September 28, 2023

Content material repurposing is the apply of reusing all or elements of your current content material. This normally includes altering up the format, e.g., from a weblog submit to a video.

On this submit, you’ll learn to repurpose your current content material in several methods.

What are the advantages of repurposing content material?

Repurposing content material lets you attain extra individuals with out having to create new content material from scratch.

For instance, our website positioning guidelines at the moment will get an estimated 800 month-to-month search visits: 

Amount of organic traffic coming to Ahrefs' SEO checklist post, via Ahrefs' Site Explorer

However we repurposed it right into a video a number of years in the past, and it has since generated over 230,000 views on YouTube:

Number of views of Ahrefs' YouTube video about SEO checklists

Which content material must you repurpose?

Content material repurposing requires work. It’s not a one-to-one conversion—you’ll seemingly should do some rewriting or modifying in order that the content material matches the brand new format and platform. 

So once you see somebody like Gary Vaynerchuk expertly repurposing his content material throughout all platforms, do not forget that he has a group. In case you’re doing it alone, you gained’t be capable of repurpose each single piece of content material.

You’ll want to prioritize. 

One of the best ways to do that is to repurpose content material that targets evergreen subjects. 

Evergreen subjects are subjects with constant curiosity and search demand over time. Listed below are some examples of evergreen subjects:

  • Tips on how to shed extra pounds – Since time immemorial, individuals have at all times been enthusiastic about reducing weight.
  • Tips on how to tie a tie – As long as distant work just isn’t the norm and formal apparel is required, individuals will need to know tie a tie.
  • Soccer scores – Followers will at all times be enthusiastic about understanding the scores of the newest recreation.

How are you aware in case your content material is focusing on a subject that’s evergreen? To seek out out, enter the subject into Ahrefs’ Key phrases Explorer and verify the developments graph. 

For instance, you may see that “digital advertising” is on the rise:

Search trend for "digital marketing," via Ahrefs' Keywords Explorer

Whereas, as a result of crypto winter, the subject “nft” is on the steep decline:

Search trend for "nft," via Ahrefs' Keywords Explorer

13 content material repurposing techniques

Check out these repurposing concepts in your current content material:

1. Flip your movies into weblog posts

Our video on internet affiliate marketing for rookies has acquired >290,000 views:

We then turned it right into a weblog submit, and it at the moment receives an estimated 38,000 month-to-month search visits:

Search traffic coming to Ahrefs' blog post on affiliate marketing, via Ahrefs' Site Explorer

Right here’s discover subjects you must repurpose:

  1. Go to Ahrefs’ Key phrases Explorer
  2. Enter one or a couple of related key phrases
  3. Go to the Matching phrases report
Matching terms report, via Ahrefs' Keywords Explorer

Eyeball the report and see if there are any subjects that match an current weblog submit you have.

2. Flip your weblog posts into movies

We do that usually at Ahrefs. website positioning guidelines is one instance. We additionally repurposed our weblog submit on influencer advertising right into a video:

To seek out out what you must repurpose, seek for your subject on YouTube and see if the top-ranking movies have views. For instance, if we seek for “construct backlinks,” we are able to see that they get tons of views:

Top results for "build backlinks" on YouTube

If we’ve an current submit on this subject, we are able to repurpose it right into a video.

3. Repurpose your movies right into a course

Your content material is probably going revealed chronologically. Sadly, that’s not a super technique to devour content material.

So why not manage content material items in a logical order and switch them right into a course?

For instance, our “Tips on how to use Ahrefs” course is made up of in-app tutorials that exist already inside our studies.

The course breakdown for "How to use Ahrefs"

How are you aware what programs to create? Right here’s how:

  1. Go to Ahrefs’ Key phrases Explorer
  2. Enter a couple of related key phrases (e.g., website positioning, advertising, and many others)
  3. Go to the Matching phrases report
  4. Within the Embrace field, enter phrases like “course,” “academy,” “coaching,” and many others
  5. Select Any phrase
How to find course-related keywords, via Ahrefs' Keywords Explorer

Look by the report and see if there are any programs you may create by repurposing your content material.

4. Sew the person course movies into one lengthy video

A number of years in the past, we launched every lesson from our website positioning coaching course one by one. 

SEO training course on Ahrefs' YouTube channel

Afterward, we stitched all the movies into a protracted (~two hours) video:

As you may see, not solely did we obtain views for every particular person video, however the mixed video has additionally acquired ~1.8 million views!

Number of views on Ahrefs' two-hour course for SEO beginners

We’ve since finished that for a number of different programs, they usually’ve all finished nicely.

5. Flip your weblog posts right into a guide

What’s the written model of an internet course? A guide!

You possibly can compile and manage your weblog posts and switch them right into a guide. This may reside in your website as an e book or you may go large and publish it as a hardback/paperback.

That is precisely what we did. We turned the content material from our newbie’s information to website positioning right into a hardcover guide:

Ahrefs CMO Tim Soulo amid stacks of the company's book, "SEO Book for Beginners"

Publishing a guide means you’ll should put it on the market. A method is to run a giveaway, like what we did:

You can even discover websites that collate lists of the most effective books in your area of interest and get your guide talked about. Right here’s discover these websites:

  1. Go to Ahrefs’ Content material Explorer
  2. Seek for “greatest [topic] books”
  3. Set the Dwell/Damaged filter to Dwell solely
  4. Examine One web page per area
  5. Kind the outcomes by Web page site visitors to prioritize your efforts
How to find book lists to promote to, via Ahrefs' Content Explorer

Undergo the checklist and see in case your guide is an efficient match for any of those pages.

6. Flip your movies into a number of short-form movies

Quick-form movies are an in-demand format. So if in case you have an current video, it is smart to divide and switch it into a number of shorter ones. 

You possibly can then republish them on many various platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, and extra. 

For instance, this 1½ minute video on Twitter was initially a part of a YouTube video:

7. Flip your weblog posts into visitor posts

A few of our weblog posts are so complete that they every span a couple of chapters:

Table of content for Ahrefs' link building guide

And every chapter could be a submit on its personal.

So right here’s an thought: Why not flip every of those chapters right into a visitor submit? It’s environment friendly, plus you may get further publicity, referral site visitors, and a hyperlink again to your individual website. 

We name this the “Splintering Approach”:

  • Write an unbelievable, detailed piece of content material in your weblog
  • Break it into “splinters” and submit every one as a visitor article to a different weblog
The Splintering Technique

Whenever you’ve “splintered” your content material, right here’s how you could find websites to pitch to:

  1. Go to Ahrefs’ Content material Explorer
  2. Seek for phrases related to your area of interest (e.g., keto)
  3. Set Language filter to English (or language you write in)
  4. Set Dwell/Damaged filter to Solely reside
  5. Toggle Filter express outcomes on
  6. Examine One web page per area, Exclude subdomains, Exclude homepages
How to find guest blogging opportunities, via Ahrefs' Content Explorer

Since these websites cowl subjects much like yours, they’re prone to settle for your visitor submit pitch. Discover the web site proprietor’s or editor’s e mail, attain out, and pitch them your subjects.

8. Flip your weblog submit or publication into Twitter threads

Each time we publish a submit, we encourage every particular person creator to repurpose their content material right into a Twitter thread.

You possibly can flip the complete weblog submit or elements of it right into a thread. For instance, this thread is from a bit of our weblog submit on web site construction:

9. Flip current content material into Quora solutions

A number of years in the past, I began actively answering questions on Quora. Within the course of, I’ve gained over 2 million views.

Number of views on Si Quan's Quora profile

Most of my solutions weren’t generated from scratch. As a substitute, I repurposed them from our current content material.

How do you discover the precise inquiries to reply? Right here’s how:

  1. Go to Quora
  2. Click on your profile and go to Adverts Supervisor
  3. Click on New marketing campaign
  4. Ignore every little thing and click on Proceed
  5. Underneath Contextual, click on the Questions tab
  6. Click on Bulk Add
How to find questions to answer on Quora

Then, add your subject of alternative (e.g., website positioning) and click on “Proceed.” You’ll see a bunch of questions and their weekly views:

Weekly views of important SEO questions on Quora

Pick these which you can repurpose content material for and reply them.

10. Flip your content material into Reddit posts

Entrepreneurs are inclined to skip out on Reddit due to the neighborhood’s hatred for something promotional. 

However Reddit wants content material to thrive. Which implies entrepreneurs are welcome, as long as the content material they submit is useful and helpful. 

A method to do that is to publish a tl;dr model of your content material and strip away all inside and exterior hyperlinks. Solely on the finish of your submit do you allow a hyperlink again to your unique piece of content material.

That is what Tim Soulo, our chief advertising officer, does:

Tim Soulo's Reddit post on link building

With 77 upvotes and constructive suggestions, it was nicely acquired.

11. Reuse bits and items of your current content material as social media posts

At Ahrefs, we create customized photos for example ideas for our written content material. Not surprisingly, we additionally repurpose them on our social media accounts:

Undergo your content material. Every tip, thought, answer, lesson, customized picture, or takeaway in your content material could be extracted and reused as a standalone submit on social media.

12. Flip your convention slide decks into SlideShare decks

Creating slides for a convention isn’t any stroll within the park. So it’d be a pity if nobody else might view your presentation anymore as soon as your session was over.

That’s why we add all our slide decks on SlideShare:

Ahrefs' decks on SlideShare

In addition to the convention attendees, we are able to get a whole lot (and even hundreds) extra views on our convention slide decks. 

13. Add podcast episodes as YouTube movies

Your podcast could also be in audio format, however that doesn’t imply it could possibly’t work on YouTube. In actual fact, earlier than he moved to video podcasts, Tim Ferriss used to add his audio-only podcast episodes on YouTube:

It obtained him hundreds of further listens.


Content material repurposing examples

Searching for profitable examples of how firms have finished content material repurposing? Listed below are three to be impressed by:

1. Ahrefs

All through the submit, I’ve included loads of examples of how we’ve approached content material repurposing at Ahrefs. And the explanation why I shared so many examples is that content material repurposing is a part of our modus operandi. 

We stroll the speak.

So although we’ve separate content material groups for our weblog, YouTube channel, and socials, content material repurposing is a part of our course of:

  1. When Sam Oh, our head of video content material, wants to write down a script for a video, he checks our weblog to see if there may be content material he can reuse.
  2. When the weblog group creates outlines, we verify the YouTube channel for content material to repurpose (for instance, I created my submit on vacation website positioning primarily based on Sam’s video).
  3. Each Twitter thread or long-form LinkedIn submit is repurposed from our movies and weblog posts (learn this submit on our Twitter technique to see how we do it).

2. Sahil Bloom

Sahil Bloom is a content material creator and investor. Right here’s an instance of how he repurposes his content material:

  1. He creates a podcast episode for his chosen subject (“Tips on how to Get Out of a Rut”). That is distributed to the main podcast platforms (e.g., Apple Podcasts, Google Podcasts, Spotify).
  2. He then turns the script right into a newsletter for his subscribers, and that’s additionally revealed on his web site as a weblog submit.
  3. That is in a while become a Twitter thread.
  4. He then turns it right into a long-form LinkedIn post.

One other instance: Sahil first obtained a whole lot of consideration from his thread on the Feynman Approach. 

Take a look at how he has made probably the most of that piece of content material:

  1. He republished the thread on his Substack.
  2. He turned it into a number of new tweets and threads, approaching them from barely completely different angles.
  3. He additionally republished them on his LinkedIn and his newsletter.
  4. He then added visible components and turned that right into a new thread.
  5. That is then republished on Instagram.

With only one piece of content material, he has seemingly obtained 6X–7X of the worth.

3. Pink Bull

Pink Bull sells power drinks. Nevertheless it’s additionally a content material advertising machine. It has a complete media arm—Pink Bull Media Home—devoted to producing content material for TV, YouTube, music, movies, print, and extra.

These media properties are shared throughout all Pink Bull verticals—Pink Bull itself, Pink Bull [Country], Pink Bull BC One (breakdancing), Pink Bull Skateboarding, Pink Bull Gaming, Pink Bull Racing, and many others. 

As a result of it owns the content material and has groups behind it, its repurposing technique is very subtle. It’s not merely doing one-to-one reposting and republishing, just like the examples above. Fairly, it’s mixing footage out and in of various movies, compilations, reels, TikToks, and extra. 

For instance, the occasion footage for Pink Bull BC One—a prestigious occasion for breaking—culminates in a number of compilation movies like this, this, and that

Closing ideas

Repurposing shouldn’t be an afterthought—as an alternative, it needs to be baked into the creation course of. Which means fascinated about the way you need to repurpose your content material earlier than you create it. 

In that manner, your repurposed content material could be launched collectively together with your revealed content material and assist distribute it additional.

Any questions or feedback about content material repurposing? Let me know on Twitter.