Why Repurposing is a SaaS Growth Power Move

Repurposing content is all about getting your message multiplied across platforms, audiences, and stages of the funnel. 
It's not only about saving time, as repurposed content:

• Gains even more reach by existing across many platforms such as social, email, video and podcasting.

• Builds SEO value through increased and diverse backlinks, and it gives search engines more unique content to index.

• Increases ROI, by delivering more of the value in which you have created content for.

• Saves time and cost by eliminating the need to draft your content from scratch. 

• If you're utilizing it in your marketing funnel, you are reinforcing your central message by continually delivering it.

Repurposing Fundamentals—From One Blog to Many Assets

You can extend the life cycle of your blog content through repurposing it.
Your content can then read different audience preferences and fuel multiple distribution channels.

Here are a few ways to repurpose your blog content: 

1. Text to Visual: Use data, insights, or steps in your blog, and make it into infographics, slides, or visual carousels.

   This works great for visual learners and also fares well on LinkedIn and Instagram.

2. Long-form to Short-form: Take your long-form blog content and break it into a shorter form. 

   You can take your messaging and orient it towards a social media thread, quote cards, or mini LinkedIn posts. Even one paragraph could stand alone as a separate email of its own.

3. Single Piece to Multi-Channel Campaign: Repurposing is not just different formats it's also in channels. 
   One blog post can be the epicenter of a multi-touchpoint campaign that spans email, social media, YouTube, your own podcast, etc. 

Each channel of distribution adds context, a different flavour and/or touch, to your content.

Here’s a non-exhaustive list of assets you can derive from just one well-written blog post:

Best Repurposing Methods by Topic Clusters

1. Product-Led Growth (PLG) Clusters

This cluster is related to providing user value through your product with minimal friction.

Video tutorials: Convert your detailed blog post into a screen-recorded walkthrough of your product’s feature.
Webinars: Set up a live session communicating PLG-related things, where the blog content helps as a base for reference.
Slide Decks: Use the content to create training material for internal staff or sales enablement.

A Real-Life Example:

Airtable embedded tutorial and walkthrough videos within their blog posts and created customer-specific content tailored to various user segments. 
These videos are also shared on LinkedIn and Instagram Reels.

2. SEO & Content Marketing Clusters

This cluster is a good place to share tactics and case studies and measurable results in regards to traffic acquisition, ranking changes, and content ROI.
LinkedIn Carousels: Reimagine the blog into a series of slides that will catch the eye.
Infographics: Use the highlights for the purpose of Pinterest or Instagram. 
Email Newsletter: Repackage the highlight(s) of the blog as digestible content for emails.

A Real-Life Example:

Hotjar ran an experiment comparing AI written content to human written content, put their findings into a blog post and shared it through LinkedIn. 
This approach was original, spurred conversations and increased the shares, and overall impression of their content.
By addressing particular pain points and showing how to work through them using media, Airtable improves user onboarding and also inspires users to use the product.

3. Customer Onboarding & Retention Clusters

This cluster is all about optimizing user activation, minimizing churn to trigger user breakthroughs.
Podcasts: Talk through onboarding approaches and share customer success tales.
Case Studies: Deeply elaborate and narrate success from the blogs.
Interactive Guides: Create tutorials or checklists for use in step-by-step form.

A Real-Life Example:

Userflow has transformed its blog insights into detailed case studies, showcasing how clients improved user activation and reduced churn.
These case studies provide real-world applications of Userflow's onboarding strategies.

4. Industry Trends & Thought Leadership Clusters

You can use this cluster of options to show authority and elevate your brand above other competitors in its niche/vertical.
Social Media Threads: Explaining the insights in a thread of tweets or LinkedIn posts.
Ebooks: Collate blog posts focused on a similar subject into a single comprehensive guide.
Webinars: Talk through the trends with industry experts.

Real-World Example:

Mio, a SaaS solution facilitating cross-platform collaboration, initially published a blog post on Medium about the top 50 Unified Communications influencers.
To increase engagement, Mio transformed this content into a Twitter thread, counting down the influencers, which led to higher engagement as featured individuals shared it with their networks.

5. Brand Awareness & Social Media Strategy Clusters

The topic here is to widen your brand reach, and establish a brand personality that resonates with your intended target audience.
Short Videos: Frame some catchy videos in line with Tik Tok or Instagram Reels.
Interactive Content: Engagement through quizzes or polls related to the blog post topic. 
Email Course: Project is an email-a-day project that teaches subscribers brand strategy.

Real-World Example:

Lavender uses TikTok to connect with B2B buyers through fun and engaging content using a cold email strategy. 
Lavender uses humor, easy-to-digest tips, and relatable situations. 
Even though B2B brands are not common on the platform, Lavender has successfully engaged their audience using a format that is typically occupied by consumer brands.

Platform-Specific Repurposing Tactics

Repurposing does not mean copy and pasting your post everywhere, it means making the message fit the channel where each channel has its own format, language, and behaviors of the audience.

Here is how to align your content with the appropriate format to imply prompt engagement:

LinkedIn

Storytelling and visual insights work best on this platform. 
Take the quotes or statistics from your post, for example and apply those quotes or statistics to clean branded graphics. 
Share short storytelling, or key takeaways posts, to pull right from the blog's core idea. 
If the post's core idea was onboarding flows, create a storytelling thread around how you improved conversions (by 500%) from 2 key changes.
Rank Wizards LLC repurposed their blog’s content through a LinkedIn status by starting with a hook with a statistic and then mentioned the steps for SaaS founders in building the right backlinks. 

Twitter/X

Twitter is great for rapid-fire, bite-sized frameworks. 
Start to pull your blog into a tweetstorm with each tweet being a key point or key data insight. 
Establish the hook at the start, each thread in quick value, and link back to the full article. 
This builds curiosity and importance and invites clicks without the overwhelm.
Monday.com did this by sharing an image about their workflow report for other SaaS founders to learn from.

YouTube

If you are running an educational or tactical blog, you can easily re-purpose it by recording it into a screen-recorded walkthrough. 
Use some tools like Loom or OBS and visually run through the example steps you wrote. 
For example, if you have a blog on “How to Set Up Lead Scoring in Your CRM”, you can walk through it live, casually narrating the steps. 
People enjoy seeing how things work in real-time.
FuseBase did this by creating a tutorial on automated reporting with scheduling on Youtube.

Podcasts

You could also turn your blog into a podcast. 
This could be a solo episode where you unpack the post itself, or you could have a dialogue with a subject matter expert.
Audio helps you to go deeper with your blog and meet listeners at their most convenient time like driving to work, or taking a break. 
Lessons learned, trends, or frameworks make good podcasts from blog posts.
ActiveCampaign did this with their blogs by creating podcasts on their website.

Infographic (Platform vs. Best Repurposing Format)

Here’s a useful chart of where the best platforms are:

When it comes to smart repurposing, you are not duplicating, you are translating. 

When you format your content uniquely for the platform, you increase its worth and meet your audience where they are already.

How to Build a Repurposing Workflow

1. Audit Current Content

Begin by reviewing the existing content library to determine which has been the best fit for repurposing. 
Search for influential blog posts, white-papers, or webinars that have received some major engagement or traffic. 
Such content is good for repurposing into a newer format.

2. Sort by Funnel Stage & Target Person

Sort the content based on stages in the buyer's journey: awareness, consideration, and decision.
Also segregate the audience personas to have specialized content formats that appeal to every single persona. 
For example, a detailed case study may appeal to decision-makers, while an infographic may appeal to persons in the awareness stage setting.

3. Pick Suitable Formats

Identify the format that best suits an audience and its preferred platforms. Examples:

Infographics: Visualized view of data or process.
Videos: Demos, tutorials, or interviews.
Podcasts: Conversations or narration in audio.
Slide Decks: Presentation preparation for webinars or conferences.
Social Media Posts: Bite sized content for formats on platforms, LinkedIn, Twitter.
If formats are selected properly, providing engagement and accessibility are guaranteed to their targeted audience. 

4. Chart out Platforms and Schedule

Make sure to identify which platforms do best with each content type.
For example, videos are likely to perform better on YouTube, while infographics may surprise you being suitable to LinkedIn or Instagram.
Then, begin to build a schedule or calendar of repurposed content, putting it into a timeline will help you to better identify the channels you will have to continually engage with.

5. Utilize Templates and Tools

Take advantage of tools like canva for design, Audacity for audio, Buffer or Hootsuite to schedule content.

Templates can be a fast track to content reality, as well as guard the operational quality of your brand and mitigate the time taken to create the content.

You will recognize a few best practices in this content calendar. 

First, while grouping content together, you can create different angles and visibly mix up formats while still reinforcing key messages. 
For instance with viral loops strategies, varying formats like carousels, microblogs, and infographics were highlighted.
Regular posting at a consistent time on weekdays and maintaining continuity in the marketing funnel format like TOFU or MOFU should suffice in touching audiences that are at the right stage.
Moreover, demonstrating some practical use case examples such as how different SaaS brands are using viral loops gives credibility and potentially practical value to leverage key points across social with traction.
Through Rank Wizards, we can relieve some of this pressure by managing scheduling, social media formats you have created before and then have strategic alignment to use across the channels.

Measuring Success & Optimizing

To evaluate the performance of your content repurposing strategy, you will need keep track of the following metrics below:

Once you get to a point where you are consistently tracking these metrics, it will give you a benchmark for what kind of engagement you need to focus on, and the formats and platforms that you will start to notice the most favorable performance signs.

Final Thoughts

Repurposing blog content isn’t merely a clever way to market, it’s a powerful way to increase reach, maximize ROI and get the most value you can out of the content that you have already paid for. 
Properly done, repurposing makes a single blog post become a fully fledged multi-channel campaign that works harder across the whole funnel! 
For SaaS brands this is no longer an option, it is a necessity.
But let's be frank. Building a system like this takes time, thought and consistent activity.
This is where we come in.
At Rank Wizards, we help SaaS companies go beyond the blog format.
You could be looking at a completely managed content repurposing with our DFY 360° SEO, where we handle everything from content strategy and SEO to repurposing and scheduling so your blog keeps working for you long after it’s live.
If you’re ready to start squeezing 10x more visibility out of what you already have created without doing anything else let’s talk.