When it comes to link building, there are plenty of options available. But what if you have limited resources and time?

Here’s where content repurposing comes into play.

With some creativity and a little elbow grease, you can turn your existing content into new pieces that attract fresh links.

Today, we’ll explore what content repurposing is, how it can benefit your link building efforts, and some tips on how to get started.

What Is Content Repurposing?

Content repurposing is the process of taking an existing piece of content and adapting it for a new audience or format. For example, you could take a blog post and turn it into an infographic, or an e-book.

This strategy can be used to reach new audiences, or to give your existing audience new ways to consume your content. It’s also an effective way to breathe new life into older pieces of content that may no longer be getting as much attention as they once did.

For instance, suppose you have a blog post that’s a few years old but still relevant. You could repurpose it as a YouTube video or podcast episode and reach a whole new audience.

Not only does this help you get more mileage out of your existing content, but it can also be a major time-saver. After all, you’ve already done the majority of the work needed to create something new.

Ultimately, content repurposing is all about being efficient with your time and resources while still delivering high-quality content to your audience.

Benefits of Content Repurposing

It’s easy to get caught up in the amount of content you can generate, or how quickly you can do it. But while it’s important to create new content regularly, the quality of the content is what will truly determine the success of your website.

This is where content repurposing can be beneficial. By taking the time to adapt your existing content for a new audience or format, you can ensure that your content is still relevant and engaging.

Additionally, content repurposing can help you to:

  • Generate new leads: When you repurpose your content, you have the opportunity to reach new audiences and introduce them to your product or service. This can help you to generate new leads and expand your customer base.
  • Build brand awareness: By creating new content from existing pieces, you can help to increase brand awareness and reach new people with your message.
  • Improve SEO: When you repurpose old content, you can also update it with new keywords and phrases to improve your SEO. This can help you to attract more organic traffic and improve your search engine ranking.
  • Save time: Creating new content from scratch can be time-consuming. Content repurposing allows you to get the most out of your existing content and save time in the process.
  • Get more mileage out of your content: If you have a piece of content that’s performing well, repurposing it can help you to get even more traffic and engagement.

What Kind of Content Should You Repurpose?

In the end, it’s important to remember that not all content is created equal. Some pieces are better suited for repurposing than others.

When you’re looking for content to repurpose, make sure to look for the following qualities:

It’s evergreen

Evergreen content is content that’s always relevant. It doesn’t go out of date or get replaced by new content.

Some examples of evergreen content include:

  • How-to guides
  • Lists
  • Tutorials
  • Product reviews
  • Definitive guides
  • Resource pages

When you’re looking for content to repurpose, make sure it’s evergreen so you can get the most use out of it.

It’s popular and has high traffic

When you’re looking for content to repurpose, make sure it’s popular and has high traffic.

The reason for this is simple: the more popular and trafficked a piece of content is, the more likely people are to link to it.

So, when you’re looking for content to repurpose, make sure it’s popular and has high traffic.

It’s link-worthy

In addition to being popular, the content you want to repurpose should also be link-worthy.

This means that it should be high-quality, informative, and interesting.

It should be the kind of content that people would want to link to, even if you weren’t the one who created it.

Content Repurposing Best Practices

Now that we’ve gone over some of the benefits of content repurposing, let’s take a look at some best practices to help you get started.

1. Start with high-quality content

As we mentioned earlier, the quality of your content is essential for success. Before you begin repurposing your content, take some time to ensure that it meets the needs of your audience and provides value.

For instance,  if you’re repurposing a blog post into an infographic, make sure that the information is presented in an engaging and visually appealing way. If you’re repurposing an e-book, ensure that the new format still provides a good user experience.

A rule of thumb is to only repurpose content that you would be proud to put your name on. This will help to ensure that your repurposed content is of the highest quality and provides value to your audience.

Some other things to keep in mind when selecting content to repurpose include:

  • Is the content still relevant?
  • Does it align with your current marketing goals?
  • Is it evergreen or timely?
  • Is it engaging and well-written?

Answering these questions will help you to determine whether or not a piece of content is worth repurposing.

2. Know your audience

Before you begin repurposing your content, it’s important to have a clear understanding of your target audience. After all, the whole point of repurposing content is to reach new people with your message.

Think about who you’re trying to reach with your repurposed content. What are their needs and challenges? What kind of content do they normally consume?

Answering these questions will help you to determine the best way to repurpose your content so that it resonates with your audience.

For example, if you’re trying to reach a new audience with your repurposed content, you may want to consider changing the format or tone of the piece. This will help to ensure that your content is relevant and engaging for your new audience.

For instance, turning a large video tutorial into smaller videos for TikTok or Instagram Stories could help you to reach a new audience with your content.

Or, breaking a 2-hour-long webinar into smaller, more digestible chunks could make it more accessible for busy professionals who don’t have time to consume long-form content.

If you find out that your audience prefers visual content, you may want to consider repurposing your blog posts into infographics or videos. 

On the other hand, if you discover that they prefer long-form content, you may want to turn your infographics into blog posts or e-books.

It all comes down to understanding your audience and catering to their needs.

3. Stay true to your brand

As you’re repurposing your content, it’s important to ensure that your brand message remains consistent. After all, you want people to recognize your content, no matter what format it’s in.

When repurposing content, make sure to keep your brand voice and style consistent. This will help to ensure that your audience recognizes your content, no matter where they see it.

It’s also important to make sure that your content aligns with your brand values. For instance, if you’re repurposing a blog post into an infographic, make sure that the visuals are on-brand and aligned with your style guide.

4. Test, test, and test

The late great John Caples once said, “Test everything, and believe nothing.” This is sage advice that we always try to follow here at TLG, and it definitely applies to content repurposing.

When repurposing content, it’s important to test different formats, headlines, and call-to-actions (CTAs) to see what works best. There’s no magic formula for success, so you’ll need to experiment to see what gets results.

A/B testing is a great way to compare different versions of your content and see which one performs best. For instance, you could test different headlines for a blog post to see which one gets more clicks. Or, you could test different CTAs for an e-book to see which one gets more downloads.

The key is to constantly test and measure your results so that you can improve your content over time.

You might be surprised to find that a certain format or headline performs better than you expected. By testing different versions of your content, you can optimize it for maximum impact.

5. Always Be Promoting

Finally, don’t forget to promote your repurposed content. Just because you’ve created it doesn’t mean that people will automatically see it. You need to put in the work to get your content seen by your target audience.

There are a number of ways to promote your content, so it’s important to find the channels that work best for you. Some common promotion strategies include:

  • Syndication platforms: Platforms like TheJuice and Quuu work as content discovery engines, helping people to find new and interesting content to read. Submitting your content to these platforms can help to increase its reach and get it in front of a new audience.
  • Content curation sites: Sites like AllTop and Scoop.it are great for promoting your content. By submitting your content to these sites, you can get it in front of a larger audience and help to build your brand.
  • Social media: Social media is a great way to promote your content and get it in front of a new audience. Try sharing your content on Twitter, Facebook, LinkedIn, and any other social media platforms that you’re active on.
  • Paid media: If you’re looking to reach a larger audience, you may want to consider investing in paid media. This could include paid ads on social media or Google, or even sponsored content on high-traffic websites.

5 Ways of Repurposing Content

Let’s take a look at some practical ways you can repurpose content from today. 

  1. Videos or Podcasts to Blogs

Long form videos are a really good base, with which to create smaller pieces of content. In fact, it’s the starting point of Gary Vee’s content model.

Gary Vee Content Model

And because of the amount of energy you expend in creating long form videos – it’s a good idea to turn it into blog posts.

Here’s how it’s done:

  • Transcribe: Take the long form piece and transcribe it into text, with a service like Rev.com
  • Topic and keyword research: Conduct topic and keyword research, so you know what focus keyword the blog post(s) will be targeting and what the overall topic will be about. If you covered multiple topics within the video, try splitting it out into multiple blog posts of course.
  • Formatting and editing: Transcriptions will tend to have errors, or not come out perfectly (especially if you’re using an AI transcription tool). So make sure to format appropriately, edit for accuracy, and properly structure your blog post with headings. 
  • SEO optimization: Using a tool like SurferSEO, pepper in some keywords based on your research before. 
  • Images and other elements: Use good quality images to enhance the blog post, or proprietary data and graphs.
  1. Long form video to short clips

Short clips are essential if you’re going to be sharing videos on TikTok, Instagram reels, or YouTube shorts. They even have their use if you’re running paid ads. 

Just make sure to optimize the video for the platform (as they have different recommended size requirements.) And at the video editing stage, you may need to rearrange elements in the source file, to accommodate the different size options. 

Tools like GetMunch.com are useful, as it uses AI to quickly cut a long video into shorter clips.

  1. Blogs to Infographics

If a blog post is a particularly heavy topic, or has a lot of data or statistics in it – consider turning it into an infographic which displays the info in a really visually appealing way. 

Infographics are also particularly shareable, and it can be a good linkable asset at outreach. For example, Business Backers, “One Cow Describes 8 Business Models” is a prime example of what would normally be a mundane topic – turned into a quirky, and visually appealing piece, that’s highly shareable as well. 

  1. Blogs to Social Media Posts

A comprehensive blog post can also be turned into a series of social media posts.

This is especially useful when its a large topic, which can be cut into bite-sized chunks. 

  • Infographics
  • Carousels
  • How to’s
  • Listicles

Are just some ideas you can use. 

Here’s an example of a LinkedIn carousel, which we actually created from a long form article we had written. 

TLG's LinkedIn carousel made from a long form article
  1. Publishing Blogs on Other Websites

Let’s say you end up with a blog piece which is aimed at a very specific audience, or it’s perhaps a topic you have already covered on your blog – you may also want to place it on other third party sites. 

For example:

  • Publishing it on Medium.
  • Pitching the topic as a guest post to other websites. (like this one I did for GoDaddy)
  • Condescending it down and publishing it on a Facebook, closed Slack community or LinkedIn Group.
  • Publishing it on an industry forum.

By doing this, you can get your blog post in front of a very specific audience and maximize the reach.

There are two things you should keep in mind when repurposing content for link building: the content itself, and the process.

First, make sure you’re repurposing the right content. This means that the content you chose to repurpose should be something that is link-worthy and useful. It also needs to be something that you can repurpose effectively.

Not all content is created equal, and some pieces are better suited for repurposing than others.

To find the right content, start by looking at your most popular pieces. These are the ones that are already getting attention and links, so they’re a good place to start.

You can also look at the content that’s been most shared on social media, or the pieces that have generated the most comments or engagement. These are all good indicators that the content is link-worthy and worth repurposing.

Once you’ve found the right content, you need to make sure you’re repurposing it effectively. That is, making it even more link-worthy and useful.

Here are some tips for repurposing content for link building:

1. Make it embeddable

If you’re repurposing content that’s easy to embed, like infographics or videos, make sure to include an embed code on the page. This will make it easy for people to share your content on their own websites or blogs.

When reaching out to prospects, you can even offer to write a guest post or provide additional content if they’re willing to embed your infographic on their site.

Make it as easy as possible for people to share your content, and you’ll be more likely to get links.

2. Create an interactive piece

Interactive content is a great way to get links because it’s unique and engaging. If you can turn your content into an interactive piece, you’ll be more likely to get links.

This is especially important if you’re in a boring industry or the piece of content is otherwise uninteresting.

Furniture and Choice, for example, built a furniture recycling and disposal tool that allowed users to input their postcode and find the nearest recycling centre. This is a relevant example for their industry and helped them to get links from high-authority websites.

Furniture and Choice's furniture recycling and disposal tool

Orbitz’ interactive quiz is another example:

Orbitz’ interactive quiz

This quiz helps you rate your travel partners  and find out how well they match up with you. It’s a fun and interactive way to engage with their audience, and it’s also a great way to get links.

There are a number of ways to make your content interactive.

Some ideas include:

  • Quizzes: You can turn your content into a quiz by using a tool like Playbuzz or Interact.
  • Calculators: If you have any data or calculations in your content, you can turn them into an interactive calculator.
  • Assessments: You can also create an assessment or quiz that people can take to test their knowledge.
  • Tools:  If you have any tips or advice in your content, you can turn them into an interactive tool. 

For example, if you have blog post about SEO tips, you can turn it into an “SEO audit checklist.” The word “checklist” will add value to your content and make it more link-worthy.

3. Tell a better story

One of the best ways to make your content more link-worthy is to tell a better story.

When you’re repurposing your content, look for ways to make the story more interesting, suspenseful, or emotional.

You can also try adding new elements to the story, like quotes, data, or statistics.

Making your content more interesting and engaging will make it more link-worthy and increase the chances that people will want to share it.

Monzo, an online banking platform, compared two popular breakfast places (Greggs and Pret) to find their popularity among UK cities. 

Monzo’s study revealed that London is the only region where more people eat from Pret.

Monzo's study revealing that London is the only region where more people eat from Pret.

(Image Source)

London is always seen as the “snobby” city, so this was an interesting and humorous finding that helped Monzo’s study get links from major publications.

Instead of regurgitating what everyone is saying about a particular topic,  look for ways to tell a better story. This will make your content more link-worthy and increase the chances that people will want to share it.

4. Make it visually appealing

If you’re repurposing content that’s mainly text-based, like blog posts or articles, try to make it more visually appealing.

You can do this by adding images, infographics, or videos.

If you’re repurposing an infographic, you can also try adding a new design or changing the colors.

Making your content more visually appealing will make it more shareable and increase the chances that people will want to link to it.

Some ideas for adding visual appeal to your content include:

  • Turn your blog post into a story-based illustration
  • Turn your text into a video
  • Turn your text into a slideshow presentation

How To Measure Success of Your Content Repurposing Efforts

Here’s the caveat that comes with repurposing all that content  – is all that increased volume actually impacting your bottom line?

And to find out, you need to carefully monitor, and measure metrics that will determine how its performing. 

Here’s a run down of what you need to be looking for.

New visitors (via Google Analytics)

Getting a high level overview of incoming traffic is the obvious starting point. Along with this, knowing the sources of that traffic, how each traffic source is performing in terms of time on page, bounce rate and conversions – is essential to know whats working. 

Just keep in mind that there will always be the potential for reporting errors, but it will generally steer you in the right direction. 

Organic traffic and searches

Content repurposing should also be impacting your organic search traffic, and will help your SEO. 

When checking Google Analytics and Google Search Console, you also want to be seeing which search queries are driving the most traffic. 

And by aligning this data with your landing page URLs – you get an idea of which pages will drive the most revenue/conversions from search. 

Note: This is important later down the road, if you want to focus your link building efforts on specific pages, and need to weigh up if the traffic a page would bring in is “valuable enough” from a revenue perspective. 

If you really get your overall content strategy right, you should also be driving some brand awareness, and may also notice more brand searches as well.

Social media shares

If you’re repurposing that content into social media posts and video clips – Google Analytics can also shed light on how much click through traffic you’re getting. 

If you go to Reports → Acquisition → User Acquisition – you’ll see the data there.

Checking click through traffic coming from social media posts using Google Analytics

That is a hard metric, but it won’t always reveal the full story. After all, some of that audience may not be clicking through immediately, and are just staying on the social media platform and browsing your content – either actively following and engaging, or just “lurking” on your content. 

So it’s important to also be monitoring your engagement and followers on the individual social media platforms as well.

It can be cumbersome to monitor it on each one – but if you publish that content with a third party tool like Hootsuite, you can gather the data within their platform, and get a consolidated view, and clearer reports, like the example below.

Hootsuite's post analytics dashboard

Followers can be a vanity metric however, so it’s important to look at all of this, and consider metrics like the number of comments, reshares and conversions that come from social media. Some conversions that come through on your Direct traffic, on Analytics, may have originally seen you on social media. 

So if you are able to run surveys, or ask customers directly where they first saw your brand, that can also lend some additional insight, to see how your social media strategy helps. At TLG, we have had feedback from clients that they saw our content on places like LinkedIn and Youtube, so it justifies our omnichannel marketing efforts. 

Podcast & Video retention

The number of subscribers you have, or the number of views/listens you’re getting, can itself be strong indicators of engagement. 

But more importantly:

  • If they download your podcast, are they listening?
  • And if they are listening/watching you, how long did they stay?

YouTube has Analytics built into YouTube Studio, and podcast platforms like Apple Podcasts, should have metrics like Average Consumption. 

Ultimately, you want to see if people actually find your content interesting enough to watch for a decent amount of time, and how long on average, your listener/viewer stays.

Other Indicators

Not everything will be identifiable as a hard metric, and are less tangible. But for instance, once you have more content repurposing and adopt a truly omnichannel approach – you may find you are overall, attracting much more leads than usual. 

When done right, it’s a case of 1 plus 1 equals 3. And this is exactly what I found, when I worked more on developing TLG as a brand.

The perception of your brand may change, and you are starting to establish more of a brand presence, and create more awareness. People will actively seek out your content and want to engage with you.

You may also find you get invited onto podcasts more often, get asked to speak at events, or other things which seemingly just happen by chance. 

It’s not necessarily always luck – and to some extent, when you produce content and promote it in this way –  you are making your own luck.

Why Repurposing Isn’t Always Easy

While repurposing content can be a great way to get more links, it’s not always easy. It can be time-consuming to find the right content and then repurpose it effectively.

And if you don’t do it right, you could end up with content that’s boring, uninteresting, or just not link-worthy.

That’s why it’s important to make sure you’re taking the time to find the right content and then repurposing it in the right way.

If you can do that, you’ll be more likely to get the links you want.