One of the things we’re noticing with Google’s AI-driven search is that high effort content goes a long way. A piece of content that takes a great deal of planning and effort to create, will have a greater chance of appearing in position ZERO in Google’s new AI-generated search results, allowing you to stay visible so you can continue to drive qualified traffic to your website.
What is ‘high effort content’?
High-effort content requires significant time and resources to produce. It is meticulously planned, tailored to a specific audience, and offers a unique perspective.
You should also consider:
- Focusing on niche audiences
- Creating copy that people actually want to read and engage with
- How you might build backlinks to your content from trusted sources to help build your online authority
A lot of businesses are still creating content that offers no real depth or relevance. This outdated content strategy is not going to appeal to your audience, and it’s unlikely to perform well in Google’s new AI-driven landscape.
It’s better to focus on one single piece of content that gets lots of views and engagement. You can then find the best ways to repurpose it across multiple platforms to help your visibility go even further.
Here are 5 ways to repurpose content for success:
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Update and Republish your blog content
If you’ve written a great blog that may be 2+ years old, but is still bringing you lots of traffic, it’s good to update it to ensure that it still remains relevant and up to date.
Here’s a step-by-step guide on how you can update and republish your existing content:
- Take a deep dive into your Google Analytics to identify your most popular blog – the one that gets the most page views.
- Update any facts and statistics within the article to ensure they remain relevant and up to date.
- Keep the URL of the blog. This is really important as it will have built up authority in Google so you want to keep this the same.
- Check all the links within the article are still pointing to the most relevant sources and don’t deliver any 404 errors.
- Make sure the images still relate to the subject matter and continue to appeal to the audience you are trying to reach
- If the article is focused on facts and figures, include a “Last updated on <Insert date>” at the top of the article. This signals to the audience and to search engines that you have taken the time and effort to maintain your content.
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Repurpose blog content into a video
Video remains one of the most engaging forms of content. Statistics show that people are 52% more likely to share video than any other type of content, so it’s worth taking the time and effort to repurpose it into video and make it easy for people to share across social platforms.
Videos need to be short and punchy to get engagement on social media, so don’t attempt to turn the entire article into a video. Start with a few points or topics from your blog content and break them down into bite-sized, easy-to-understand explainer videos.
Keep them really simple by talking to the camera in a conversational way. Many people feel a uncomfortable talking in front of the camera, but I promise you that the more practice you do, the easier it will become.
Videos can be shared as reels and stories on Instagram to drive traffic to your blog post. They should be a max of 90 seconds so keep the information really focused on one point.
Add a call-to-action at the end of the video to read your full blog article so you can drive even more traffic to your website.
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Repurposing blog content into an email
In my last blog, I talked about the importance of a mailing list to communicate with prospects in a meaningful way. Promoting your blog content to your mailing list is a great way to drive qualified traffic from prospects who are already familiar with your brand.
We’re not suggesting copying the entire blog straight into an email and clicking ‘send’. It takes a little more effort than that! Instead, repurpose the blog into a series of emails with a call to action at the end to read the blog and find out more.
Before you hit ‘send’ on your email, use our handy checklist:
- Is the subject line punchy and engaging? Would you open that email if you saw it in your inbox?
- Does it display well on mobile? Send yourself a test to check how it works on your iphone.
- Is there a clear call-to-action at the end of the email sending people to your main blog article?
- Is the content valuable and relevant to the audience you are sending it to?
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Repurpose blog content into case studies
Case studies are a powerful tool for demonstrating your expertise and highlight the value you bring to clients.
By repurposing a blog into real-world examples of your work, it allows you to really demonstrate what you do for clients in an engaging and memorable way. Case studies can be formatted as an article or video, but the most important thing is that you tell the story – including what challenges your client faced through to how you helped them solve their problem.
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Repurpose blog content into a webinar
Repurposing your content into a webinar or online course offers a powerful way to increase its longevity and influence. It will also help position you as an authority in your field and allow you to build deeper connections with your audience.
You can record the webinar and have it as a piece of evergreen content on your website that your audience can watch on-demand.
We hope these 5 tips for repurposing blog content has inspired you. Remember that quality will always win over quantity, so it’s best to focus your efforts on one piece of content first, then look at how you might repurpose it using different formats. This strategy will help keep your brand visible and top-of-mind across multiple platforms and communicate your message in engaging and memorable ways.
If you need help creating valuable and high effort content, or you need a content strategy that will keep your business visible in 2025, start by requesting a free visibility audit from us here.