There are only so many hours in the day, and I would guess that you don’t want a significant portion of that time to be spent creating content.
Even with a large team, streamlining content creation saves so much time that can then be spent elsewhere in the business.
Email and social channels are often the most time-consuming to run. Frequent campaigns and posting schedules are great, but who will be creating all that content?
What if I told you there’s a super secret method to amplify your return on investment when creating content and ensuring your channels have content that’s easy to create?
Well, it’s not really a secret; it’s in the title.
In this post, I’ll be breaking down how you can leverage your blog content to streamline the creation of content for other channels, primary email and social.
Why Repurposing Content Matters for Small Teams & Solo Marketers
Repurposing isn’t a new concept, and you’re likely doing it even now. Taking thoughts and ideas from one area of the business and applying them to others.
Content repurposing, specifically with blogs, means taking what has already been created for your blog and reshuffling, repainting, rejigging, and other “re” words and using it for other channels.
You would be surprised at how far one piece of content can go. A 1500-word blog post can be transformed into numerous social media posts, entire email campaigns, opt-in assets, and more.
In the grand scheme of content creation, this saves time, extends your reach through other channels and compounds the ROI you spend working on content.
Smaller teams and solopreneurs may find this revolutionary, but larger teams can also benefit by allocating resources to other areas once content is streamlined.
Benefits of Repurposing Blog Posts Into Email and Social Content
I’ve touched upon some benefits briefly, but when looking at your entire marketing strategy, blog repurposing can have a significant impact:
Saves Time While Staying Visible
Even one blog post can fuel a week or more of content when strategised.
This changes the flow of creation from:
Social + Email + Blogs
To
Blogs -> Email & Social
Streamlining the way you work through topic ideas and generate content. Now, you can focus on one larger piece of content and then follow up with smaller pieces on other channels that retain the same core messaging, which is another benefit.
Reinforces Key Messages Across Channels
Sharing similar ideas and covering content within the same clusters over different channels helps build familiarity and trust. It also helps drive a sense of cohesiveness with your content.
It’s far easier to establish authority when your channels convey the same message in a consistent tone and style. After all, brand consistency is a crucial factor in enhancing brand visibility and building trust.
Meets Your Audience Where They Already Are
Finally, a benefit that combines the previous two is that you can meet your audience where they are.
We’d all love for our audience to engage with the content we post, but the reality is that some like browsing social media, and others check their emails frequently. And some, neither.
Repurposing content enables you to appear where they are and engage with them on their preferred platform. The repurposing element of this allows all channels to receive the same message, optimised for individual platforms.
So, no one misses out, and everyone cheers at receiving fresh new content from your business!
How to Repurpose Blog Content for Email Marketing
Now that we know the what’s and the why’s, let’s look at the how’s.
Email marketing can be a challenging channel for some, as it requires crafting either tight messaging for branded campaigns or personable content for more casual emails.
Either/or can put a strain on resources and ideally requires a copy/content writer who’s familiar with your other channels to most effectively curate the content.
Here’s how you can repurpose a post, retaining the same tonality of the original content but for email.
Use blog intros as newsletter intros
You can craft a new campaign on the same topic as a recent blog post. It’s quite common for blog post introductions to be written in a way that you can use directly on other platforms.
Leverage your already-written blog intros to create strong openers for email campaigns and newsletters.
Turn key headers into campaigns and sequences
A benefits section within a blog post may be a few hundred words. For blogging and SEO, this usually isn’t enough for a full post on its own. However, for email, it certainly is, and maybe a bit more.
Strip core internal sections of your blog post and use them as their own campaigns. The “benefits of repurposing…” section above could easily be its own campaign or section of a sequence if called for.
Sequences and automations also benefit from repurposing as they typically only focus on one core area of your business or offer.
Have a blog post on that already?
Take the best parts and core concepts and repurpose them. Then, you can link the very same blog at the end of the email to provide users with a way to gain more information.
Use the Post Itself as Filler Content
When working on emails for my clients that have structured formats, I cover the important elements first, and then sometimes find myself with one section left to fill.
New blog posts or older relevant posts make great content fillers. This means simply grabbing a snippet from the blog and using it alongside its headline to create an organic, already-written CTA for your blog or site.
While the link may push users to that blog specifically, strategic internal linking throughout your posts can guide them to important service pages and products.
So, while the entry is a blog you wrote a month ago, the outcome and customer journey could lead to a conversion.
How to Repurpose Blog Content for Social Media
You’ll be glad to know that repurposing blog content for social media is considerably easier, thanks to the shorter-form nature of social media.
Here are some easy, quick-fire ways you can repurpose:
Pull Short Quotes or Stats for LinkedIn or Instagram
We all love a good quote post.
If you’ve used statistics, graphs, or other quantitative data in your post, consider pulling that and forming short, quote-driven posts for your social media. LinkedIn text or image posts work fine for this, and you can overlay the quote on a branded image for Instagram.
Create a Carousel or Infographic Based on Blog Sections
Key headers within your blogs are also perfect for multi-image carousels or larger infographics. “Top X ways to…” or “The Benefits of…” style blogs are great to repurpose for this, as each numbered entry or benefit can act as its own image.
For infographics, consider creating portrait versions to ensure you have ample space to work with while maintaining optimal usability for phone users. Infographics are certainly more involved than simple text-based posts, but they also have the added benefit of improved SEO.
How you ask?
Once you have created the infographic, add it back into your main blog post with a relevant, keyword-rich alt text, and you increase the chances of appearing in Google Image searches as well.
Summarise Key Points in a Short-Form Video
Another perfect one for brands and businesses that can get in front of a camera. Visuals will always enhance relatability and trust, and there’s no better way to achieve that than by shooting short videos.
And look here, the script is already written!
Chop up your blog post and use each section as a script. You can even do a once-over to remove the “blog” language and make it easier to read for the purposes of a video.
Ask a Question From the Blog as a Discussion Starter
Asking questions on your social channels is a great way to gather direct feedback from your audience and learn more about them.
If you run an Instagram or Facebook profile, you’ve likely encountered the stress of needing to post a story but not knowing what to write about.
Once again, your blog comes to the rescue.
You can pull general ideas from your blog or look at the reason for the blog’s creation in the first place. What problem were you trying to solve, and what solutions did you provide in your answer?
These can create discussion starters that you can use as interactive stickers on Reels, allowing users to respond directly to the content.
The sneakier use of this is that you can then follow up with a conversation or by sending the blog link to those who answer. Where relevant, of course, let’s not spam!
Want to Do More With the Blogs You’re Already Writing?
Repurposing your blogs is a strategy not many incorporate, but one that can save you countless hours of content creation in the future. You can use it to give yourself time to focus on other areas of your business, create even more content, or just kick back, knowing your content is sorted at a fraction of the time.
Looking for help repurposing your blog content?
Get in touch, and we can review each post, identify key parts, and build a strong content calendar.
