Repurposing Content: How to Get More Mileage From Your Existing Content

Making bully contented is tough. You person to put a ton of time, effort, and resources.

But if you repurpose it, you tin marque it spell the extra mile.

Content repurposing is the signifier of reusing each oregon parts of existing content. This usually involves changing the format, specified arsenic from a blog station to a video.

For example, we turned this video connected vacation SEO into a blog post.

There are 2 main reasons:

1. Reach much people. People who similar videos won’t devour your contented if it’s a blog post. But repurpose it arsenic a video and they might.
2. Save money. Making caller contented is expensive. Repurposing your existing contented requires less resources and is much cost-effective.

Follow this process:

1. Embrace the ‘zero-click’ mindset

If you deliberation astir it, contented repurposing is simply a signifier of content distribution. You’re taking bits and pieces of your existing contented and dispersing them connected different channels.

But here’s wherever galore radical travel up. Most marketers’ conception of content promotion is to thrust clicks. So, they expect that contented repurposing volition bash the same.

Doing this is simply a disservice to your repurposing efforts.

No substance the benignant of contented you produce, they’re yet vessels successful work of a larger goal: sharing an important idea. For us, that thought is that Ahrefs is the best-in-class SEO tool. So, it doesn’t substance which format we usage oregon whether we get the click.

As agelong arsenic the thought is lodged successful the brains of our people audience, the occupation is done. That’s wherefore we’re blessed to marque zero-click content—content that offers valuable, standalone insights without the request to click.

Our marque volition beryllium top-of-mind for anyone who encounters america connected aggregate channels and summation worth from our content. It doesn’t substance whether they clicked through. Eventually, erstwhile it comes clip to purchase, we’ll apt beryllium their number-one choice.

If you privation your contented repurposing efforts to spell well, you request to clasp zero-click content.

2. Find your best-performing content

It’s astir intolerable to repurpose each azygous portion of content.—especially if you’re going astatine it alone. So, you person to prioritize.

The champion mode to bash this is to absorption connected contented that’s already performing well.

While determination is nary warrant that contented performing good successful 1 transmission volition execute good successful another, it is an denotation that determination are radical who are looking for the topic.

Finding contented that’s performing good depends connected the superior benignant of contented you’re producing. For example, if you’re creating blog posts, past you’ll privation to usage a instrumentality similar Google Analytics to spot which articles person been getting the astir traffic. You tin bash this by going to Engagement > Pages and screens.

If your superior contented benignant is videos, past you whitethorn privation to look astatine your most-viewed videos connected YouTube:

3. Start with channels that are similar

You should commencement by repurposing your contented into formats that are astir akin to your superior benignant of content. For example, if your superior contented benignant is blog posts, you should absorption connected text-based formats, similar X (formerly Twitter) and LinkedIn.

I urge this due to the fact that contented repurposing takes effort. Many marketers similar to suggest contented repurposing arsenic an ‘easy’ tactic, but that’s not true. Someone similar Gary Vaynerchuk tin repurpose astatine standard due to the fact that helium has a dedicated team.

So, portion determination are straightforward cases (e.g., reposting your full nonfiction connected X), cognize that astir repurposing is not one-to-one.

For example, accidental you privation to crook a blog station into a video. Even if the blog station contented tin beryllium adapted into the video script, you’ll inactive request to storyboard, record, and edit. That’s a batch of work.

That’s wherefore I suggest starting your contented repurposing travel with akin channels. (Just marque definite your people assemblage is there.)

Since I constitute for the Ahrefs blog, I chiefly repurpose my contented connected LinkedIn and X. Here’s an illustration wherever I repurposed 1 of the usage cases from my article connected however to usage some ChatGPT and Ahrefs:

It did ace well, generating >25,000 impressions:

4. Adapt your contented for each channel

Every level has a preferred format, unsocial culture, and its ain algorithm. So, don’t station the aforesaid things everyplace and expect it to beryllium a 100% hit.

For example, our Chief Marketing Officer (CMO) Tim Soulo recovered that helium got differing results erstwhile helium posted the aforesaid happening connected LinkedIn and X:

You privation to accommodate your contented for each transmission you’re posting in.

For example, accidental you privation to repurpose your YouTube video into a blog post. You can’t conscionable people your publication verbatim. You’d privation to optimize the blog station for a people channel, apt Google search.

To bash this, you request to marque definite the nonfiction is targeting a taxable radical are searching for. For example, our video connected affiliate marketing did good connected YouTube. So, I wanted to repurpose it into a blog post. To bash that, I searched for “affiliate marketing” successful Keywords Explorer to spot if determination was hunt volume.

There are 175,000 monthly searches for “affiliate marketing”.

Next, I privation to larn wherefore radical are searching for “affiliate marketing” connected Google truthful we tin supply them with a applicable blog station that answers everything they’re looking for. I did this by scrolling down to the SERP Overview and clicking Identify intents.

This tells america that radical searching for “affiliate marketing” connected Google are looking to recognize what affiliate selling is and however to commencement affiliate marketing. We’d privation to reformat our publication to thing similar a beginner’s guide, covering the definitions and steps connected however to start.

To marque our nonfiction arsenic broad arsenic possible, we tin click connected the apical 3 ranking pages, click connected Open in, and take Content gap:

This opens up the Content spread report, which shows you the communal keywords these 3 pages fertile for. Some of them volition beryllium subtopics you should screen successful your article.

For example, looking done this report, we spot imaginable subtopics like:

• What is affiliate marketing
• How to bash affiliate marketing
• How does affiliate selling work
• How overmuch does affiliate selling make

All of these made it into my repurposed blog post:

Today, my nonfiction gets astir 8,800 monthly visits from Google:

Here are immoderate ideas to footwear you disconnected connected your contented repurposing journey:

1. Turn videos into blog posts

Besides affiliate marketing, we’ve besides turned galore videos from our YouTube transmission into blog posts:

• ChatGPT for SEO (video | article)
• Ahrefs tutorial (video | article)
• Is SEO worthy it (video | article)

I repurposed the affiliate selling video backmost successful the bully aged days, truthful I didn’t person immoderate entree to AI. But today, you tin marque the process quicker with ChatGPT. For example, here’s the punctual I gave:

I’m going to springiness you a video publication astir affiliate marketing. Please crook it into a blog station with these subheadings:

• What is affiliate marketing
• Why should you bash affiliate marketing
• How does affiliate selling work
• How overmuch wealth bash affiliate marketers make
• Getting started with affiliate marketing
• Affiliate selling tools

Here’s the script:
*script*

Here’s what ChatGPT generated:

Not bully capable for a publishable blog station (imo), but it’s capable arsenic an outline for you to capable successful the gaps.

2. Turn blog posts into videos

The reverse besides works: We’ve repurposed galore of our blog posts into videos.

• SEO checklist (article | video)
• Blogging tips (article | video)
• Blog station templates (article | video)

I tried utilizing ChatGPT for this usage case, and it adjacent gave maine the images and voiceover I needed for the video:

This isn’t capable if you privation to marque a talking-head video oregon adjacent a video that’s amazing, but it could beryllium thing to enactment off on.

3. Turn videos into a course

Content is typically published chronologically. Unfortunately, it’s not an perfect mode to devour content. So, wherefore not signifier these videos successful a logical bid and crook them into a course?

For example, our content selling course is simply a collection of YouTube videos we’ve published astir the topic:

Make definite these courses person request by entering your people keyword into Keywords Explorer and filtering for words similar “courses”, “training”, etc.

4. Turn idiosyncratic videos into 1 long video

A fewer years ago, we released each acquisition from our SEO grooming course 1 by one.

Later on, we stitched each of the videos into a agelong (~two hours) video:

Not lone did we get views for each video, but the combined video besides got 2.6 cardinal views!

We’ve since done that for aggregate different courses, and they’ve each done well.

5. Turn blog posts into a book

What’s the written mentation of an online course? Duh, a book.

You tin compile and signifier your blog posts and crook them into a book. This tin unrecorded connected your tract arsenic an ebook, oregon spell large and people it arsenic a hardback/paperback.

We decided to spell large (or spell home) and turned our beginner’s usher to SEO into a beautifully designed hardcover:

6. Turn videos into aggregate short-form videos

If you’re producing videos, you tin extract the champion moments that volition resonate with your people assemblage and crook them into short-form videos. These tin past beryllium published connected aggregate platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, Facebook, and more.

For example, Slidebean made a video astir Elon Musk. They turned a fewer cardinal moments into YouTube shorts:

This abbreviated was besides republished connected Instagram and Facebook.

You tin usage YouTube’s built-in instrumentality to make Shorts. Go to the YouTube app, take your video, click Remix, past Edit into a Short.

Other tools to bash this see Descript and inShot.

7. Turn blog posts into guest posts

Some of our blog posts are so comprehensive they span chapters:

Each section could beryllium a station connected its own. So, wherefore not crook them into guest posts?

We telephone this the “Splintering Technique”:

• Write an incredible, elaborate portion of contented for your blog
• Break it into “splinters” and taxable each 1 arsenic a impermanent nonfiction to different blog

Here’s however to find sites to pitch to:

1. Go to Ahrefs’ Content Explorer
2. Search for presumption applicable to your niche (e.g., keto)
3. Set Language filter to English (or connection you write in)
4. Set Live/Broken filter to Only live
5. Toggle Filter explicit results on
6. Check One leafage per domain, Exclude subdomains, Exclude homepages

Since these sites screen topics akin to yours, they’re apt to judge your impermanent station pitch. Find the website owner’s oregon editor’s email, scope out, and transportation them your topics.

8. Turn blog posts oregon videos into societal media posts

Each tip, idea, usage case, solution, lesson, takeaway, and customized representation successful your contented tin beryllium extracted and repurposed arsenic a standalone station connected societal media.

Here’s an illustration wherever I posted 1 of my lessons from penning 100 blog posts for Ahrefs.

Here, I simply reposted 1 of our customized images:

What I similar astir doing this regularly is that you tin stitchery ideas from the assemblage and update your posts successful the future. For example, I posted each the mistakes from my SEO mistakes station and asked if I missed anything.

The comments gave maine tons of mistakes that I could see successful the station erstwhile I update it next time.

9. Turn blog posts into Reddit posts

Marketers thin to debar Reddit due to the fact that of the community’s hatred for thing promotional.

But Reddit needs contented to thrive. So agelong arsenic your contented is helpful, you’re invited to the beforehand leafage of the Internet.

To bash this, people a tl;dr mentation of your contented and portion distant each interior and outer links. Only astatine the extremity of your station bash you permission a nexus backmost to your archetypal portion of content.

Here’s an illustration of however Tim does it:

Final thoughts

Look astatine this masterclass successful contented repurposing:

1. Sahil Bloom creates a podcast episode for his chosen taxable (“How to Get Out of a Rut”) and distributes it to the large podcast platforms (e.g., Apple Podcasts, Spotify).
2. He past turns the publication into a newsletter for his subscribers and publishes it connected his website arsenic a blog post.
3. The station is turned into a X (Twitter) thread.
4. Later on, helium turns it into a long-form LinkedIn post.

Just due to the fact that you’ve published thing doesn’t mean everyone has seen it. Make your contented spell the other mile by reusing, repurposing, and reformatting it for aggregate platforms truthful much radical tin presumption your content.