Most groups publish a weblog put up, share the hyperlink as soon as, and transfer on. They’ve already completed the laborious half – the analysis, the construction, the argument – and left a number of extra items of content material sitting unwritten.
A well-structured 1,500-2,000-word weblog already incorporates every part it is advisable fill per week’s price of distribution throughout 5 totally different codecs. Right here’s what you’ll be able to pull out of a single put up earlier than writing something new.
1. Weblog to Social Posts
Each H2 in a weblog put up represents a discrete argument. Raise that argument out, strip the encircling context, add the particular stat or instance, and you’ve got a standalone social put up for LinkedIn or X.
Lenny Rachitsky does this constantly with his e-newsletter. Longer Substack editions, which run 1,500 to three,000+ phrases, get atomized into native posts on X and LinkedIn, every carrying one framework or knowledge level formatted for the feed with no hyperlink again. Readers who need the complete context can subscribe.
Wes Kao runs the identical play along with her government communication e-newsletter, the place blog-length arguments about managing up get compressed into two-sentence observations that carry out nicely on their very own.
A six-section weblog put up is six weeks of social content material. 🤯
| Workflow: Learn every H2 and discover the one strongest declare. Write it as one sentence as a hook, add a quantity or instance that backs it, and finish with a query or a acknowledged place. |
2. Weblog to E mail Publication
Weblog readers often arrive in search mode, searching for one thing particular. Publication readers are sometimes shopping. Similar content material, totally different job – and that job is compression and reframing.
Consider newsletters like Morning Brew, which construction their content material in modular, self-contained sections. Each carries sufficient worth to face alone, however maps on to an extended article for readers who need depth.
The title within the e mail and the headline of the corresponding article typically carry the identical core argument, simply written for various contexts.
Morning Brew has, fortunately, taken no steps to copyright this format. You possibly can take it. Give your readers a purpose to care in regards to the full put up, in 300 phrases or much less.
| Workflow: Write the topic line first and seize the weblog’s core argument in below ten phrases. That turns into the e-newsletter opener.
The weblog intro turns into the issue setup. Every H2 turns into one bullet level. The conclusion turns into one editorial sentence along with your take. Preserve the entire thing below 300 phrases and hyperlink again to the complete put up. |
3. Weblog to Video Script
A weblog put up is written to be learn in silence. A video script must be heard, which implies shortening sentences, eradicating parentheticals, and chopping {qualifications} that learn superb on display screen however sound awkward.
Backlinko is an efficient instance of this in follow. Their YouTube channel is constructed round weblog posts that both carry out nicely or cowl essential pillar subjects. A written piece like their “How one can Rank in AI Search” article will get repackaged as a video protecting the identical core argument, with the unique weblog put up linked within the YouTube description. Similar content material, totally different format, every driving visitors to the opposite.
Three issues break whenever you transfer a weblog put up to a video script, and so they all break directly if you happen to don’t catch them first.
- Swap from written to spoken language — shorter sentences, pure contractions, no hedging like “it’s price noting that.”
- Strip any part that requires studying to course of — tables, dense comparisons, and lengthy lists don’t translate to video.
- Establish one concrete visible per key level so there’s one thing to point out moreover a speaking head.
Choose one perception with the strongest visible element and construct all the script round that single level.
| Workflow: Paste the weblog put up right into a doc and skim each sentence aloud. Strike something that requires a second learn to observe.
Then, rewrite complicated sentences as shorter ones. Take away passive constructions all through. A 900-word script runs six to seven minutes at 130 to 150 phrases per minute. |
4. Weblog to Podcast
A weblog put up maps cleanly to both a solo breakdown or a structured interview. For a solo episode, the intro turns into the chilly open, every part turns into a speaking level, and the conclusion turns into the episode takeaway.
For an interview, the weblog’s arguments turn out to be the query framework, and the visitor responds to every.Intercom does this explicitly. A weblog put up by Senior Product Designer Pranava Tandra on restructuring Intercom’s data structure grew to become a direct episode of the Intercom on Product podcast, with each items linking to one another.
The weblog covers the written argument. The episode provides Pranava Tandra and a co-host room to debate the trade-offs that didn’t make it into the article, the stuff that’s simpler to speak by way of than write out cleanly.
| Workflow: Learn the put up and mark each second the place you thought “I may say extra right here.” These are your speaking factors. Document with notes, not a script. The episode ought to take the argument someplace the weblog put up couldn’t – trade-offs, context, a element lower for size, and many others. In case you’re studying sentences aloud, then it’s not a podcast; it’s a radio play. |
5. Weblog to Infographic
Infographics work brilliantly when the content material is sequential, comparative, or statistical.
For instance, course of posts map to flowcharts, checklist posts turn out to be visible checklists, and data-heavy posts turn out to be chart units. If the content material doesn’t match a kind of three buildings, an infographic will really feel pressured.
The check for whether or not a weblog put up can turn out to be an infographic is whether or not the content material has a form.
- A numbered checklist has a form. It turns into a vertical guidelines or a step-by-step circulation.
- A comparability part can turn out to be a side-by-side desk.
- A put up with three distinct causes and three distinct results might be was a cause-and-effect diagram.
What doesn’t work is a put up constructed round narrative reasoning or a nuanced argument. For such posts, a podcast or video can be a greater medium for repurposing.
| Workflow: Scan the weblog for something that exists as an inventory, step sequence, or standalone stat.
If 4 or extra objects from the put up might be proven in a single picture, a reader understands in below 90 seconds, construct the infographic. If understanding the visible requires studying the article first, don’t do an infographic. |
Make Your Weblog Publish Work Tougher
All 5 codecs come from the identical supply materials, so the analysis you probably did as soon as reaches 5 audiences by way of 5 totally different doorways.
Begin with social and e mail as a result of they’re quickest. The infographic and video fall out of the construction that’s already there.
Save the podcast for final — it’s probably the most work, nevertheless it reaches folks the opposite 4 would possibly miss, since no two channels pull precisely the identical viewers.
Finished nicely, a single put up stops being a factor you revealed and turns into a factor you mine. The subsequent article you write isn’t one piece of content material. It’s 5, and also you already know the place they’re hiding.
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Cease Creating Content material From Scratch
The typical weblog put up takes practically 4 hours to write down — and 70% of entrepreneurs who repurpose content material save as much as 5 hours each week. This 44-page information turns one piece of labor into 15+ property throughout LinkedIn, Instagram, YouTube, Pinterest, and e mail with a documented Extract / Produce / Schedule workflow.
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