. 

Repurposing content is easy once you come up with the original topic and article. Start by writing one blog post. From this one article, you can create a wide variety of content for different platforms. 

Repurposing content isn’t just a time-saver; it’s about getting the most out of what you’ve already got and connecting with your audience across different platforms. By using these tips, busy marketing managers can keep the content flowing without always having to start from scratch. Great content doesn’t need to be brand new every time—sometimes, it’s about finding new ways to use what you already have and making it fresh and exciting.