Repurpose Your Top Performing Content

Many content creators operate under the impression that every single piece of content they publish must always be 100% brand-new and original. 

Believe it or not, this is NOT the case! 

In fact, it’s possible to squeeze more ROI from your content by reusing and repurposing your best-performing posts into other formats and mediums. 

How does this work? 

It’s conceptually similar to the process you learned in the previous lesson. Except instead of reposting the same blog multiple times on social media, this time you’ll be using the original blog post to create additional pieces of content. 

Step 1 is to find a post that performs well. If you notice one of your blog posts is generating higher-than-average traffic, comments, likes, shares, etc., that’s a good sign that this topic is resonating with your audience. And that makes it a great post to repurpose. 

How, exactly, do you repurpose a blog post? 

Essentially you just convert the content into a different format. This way, you give people another place to find it and another way to consume it. 

Some of the new formats you might use include: 

  • Turning it into a Lead Magnet to generate leads
  • Recording and publishing it as a video on YouTube
  • Creating an infographic
  • Building a slideshare presentation that you use for a webinar
  • Making it into a case study that you present at a conference 

Here’s an example from the DigitalMarketer blog. We published this post, and discovered that it performed really well: 

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So we took the same content and published it as a PDF Lead Magnet, allowing visitors to download a copy if they gave us their email address. Here’s what the landing page looks like: 

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But we didn’t stop there. We also recorded a YouTube video on the topic, sharing some key insights and linking back to the blog post: 

The idea is simple: when you find a blog post like this that works really well, take maximum advantage of it by leveraging it in as many different ways as you can. This way you can get more ROI from your best ideas, while also being able to churn out new content more quickly and easily. 

Now, don’t get us wrong: you DO need to create new content on a consistent basis. Absolutely. 

But you don’t need to reinvent the wheel every single time. Especially when you’ve already got existing pieces of content that your audience loves and would gladly consume in different formats. 

Because, remember, not everyone in your audience is going to read every blog article you publish, or even read your blog at all. So taking a piece of content from your blog that you worked hard on and is generating good results for you there, and turning it into other forms of content that you can use to reach other areas of your audience will only help your overall marketing strategy.