Top 12 Ways to Repurpose Old Blog Posts With Real Client Examples

Content decay is real. It hits faster than most marketers expect. Blog posts that once pulled in steady traffic slowly slide down the rankings as competitors publish fresher, more optimized content. If you leave this unchecked, your older articles can drag your overall SEO performance.

Nearly 97% of web pages get zero traffic from Google. And, yes, that includes some of your “evergreen” posts. The good news is that repurposing and refreshing what you already have can deliver better results than pumping out endless new posts. 

For content managers managing hundreds of legacy posts, these 12 strategic content marketing methods transform aging content into multi-format assets. 

Each technique preserves link equity while expanding reach across new content formats and target audience segments. All without triggering duplicate content penalties from search engines.

And yes, this is a strategy we tried ourselves, so the tactics you’ll find below feature our own experience.

P.S. At Blue Things, we don’t just talk the talk. We write the content, too. If you're juggling too many old posts or don’t have time to repurpose them properly, our team can step in. From rewriting and reformatting to creating SEO-optimized spin-offs, we handle it all with precision. Get in touch today to see how we can help.

TL;DR

• 48% of social media marketers share slightly modified or repurposed content across social platforms, which is more common than you’d think.
• Updating old content provides a stronger ROI than creating content from scratch.
• A leading WordPress resource site found that 60% of blog posts suffer from content decay within one to two years of publication.
• These 12 proven methods help preserve SEO while expanding reach across social media platforms, email marketing, and more.

Why Repurposing Old Blog Posts Matters

Many websites face this common challenge of having valuable older blog posts that no longer attract the traffic and conversions they once did. Repurposing content helps you work smarter,  if you’re in this situation. You’ll breathe life into old content, save production time, and keep traffic flowing to your site.

In fact, in a survey by Referral Rock, 46% of marketers said repurposing content is more effective than creating new content. Updating existing content can lead to a higher ROI than creating new content, as you’ll leverage the existing traffic and authority instead of investing resources into creating new content. 

65% of those surveyed also said that content repurposing is more cost-effective than creating content from scratch. 

In other situations, we see older content performing poorly from the get go. 

That’s why we regularly monitor pages ranking in positions 20–30 and 90+ in Ahrefs. Posts in the 20–30 range just need a light refresh in a lot of cases.

Simply tightening the search intent, adding missing sections, and improving internal links can push them onto page one. We focus on relevance, not rewriting from scratch here.

Pro tip: A few strategic backlinks can work wonders, here.

Here are our results for Meridian Compensation Partners, for example, moving keywords from positions 20+ to among the first:

Pages sitting at position 90+, though, are usually misaligned. Sometimes the keyword’s too broad, the format’s off, or the content never had a shot. In those cases, we retarget long-tails, merge weaker posts, or rebuild the page entirely. Basically, whatever preserves equity while improving performance.

And every refresh becomes an opportunity to repurpose into carousels, checklists, videos, or lead magnets. You get more value from the same effort.

That brings us to the next point:

Audit Existing Content Before You Repurpose It

A content audit helps you identify blog posts that need attention. Use Google Analytics to examine traffic trends and Google Search Console to identify drops in keyword performance. Use the popular SEO tool Screaming Frog to crawl your site, identifying outdated meta descriptions and broken links that need to be fixed. 

And of course, use Ahrefs or alternatives to look at the valuable positions 10-20. These are among the easiest pages to push above the fold.

If you’re managing hundreds or thousands of posts, we advise you to incorporate AI to speed things up. MarketMuse and Clearscope can automate content gap analysis, which takes ages if done manually.

What you’re looking for are engagement metrics, keyword rankings, and traffic patterns to analyze before repurposing any post, so you only audit what needs to be. 

Pro tip: Perform content audits quarterly. You’ll catch content decay early and see the impact of SEO strategies you’ve implemented.

12 Proven Ways to Repurpose Blog Posts Without Hurting SEO

If you’re questioning the value of repurposing old content without risking your SEO, this is where things get exciting.

1. Refresh Outdated Information

Update facts, statistics, and internal links in your posts. For instance, replace 2020 data with 2024 research to keep things recent. 

Pro tip: We spend a few weeks in January to update all these older dates for our internal blogs.

And add fresh examples and case studies, too. We’ve also found that adding expert quotes significantly improves credibility, either from recognised industry publications or members of our internal team. This process signals SEO freshness to search engines.

This screenshot is from BT stats and is a prime example of how improving old blog content can help.

Last year, traffic on the site decreased significantly after the September 2024 Google update. We then improved our articles, and as such, the March Google update brought us an organic traffic increase that's still holding after the June Update.

Pro tip: Add more depth to thin content on your website, check and update all internal/external links, and replace outdated tools with current alternatives. You want to catch Google’s eyes the right way and be rewarded with improved rankings.

2. Optimize With New Keywords

Re-perform keyword research on existing blog posts to target trending search terms. You can use trusted tools like Ahrefs and Semrush to help you identify new keyword opportunities to maintain site authority and improve your on-page SEO.

You don’t just want to use high-ranking keywords and stuff them into your old blog post. Think strategically and focus on long-tail keywords that address user intent. Naturally place these into your post and incorporate secondary keywords into subheadings, FAQ, alt text, and your meta description.

We updated this article for Axify by improving its Frase score for the keyword “Engineering Management Software.” Plus, we optimized the FAQ, too, which is useful for GEO purposes. 

That’s because well-structured FAQs give LLMs concise, answer-ready content. These sections are pulled directly into AI summaries in a lot of cases. That helps your brand appear in more “zero-click” answers across Google SGE, Bing Copilot, and ChatGPT-style engines.

As you can see in the image below, both the traffic and DR (domain rating) increase.

3. Update With Relevant Images and Graphics

Replace old, blurry screenshots with clearer alternatives by using an image upscaler. Bear in mind that while images and graphics make blogs more engaging, they can increase load times and slow down your site. Instead, replace PNG files with WebP or AVIF formats, as they load faster. 

And that’s definitely helping your bottom line.

A Portent study found that a B2B site has a 3x higher conversion rate if it loads in 1 second compared to a similar site that loads in 5 seconds.

Also, add descriptive file names like “large-blue-pumps.jpg” instead of “IMG_3456.jpg” and create visually appealing graphics with Canva or Figma. In fact, 43% of marketers reported that illustrations and infographics perform better than generic stock photos (which performed worst).

Our results back up the use of visual content. 

We spruced up the blog post below with YouTube clips, images with tables, case studies, and quotes. Of course, we also improved internal linking, which keeps readers engaged and is great for distributing link equity across our site. 

As you can see, organic traffic increased after we made these changes.

4. Transform Posts Into Videos

92% of people online watched videos in Q3 of 2024.  And research by HubSpot showed that 62% of consumers turned to videos to learn about a brand or product. 

Trust us: if you’re not converting content into videos means you can’t reach your customers where they are. Don’t lose them by sticking to text-only content.

So, start converting your old blog posts into YouTube videos and short-form content, which receives 2.5 times more engagement than long videos. 

AI editors like Descript and Pictory turn text into video scripts, taking the load off, allowing you to capture visual-first audiences on your YouTube channel and social platforms.

We also advise you to embed videos into old blog posts. 

Wistia research shows that people spent 1.4 times longer on pages that had video than those without. Google interprets this as quality content, rewarding you with better rankings and lower bounce rates.

The article below (posted on our client Hurom’s website) has an embedded YouTube video, which is relevant to the blog post and improves readers’ dwell time.

Tactics like these, solid keyword research, plus SEO-optimized content is how we increased their organic visibility by 88%.

5. Turn Blogs Into Interactive Content

According to Outgrow, interactive content generates two times more conversions. They also found that visitors spent 8+ minutes on webpages with interactive content. Calculators, quizzes, and interactive infographics keep users around longer and convert better. 

You can use tools like Outgrow, Typeform, Ceros, or Visme. Plus, there’s no need to change your post URL; keep it as is, embed the elements inline, and sprinkle in your quiz or FAQ schema.

Remember to test how the page works on mobile. With 64.35% of website traffic coming from mobile device users in 2025, you want to give them a good user experience to avoid them leaving your site.

6. Create Infographics for Visual Appeal

Infographics are proven traffic drivers. According to DemandSage, pages featuring them get 650% higher engagement than text-only pages and can generate 178% more inbound links. This added exposure increases visibility for the original blog post and attracts much-needed backlinks that strengthen search engine rankings.

You can take an old blog post and convert it into an infographic that you embed on your website and share online, for example.

Here’s a breakdown of best practices for infographics:

• Use minimal text and focus on one key takeaway per graphic.
• Apply brand colors, logos, and URLs for consistency.
• Export lightweight formats (such as AVIF or WebP) to protect page speed.
• Share across social media platforms, like Pinterest, where visuals perform best.

The following infographics break down complex ideas into clear, actionable insights. They’re excellent examples of how visual content can simplify concepts.

And yes, our copywriters made them for our clients.

Here’s one infographic that we posted on our own website:

Pro tip: Later, you can repurpose infographics into slide decks or gated content, stretching ROI even further.

7. Craft Engaging Social Media Snippets

You can turn older blog posts into engaging, bite-sized social media content. Break them into GIFs, carousels, or short videos and post them natively on LinkedIn, Instagram, or X.

Snippets shine best when they fit the platform: Twitter threads are great for summarizing research, and Instagram carousel posts excel at showing step-by-step tips. Carousels achieve an average engagement rate of 1.70% per post compared to 1.17% for single-image posts.

It may not sound like much, but that’s a 45% increase.

Here’s an example of a Poosh article that was turned into an informative Instagram carousel post.

And here’s the engaging and informative social media snippet in carousel format.

Pro tip: Always add a clear CTA to pull readers back to your site. Testing different formats helps you figure out what clicks with your audience while reinforcing authority and improving visibility.

8. Develop Email Courses from Blog Series

Repurposing old blogs into bite-sized email lessons is simpler than it sounds. You can reformat a post, or an entire series, into a drip campaign that delivers value to your audience over several days.

This approach helps you consistently connect with audiences; plus, you’ll grow your subscriber list over time. Email courses maximize existing blog content without starting from scratch. 

Here’s how to create one, step by step.

9. Use Content As Lead Magnets

Combine and reformat old articles into an eBook or checklist. Alternatively, create a guide that works as a lead magnet.

For instance, you could group several related blog posts into a single resource. This positions your brand as an expert while giving your target audience a reason to subscribe. 

If you’re running a digital marketing campaign, you can attract qualified leads who are actively looking for solutions with your well-designed guide. From our experience, the most effective lead magnets deliver practical value in a polished package. Great design matters; this includes your branding, visuals, and links back to your site. 

Check out this Podcast Scripting Made Easy guide we created for Content Allies. This lead magnet positions Content Allies as an authority because it doubles as a client-facing resource hub with lots of templates & briefs like these:

It’s a killer mix of SEO, strategy, and practical value, something your clients or customers will value and keep them coming back for more.

Pro tip: Promote your resource through email marketing and social media platforms to increase reach and conversions.

10. Explore Syndication Opportunities

Republishing old blog posts on trusted platforms like Medium or LinkedIn can strengthen your brand’s visibility. Syndication also sends referral traffic to your site without risking penalties from search engines. Just be sure to use a rel=canonical tag and clear attribution so search engines know where to credit authority. 

Syndication also supports generative engine optimization (GEO) by placing your content on authoritative sites that AI systems typically reference. Remember to use UTM codes to track conversions in Google Analytics.

Look at the screenshot below. 

Our client, Alpha Apex Group Health, features a blog post titled Top 10 Healthcare RPO Companies. Its competitor has a similar article. And they republished it on LinkedIn. These have the greatest potential to be listed in AI Overviews, as seen below.

Best practice: Integrate syndication into your broader digital marketing plan. It’s great for distributing content and building credibility. Just be sure to focus on high-authority outlets and industry blogs.

11. Use Slideshows for Presentations

Share insights in a more visual and interactive format by republishing old posts into slideshows. Instead of letting articles gather digital dust, repackage them into visual content your audience can flip through and learn from. These decks are perfect for SlideShare, LinkedIn, or even a webinar. 

SlideShare alone had traffic of 27.8 million visitors in July 2025, making it a great site for visibility.

Take advantage of this level of exposure: increase brand visibility and drive user engagement while protecting your search rankings. Plus, you should add a final slide with a clear CTA that drives traffic back to your original blog post.

Pro tip: Focus on one insight per slide, lean on visuals over text, and adapt the content into carousel posts for social media. You’ll extend the life of your post and amplify reach even further.

12. Turn FAQs Into Guides

While FAQs are great for SEO and GEO, they can be expanded into full guides or pillar pages. Instead of providing short answers, create a comprehensive resource that answers real search intent with depth. That’s just the kind of content search engines reward.

Grouping related FAQs into structured, search-optimized guides increases user engagement and strengthens your authority in your niche. Add schema markup to improve the odds of appearing in SERPs’ People Also Ask boxes.

You can’t ignore this opportunity; People Also Ask boxes surface in 51.85% of all searches. Skipping schema markup means missing out on visibility gains. Link these guides back to relevant blog posts to preserve your hard-earned search equity.

Best of all, expanded FAQ guides aren’t limited to your website. 

They can be used for social media posts, email newsletters, and even white papers. The possibilities are endless, keeping your brand visible, relevant, and trustworthy across multiple platforms.

How to Track and Measure the Results of Your Content Repurposing Strategy

According to Vary Content, repurposed content can generate up to 40% more leads than new content. Track if your results match up to this. Measure conversions from embedded CTAs, but bear in mind: content repurposing only works smarter when you refine it over time.

We advise you to start by tracking how different formats, such as carousel posts and lead magnets, perform compared to your old blog. Pay special attention to search rankings, traffic, time on page, downloads, and views. Don’t forget to check social shares across social media platforms.

Use Google Analytics and Search Console together with your preferred SEO tool to track organic performance. You want to accurately attribute ROI, so set up goals for form fills or newsletter sign-ups, for example. 

Also, remember to gauge user engagement by monitoring dwell time and repeat visits. Over time, you’ll see which content formats deliver the best results.

Conclusion: Breathe New Life Into Old Content

Only 3.45% of all pages get organic traffic from Google. That means most archives sit unseen, even when the content is valuable. Repurposing turns forgotten posts into fresh opportunities, whether through updated guides or visuals.

Research shows nearly 60% of marketers reuse content two to 2–5 times to stretch ROI. This saves time, lowers production costs, and helps maintain visibility across channels.

Start small: refresh a post or adapt it for social. If you’re not sure where to begin and want a data-backed process for reviving your existing posts, book a strategy call with Blue Things Agency. We’ll help you turn underperforming content into measurable ROI.

FAQs

Does Updating Old Blog Posts Really Help With SEO?

Yes. Google rewards fresh, accurate, and relevant content with improved search rankings. But it’s more than deleting a sentence or adding a new image. To truly refresh your content, you need to ensure it addresses your audience’s needs and is in line with industry developments, as recommended by Search Engine Journal.

How Can I Update Old Blog Posts for SEO?

Start with keyword research using trusted tools like Ahrefs or Semrush. Update statistics, add new sections, and improve meta descriptions. Ensure you tailor your content to users’ search intent and link repurposed versions of content back to their originals. You’ll signal authority and drive traffic from multiple sources.

What Are Some Examples of Content Repurposing?

Top performers include: how-to posts converted to YouTube tutorials, data-heavy posts transformed into infographics, and blog series packaged as email courses. If you have the budget, case studies can work well as podcast episodes. And list posts excel as social media content carousels. Each format supports SEO goals while extending reach, which is what you want.

What Is a Content Repurposing Agency?

A content repurposing agency specializes in transforming existing content into new formats across platforms. They maximize content reach through strategic redistribution. Their services typically include content audits, multi-format production, and content marketing strategy. These agencies help maximize ROI from your existing content.