While business blogging is definitely important, coming up with new and exciting topics to post about every single week can be a strain. After all, there’s really only so much you can say about your industry – right??
If you find yourself in this situation, one way to simplify the process of blog content creation is to repurpose old posts into new formats. Though the specific repurposing techniques below still require some effort on your part, they aren’t nearly as time-consuming as selecting, researching and drafting articles based on new topics.
Let’s get started!
1 – Post updated or expanded articles
Depending on your industry, commonly accepted beliefs or practices may change often enough to justify updating or expanding upon past articles and adding them to your blog as new posts.
As an example, if you run an SEO blog, you’re probably already aware that things like algorithm changes and the development of new techniques mean that the recommendations you share are constantly changing. But if you don’t have the time to write complete new articles whenever these changes occur, you could always just go back and append new information to past content pieces and re-publish them as new blog posts. Your audience will appreciate your commitment to keeping readers informed, while you’ll save the time required to complete entire new posts from scratch.
2 – Record a video version
Another fun way to capitalize on the wealth of content that can be found in your blog’s past posts is to record video versions of your older articles. There are a number of different ways you can do this:
- Use a video camera to record yourself reading your article word-for-word. If you’re uncomfortable speaking extemporaneously on camera, this can be a quick and easy way to build new video content based off of old blog posts.
- Record yourself ad-libbing on the topics you’ve covered in past blog posts. If you’re able to do so, recording a conversational video on past post topics may come across as more natural for viewers.
- Create screen capture videos that show you carrying out any tasks or procedures described in past blog articles. Programs like Jing, Camstudio or Camtasia can make this process easy.
Whatever approach you decide to take, post your new video blog post to your own website and then upload it to Youtube, Vimeo and any other video sharing services you use in order to expand the reach of your new content.
3 – Turn posts into email newsletter messages
Alternatively, consider repurposing your old blog posts into new content for your email newsletter. You can post it “as is” into your individual newsletter issues, or you can use pared down versions or simple prompts to redirect newsletter readers back to the original articles on your blog.
If you have a selection of past blog posts that are all based around a central theme, consider releasing this content as a series of posts. For example, if you have seven old articles on your SEO blog that discuss link building techniques, load them into your autoresponder and advertise your newsletter as featuring the, “7 Weeks to Link Building Success” e-course. Tying posts together in this way makes readers more likely to come back week after week, versus “one off” newsletter messages.
4 – Create podcast episodes
If you run a podcast, look to your old content to provide the inspiration for future audio episodes.
Again, you can either record yourself speaking your past articles word-for-word, or you can use these past content pieces simply as inspiration for your podcast episodes. Whichever option you choose, focus on making your tone as natural and conversational as possible in order to avoid turning off listeners with your stiff delivery style.
5 – Compile posts into an ebook
This technique requires a little more elbow grease to pull off, but the results may be more than worth the effort you’ll put into it. To make an ebook out of past posts, look for a series of at least 10+ posts based around a central theme. Organize these articles into an order that makes sense and draft any necessary filler text to create a more cohesive read. Then, distribute your new ebook to your readers and watch them be impressed by the obvious effort you’ve gone to in order to provide them with valuable resources.
If you’re planning to offer an ebook as an incentive to encourage new readers to join your email marketing list, be aware that using this method to create your giveaway item can be extremely cost effective. If you’ve been thinking about outsourcing the creation of this type of resource, keep in mind that you’ll be looking at paying hundreds – or thousands – of dollars for something you could create for free.
6 – Make a slide deck presentation
If the thought of creating an ebook sounds a bit too intense, why not undertake the much smaller task of putting together a slide deck presentation based off your past content?
Slide deck sharing sites like Slideshare are hot right now, and the content items featured on these websites often appear to receive preferential treatment within the natural search results. You can capitalize on both public interest and search engine favoritism for this content by creating simple slide show presentations based around old content on your blog.
Be aware, though, that this technique generally works best with technical or data-heavy information. A blog post titled, “27 Link Building Techniques,” for example, can be turned into a slide deck much more easily than one labeled, “My Thoughts and Feelings on Link Building.” Choose your past articles carefully for this technique and you’ll increase your odds of seeing good results with your repurposed content.
7 – Run a “best of” promotion
One final alternative to consider when it comes to repurposing your old blog content is to compile several past posts into a “best of” article. If, for example, you had a series of articles that didn’t perform as well as you’d hoped they would in the past, sharing them again in new list posts might provide the critical momentum needed to bring about your desired level of recognition.
But no matter what type of repurposing you decide to use, there’s one thing to keep in mind. Although many bloggers fear that repurposing old content will bore current readers or run the risk of seeming repetitive, this is rarely the case. Very few visitors will have read every piece of content on your website – making your repurposing more of a welcome introduction to past articles they’ve missed, not an unwanted promotion of already-viewed content.
Beyond these cases, be aware that plenty of people like to digest content in different formats. What might seem like a long and overwhelming text-based article could come across as much more accessible in video format, depending on your readers’ unique preferences. In this situation, you aren’t being repetitive – you’re actually opening your message up to reach an even greater number of consumers.
So don’t get down on yourself for thinking about reusing the valuable content you’ve already published to your blog. Look at the techniques described above as a way to both amplify your message and to minimize the amount of effort needed to run a successful business blog – a true “win-win” situation if there ever was one!