How To Drive Traffic Using Repurposed Content

You may have noticed that a significant chunk of your traffic strategy involves content. Examples include your newsletter content, blog content, social media content, lead magnets, webinars, content you optimize for the search engines, content for guest blogging opportunities and more. And that doesn’t even include the content you’re creating for paid products.

Point is, you can easily spend all your working hours creating content (or spend your entire budget having someone else create it). And that’s why you need to save time and money whenever you can.


So, here’s an idea: start repurposing some of your existing content. In other words, you don’t need to always start from scratch every time you want to create a new piece of content. Instead, use some of your existing content to give yourself a head start. This takes less time than writing from scratch, and it doesn’t cost you a dime (unless you hire someone else to tweak it).

How do you repurpose content? Check out these ideas…

Freshen Content and Republish

Sometimes your content is a bit outdated, but it’s certainly useable with a few tweaks. You can remove the outdated parts of the content, freshen it with new content, and then republish it. This works particularly well when you’re using content that was quite popular when you originally published it.

TIP: You can republish the content on its original platform or a new one. For example, maybe you originally posted it on your blog. You can publish the freshened piece on your blog, or you can use it for something different (such as a guest blogging opportunity).

For example, maybe you have a weight-loss article with five tips. Perhaps you remove one of the tips because it mentions an outdated product or strategy that’s no longer in favor, and replace that tip with something that’s fresh and known to work.

Turn Regular Content Into Optimized Content

Another way to repurpose content is to take a piece of content, such as an article from your blog or a post from social media, and tweak it to optimize it for the search engines. This includes:

  • Inserting keywords into the article.  Don’t stuff your keywords, as the search engines will penalize you. Instead, insert the keywords only if you can do so naturally.
  • Lengthening the article (optional). Google likes long content, so if you can lengthen the article naturally – meaning you’re adding value and not fluff — then do so.
  • Polishing the article. Google really likes high-quality content, so you may further polish the content so that it’s something your readers really enjoy reading and using.

Here’s another idea…

Expand on a Piece of Content

There are two ways to use this particular approach…

The first method is to take a short piece of content, such as a tip you posted on social media, and expand it to a full-length article or report.

For example, maybe you posted a short tip on Twitter that simply says, “Make your favorite foods healthier using ingredient substitutions, such as by replacing white rice with brown rice.” You can take this one tip and create an entire article listing popular ingredient substitutions and other ways to make regular recipes healthier.

The second method is to take a piece of content and turn it into multiple new articles by excerpting and expanding on various points.

For example, let’s suppose you have an article with ten tips. And let’s further suppose that you could expand on five of those tips. Take these five tips and expand on them to create new articles. Now you have five new pieces of content to use.

Pull an Excerpt

The idea here is to take a larger piece of content and pull excerpts to create smaller pieces of content. For example:

  • Pull an excerpt out an ebook to create a report.
  • Chop up an ebook or report to create an autoresponder series.
  • Take excerpts out of blog article to create short snippets to post on social media.
  • Use a module from a video training course to create a lead magnet.

And so on.

One advantage of doing this is if you’re excerpting (or splintering) a piece of content from a paid offer, then it works naturally to help you promote the paid product.

Compile Multiple Pieces

Here’s where you can create something unique by combining multiple pieces of content. For example:

  • Compile a set of blog articles to create a lead magnet.
  • Compile a set of social media tips to create a guest blog article.
  • Pull a chapter from an ebook, a couple blog articles, and a couple tools (such as checklists) to create a rebrandable report for your affiliates to use.

This method does require a little tweaking to make it all flow smoothly, but it’s much faster than crafting something from scratch.

Convert to Another Format

Finally, take a look at your existing content to see if you can create something fresh in another format. For example:

  • Turn a lead magnet into the basis for a webinar.
  • Use a set of articles to create a multipart course.
  • Use the transcripts from a video to create a blog article.
  • Turn a digital ebook into a physical book (using
  • Pull the audio from a video to create a podcast.

And similar ideas – it’s only limited to your imagination!

Now a few parting thoughts…



Yes, sometimes you need to create a fresh piece of content from scratch. But for those times when you don’t, you can save yourself a lot of time and money by repurposing existing content using the tips above.

Now let’s change gears and take a look at how to improve your offers…

Keep Reading: The Secret Of Adding Value To (Almost) Any Product To Create Uber-Satisfied Customers

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