5 amazing ways to repurpose your best content

Ask any marketing team how they drive a majority of sales from their website. Most will tell you that their content marketing strategy is responsible for their success, and they're not wrong.

Content is essential to consistent growth and customer retention regardless of industry, budget, or product selection. If visitors can't engage with your site in any meaningful way -- aside from making a purchase -- why would they come back multiple times? The truth is, many won't. When websites lack compelling, relevant content, traffic and sales tend to suffer.

One of the best things about content marketing is its flexibility. An impressive 60% of marketers report repurposing their content 2-5 times. This statistic means that business leaders and marketing teams take content from their blog, repurposing it into something new and promoting it in creative and exciting ways.

If you're not using this strategy to grow your business, you're missing out. But the good news is there are plenty of ways for you to get started. I will show you five amazing ways you can repurpose your best content.

1) Update Popular Articles on Your Site

The first (and easiest) way to repurpose your content is to update existing articles on your site. There's a good chance you have a ton of blog posts, with some dating back from years ago. Instead of letting these articles sit in the back pages of your blog catalog, you can repurpose them by updating articles with relevant statistics, information, and keywords.

We've had tremendous success with this technique, especially when we decided to put our energy into updating compounding posts. Essentially, compounding posts are articles that continue to get traffic long after they are published. On average, 38% of all website traffic comes from compounding posts.

You can find your top posts by reviewing your Google Analytics account. Keep an eye out for articles that see consistent traffic and growth but may be outdated.

You can also change titles for posts that contain numbers or years to an updated version. For instance, "6 Ways to Grow Your Lead List in 2021" could become "9 Ways to Grow Your Lead List in 2022." It may not seem like much work, but minor updates like this can significantly impact user engagement and website traffic.

2) Turn Blog Posts into Videos

Videos are another excellent way to repurpose your blog posts. A majority of internet users watch video content online, so it's easy to see how this could lead to more people interacting with your brand.

My suggestion is to turn your popular blog posts into videos on YouTube and your website. If online shoppers are interested in your written posts, you can bet that people out there would like to experience the same content but through a more visual medium. This approach also allows you to elaborate on key elements and show demonstrations, when applicable.

YouTube is an excellent place to host and share your content. Over 2 billion people log on every month, which means you'll get the chance to reach people who may have never visited your website or heard of your brand.

Sharing the videos you create on your website can also impact your conversion rate and SEO ranking. Research shows that when marketers add videos to their blog, they see a 157% boost to their organic SERP traffic!

3) Generate a Ton of Social Media Content

Speaking of YouTube, let's talk about how you can use existing blog posts to generate a ton of social media content on sites like Facebook, Twitter, and Instagram. Over 4.5 billion people use these platforms to talk to friends, research brands, and of course, buy products online, so you have every reason to suspect that your audience is out there and waiting to hear from you.

The ability to reach your audience off-site will help you build rapport with existing customers, enhance brand awareness, and secure sales, among other things.

One of the best ways to get started is to pull quotes from your well-received articles and share them on your social feed. Don't forget to include a link to the original posts so people can visit your site and read the article in its entirety.

We also like pulling statistics from our blog and creating visually appealing infographics. This type of content does well on Instagram, LinkedIn, and Pinterest. The key is to make sure the content you include in your infographic is exciting and provides actual value to your readers.

You can also merge the video idea I mentioned earlier by hosting a live video event on social media. If most of your on-site users want help with a specific industry sub-topic, you could host an event that goes over this topic, which will undoubtedly turn some casual visitors into customers.

4) Use Existing Content to Create Online Courses

Another brilliant way to use your existing content is to turn the topics you cover on your blog into engaging online courses. More people are taking part in online learning than ever before. It's estimated that the Learning Management System (LMS) market will hit a staggering $28.1 billion by 2025.

Instead of letting this opportunity go to waste because it doesn't quite fit your niche, reconsider your options. Businesses across all industries can introduce online courses to their existing marketing strategy.

All you need to do is tackle your audience's goals and pain points in a course-style setting. While this is sometimes easier said than done, no one is restricted from choosing this path based on what they sell. I suggest reaching out to your customers and using your blog analytics to determine what kind of online course would be helpful for your business.

For instance, an email marketing firm might see a surge in traffic to their posts about lead generation. In this case, the marketing team may see this as a sign that it's time to start developing a course.

I recommend pouring through related blog posts and pulling out statistics, tips, and valuable information you want to share with people who participate in your online class. There's a good chance you'll be able to pull a majority of your lesson plan information directly from your blog.

You'll need to think about factors such as whether your course will come with a cost or if it will act as a lead magnet. But overall, there's no denying the power of repurposing your content into an online course.

5) Build Social Proof with Reviews

Finally, let's talk about how you can repurpose content your audience sends to your business. Specifically, we are talking about reviews and social proof. Social proof is the idea that shoppers will take action if they see positive feedback and endorsements from existing customers. Reviews are the most effective form of social proof, and that's where the repurposing strategy comes into play.

When a user submits a feedback form, responds to an email, or gives you praise on social media, do you respond, then move on with your day? If so, you could be missing out on a significant marketable moment.

If a review is exceptionally well-done, you should consider asking the user if you can use their feedback in a future advertisement for your product. In most cases, people will happily say yes!

Next, you'll want to compile these reviews on your website and as a shareable image that you can post on social media.

I recommend including the reviews on product landing pages, your homepage, and other frequently-trafficked parts of your site. Research shows that reviews directly influence 88% of shoppers, so it's no surprise that this repurposing strategy is a great way to build trust and improve sales.

Final Thoughts

As your business grows, you'll likely find more opportunities to repurpose blog content for your audience across all marketing platforms. We've used the tips outlined here to grow our brands over the past several years, and I firmly believe they can help you do the same thing.