How to Repurpose Content for Your Company Blog

Jun 17, 2015

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How to Repurpose Content for Your Company BlogWe all know that company blogs live and die by the content written for them…or not written for them. Content is the message your inbound marketing strategy delivers. But…we don’t always have time to make creating new content the highest priority that it should be. What do you do then?

Answer: you repurpose content. Today, we’ll teach you how to repurpose content for your company blog so that even on your busiest days, you can get your blog updated and keep it that way. 

How to Repurpose Content for Your Company Blog

What is repurposing content?

Repurposing content is changing the format of existing content and/or changing the target audience for the content. You already know one reason for repurposing content – to save time – but there’s additional reasons, too. You might repurpose content to extend the reach of your original content. You might repurpose content to appeal to a new audience. And, you might repurpose content to lengthen the longevity of the original content.

What types of content can you repurpose?

To answer that question, all you have to do is think about the different types of content out there. Here’s some content that could easily be repurposed:

  • Case study
  • Template
  • Checklist
  • Webinar
  • Calculator
  • Worksheet
  • Video
  • Infographic
  • Whitepaper
  • eBook
  • Research report
  • SlideShare deck
  • Email tips

If you first have an eBook, perhaps you can turn it into a checklist on your blog. You aren’t changing the content, but you’re changing the way it is presented, making it fresh and new for your audience. And, you might be targeting a new audience with the new format.

Strategies for Repurposing

1. Bundle Existing Content

Can you create a new offer for your company blog by bundling together blog posts? Or emails? Or website pages? Or all three? Similarly, can you strip an offer into individual parts and share each part as a new blog post?

2. Transform Internal Presentations into External Offers

What publications are used for training new employees? What presentation did you recently give to a different department? Remember to tweak some information in these internal presentations before posting for the general public — there’s probably some internal information that your boss wouldn’t wanted shared on the company blog.

3. Tailor Existing Content to Different Personas

Who did you write yesterday’s blog post for? Write on the same topic, but this time, right with a different company persona in mind.

When you’re learning how to repurpose content for your company blog, it is important to keep in mind three key words: adjust, combine, expand. Let those words be your guide as you repurpose content, saving you time, appealing to a new audience, and extending the reach of your previously-written content.