Effectively Repurposing Blog Content Across Multiple Channels

repurpose blog content

Content is king in the modern digital landscape. Creating valuable, authoritative content is essential to catching your audience’s attention. Creating new, unique content for your marketing channels, like blogs, social media accounts, and email campaigns, can feel like a challenge. Luckily, content repurposing exists to relieve you of this burden and reach your audience through different channels. Specifically, blog content can be repurposed across multiple channels to amplify your reach, engage with diverse audiences, and optimize the return on your content investments. 

This article discusses the strategy behind repurposing blog content for different channels and how to make the most out of your content. Whether you’re a seasoned content marketer or just starting your company’s blogging journey, learning how to repurpose blog content effectively is a skill that can propel your online presence to new heights.

Understanding the Value of Repurposing Blog Content

With hours of dedicated research, drafting, and editing, blog content creation can be time-consuming. Content repurposing takes existing blog posts and transforms them across different platforms. This gives blog content new life, maximizing your content investments. 

Repurposing blog content offers several benefits to your company. Reimagining blog content enables you to reach a broader audience with your information. Studies show that different generations and subsections of people prefer to consume content in other formats. Converting blog posts into various formats makes your content more accessible to your target audience. Additionally, repurposing content saves time and effort. Since you have already dedicated the time to researching and writing the blog post, creating other types of content based on the same material will be quicker and reduce the burden on your creative team.

The benefits of purposing blog content are numerous and go beyond the abovementioned points, as each new channel brings new advantages. Whether you want to build brand authority or increase traffic to your site and social pages, repurposing content is a versatile and necessary tool for your digital marketing strategy.

Planning Your Repurposing Strategy

Effectively repurposing content requires a well-thought-out strategy involving careful consideration and planning. This strategy begins by setting an objective. Defining an objective helps you keep a focus when repurposing blog content and prevents overautomation. Possible objectives include increased reach, audience engagement, lead generation, or authority building. Setting an objective from the outset will help you assess your content and find blog posts to convert to other formats. Look for articles that remain relevant and valuable to your audience over a long period. Some articles may be too trendy or only applicable to a specific time frame.

The next step is to consider the formats into which you could transform your content, such as infographics, videos, social media posts, or email campaigns. It is essential to analyze how your target audience consumes content to ensure you utilize the channels they respond to best.

After choosing your content and repurposing channels, it is time to develop a content schedule to ensure consistency and timely distribution. This calendar should include how often you want to publish repurposed content and the necessary information to synchronize content across platforms.

Building a repurposing strategy will ensure your published content is relevant to your audience and your company’s mission.

Techniques for Repurposing

Figuring out how to effectively use blog content across different platforms can be challenging. Here are some techniques for repurposing content across other channels, including visuals, video, social media, and email campaigns.

Blog to Infographic

Visuals like infographics are powerful tools for conveying information in an easily digestible format. Identify critical statistics, data, or an outline from your chosen blog post. Then, use brand colors, fonts, and images or graphics to create graphics or charts that convey this information. Infographics are powerful tools for communicating complex information in a visually appealing and easily digestible format. These finished infographics can be shared on social media, email campaigns, or infographic directories. 

Blog to Video

As of 2023, 91% of companies include video content in their marketing strategy. This content is highly engaging and can bring in a broad audience. Additionally, video content can be used on various platforms, including YouTube, FaceBook, email campaigns, and your company’s website. When transforming a blog post into a video, choosing a post that includes valuable insights, an easy-to-follow outline, or a step-by-step guide is essential. Once you have selected your post, develop a script based on your written content. Be sure to focus on the critical points of the article, namely headings, subheadings, and the call to action. Then, you can use video editing software to create animations, visuals, and voiceovers.

Blog to Social Media

There are over 4.8 billion social media users worldwide, making it one of the easiest ways to reach your audience. Repurposing blog content for this marketing medium is relatively simple due to the variety of social post types. The possibilities are endless, from pictures to captions to stories to short and long-form videos. One method is to share the link to your blog post as a social post. Alternatively, you can pull key points, quotes, or statistics from your blog post and turn them into an engaging visual, like a graphic or video. When posting to social media, include an exciting caption with strategic hashtags to ensure your post reaches the right audience.

Blog to Email Campaigns

Repurposed blog content can be a valuable addition to your email marketing strategies. This content can be used in various ways, such as links or rewriting for email content. This strategy can be beneficial for reusing older content and giving it new life. When repurposing blog content for an email campaign, choose blog posts that offer in-depth information so you can link back to the post after introducing it in your email. Create a compelling subject line and a visually appealing email template, including branded colors and fonts.

Each technique requires some adaptation to fit the chosen format and channel. The key is to maintain the essence of your original content while tailoring it to the specifications of the various platforms. Using these techniques, you can extend the life of your blog content and make it more accessible to different audiences.

Measuring Success

As part of an effective repurposing strategy, monitoring the success of your renewed content is essential. There are several ways to measure the success of your content, including analyzing engagement and conversion metrics. Social media platforms track likes, shares, comments, followers, and other kinds of interactions your audience has with your content. This reflects the engagement and reach of your repurposed content and can clue you into its success. For email campaigns, monitoring open rates, click-through rates, and unsubscribe rates can reveal the relevance of your content for email subscribers.

Additionally, website traffic and conversion rates, like page views and email sign-ups, are great ways to monitor your audience’s level of interaction with your content and brand. When monitoring your strategy’s success, pay close attention to feedback from your audience through comments and other types of responses. Audiences can make it very clear if a piece of content struck home or struck out.

Regularly analyzing these metrics allows you to identify successes and areas for improvement. This ultimately helps refine your repurposed content and follow your audience’s behaviors.

Avoiding Common Pitfalls

Though repurposing blog content for other channels is a highly effective strategy, it has its obstacles. Over-automation is a common issue with this strategy, as it can lead to seemingly robotic and unengaging content. Be sure to mix up how you repurpose blog content to avoid seeming uncreative and irrelevant. Additionally, it can be easy to focus too heavily on repurposing content instead of creating new original content. This new content is necessary for growth to stagnate, and your content may become exhausted. Try to find a balance between creating new content and transforming old content. Another common pitfall is failing to optimize for different platforms. What works on Instagram may not work on LinkedIn or in an email campaign. Understanding the audience on each platform you utilize is essential to an effective repurposing strategy.

Transforming blog content across multiple channels effectively reaches audiences in unique ways without spending excessive time on developing new content for every platform. However, mastering the balance between creating new content and repurposing old content can be challenging. By working with a digital marketing professional like KDGSWorks, you can be sure that your repurposing strategy is in experienced hands. Contact us today to learn more about our SEO and digital marketing services!

Picture of Kim Schmutzler

Kim Schmutzler

Kim is the owner of KDGS WORKS, a web design and digital marketing agency located in the Kansas City Metro area. KDGS Works partners with businesses and web designers across the United States to better the SEO and Content Marketing Efforts of small businesses.

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