Making good content material is hard. You must make investments a ton of time, effort, and sources.
However in the event you repurpose it, you can also make it go the additional mile.
Content material repurposing is the apply of reusing all or components of present content material. This normally entails altering the format, equivalent to from a weblog put up to a video.
For instance, we turned this video on holiday SEO right into a blog post.
There are two principal causes:
- Attain extra individuals. Individuals who like movies received’t devour your content material if it’s a weblog put up. However repurpose it as a video they usually may.
- Lower your expenses. Making new content material is dear. Repurposing your present content material requires fewer sources and is cheaper.
Comply with this course of:
1. Embrace the ‘zero-click’ mindset
If you consider it, content material repurposing is a type of content distribution. You’re taking bits and items of your present content material and dispersing them on different channels.
However right here’s the place many individuals journey up. Most entrepreneurs’ idea of content promotion is to drive clicks. So, they count on that content material repurposing will do the similar.
Doing it is a disservice to your repurposing efforts.
Regardless of the kind of content material you produce, they’re in the end vessels in service of a bigger purpose: sharing an essential thought. For us, that concept is that Ahrefs is the best-in-class search engine optimization device. So, it doesn’t matter which format we use or whether or not we get the click on.
So long as the concept is lodged within the brains of our audience, the job is finished. That’s why we’re glad to make zero-click content material—content material that provides useful, standalone insights with out the necessity to click on.
Our model will likely be top-of-mind for anybody who encounters us on a number of channels and achieve worth from our content material. It doesn’t matter whether or not they clicked by means of. Finally, when it comes time to buy, we’ll possible be their number-one alternative.
If you would like your content material repurposing efforts to go effectively, you must embrace zero-click content material.
2. Discover your best-performing content material
It’s virtually not possible to repurpose each single piece of content material.—particularly in the event you’re going at it alone. So, it’s a must to prioritize.
One of the best ways to do that is to concentrate on content material that’s already performing effectively.
Whereas there isn’t any assure that content material performing effectively in a single channel will carry out effectively in one other, it is a sign that there are people who find themselves in search of the subject.
Discovering content material that’s performing effectively is dependent upon the first kind of content material you’re producing. For instance, in the event you’re creating weblog posts, then you definately’ll need to use a device like Google Analytics to see which articles have been getting essentially the most site visitors. You are able to do this by going to Engagement > Pages and screens.

In case your major content material kind is movies, then you could need to have a look at your most-viewed movies on YouTube:


3. Begin with channels which can be related
You need to begin by repurposing your content material into codecs which can be most just like your major kind of content material. For instance, in case your major content material kind is weblog posts, you must concentrate on text-based codecs, like X (previously Twitter) and LinkedIn.
I like to recommend this as a result of content material repurposing takes effort. Many entrepreneurs prefer to counsel content material repurposing as an ‘simple’ tactic, however that’s not true. Somebody like Gary Vaynerchuk can repurpose at scale as a result of he has a devoted crew.


So, whereas there are simple circumstances (e.g., reposting your total article on X), know that the majority repurposing shouldn’t be one-to-one.
For instance, say you need to flip a weblog put up right into a video. Even when the weblog put up content material could be tailored into the video script, you’ll nonetheless must storyboard, report, and edit. That’s loads of work.
That’s why I counsel beginning your content material repurposing journey with related channels. (Simply make certain your audience is there.)
Since I write for the Ahrefs weblog, I primarily repurpose my content material on LinkedIn and X. Right here’s an instance the place I repurposed one of many use circumstances from my article on how to use both ChatGPT and Ahrefs:


It did tremendous effectively, producing >25,000 impressions:


4. Adapt your content material for every channel
Each platform has a most well-liked format, distinctive tradition, and its personal algorithm. So, don’t put up the identical issues in every single place and count on it to be a 100% hit.
For instance, our Chief Advertising Officer (CMO) Tim Soulo discovered that he obtained differing outcomes when he posted the identical factor on LinkedIn and X:
You need to adapt your content material for every channel you’re posting in.
For instance, say you need to repurpose your YouTube video right into a weblog put up. You possibly can’t simply publish your script verbatim. You’d need to optimize the weblog put up for a goal channel, possible Google search.
To do that, you must make certain the article is concentrating on a subject individuals are trying to find. For instance, our video on affiliate marketing did effectively on YouTube. So, I needed to repurpose it right into a weblog put up. To do this, I looked for “online marketing” in Keywords Explorer to see if there was search quantity.


Subsequent, I need to be taught why individuals are trying to find “online marketing” on Google so we will present them with a related weblog put up that solutions every thing they’re in search of. I did this by scrolling right down to the SERP Overview and clicking Determine intents.


This tells us that individuals trying to find “online marketing” on Google want to perceive what online marketing is and the best way to begin online marketing. We’d need to reformat our script to one thing like a newbie’s information, overlaying the definitions and steps on the best way to begin.
To make our article as complete as doable, we will click on on the highest three rating pages, click on on Open in, and select Content material hole:


This opens up the Content material hole report, which reveals you the widespread key phrases these three pages rank for. A few of them will likely be subtopics you must cowl in your article.


For instance, trying by means of this report, we see potential subtopics like:
- What’s online marketing
- Easy methods to do online marketing
- How does online marketing work
- How a lot does online marketing make
All of those made it into my repurposed blog post:


At this time, my article will get round 8,800 month-to-month visits from Google:


Listed here are some concepts to kick you off in your content material repurposing journey:
1. Flip movies into weblog posts
Moreover online marketing, we’ve additionally turned many movies from our YouTube channel into weblog posts:
I repurposed the online marketing video again within the good previous days, so I didn’t have any entry to AI. However at present, you can also make the method faster with ChatGPT. For instance, right here’s the immediate I gave:
I’m going to provide you a video script about online marketing. Please flip it right into a weblog put up with these subheadings:
- What’s online marketing
- Why must you do online marketing
- How does online marketing work
- How a lot cash do affiliate entrepreneurs make
- Getting began with online marketing
- Affiliate internet marketing instruments
Right here’s the script:
*script*
Right here’s what ChatGPT generated:


Not adequate for a publishable weblog put up (imo), however it’s sufficient as an overview so that you can fill within the gaps.
2. Flip weblog posts into movies
The reverse additionally works: We’ve repurposed lots of our weblog posts into movies.
I attempted utilizing ChatGPT for this use case, and it even gave me the pictures and voiceover I wanted for the video:


This isn’t sufficient if you wish to make a talking-head video or perhaps a video that’s wonderful, however it may very well be one thing to work off on.
3. Flip movies right into a course
Content material is often revealed chronologically. Sadly, it’s not a really perfect technique to devour content material. So, why not set up these movies in a logical order and switch them right into a course?
For instance, our content marketing course is just a collection of YouTube videos we’ve revealed in regards to the subject:


Be certain that these programs have demand by getting into your goal key phrase into Keywords Explorer and filtering for phrases like “programs”, “coaching”, and so on.


4. Flip particular person movies into one lengthy video
A couple of years in the past, we launched every lesson from our SEO training course one by one.


In a while, we stitched all the movies into a protracted (~two hours) video:
Not solely did we get views for every video, however the mixed video additionally obtained 2.6 million views!
We’ve since accomplished that for a number of different programs, they usually’ve all accomplished effectively.
5. Flip weblog posts right into a e-book
What’s the written model of an internet course? Duh, a e-book.
You possibly can compile and set up your weblog posts and switch them right into a e-book. This could dwell in your web site as an e book, or go large and publish it as a hardback/paperback.
We determined to go large (or go residence) and turned our beginner’s guide to SEO right into a beautifully designed hardcover:


6. Flip movies into a number of short-form movies
In case you’re producing movies, you possibly can extract the perfect moments that can resonate along with your audience and switch them into short-form movies. These can then be revealed on a number of platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, Fb, and extra.
For instance, Slidebean made a video about Elon Musk. They turned a number of key moments into YouTube shorts:
This brief was additionally republished on Instagram and Facebook.
You need to use YouTube’s built-in device to create Shorts. Go to the YouTube app, select your video, click on Remix, then Edit right into a Brief.


Different instruments to do that embrace Descript and inShot.
7. Flip weblog posts into visitor posts
A few of our weblog posts are so complete they span chapters:


Every chapter may very well be a put up by itself. So, why not flip them into visitor posts?
We name this the “Splintering Approach”:
- Write an unbelievable, detailed piece of content material to your weblog
- Break it into “splinters” and submit each as a visitor article to a different weblog


Right here’s the best way to discover websites to pitch to:
- Go to Ahrefs’ Content Explorer
- Seek for phrases related to your area of interest (e.g., keto)
- Set Language filter to English (or language you write in)
- Set Dwell/Damaged filter to Solely dwell
- Toggle Filter express outcomes on
- Test One web page per area, Exclude subdomains, Exclude homepages


Since these websites cowl matters just like yours, they’re prone to settle for your visitor put up pitch. Find the website owner’s or editor’s email, attain out, and pitch them your matters.
8. Flip weblog posts or movies into social media posts
Every tip, thought, use case, answer, lesson, takeaway, and customized picture in your content material could be extracted and repurposed as a standalone put up on social media.
Right here’s an instance the place I posted considered one of my classes from writing 100 weblog posts for Ahrefs.
Right here, I merely reposted considered one of our customized photographs:
What I like about doing this often is which you can collect concepts from the group and replace your posts sooner or later. For instance, I posted all of the errors from my search engine optimization errors put up and requested if I missed something.
The feedback gave me a number of errors that I might embrace within the put up after I replace it subsequent time.
9. Flip weblog posts into Reddit posts
Entrepreneurs are inclined to keep away from Reddit due to the group’s hatred for something promotional.
However Reddit wants content material to thrive. As long as your content material is useful, you’re welcome to the entrance web page of the Web.
To do that, publish a tl;dr model of your content material and strip away all inside and exterior hyperlinks. Solely on the finish of your put up do you allow a hyperlink again to your unique piece of content material.
Right here’s an instance of how Tim does it:


Last ideas
Have a look at this masterclass in content material repurposing:
- Sahil Bloom creates a podcast episode for his chosen subject (“Easy methods to Get Out of a Rut”) and distributes it to the main podcast platforms (e.g., Apple Podcasts, Spotify).
- He then turns the script right into a newsletter for his subscribers and publishes it on his web site as a weblog put up.
- The put up is become a X (Twitter) thread.
- In a while, he turns it right into a long-form LinkedIn post.
Simply since you’ve revealed one thing doesn’t imply everybody has seen it. Make your content material go the additional mile by reusing, repurposing, and reformatting it for a number of platforms so extra individuals can view your content material.