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How to Repurpose a Blog Post Into 6 Fresh Ideas

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Marketing Insights for ProfessionalsThe latest thought leadership for Marketing pros

Monday, January 13, 2020

Repurposing blog content can make a big difference to your content marketing by driving additional engagement and gaining more value from existing assets.

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One of the many challenges facing marketers today is content fatigue: the sense of exhaustion and disinterest consumers feel when they’re faced with a vast array of content vying for their attention online.

There’s no reason to think that the intense competition for audience attention will ease anytime soon, with recent research showing that 57% of B2C marketers expected their content marketing budgets to increase in 2019, compared with last year.

Fortunately, there are strategies you can use to overcome content fatigue and make a genuine connection with your audience, such as using data to build a clearer picture of what your customers want and consequently develop stronger relationships with them.

Personalization is also important, since users are much more likely to engage with content that’s fully relevant and tailored to their needs. Anything that’s too generic or lacks focus is unlikely to connect with customers online.

Perhaps most importantly of all, you need to be sure that you’re taking a smart approach to how your content is created, deployed and leveraged. One of the best outcomes you can hope for is gaining fresh value from existing assets, and one way to achieve that is by repurposing blog content.

Here are six of the many ways existing blogs can be repurposed to achieve new results:

1. Compile an ebook or whitepaper

If you’ve written a series of well-researched, in-depth blogs on a particular theme, there’s a good chance you already have the lion’s share of content required for an ebook or whitepaper.

With a little bit of design work and some additional writing - an introduction and conclusion, for example - you could soon have a brand new asset that delivers real value for your customers, enriches your brand and generates promising leads for the business.

2. Make a video

It’s well-known in the content marketing space that video offers huge potential to capture the attention of your audience and make a lasting emotional impact on them. Research has shown that marketers who use video grow revenue 49% faster than those who don’t, while social videos generate 1,200% more shares than text and images combined.

All sorts of subjects that can be explored in blogs could also lend themselves well to video, particularly if there’s a strong, clear message you want viewers to take away with them.

3. Create an infographic

Blogs often require a lot of research and gathering of various data and statistics, so why not put all that knowledge to use in a fun, visually engaging format?

While the blog will offer a deeper dive into the subject and contextualize what it all means for readers, an infographic could be the perfect way to engage with people who want to see the statistics and raw data presented in an accessible, easily digestible way.

4. Post a spin-off blog

Most experienced content marketers will have been in the situation of finding that just a small element of a wider subject they’re covering in a blog has enough depth to warrant further exploration.

If, for instance, you find that a single entry in a listicle encompassing various subjects has the scope to justify an entire article, why not spin it off into a longer piece of its very own? The separate posts can then be linked together to improve site integration and enrich your user journey.

5. Use a repurposing platform

Repurposing platforms are hugely valuable tools that can help you extend the reach of existing pieces of content.

According to Neil Patel, one of the most important parts of the process is choosing the right platform. For example:

  • SlideShare (for graphic-heavy, business-oriented content)
  • LinkedIn (for evergreen posts in the business/marketing space)
  • Medium (for either B2B or B2C brands) are all good options

6. Turn a blog into a webinar

Webinars can offer great value to marketers, largely because of their potential to condense a large amount of valuable information and customer guidance into a simple format that asks nothing of the viewer but to sit and watch.

If you’re able to use research and background work carried out for blogs to compile an engaging webinar, it could deliver valuable results in terms of customer education and stronger brand awareness.

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