How to Repurpose Old Blog Posts for Fresh Impact

This is an additional resource for Digital Marketing Therapy Podcast episode 270 with Jon Clemence.

Whether you’re an independent blogger, an eCommerce store representative, or a nonprofit leader, you’ve probably got a content library that’s overflowing. You spend hours crafting insightful blog posts. But, what happens when those posts start to fade into the archives? That’s where repurposing content comes in. Instead of letting your hard work gather dust, give it a new lease on life and reach a whole new audience with your blog content.

Table of Contents:

Why Repurposing Old Blog Posts Matters

Creating content can feel like an uphill battle. It’s important for nonprofits to tell their stories and educate people. Repurposing blog content is a fantastic way to streamline your content creation process. It helps you get the most out of the content you’ve created.

Benefits of Repurposing Content:

  • Save time and resources.
  • Reach new audiences.
  • Improve SEO.
  • Reinforce your message.

Finding Content Worth Repurposing

Not every blog post deserves a second life. Don’t waste time updating content that no one is interested in. The first step is figuring out which posts will give you the biggest bang for your buck. Let’s look at how to identify the gems hidden within your blog archives.

Look for These Clues:

  • High Traffic, Low Engagement: Maybe Google Analytics shows a lot of traffic for a certain post. But maybe the bounce rate is high, or people aren’t sticking around. It could be that the formatting needs help, or maybe your call to action isn’t strong enough. This presents great opportunities to repurpose old blog posts.
  • Outdated, But Relevant Topics: You wrote an amazing blog post on a trending topic last year that performed incredibly well. This year, though, it’s not getting the same attention because it feels outdated. Try giving your older content a refresh. Update the stats or add fresh insights, and you’ve got a like-new post. This ensures your content remains relevant and engaging for readers.

Utilize Analytics:

Use tools like Google Analytics, Google Search Console, or your preferred analytics platform. Take a look at these metrics:

  • Page Views
  • Bounce Rate
  • Time on Page

These metrics provide insight into how well a post initially performed. Then, you can decide whether it’s worth giving it a makeover or moving on to something new.

Reimagine Your Content

So you’ve identified those top-performing blog posts that you’re ready to repurpose. Now what? Here’s where the real fun begins: giving your content a whole new life.

Repurposing Ideas for Your Nonprofit:

Below are several ways that nonprofits can get the ball rolling with repurposing blog posts. Try turning your long-form blog content into something new.

Turn Blog Content Into Engaging Social Posts:

Social media is where your audience is. Share bite-sized pieces of wisdom. Take quotes, statistics, or intriguing facts from your blog posts and turn them into captivating social media posts. Include a link back to the original blog post, and invite readers to explore more of your awesome content. You can easily repurpose your blog content for different social media platforms, including Instagram stories or even a Facebook post.

From Blog Post to Email Series:

Segment your email list based on interests or engagement and then create a series of emails. Highlight different aspects or key takeaways from your repurposed blog post. Make sure that your emails offer value to each specific segment.

Reimagine Posts As Video Content:

Video is king. Why? Because it’s a fantastic way to connect on a more personal level. Take a look at your high-performing blog posts. Consider whether any of them would translate well into video format. You don’t need a fancy studio, just share your insights and passion. This genuine approach is what will make your nonprofit’s videos stand out. From there, you can create video clips from the full video to post as snippets on social media. Consider also using your video content to create a podcast.

Tips for Repurposing Like a Pro

Repurposing isn’t just about copying, pasting, and hitting “publish.” To really make those repurposed pieces shine, keep the following pro tips in mind.

Update and Upgrade:

Don’t just rehash the old. Before repurposing, update your blog content with any of the following:

  • New Information
  • Current Statistics
  • Recent Events

This ensures you’re not sharing something inaccurate.

Optimize for SEO:

Search engine optimization (SEO) is key for driving organic traffic to your site. You can sprinkle in relevant keywords while staying true to your authentic voice. It’s okay to add in a few strategic keywords in your repurposed content to increase your organic reach. Also, link to other valuable content on your website or to credible sources. The key here is balance: use SEO practices while not turning into a robot yourself.

Promote, Promote, Promote:

After taking the time to repurpose your old content, get it out into the world. Don’t let all that awesome repurposed content sit there. Share your heart out on social media, email newsletters, and your nonprofit’s other channels. Engage with your audience and get those conversations flowing. This personal touch makes all the difference when promoting repurposed content.

Conclusion

Repurposing old blog posts can be a game-changer for your nonprofit. The great thing is, this process takes what already exists and uses that great content in a strategic way. This can save time, help you reach new people, and boost engagement with existing audiences.

FAQs about repurpose old blog posts

How Often Should I Repurpose Old Content?

While there’s no magical answer to this question, the consensus in the nonprofit marketing world is to review your content on a quarterly basis. By doing regular content audits, you’ll always stay on top of your content game.

How Many Times Can You Repurpose Old Blog Posts?

The beauty of repurposing old blog posts is there is no limit. If it’s a topic you’re still excited to share, keep finding new ways to present that content.

Conclusion

Repurposing old blog posts is an easy way to keep your content relevant while staying one step ahead of the curve. With so many opportunities available, use the content at your fingertips to captivate new audiences. Creating infographics is a great way to repurpose content and share key statistics with your target audiences. Your content marketing and repurposing strategy should be designed to make an impact on your audiences. Don’t forget to repurpose existing content into a downloadable lead magnet or even an ebook. Repurposing isn’t difficult. It’s simply finding new ways to share content they’re already interested in. By breathing new life into your content, you’re maximizing your reach and ensuring that your message continues to resonate.

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