Content Marketing Hack: How to Repurpose Blogs into In-Depth Guides



Strapped for time or resources to constantly churn out new content? In this blog, we'll explore the importance of long-form content and a time-saving trick to repurpose blogs into in-depth guides.

By Brittany Lieu, Marketing Consultant at Heinz Marketing

Like Content, consistency is key

Whether you’re trying to develop a new habit or drive business growth, this truth may come with no surprise. 

According to McKinsey & Company, consistency across a multichannel, multitouch customer journey is the strongest predictor of overall customer experience and loyalty. 

The same applies to your content marketing strategy. One big difference between having an ad-hoc approach and a strategic one is layering in consistency. From maintaining a uniform brand voice, and persona messaging, to developing a streamlined content development process, consistency can be your key to sustainable success. 

So how can you create and publish content consistently without exhausting your resources?

In a previous post, I broke down ways to refresh and repurpose content. Today, let’s deep dive how you can repurpose blogs into long-form content like guides. 

But first, why invest time in long-form content?

The Case for Long-Form Content

If 73% of people admit to just skimming through blog posts (Hubspot), why should you bother investing time in long-form content?

Although readers have statistically shown favor for concise and consumable content, the case still stands for lengthier content offers. Here are some reasons why long-form content still holds value:

  • Increase Dwell Time: Long-form content contributes to higher dwell times as readers delve into comprehensive articles, promoting a more immersive and meaningful interaction with your website.
  • Build Credibility: Providing valuable information ensures that your audience finds substance in your articles, building trust and credibility.
  • Improve Search Engine Visibility: Optimization for search engines boosts the likelihood of your content appearing on the first page of SERPs, expanding your online reach.
  • Effective Lead Generation: Integrating strategic calls-to-action within your content can significantly enhance lead generation, guiding readers towards relevant offers.
  • Adaptation to AI Trends: Long-form content adapts well to the evolving landscape of AI-driven writing, ensuring engaging and optimized material for your audience.

How to Expand Blogs into Guides

Think of this process as building with Legos. The best part about repurposing content is you don’t have to start from scratch. Looking at your content repository, there is a wealth of content you can easily build into an informative and valuable guide. Here’s how:

Step 1: Pick A Theme

What’s a timely topic worth exploring? From the published content, what topics do readers take the most interest in and engage with most? By answering these questions, you can determine what theme or topic can be the focus of your next long-form content piece. 

Step 2: Find the Right Blogs

Once you’ve determined a topic based on performance and relevancy, carefully choose blogs that possess the potential for expansion. Look for pieces with rich insights, engaging topics, and a structure that lends itself well to in-depth exploration.

Step 3: Build Your Masterpiece 

Ensure a seamless flow between sections. Stitch together full blog posts or relevant sections of each blog post into one guide into one story. The transition from one subtopic to another should feel natural and logical, creating a cohesive reading experience for your audience. Use transitional phrases to guide readers through the extended narrative.

As you build the guide and patchwork the copy, remember to strategically place CTAs to guide your audience toward the next steps. Whether it’s directing them to related blog posts, subscribing to a newsletter, or exploring your products/services, CTAs enhance user engagement and contribute to your overall content strategy.


What Next?

In a nutshell, revamping short blogs into in-depth guides isn’t just a hack—it’s a storytelling upgrade. From picking the right blogs to incorporating visuals and SEO magic, it’s about creating lasting content experiences.

Want to learn more about how you can save time developing a dynamic content strategy? Check out our Guide: Mastering B2B Content Marketing today!