No Need for Reinvention: 15 Ways to Repurpose Your Blog Content for More Traffic

15 great ways to repurpose blog content

Repurposing blog content helps you reach audiences who missed your content the first time around. It also gives you a chance to improve your content’s depth and accuracy. Here are 15 great ways to repurpose older blog posts.

1. Expand a popular blog post into a two-parter.

You may have a popular blog post that garners questions and comments while prompting discussion and engagement. Examine your feedback and consider if your readers would appreciate additional information not covered in the post initially.

If you receive enough questions that need answering or want to correct misconceptions and add updates, consider splitting the blog post into two or more parts. Keep accurate, current information, and add more insights, explanations, examples and FAQs. You’ll provide the depth of details your website visitors genuinely want.

This approach is an excellent SEO tactic and can also generate qualified sales leads. When you share the information and insights your visitors want, they may consider buying from you because of your expertise and communication skills.

2. Compile your best evergreen content on a designated page.

“Evergreen” content stays fresh because it’s not time-sensitive. Examples include original research, case studies and how-to guides.

If you have older blog posts with valuable evergreen content, create a “featured content” page as part of your website design; it should link all of your best evergreen posts. Include links to only the most helpful, informative and appreciated material. You can generate even more traffic if you add a page dedicated to links to your most popular blog posts.

3. Promote older evergreen content on social media.

Many businesses use tools and plug-ins such as Revive Old Posts to promote older content on social media. When installing one of these tools, you can decide which posts you want to share on social platforms like Facebook, Instagram and X (formerly Twitter). You can also thoughtfully use hashtags to generate more engagement with older evergreen content.

Another option is to compile links to evergreen content on your social platforms. For example, Bloggingtips.com created a Pinterest board with links to posts about popular blogging tips (shown below).

Source: Pinterest

4. Promote your blog content in a newsletter.

Drive website traffic by promoting your most popular content in a weekly, monthly or bimonthly email newsletter. Newsletter recipients are more engaged than Facebook and X users because they’ve likely subscribed to your material and aren’t just scrolling by it in their newsfeeds.

5. Feature older blog content in roundup posts.

Roundup or “highlight” posts feature content that has connected the most with visitors over the past month or other specified period. 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 A Beautiful Mess presents an excellent roundup of links to fresh-squeezed cocktail recipes in popular older posts.

6. Update and repost your blog content on forums and trade sites.

Update your content and win new 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.

7. Create infographics and SlideShare presentations for your old 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 a free tool such as Canva or Piktochart to create your infographic or presentation. This way you won’t have to pay a graphic designer. Infographics and presentations can generate significant traffic to your website.

8. Find new audiences for your blog content on Medium and Quora.

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.

9. Turn older blog content into downloadable 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.

10. Rewrite guest posts and post them on your site.

If you’ve created guest posts for other people’s blogs, update those posts and put them on your blog. Ensure you change the content enough to justify reposting it. Add some new information, change the wording, update statistics and answer questions. Before you post it, use a tool such as Copyscape to ensure the post passes a plagiarism test.

11. Rewrite and update your blog post for 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.

12. Use content to do a deep dive webinar.

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.

13. Create a video based on the blog post.

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 can also link to these videos in an email newsletter.

14. Use impactful statements and stats on social media.

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.

15. Create an outline for a podcast.

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.

How can you refresh 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.

Here are some ways to refresh and update your blog content:

• Update off-site links. Google also measures E-A-T by assessing the quality and relevance of the sites you link to; if you link to a trusted site such as Business.com, Google considers your information well sourced. Refresh your blog content by replacing links to sites with low-authority rankings with high-authority sites. Ensure all links work. If you link to statistics on another site, ensure they’re no more than two years old.
• Ensure backlinks go to high-value pages. When you get backlinks (links from third-party sites to your site), you want them to link to your highest-value pages. This is how Google measures quality.
• Add new internal links. You can also influence Google with internal links — links to other pages on your site. When refreshing your blog posts, add internal links to the pages you want Google to rank the highest; it really makes a difference.

When optimizing your links, keep the following tips in mind:

• Don’t change your blog link. Google already has the link to your blog, so don’t change your URL. It’s challenging to measure, but most SEO experts believe a web page’s age is important to Google (although no one is sure how important).
• Re-index your site. When you refresh existing content, ask Google to re-index your site in Google Search Console to get the fastest results.

What are the benefits of repurposing blog content?

When you repurpose blog content, you’re not just optimizing links; you’re turning your blog content into something new and different.

Hugh Taylor, president of Taylor Communications and author of a personal blog, stresses the importance of repurposing blog content. “I always encourage my clients to repurpose their content,” Taylor shared. “A series of blog posts can become a whitepaper. The opposite is also possible, where you take a paper and turn it into a blog post. A blog post can also be adapted as a contributed article publication.”

Taylor says repurposing blog content can even mean combining content to create a new, longer-form piece. “You can even write a ‘blook,’ a full-length book made up of several dozen blog posts,” Taylor suggested. “The challenge is to organize your thoughts and material in advance.”

Repurposing blog content offers the following benefits:

• Repurposing blog content creates content for the buyer’s journey. Different content appeals to people at different stages of the customer journey. Someone who is ready to buy will not be interested in the same posts as someone who is just realizing a want or need. Put yourself in your clients’ shoes at various stages, and repurpose your content so it answers their specific questions.
• Repurposing blog content saves time and money. Ask any professional writer: It sometimes takes as long to decide on a topic as it does to write something. Save yourself time by repurposing old content. If you hire a writer, save money by asking them to repurpose existing content instead of writing about something new from scratch.
• Repurposing blog content adds further SEO depth to your website. The greater the volume of quality content on your site, the more search engines want to rank you. When you’re repurposing content, choose the specific keyword you want to target. Use optimization tools such as Surfer SEO and Clearscope to create content for that keyword.
• Repurposing blog content introduces you to new audiences. Reach out to owners of sites targeting a similar audience and offer them exclusive articles. In exchange for a backlink, rewrite your most informative and helpful blog posts so they’re completely original.

Write, refresh, repurpose, repeat

The most successful businesses always “sweat their assets” — they look for ways to squeeze value and advantage out of their investments. This might mean operating two shifts in a factory to manufacture more products using expensive machinery.

Think of your blogs as assets that can be sweated. Refresh them to keep Google and your visitors happy. Repurpose them to help you find a wider audience. And, best of all, keep in mind that refreshing and repurposing your content saves time and money.

Jennifer Dublino contributed to this article.