Rework your blog's greatest hits to get extra mileage

Target audience: Businesses, brands, digital marketers, advertising agencies, SEO specialists, entrepreneurs, Web publishers, email specialists Post by Megan Totka MeganTotkaRepurposing content has long been used as a strategy for content creators who simply don’t have the resources to continuously create new content. Over time, however, marketers have begun to realize that it can benefit them beyond just being an option to fill the calendar. Armed with analytics and data about their previously created content, they have a better understanding of exactly what type of content has worked to help leads flow through the customer journey. And with this information, content teams can repurpose their successful content into email campaigns that enable them to move customers further down the conversion funnel. But how exactly do you successfully repurpose content for your email marketing strategy? Let’s take a look at four options.

Convert your content into an infographic

1It’s no secret that visual content, in the form of both image and video, is being used more and more in today’s marketing landscape. And for good reason. After all, the data shows that visuals are more engaging than text. When you have written content that has already been successful, it offers a tremendous opportunity to further simplify that content into an infographic. Tools like Piktochart allow you to create infographics from prebuilt templates. And by including visual content within your email campaign and customer journey, you’re giving your leads yet another reason to stay engaged with your emails.

Update old content

2If you’ve been maintaining a blog for any length of time, there’s a good chance that several of your articles feature outdated statistics and advice. Take the time to update this content and use your email campaign as a way to inform interested leads about the changes. This can also be a great opportunity to generate a fresh angle for a past topic. Not only is keeping your content fresh essential for SEO purposes, but it also helps ensure that the content that’s part of your customer journey is maintaining its value.

Create an email series from long-form content

3Determine what pieces of long-form content have been well received by leads at different points of the customer journey. From there, you can leverage the content by turning it into an email series that can be sent to leads based on where they are in the conversion funnel. Here’s an example of how you can do this:
  • Introduce readers to the topic. Use the initial email to generate interest and curiosity about the topic of your email series.
  • Break down the series by subheadings. Each follow-up email can offer a breakdown of the different sections of your content.
  • Focus on actionable advice and usefulness. To keep your leads engaged throughout the email series, include as much actionable advice and usefulness as possible.
It’s important to understand that segmenting your email list is crucial here. Your subscribers expect authentic, credible content and you want to be sure your emails are hyper-relevant to the leads you’re targeting. By using email marketing tools like Campaign Monitor, businesses create customer journeys that delivery a series of emails based on one of your long form blog posts. These email automation tools can dynamically send emails based on how recipients behave. For example, let’s say the blog post you're using to create an email series with is about social media marketing across different social platforms. If a subscriber clicks on a link in your first email about Facebook advertising, they will automatically be sent future emails talking more about Facebook advertising. This level of personalization generates more engagement and conversions than blanket email marketing strategies.

Create an ebook

4If you have multiple pieces of content that help form one of the stages of your conversion funnel, combine the content into an in-depth ebook. From there, you can use the ebook to be sent as a freebie to leads in an attempt to expedite their journey through the conversion process. This can also be a great re-engagement strategy for subscribers whom you’ve identified as inactive.

Start repurposing for email

When done right, repurposing your successful content can dramatically increase email engagement rates. Give the strategies above a try and find out how they can help you move your leads further down the conversion funnel. And let me know if it works!
Megan Totka is the Chief Editor for helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. She specializes on the topic of small business tips and resources and business news. Megan has several years of experience on the topics of small business marketing, copywriting, SEO, online conversions and social media. Megan spends much of her time establishing new relationships for, publishing weekly newsletters educating small business on the importance of web presence, and contributing to a number of publications on the web. Megan can be reached at [email protected].