It’s no secret that the longer you spend on your content then, the better quality it will be. That means a well thought out, researched blog will produce far better results for your business than the one you tapped out in an hour. If we’re spending all this time creating, then how can we use web content for other things?

Why we want to use web content for other things Say you’ve spent three or four hours writing and editing your blog. You’ve laid it out on the page, found the right images and finally pressed publish. Now what?

Sit and wait for all the traffic to come in? Do a bit of promotion on social media? In a month or so, that blog will be sitting on your site not doing very much.

But what about if we used our website content for other things? Then all the time spent in carefully crafting it is reaping more rewards.

Reality of re-using content

One of the benefits of re-using your web content for other things is that not everyone does it. Only a third of marketers have a system in place to re-use the content they create. Those who do go to the effort of re-purposing content are sporadic half of the time.

So if you can build this into your content strategy, then you’ll start to see the need for less content and to get more bang from what you have.

Where to start reusing web content?

There are so many ways you can change up, hack into and reuse your content. I’m going to cover five in this blog, but the list is pretty extensive.

Some of these tricks I’ve learned from the ingenious things that my clients do, some of them I do for them. Others are ideas that I’ve had and the opportunities I can see.

The basic premise is that you shouldn’t always be creating new all the time. It’s exhausting, and you’re eventually going to burn out. Use what you have until you burn that out.

And there are some nifty systems that you can put in place so that content repurposing (as that is its fancy name) doesn’t feel like an extra job in itself.

1. Content to newsletters

This is a pretty obvious one. If you write a blog, then use the copy to form your newsletter. Or it can work the other way. Why spend time writing new stuff for two different platforms?

And if you’ve had a weekly newsletter for some time, how about recycling some of those old emails? If what you said is no longer valid, then it’s easier to edit and update than it is to think of fresh stuff to put out regularly.

If you’re super sharp at this point, you might even want to take that copy and use it for social media, too.

I can wring a newsletter, week of social media posts, graphics, and a PDF from one single blog post.

2. Content to podcast

content to podcast

The next thing you can do is turn your web content into a podcast. Interview someone about your main argument or point in your blog. Or even read the blog out for the podcast.

If you’re reversing this, then take the podcast transcript and turn that into a blog. That can in turn form lots of other content as above.

This makes the whole process of thinking about a content series that bit easier. You’ve already done some of the work, so you don’t need to spend time thinking about another lot of content but you’re creating it anyway.

There is no need to add to your workload. And the same applies to a Vlog or putting out your Stories/Reels/TikToks

3. Create an ebook

If you have a series of blogs, podcasts or videos, then you can put them together into a small ebook. You can then use this as your lead magnet or get it laid out nicely and sell it for a few quid. Chances are you have most of the content ready; it just needs a bit of tweaking.

Then all that time you’ve spent on your blogs over the past year are being repackaged up as something new that will help your audience. They don’t have to search for the best information, you’ve done it for them.

4. Use your research for something else

When I’m writing blogs, my kernel of an idea usually needs some research. For example, I often look at the environmental impact of my business. I’ll read a lot around the subject and what isn’t relevant to my readers (that’s you), might well be relevant to a client or someone else.

I file it away in a notebook along with any reference links. I’d love to do a survey at some point and develop some of this research into a white paper that might help other businesses. However, that’s not on my priority list at the moment.

But all that work that goes in behind the scenes is never left to gather cyber dust.

5. Try another platform

If you’ve produced a piece of content, think about where else you might want to try publishing it. Can you pitch it to an online magazine (or even a print one)? Or can you pop it on LinkedIn? Maybe check out Medium?

If you’ve spent serious time researching something, having conversations and getting deep into a subject, then why not see where else it can be published?

The time problem

Of course, the problem with this is that it takes time and commitment. And the whole premise is that you save time by not constantly churning out content.

Not everything is right for your business, either. The key to all of this is to do things strategically and based on the time you have available. How can you get the most out of your marketing time? That’s a question I can’t answer for you in a blog. But if you do want to know how I can help save you time creating content, do get in touch.