You have appointments with clients or prospective clients, plus all the unbillable stuff you must do behind the scenes in the health and wellness industry. All this keeps you busy enough, let alone trying to juggle a blog, social media accounts, and a newsletter while running your practice.
Content repurposing could be the answer when the thought of adding one more thing to your plate—like coming up with content for all these platforms—is enough to make you seek some health and wellness yourself.
By repurposing a single blog post, you can generate multiple pieces of content that span different platforms, saving you time and maximizing your reach.
Content Repurposing Starts with a Great Blog Post
The foundation of effective content repurposing is a well-crafted, high-value blog post. If you’re creating and intending to reuse that content, choose a broad topic that you can break into smaller parts yet specific enough to engage your target audience.
You may already have a robust selection of blog posts to choose from, but you should still select thoughtfully. High-performing posts that get a lot of traffic or engagement make excellent choices. Listicles and deep-dive articles are great candidates for many reuses if you have a healthy content selection.
Content Repurposing for Multiple Pieces of Content
Now that you have the blog post selected, the magic can happen. Don’t worry about trying to repurpose your content with every suggestion we make below. They may not all be applicable, but many are viable options.
Recycle Content for Social Media
When plastic gets recycled, it’s typically broken or shredded into small chunks. You can do the same thing with a blog post.
Break it down. Shred it. Reuse it.
Social media thrives on bite-sized, visually appealing content. You can quickly transform your blog post into multiple social media updates. With creative tools like Canva, you can turn your written word into stunning visual images for picture-heavy sites like Instagram or Facebook.
Repurpose Content into a Newsletter
When selling your services, why talk to someone who may or may not be interested when you could showcase how you can meet someone’s needs who already chose to hear from you?
This is your newsletter!
Your email subscribers are already interested in what you have to say because they chose to sign up and receive emails from you. They already said “Yes” once.
Writing a weekly or monthly newsletter from scratch could be impossible with your busy schedule. Because at the end of the day, you’re here to help people improve their lives, not sit in front of a computer plucking at the keys or asking chatGPT to write one for you—you’ll still have to make it sound human anyway.
Repurposing your content is a game-changer here. Take that stellar blog post you wrote earlier; there’s a good chunk of your newsletter. Sprinkle in a personal touch because you’re speaking to one person with an email versus many, and now you’ve used one blog to work smarter, not harder.
Expand for Long-Form Content
A good blog post can technically already be long-form content, depending on the subject and amount of information. If it performs well, you should consider expanding it into other long-form content formats:
- Webinars or live sessions: Host a live Q&A or workshop based on your blog. A single blog may not seem like enough information. If you have a 1,500–2000-word, detailed post, you’ll have great talking points to supplement with your expertise.
- Connected blog posts: Your initial blog post acts as a pillar post. Writing spin-off or cluster posts that dive deeper into the original post’s ideas will help your SEO efforts and speed up content creation since you already covered an overview of the topic.
Turn It Into Visual Content
Your blog post already has images… it did have two images, right?
But that’s not the visual content we’re talking about. Instagram, Facebook, and LinkedIn are all visual social media platforms. Of course, there’s written content too, but visual content is highly shareable and perfect for boosting engagements on these platforms.
If you’re following the playbook so far, you’re already breaking your post down into smaller chunks for social media—don’t forget to add visual elements to it that are more than a stock photo. A couple of visually appealing ideas include:
- Infographics: If you’re repurposing an information-heavy piece of content, an infographic may make sense. You can use an infographic to summarize your blog’s main points in an engaging way
- Slideshows: If you’ve spent time on LinkedIn, you’ll have seen how popular slideshow posts are. And if you’ve already got a pillar post to use for content, you’re already almost there.
Leverage Audio Formats
Written and visual content are popular, but not everyone loves reading and looking at pictures. Repurposing your blog into audio content is another way to make your content accessible to a broader audience. You could try audio formats like:
- Podcasts: Record a short podcast episode where you talk through the main points of your blog. Coupled with your expertise on the topic, this can be a value-added way of bringing content to your audience without much extra effort.
- Audio Snippets: Use a text-to-speech tool to create quick, shareable audio clips for your social media platforms.
Incorporate into Paid Advertising
Whether you like it or not, the internet is pay-to-play in most cases.
You’ll likely be running some form of paid ads on Google, your website, or social media.
Blog writing is often long-form copywriting, and running a Facebook ad is short-form. You could incorporate many parts of your blog into the paid ads with little to no changes.
Measure, Refine, & Repeat
As you repurpose your blog content, keep an eye on what’s resonating with your audience. Knowing what keeps people returning helps you refine your content strategy and identify which formats perform best.
As a health and wellness professional, your insights are invaluable, and with the right strategy, one blog post can become the foundation for a full-fledged content campaign. Take your next blog post and apply these strategies to maximize your content’s potential.Contact me at Peak Performance Media if you need help with content planning, creation, or repurposing. I’d love to hop on a call and learn more about your marketing goals.