What is Content Repurposing for SEO? (+ X Examples)

Content repurposing takes existing content—a YouTube video, blog post, or podcast—and adapts, transforms, or reformats it to fit a different medium, format, purpose, or audience.

The goal? To extend the life and reach of content, improve engagement, cater to various learning styles or consumption habits, and maximize the return on investment from the initial content creation efforts.

That way, you get more mileage from your content and more bang for your buck. Nice!

Content Repurposing: The SEO Multiplier You Need

You’ve spent time and resources crafting a killer piece of content. Why let it gather dust? It could be out there shining on different platforms, attracting new eyes, and supporting your website’s performance.

Seems like a no-brainer, right? Yep, totally.

Here’s how content repurposing will supercharge your SEO:

1. Improved Visibility and Reach

It’s simple: the more places your content lives, the more people will see it. Repurposing blog posts into a YouTube video, an Instagram Reel, or a LinkedIn Pulse article allows you to tap into new audiences who might prefer consuming content in different formats.

It’ll expand your reach and increase your chances of attracting leads.

2. Improved Keyword Rankings

Repurposing content allows you to target different keywords and search intents. For instance, let’s say you have a blog post about “on-page SEO.” You could repurpose it into a video targeting the keyword “how to optimize your website for SEO” and an infographic focusing on an “on-page SEO checklist.”

It’s a multi-pronged approach that helps you take up more real estate in search results across various related keywords and different search intents. Heck, yes!

3. Increased Backlink Opportunities

Repurposing content into different formats increases the chances of other websites linking to your resources. For example, a blog post with an embedded video that covers the written content is often more likely to attract more backlinks than a plain text blog post.

Why? It addresses different consumer habits. Some like written text, while others prefer video-based content. The broader the appeal, the more likely the content will earn backlinks.

4. Content Amplification

Repurposing gives already well-performing content a new lease on life. Update it with fresh insights, turn it into a podcast episode, or create a social media series based on its key takeaways.

These practices bring previously well-performing content back into the spotlight and strengthen your overall content strategy.

5. Improved Content ROI

Content creation takes time and effort. Repurposing allows you to squeeze every ounce of value from your existing content. Instead of starting from scratch every time, you can leverage what you already have and transform it to achieve different goals.

It’ll maximize your content ROI and free up your resources for other important tasks. Nice!

What Content Can You Repurpose?

So, what exactly can you repurpose? The good news is, almost anything! It has repurposing potential if it’s valuable, informative, and engaging.

Here’s a breakdown of some prime repurposing candidates:

High Repurposing Potential

Blog Posts are the ultimate foundation for repurposing. All the information is right there, ready to be transformed into videos, infographics, social media posts, or even email newsletters.

All our blog posts, particularly those that have informational search intent, are repurposed into X posts and LinkedIn Pulse articles or posts.

For example, we recently published a blog post on link-building. We took the best ideas, wrote up a helpful but more concise version of it, posted it to LinkedIn Pulse, and added a CTA back to the original published piece.

These Pulse articles backbone off LinkedIn’s authority, rank, and drive organic traffic back to our website. It’s a relatively low-effort strategy with big returns.

Podcasts are audio gold. Create video clips with subtitles for social media, transcribe them into blog posts or articles, and extract key quotes for social media posts or image quotes.

Tim Ferris is a master at this. He takes guest quotes from his podcast, The Tim Ferris Show, and shares them where his audience is: LinkedIn and X. Nice work, Tim!

Medium Repurposing Potential

Infographics and instructographics are primed and ready to be dissected into smaller visuals for social media sharing, used as visual aids in presentations or webinars, and repurposed into a blog post or article.

Ditch That Textbook has done just that. They’ve taken the AI tools they compiled, made an infographic, posted it to Pinterest, and then compiled a listicle blog post. Work team!

Videos are already engaging but can be even more so! Transcribe your videos into blog posts, create shorter teasers for social media, or extract the audio for a podcast episode.

Moz is one of the best in the business at this. They take webinars and interviews that they’ve collaborated on with experts in the field and turn the insights into full-length guides, covering all bases and consumer habits. Nice!

Don’t Forget These

Ebooks and white papers are packed to the brim with information. Repurpose sections into blog posts, create checklists or summaries, or turn them into a series of social media posts.

Cosmos ($ATOM) has done just that. They’ve taken their information, technical-heavy whitepaper, and turned it into an easier-to-digest, less-technical blog post. By doing this, they’ve served two segments of their audiences: the tech heads and the casual investor. Win-win!

Case study tidbits can be used for social media posts, turned into short videos, or incorporated into presentations and webinars.

Rand Fishkin and the team at SparkToro are legendary at this strategy. They frequently share insightful data points and takeaways from their case studies on social media. And, without fail, every single post goes parabolic. Kudos SparkToro!

Social media posts can be elaborated on and turned into a blog post or infographic or used as visual elements in other content formats.

Hubspot owns this space. They take trending ideas from Pinterest, turn them into blog posts, and then promote those blog posts back on Pinterest (and other channels) in a beautiful cyclical loop of content repurposing.

They’re absolute experts at identifying what their audience is interested in and then creating content that caters to those interests. Get it, Hubspot!

Pro Tip

When choosing content to repurpose, look for pieces that are:

• Evergreen, aka content that remains relevant and valuable over time.
• High-performing, aka content that has already generated good engagement or results.
• Aligned with your current goals, aka content that supports your current marketing objectives.

10 Content Repurposing Strategies for SEO

Now for the exciting part: strategies. Lesssgo!

1. Unleash the Power of AI

AI tools like Semrush’s Content Assistant and ChatGPT are your new best friends (or worst enemies, depending on which side of the fence you sit). Use these LLMs to effortlessly transform blog posts into catchy social media threads, engaging video scripts, or even compelling podcast outlines.

Here are a few basic prompts for inspiration:

1. “Create five insightful X threads based on this blog post.”
2. “Generate a short TikTok script summarizing the key takeaways of this article.”
3. “Turn this blog post into a detailed podcast outline with five opinionated discussion points.”

2. Conquer Multiple Channels

Don’t limit your content to a single platform. Repurpose your blog posts into LinkedIn Pulse articles, your webinar recordings into a YouTube series, and your podcast episodes into Instagram Reels. It’ll maximize your content’s visibility and create diverse backlink opportunities.

3. Get Visual and Interactive

Transform lengthy guides or reports into eye-catching infographics or instructographics. These visual formats make information more digestible and shareable, which is never a bad thing.

4. Lights, Camera, Action!

Convert your blog posts or articles into engaging videos, or create short animated explainers from your data-driven reports. Platforms like YouTube and Instagram are hungry for video content, so feed the monster.

5. Refresh and Reignite

Don’t let your old content fade into oblivion. Give it a makeover! Update outdated information, add new insights, and optimize it for relevant keywords. Why not? It keeps your content fresh, relevant, and valuable for both users and search engines.

6. Optimize for Voice Search

More and more people are searching using voice assistants like Siri and Alexa. When repurposing your content, think about how people might ask questions about the topic using voice search. Optimize for long-tail keywords and conversational language to capture this growing audience.

7. Ride the Trend Wave

Stay ahead of the curve by leveraging trending topics. Use tools like Google Trends or explore trending hashtags on X’s Radar (you’ll need a blue tick) to identify what’s hot in your industry. Then, create or repurpose content that aligns with these trends to capture audience interest.

8. Collaborate and Conquer

Partner with influencers or other brands to create co-branded content or participate in joint webinars. Cross-promotion expands your reach and introduces your content to new audiences. A win-win for everyone.

9. Personalize the Experience

Use AI to personalize content recommendations for your audience based on their interests and past interactions. It could involve repurposing content to fit individual user profiles, creating a more engaging and tailored experience. Highly individualized experiences attract high-quality leads.

10. Fuel the Marketing Funnel

Repurpose your content to serve different purposes along the buyer’s journey. A blog post can be repurposed into a lead magnet or a webinar to target users at the conversion stage. It’s an approach that will help the same piece of content engage users across all stages of the funnel, not just one. Killing it.

SEO Best Practices for Repurposed Content

Before you unleash your repurposed content into the wild, let’s make sure it has the best chance of climbing the SERPs.

1. Keyword Optimization

Target different long-tail keywords. Yup, each repurposed piece should have its own unique set of long-tail keywords. For example, if your original blog post targets “content repurposing,” your repurposed LinkedIn Pulse article could target “how to repurpose blog content for social media.” With this approach, you’ll capture a wider range of search queries and avoid competing against your own content.

And optimize everything. Don’t neglect titles, descriptions, and image alt text. Add relevant keywords to each and give the content the best chance of catching the attention of search engines and users.

2. Content Diversification

Offer unique value—that way, each repurposed piece will offer a fresh perspective or unique angle on the topic. Avoid simply duplicating content across platforms. Instead, think about how you can add value and cater to the specific audience of each platform.

Oh, and don’t be a copycat. Search engines frown upon duplicate content. Make sure each repurposed piece is substantially different from the original and offers something new.

3. Internal Linking

Connect the dots. Let’s say you’ve posted to LinkedIn Pulse. Well, take the opportunity to link the repurposed content back to the original piece. You’ll gain a social link and direct readers from LinkedIn to your website.

4. Canonicalization

Avoid duplicate content penalties. If you’re syndicating content (republishing it in its original form without changes, a common practice on Medium), use canonical tags to tell search engines which version is the original.

It’ll prevent search engines from penalizing you for duplicate content and ensure the correct version gets indexed—you don’t want to outrank the original with a syndicated piece. That’s, uh, not how repurposing should work.

Conclusion and Next Steps

You’ve reached the summit of Mount Repurpose, and the view from here is breathtaking. Well done!

But hold up—sure, while content repurposing should be high on your priority list, it’s only the beginning of something big.

At Loganix, we specialize in helping businesses like yours achieve sustainable, long-term growth with our range of SEO services.

So what are you waiting for?

🚀 Head over to our SEO services page, and let’s partner up! 🚀