If you’re a small business that relies on online marketing for business, then you might drive traffic through a mix of content or advertising. Relying on unique content to drive your traffic is fine, but it’s time consuming. Save yourself time by repurposing content as part of your online marketing tactics. But how?

Online marketing drives traffic to your website, blog, or other online profiles (think your social media platform of choice) in order to see an increase in leads and eventually, sales. There are many facets to online marketing and what you focus on essentially depends on what your intended outcome is, whether that’s to create awareness, increase leads, or make more sales.

Undoubtedly online marketing activities take time. And of course, we’re all time-poor. But that’s where repurposing content comes into play. It’s a terrible word, isn’t it – ‘repurposing’ – but it’s a marketing buzzword that’s making the rounds at the moment.

Repurposing essentially means transforming your already existing content to attract more traffic. Click To Tweet

How Repurposing Content Helps Online Marketing

It’s a bit like learning styles and preferences. We each pick up and retain information in different ways; some of us are visual learners, or kinaesthetic learners, and some of us might be maybe aural learners. There are a host of learning styles, but that’s for a different post.

So when we produce a piece of content and we share it online, it doesn’t really make sense to share it in the one type, e.g. blog article – as we’re probably only going to target the segment of our audience who likes to receive information in that way.

It’s also about extending your reach by communicating via different channels. And of course this will depend on your overarching marketing and communication strategies that you have in place for your business; but you might not want to limit your content marketing to just the one channel, e.g. Pinterest images.

The third way that repurposing content helps for your online marketing is by building those ever-important backlinks. That means your SEO will increase and it’s more likely that your target market will find you – this is especially true if you don’t use advertising to get your content noticed. Those backlinks that you build are gold.

So in saying that; here are three ways to repurpose your blog content for online marketing:

#1 Online Marketing Through Multimedia

If you’ve posted some words to your blog or website then it might be worth your while turning these words into another format to ensure that you also target that part of audience who doesn’t really like words.

Turn your words into some form of multimedia whether that’s a presentation (and upload it to SlideShare) or a video (and share it via YouTube). Podcasting is becoming more and more popular, so may want to consider turning your words into audio files and uploading your podcasts (you can do so for free via Google Drive).

#2 Online Marketing Through Images And Visuals

Your words don’t have to move or make sound, but they can be turned into images, infographics, or visuals that can capture the attention of a different audience group. The obvious social media platforms for sharing your visuals are Instagram and Pinterest, but of course it’s making the visual representations of your blogs that is the part that you’ll need to focus on.

Consider Canva as an incredibly user-friendly way to turn your content into detailed and interesting infographics. Or there are other options such as: PicMonkey (options for adding frames, special effects and font types to images), LivLuvCreate (image-creation website that is easy and fun to use and great for adding quotes to images), or even the classic drawing tools provided through PowerPoint. Here are some freebie PowerPoint infographic templates from Hubspot.

A time-poor person may not read your blog. Turn that blog into an infograph and that person might be hooked. Click To Tweet

#3 Online Marketing Through Connecting With Likeminded Communities

No man (woman, or blogger) is an island. When you create personal or professional online content and you want to share it with the world, then you’re going to need to connect. And what better way to do this, than through a network of likeminded people.

Networking isn’t just about walking into a room and handing out your business card anymore. It’s about creating genuine, real relationships. Online networking is most definitely doable and of course you can start by finding similar people through Triberr or LinkedIn (particularly the groups within LinkedIn) or even Reddit and start commenting and sharing your content.

Your Content Should Be Relevant And Timely, Otherwise It’s Not Going To Go Anywhere

Before you get swept up in turning your written content into another format – I hope I’ve inspired you to at least give it a go! – you do need to make sure that you have the basics of your content covered. Your content needs to be two things: relevant and timely.

If you are producing content that isn’t relevant to your target market, or you’re publishing content to the wrong market altogether then it doesn’t matter whether it’s an article, a hilarious podcast, or an inspiring image and quote combination; it’s not going to get noticed by the people you want to see it.

And, to top it all off, all the time you may have spent on creating your content will be a waste if it turns out that your information wrong or out of date. So make sure you check your facts!

It’s a tough online content-rich world out there full of people who want to consume information in a way that suits them. But the good news is that once you get to know your audience and refine your process, all this online marketing stuff becomes second nature, and, *gasp*, fun! 🙂


Storm from Virtual Storm is a writer who likes to write by the rules. Finding and fixing errors makes her quite happy. So does chocolate, red wine and a good romcom. She also quite likes playing team sports. It brings out the best in her bossy nature. Read up on her here.