Introduction
If you’ve been running a blog or publishing content for a little while, you’ve got a goldmine tucked away—your past posts. Instead of always creating new content from scratch, why not repurpose old content to reach new audiences, boost SEO and potentially double your traffic? At Digital It Up, we help businesses breathe new life into their archived content—and drive measurable growth.
1. Why Repurposing Old Content Matters
- Search engines and audiences favour fresh, updated content. Updating old posts signals freshness and relevance.
- You spend less effort than creating brand-new content, but earn more reach—especially when you convert one asset into multiple formats.
- You tap into new formats and channels (videos, infographics, social media) thereby expanding your brand’s exposure.
2. Identify the Right Content to Repurpose
Start with your analytics:
- Locate posts with steady traffic, good engagement, or high backlinks but maybe have decayed or stagnated.
- Focus on evergreen topics—themes that remain relevant over time rather than ultra-current events.
- Filter for content that has potential: maybe high impressions but low CTR, or topics you can expand or convert.
3. Refresh & Update the Original Post
Before repurposing into new formats, update the original asset:
- Update statistics, references, facts, and external links so it reflects current info.
- Optimize for current keywords and search intent: maybe keyword trends have shifted.
- Improve structure: shorter paragraphs, better headings, new images or audio/video embeddings.
- If appropriate, republish the post with a new date or annotation showing it’s updated—this helps signalling freshness.
4. Repurpose Into New Formats & Channels
Once the base content is refreshed, multiply its reach by transforming it. Some ideas:
- Convert blog post into a video tutorial or series and upload to YouTube or other video platforms.
- Create an infographic from key points, stats or process described in the post; share on Pinterest, social media or embed in other posts.
- Turn blog post into social-media micro-posts: LinkedIn carousel, Instagram stories, Twitter/X tips
- Combine several older posts into a longer guide or eBook (lead magnet) to capture emails and drive deeper engagement.
- Use podcast or audio formats: convert blog or video into podcast episode, transcribe it for SEO
5. Promote & Distribute Smartly
Repurposing isn’t just about new formats—it’s about distribution:
- Link from the newly created format back to your website (e.g., video description links to blog).
- Share the repurposed assets across channels your audience uses (don’t assume all will come via blog alone).
- Use internal links: update the refreshed original post to link to the new formats, creating a content network.
- Diversify posting times and formats: schedule social posts, emails, embed media in blog, etc.
6. Measure Results & Iterate
Track how the repurposed content performs:
- Monitor organic traffic, impressions, keyword ranking improvements via tools like Google Search Console.
- Track engagement metrics on new formats (e.g., video views, social shares, time on page).
- Identify what formats or channels are producing the best incremental reach—not just what you invested.
- Use that insight for your next round of repurposing. The aim is not one-off, but a system.
Quick Repurposing Ideas You Can Use Now
- Refresh top blog posts with new data and re-publish.
- Turn “how-to” blog into video or podcast.
- Extract key takeaways and turn into a LinkedIn carousel.
- Create infographic from listicle or statistic-rich post.
- Combine a series of blog posts into a downloadable eBook or PDF.
- Segment blog into shorter articles or tip-based posts.
- Use old transcript or Q&A content to create FAQ page.
- Translate top content into another language (if relevant).
- Create a slide deck of your blog and upload to SlideShare or embed.
- Republish summaries or new angles of old content with updated internal links.
Conclusion
Repurposing old content isn’t lazy—it’s strategic. By identifying strong assets, refreshing them, and using new formats and channels, you can double your traffic, reach new audiences, and improve your SEO return without starting from zero every time.
At Digital It Up, we help you build this process into your content strategy—so your archive becomes a growth engine, not a forgotten library.
🚀 Let’s unlock the traffic lying in your site’s past content and make it work harder for you.