Creating content for marketing purposes is a never-ending process, amirite? Unless you do it AS your business, it’s probably getting in the way OF your business. Instead of keeping your hands in the dirt, covered in chocolate, or packaging your goods, you’re stuck behind a camera or with your fingers on the keyboard.

So, how can you streamline your process and minimize the drain on your mental energy? There are many ways to do that, but one in particular has become my favorite.

Working smarter by repurposing blogs can mean working less.

Why should I repurpose my blogs?

Repurposing your blogs lightens your mental load as a small business owner. Managing all the marketing yourself takes a lot of time and energy, keeping you from the work that you love. Outsourcing all of it requires a marketing budget you may not have.

But if you can regularly produce a high-quality blog post, it can yield content for multiple platforms through repurposing.

Multiplying your touch points is an important part of your overall marketing game. Each new piece of content is an opportunity to make a new connection, but creating content takes so much time it can be overwhelming. That’s why repurposing can be such a useful tool to lighten your load as a small business owner.

How can I repurpose my blogs for Social Media?

Repurposing can take many forms. You get to choose what works for you! Here are some ideas on how to take a single blog article and use it in multiple different ways.

Pull a quote from the blog and create a graphic. Choose something that will resonate with your audience and encapsulate the blog's content. In the caption, briefly expound on it and provide readers with a link to the article or reference your link in the bio.
Record a reel to highlight the main points of the blog. This is a great way to give your audience some quality face time, which is an important part of making a connection with them. But even if you’re not comfortable in front of the camera, using a template in a program like Canva can create a reel quickly and easily that will diversify your profile and offer a new way to offer value to your people.
Create a carousel of graphics with the blog's tips. Share these as posts and stories so your audience can access the best snippets without having to navigate to a new page.

Social media isn’t the only way to repurpose your blog! Your email newsletter needs content, too. Offer snippets from your blog to your email audience and give them a link to read the whole article if they’re interested. If you have an article that’s particularly useful to your target audience, you could even consider using it as a lead magnet to grow your email list. Adding more in-depth information or a unique angle would make it even more valuable for your readers.

What tools do I need to repurpose my blogs?

A basic graphic creation program will be invaluable in repurposing your blogs. If you’re looking to lighten the load of content creation, then the more user-friendly it is, the better!

This isn’t a compensated promo… Canva has been perfect for my needs. A premium membership grants access to tons of templates created by talented graphic designers, and I feel good knowing they get paid for each use.

If your company doesn’t have a social media profile, it probably should. It’s a rare business that thrives without it in today’s world. Love it or hate it, social media drives a lot of decisions for consumers. It’s an opportunity to get in front of a staggering audience for free, and you should capitalize on it.

Love it or hate it, social media drives a lot of decisions for consumers. It’s an opportunity to get in front of a staggering audience for free, and you should capitalize on it.

Instagram, Facebook, TikTok, LinkedIn, YouTube, and X are all worth looking into. Choose one that makes sense to start and see where the content you have could work on the others as you have time. They‘re each their own beast to master, and content marketers often specialize in managing these platforms separately.

If you decide to hire a social media manager, don’t expect them to be experts in all of them. Each one has its own algorithm to monitor, performance metrics to track, and quirks about posting lengths, boosting capabilities, and preferred formats. Aaaaand it all changes constantly. Be focused for the best results.

Where can I post my blogs?

Your blog will live on your website. But secondary locations to consider include your social media profiles, alternate publishing sites like Medium, and discussion boards where you can answer questions and offer your blog link in comments.

I highly suggest being intentional with one or two methods versus trying to hit them all. Don’t spread yourself too thin by trying to reach everyone.

This is where knowing your target audience comes in. Demographics like age, income level, and location are just a small part of the bigger picture. Your ideal customer or client is someone who aligns with your overall brand identity, vision, and mission. They’re people you’d be proud to collaborate with or feature as a representative of your product and services. They GET you.

You should be able to know right off the bat where *your* people are. That’s how you’ll know where to post your content.

For example… there are two sides of the Petrichor Lifestyle Brands, LLC company. I offer freelance services, like SEO blog writing and repurposing, and also have a small family farmstead that sells physical products. In order to reach the target audiences for each side, I have to segment my overall audience and be specific about what I post where. Sharing about the weekend chicken slaughter isn’t going to help me over here on this side of the website, and talking about SEO over there isn’t going to sell any frozen chickens!

Spending some time to figure out your target audience will be worth the investment.

How You Can Expound On Blogs

Another ‘work-smarter-not-harder’ way to repurpose blogs is to expound on them. If you find a particular blog post creates a stir on social media, or you receive a lot of feedback from your audience about it, it may be an opportunity to dig in and offer more of the same.

Taking a topic of interest and expounding on it could be anything from offering longer how-to videos, creating a guide or e-book, or showing up as a guest on a podcast to talk about it! The sky is the limit (or your imagination) when it comes to responsive marketing.

Don’t worry about expounding on every blog you post. It’s not likely that they’ll all be a hit with your audience! (If they are, you may be in the wrong business…) But when you have one that’s performing well with your audience, it may be time to explore the possibility of doing more on that topic.

Maximize the Fruit of Your Labor

I’m a huge fan of working smarter. Not that I working hard… I actually like the idea of sweat equity. But I prefer to invest that in something I truly enjoy, don’t you? The freelance services I offer, like writing SEO blogs (and repurposing **ahem**) I offer so other small business owners can get back to the work that brings them joy.

Repurpose those blogs, my friend. It’ll free you up to do more of what you actually love. OR you’ll be free to simply do less. That’s cool, too.

How to Repurpose Blog Content to Lighten Your Load