How to Repurpose Blogging Content for Maximum Utility

Image Posts on Social Media

One of the easiest ways to use content online is to post an image to social media. It should go without saying, but we start with this idea because it is one of the easiest ways to share content online. Take a photo, perhaps edit it briefly, and share your image and experience with the world.

This is just the start of where you can share content, but even within this one topic, you have numerous social networks to consider posting to, giving many options to repurpose images for wherever your audience may be found.

Where are images great to be posted? Well, everywhere. You have Facebook, Instagram, Threads, X, Pinterest, Bluesky, and virtually every other non-video-focused service out there. So you can repurpose content across channels, too.

Short-Form Video Posts on Social Media

Do you record video while creating your content? Short-form videos are the hot commodity these days, with many networks prioritizing their algorithms to favor video.

If you create images and video together, you now have two different share possibilities for the same topic, which can then be multiplied out across all of the social networks that you post the respective formats on.

Do I publish an image and later publish a video on the same network? Absolutely. Different followers like different forms of content, the algorithms behave differently for each form, and I'm getting even more out of the material I create from a single experience. A winning duo all around.

Where are short-form videos great to be posted? Like images, practically everywhere. Facebook and Instagram both allow for Reels, TikTok kicked off the short-form video craze, YouTube has their Shorts feature, and other social networks like LinkedIn are even getting in on the game.

Long-Form Videos in Many Channels

While short-form, vertical videos may be hot right now, long-form videos (often filmed landscape as opposed to vertically) still have their place. Capture a reader's attention in a longer video or a recurring video series, and you have a powerful way to share your content with your subscribers.

Of course, long-form video is often not for everyone due to the amount of time that is required to shoot content, edit, and post, but is yet another way you can share the same content online (or possibly a deeper dive into a topic, even) and reach your audience.

Where are long-form videos great to be posted? YouTube is a big driver of larger video views, but many social networks are also increasing the length of time allowed for vertical videos like Reels, too- pushing into the long-form territory. You may also want to consider embedding videos on your website to either drive views and subscribers to another channel (e.g. YouTube) or to get an additional ad view from an ad network partner.

Single Topic Articles

Creating content for social media, be it image or video in nature, is only one part of content creation. We as bloggers also have the fact that we can publish articles on our website and other outlets we write for.

A single-topic article is a great place to start if you can dedicate 500, 750, or even 1,000+ words to a single concept.

These articles, to us at least, are often deep dives into something very specific. If we're considering the idea of writing about an experience, it could be as focused as a restaurant review, wine review, recapping a day tour, a museum, or something else entirely insofar as it is the sole focus of the piece.

These articles serve a great purpose for readers who want to take a look at the topic in question exclusively, and for those who are topical experts, it really gives you a chance to shine and convey your authority on one very specific idea.

Where can single topic articles be posted? We have our own blogs, guest posts on other blogs, features in 3rd party outlets like Medium/Substack, or proper freelancing to name a few. We'll talk about some of these again later.

Round-Up Articles

Round-up articles go by many names (skyscrapers, verticals, etc.), but at the end of the day, all have a similar notion that connects them together- looking at a topic from a different, often broader, angle.

Let's say you take the experience you had that you've posted about on social media and in review. Do you have more insight into the destination (e.g. the neighborhood, city, country, etc)? What about other experiences that can be grouped around a similar topic (e.g. bars, restaurants, parks, day trips, etc.)? Your original experience could get a mention and you also have the ability to interlink the articles to direct readers to more (this is also great for search authority, too!).

Take a restaurant review, for example. You may write a full article on a specific business. But could you also include it in a neighborhood guide? A restaurant directory guide? A themed restaurant round-up on a specialty topic (e.g. barbecue, pizza, cocktails, etc.)? What about other niche elements that may warrant its own article (e.g. budget friendly, great for a party, etc.)?

One restaurant review alone may be able to work its way into a handful of other pieces of content that you put together as a way to further showcase your authority in that specific destination, all while reaching audiences with different interests. Some may want that restaurant specifically, others may want the category of food, some may want recommendations in the neighborhood, or something else together.

By repurposing into numerous categories, you can offer value to readers depending on their interests and needs.

Where can round-up articles be posted? On your site is a great first start for building up SEO authority and covering many angles a reader may be interested in. But you may also want to consider providing a small contribution to other bloggers' sites to help expand your reach to new audiences and, of course, get a valuable backlink in the process.

• Can you revisit the notion of a round-up article and also repurpose that elsewhere, perhaps as a social media post, short-form video, or in another format? Verticals often do quite well in other forms, not just articles! Round-up style guides on Reels and TikTok are especially popular these days.
• If you want more ideas, we have an article with over 100 local blog topic ideas that could function as round-ups, too.

Share in a Newsletter

Social media and our websites are not the only places where we can reach our readers, and bloggers should be working towards building their newsletter as it is one of the only forms of subscriber ownership we still have (few algorithms controlling delivery here!).

Naturally, if you're looking for another place to share your content, consider featuring it in your newsletter!

Some may take a simple approach and only send out the latest articles in a feed-style email. Others may craft custom content to send to their readers periodically. We do both, depending on the site, and this opens up a number of ways to help give your content another breath of life.

One of the best parts about having a newsletter is that there is no model that currently works best for everyone. It is yours, and you can do with it as you want. Do you simply want to share a link to a social post that is blowing up? You can do that. Do you want to take a deep, behind-the-scenes dive on a topic you've mentioned a bit more briefly elsewhere? Yep, you can do that, too. The sky is the limit insofar as it matches your chosen styles for your respective channel.

So, if you're thinking of a new place to give your content another push, don't overlook your newsletter!

Record a Podcast

Another aspect of delivering content to readers is keeping in mind that everyone consumes media in different ways. Some people are visual and love photos, video, and text. Others retain information better if it is delivered audibly.

As such, podcasting is another medium in which you can convey a form of content to readers through different means. Those who sign up can listen to a deep dive on any topic you wish to discuss, and it gives you yet another opportunity to highlight a piece of content to your readers via spoken word.

Of course, podcasting is also a bit of a long game that often requires a regular commitment for releasing new episodes. I, personally, do not have any more bandwidth to do one more new channel and have avoided podcasts for this reason, but it is an option for others all the same!

Guest Posting and 3rd Party Outlets

Up until this point, we've kept our attention to channels and content creation mediums that we can own ourselves. But it is also important to keep in mind that you may be able to share your content on other people's channels to get it more exposure, too.

Guest posting on other sites is always a popular option, especially when getting established, as you can share your expertise with readers of other sites (and possibly get a valuable backlink in the process). Roundup-style posts have been popular in some niches as well, where bloggers crowdsource other creators to build their own verticals on a specific topic. You share your content, they get a valuable landing page, and you get eyes and a link in return. (There are, of course, SEO concerns with this one, but we're just highlighting that it exists.)

There are also more 3rd party outlets you may want to consider posting on, too. Many creators are launching their own Substack channel, publishing on UGC article sites like Medium, offering premium membership channels for exclusive content, and more. Some may do this as a replacement for blogging outright, while others are simply doing so to expand reach and have an online presence in numerous outlets beyond our own sites.

But if you can work in a piece of content in there, you've just given it one more lease on life!

Forums & Groups

There are also many 3rd party services focused on user-generated content you may want to consider sharing content on, too.

Reddit has many great subreddits on an array of topics where you can go in and answer questions people may have, share photos and experiences, and be a part of a community outside of your brand. It is always a delicate balance to avoid self-promoting too much, especially early on, but in some communities, you may be able to walk a fine line where you are helping and promoting all the same. (You could even consider starting your own subreddit where you control the rules, too!)

Similarly, Facebook groups are also popular places for user-generated content where both you and your readers can share content on a specific topic. Not only can you self-promote in your own group, you can help answer people's questions and direct your content and expertise to real people when they need it, all in just a few seconds!

We love building Facebook groups for our brands simply because the social network is massive and they give you a number of tools to help you get Facebook page followers to become more involved group members as well. A win-win for giving your content another chance to be seen!

Reposting Can Work, Too!

Before ending this one, we would be remiss if we did not highlight that you can also repost content more than once, especially on social media, to get even more out of existing content.

This varies by outlet to outlet, of course, but for most of us our content has some form of shelf life. It may be short (e.g. an event that took place this weekend) or it may be evergreen (e.g. a how-to guide that will always be relevant).

Posting just once and moving on to the next shiny topic may be doing your content a disservice, particularly on social media. I've lost track of the number of times I've shared a photo or article on a social network and had it fall flat due to some algorithm reasonings behind the scenes, only to have the second or third post with new copy take off.

So while you may not be republishing an article here, keep in mind that you can always try again on posting on social media, sharing a new cut of a video, including a topic in a newsletter, and more- insofar as your posting style allows (e.g. not being exclusively “live” content). Sometimes, repurposing content is simply sharing it just one more time!

Do You Need to Post Everywhere? No!

We thought we'd end this one with a reminder that the above is only a selection of places you may want to consider repurposing your content. You do not have to do it all (and, in fact, probably shouldn't).

It should go without saying that we as creators are already operating on limited bandwidth, and it is often difficult if not impossible to do everything, everywhere, all the time.

You may not want to make long-form video. You may not care about TikTok or new apps. Podcasts may bore you to death. The list goes on, and that is okay!

This article is simply giving ideas for how you can possibly repurpose your current content into a new format, a new medium, or to reach a new audience outright. In many cases, repurposing what you already have could be just as valuable, if not more valuable, than creating something around a new topic.

So if you're thinking of ways you can get a bit more out of your existing material in a new format, give one of these a try!

Do you have a process for repurposing your content online? Comment below to share!