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How to Use Content Repurposing to Triple Your Blog Traffic

Joseph Abu
Joseph Abu
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How to Use Content Repurposing to Triple Your Blog Traffic

By Joseph Abu — SEO writer & blogger with 5+ years helping blogs grow traffic and revenue.

If you’ve ever stared at your analytics and thought, “Why am I not getting more from the content I already made?”, you’re in the right place. A few years ago I had a blog post that performed reasonably well for months, then slowly faded. Instead of writing something new, I updated that post, turned parts of it into a short video and a LinkedIn carousel — and within 8 weeks traffic to the piece climbed significantly and brought fresh visitors back to the site. That experiment taught me a simple truth: you don’t always need more content — you need smarter distribution.

In this guide I’ll show you a practical, step-by-step system for repurposing content so it reaches new audiences, ranks better in search, and — yes — can realistically triple your blog traffic when combined with optimization and promotion. I’ll include real data-backed examples, three case studies, a comparison table, templates, and a ready-to-use checklist. Let’s get into it.

Why repurposing works (short & practical)

Repurposing means taking one “root” piece (like a long blog post) and converting it into multiple formats for different channels: video, audio, social posts, infographics, email sequences, slides, and more. That does three important things:

  • Expands reach: different people prefer different formats (readers, listeners, viewers).

  • Boosts SEO & freshness: updating old posts and publishing related assets can regain rankings and clicks. HubSpot reported that updating old posts doubled monthly leads and increased organic views of optimized posts by an average of 106%. (HubSpot Blog)

  • Multiplies touchpoints: one piece can feed multiple campaigns — think newsletter, YouTube, LinkedIn, and Instagram — all pointing back to your site.

Data and industry tests back this up. For example, when you update and relaunch content correctly you can see massive uplifts — Brian Dean (Backlinko) reported a 260.7% boost in organic traffic for a relaunched post. (Backlinko) And many marketers find that a large share of their organic traffic actually comes from older posts (Databox reports many experts say 61–80% of organic traffic originates from “old” blog posts), which makes repurposing + optimization a high-leverage activity. (Databox)

The repurposing framework I use (PROVEN and repeatable)

Here’s a step-by-step system I follow when I want to squeeze maximum value from one piece of content.

Step 1 — Pick the right root content

Choose posts that:

  • Already have some traction (existing traffic or backlinks).

  • Answer evergreen questions (how-to, ultimate guides, case studies).

  • Contain multiple subtopics that can become separate pieces.

Tip: use Google Analytics/Search Console to find pages with impressions but low CTR, or pages with declining traffic.

Step 2 — Update & optimize the original (historical optimization)

Before you repurpose externally, refresh the original:

  • Update facts, dates, and screenshots.

  • Add new sections/keywords where appropriate.

  • Improve on-page SEO: title tag, meta description, headings, and schema where relevant.

HubSpot’s historical optimization approach (update + republish) is a core driver behind their large traffic gains. (HubSpot Blog)

Step 3 — Create 3–5 derivative assets (priority order)

From one long-form post you can produce:

  1. A 6–10 minute YouTube (or short) video summarizing the post.

  2. A 7–12 slide LinkedIn/Instagram carousel with key takeaways.

  3. A Twitter/X thread that teases ideas and links back.

  4. 2–3 short-form clips (Reels, Shorts, TikTok) pulled from the video.

  5. An email drip or newsletter series that reuses sections as mini-lessons.

  6. An infographic or PDF lead magnet for downloads and backlinks.

  7. Podcast audio (convert the video audio or record an episode).

Don’t reinvent — reuse the structure and examples from the post. Tools like HubSpot Remix or repurpose.io can automate parts of this workflow. (HubSpot)

Step 4 — Promote smartly (don’t spam)

  • Stagger distribution across platforms over 3–6 weeks.

  • Use platform-native formats (IG carousel vs X thread).

  • Tag influencers/quotes used in the post to encourage shares.

  • Re-promote old assets seasonally.

Buffer’s team found repurposed content often becomes top-performing social posts when promoted correctly. (Buffer)

Step 5 — Measure & iterate

Track these KPIs:

  • Organic traffic to the original page (GA / GSC).

  • Engagement on derivative assets (views, watch time, shares).

  • Backlinks & referral traffic.

  • Conversions (email signups / leads).

If a certain clip or carousel performs well, double down: make more from that angle.

3 real-world case studies (short & practical)

Case study 1 — HubSpot: historical optimization

HubSpot audited older posts, updated content and CTAs, and relaunched them. Result: monthly leads more than doubled and organic views of optimized posts rose ~106% on average. This is a textbook example of “refresh + republish” working at scale. (HubSpot Blog)

Case study 2 — Backlinko (Brian Dean): relaunch success

Brian Dean updated a dated post and relaunched it; the update produced a 260.7% increase in organic traffic in a short window — showing that smart refresh + promotion can deliver dramatic results even for established sites. (Backlinko)

Case study 3 — Buffer: repurposing for social reach

Buffer repurposes long blog content into threads, clips, and visuals. They reported repurposed pieces being among top-performing posts on social, and using repurposing to drive views on SlideShare and Medium — demonstrating the reach multiplier effect of smart repurposing. (Buffer)

Comparison table: which format to pick first

Format Best for Effort SEO value Viral/share potential
Long-form blog (root) SEO, depth Medium High Medium
YouTube video New audiences, search High Medium (video SEO) High
Short clips (Reels/Shorts) Quick reach Low Low Very High
LinkedIn carousel B2B engagement Low-Med Low High
Podcast episode Loyal audience Medium Low Medium
Infographic / PDF Backlinks & downloads Medium Medium Medium
Twitter/X thread Rapid conversation Low Low High

Use the blog as the anchor and prioritize formats that match your audience. (Table based on platform strengths and typical effort.)

Tactical templates you can copy (real, tested)

One-post repurpose plan (fast):

  • Day 0: Update + republish the blog.

  • Day 2: Publish companion YouTube video (5–8 min).

  • Day 4: Post 6-slide LinkedIn carousel.

  • Day 7: Post 3 short clips to Reels/Shorts/TikTok.

  • Week 2: Email a 3-part mini-series linking to the post.

  • Week 4: Create a PDF checklist for downloads and backlinks.

CTA templates for sharing:

  • “New: [#] ways to [benefit] — I updated this post with fresh examples. Link.”

  • “I turned this blog into a quick video — watch the highlights + full guide here: [link].”

Helpful tools I use & recommend

  • Google Analytics / Search Console — find candidate posts.

  • repurpose.io / HubSpot Remix — automate clip creation. (Repurpose.io)

  • Canva — create carousels & infographics quickly.

  • Descript — fast video editing & transcription for repurposing.

  • YouTube Studio / TubeBuddy — for video SEO and thumbnails.

Watch a quick how-to (video)

If you prefer a short visual walkthrough, this HubSpot video shows practical repurpose workflows and the HubSpot Remix tool in action: Instantly repurpose content with HubSpot Remix.



Common mistakes to avoid

  • Don’t repurpose without updating: stale content republished unchanged won’t help SEO.

  • Avoid copy-pasting the same text everywhere: adapt to format and audience.

  • Don’t over-automate promotion: flood = audience fatigue.

  • Don’t promise results you can’t prove: be honest about claims.

Final checklist & 30-day starter plan

  1. Pick 3 old posts with steady impressions.

  2. Update each post (facts, screenshots, headings).

  3. Make a video summary for the top post.

  4. Create 1 carousel + 3 short clips.

  5. Email your list with the updated post + PDF.

  6. Measure 30/60/90 day performance and iterate.

If you follow this cycle consistently, you should see meaningful lift — many teams see double or better improvements; with focused promotion and SEO tweaks you can approach a 3x traffic outcome over several months (results vary by niche and baseline).


Conclusion — start small, scale deliberately

Repurposing is one of the most efficient growth levers you can run: less content creation, more distribution and optimization. Start with one strong post, follow the update → repurpose → promote → measure cycle, and iterate. Be patient, track results honestly, and double down on formats that work for your audience.

Want me to pick three posts from your site and build a 30-day repurposing plan (headlines, video script outline, carousels, and email sequence)? Paste the URLs and I’ll map out the exact assets to create. 👇

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