How to Repurpose Old Blog Posts for Social Media

Your content archive is a goldmine waiting to be rediscovered, but most teams hit publish on a blog post and never look back. This article will show you exactly how to transform your best-performing old blog posts into a steady stream of engaging social media content that saves you time, reaches new audiences, and boosts your authority.

Why Bother Repurposing Old Content?

You’ve already done the hardest part: the research, the writing, the editing. Letting that hard work collect dust is a massive missed opportunity. Repurposing isn’t about being lazy, it’s about being smart and strategic with your time and resources. Here’s why it works so well:

• It Saves a Ton of Time: Coming up with fresh, original social media content day after day is exhausting. Repurposing gives you a starting point, cutting your content creation time drastically. You’ve already got the ideas, facts, and structure - you just need to repackage them.
• It Reaches Different Audiences: The people who read your blog aren’t always the same people who follow you on TikTok or Instagram. Each platform has a unique demographic and content style. By repurposing, you adapt your core message to meet a new audience where they hang out.
• It Boosts Your SEO: Every repurposed piece of content should ideally link back to the original blog post. This creates a network of internal links and drives fresh traffic back to your website, signaling to Google that your old content is still relevant and valuable.
• It Reinforces Your Expertise: Talking about the same topic across multiple formats and platforms shows that you know your stuff inside and out. It builds trust and establishes your brand as the go-to authority in your niche.

Step 1: Identify Your Best-Performing Blog Posts

Before you start brainstorming carousels and Reels, you need to know which blog posts are worth a second life. Not all content is created equal. Focus your efforts on the proven winners - the posts that your audience already loves. Here's a quick audit to find your best material:

• Check Google Analytics: Look for your "greatest hits." These are the evergreen blog posts that consistently bring in traffic month after month. In Universal Analytics, you can often find this under Behavior > Site Content > All Pages. These articles have stood the test of time and clearly resonate with your audience's search queries.
• Review Google Search Console: Pinpoint which articles are ranking for high-value keywords. These are posts with strong SEO potential that can be amplified on social media to generate even more authority and traffic.
• Find Your Most-Shared Content: Use a social sharing tool or simply look at the articles that generated the most comments, likes, and shares when you first published them. If it sparked a conversation once, it can likely do it again.
• Identify Your “Pillar” Content: These are your long-form, comprehensive guides that cover a core topic in your industry from top to bottom. A single pillar post can often be broken down into dozens of smaller social media assets.

Pick 3-5 of your top-performing posts. These are now your source material for a month's worth of dynamic social media content.

Step 2: Break Down and Reimagine Your Content (10 Actionable Ideas)

Once you’ve chosen a blog post, the real fun begins. The goal is to "unbundle" the blog post - pulling out individual ideas, stats, and quotes and transforming them into native social media formats. Here are 10 concrete ways to do it.

1. Turn a "Listicle" into an Instagram or LinkedIn Carousel

If your blog post is titled "7 Ways to Improve Your Email Marketing," you have a ready-made carousel. Each of the seven points becomes a single slide.

• Slide 1: A compelling title/hook. "Don't Make These 7 Email Marketing Mistakes."
• Slides 2-8: One slide for each point, with a clear heading, a short sentence of explanation, and a relevant icon or image.
• Slide 9: A call-to-action (CTA). "Want the full details? Read the complete guide. Link in bio."

This format is visually engaging, easy to digest, and highly shareable. People love saving carousels for later reference.

2. Create a Short-Form Video (Reel, TikTok, or YouTube Short)

Video is dominating social media engagement, and your blog posts are perfect scripts. Don't overthink it - you don't need a professional film studio. Just use your phone.

• "Talking Head" Video: Summarize the three most important takeaways from your article in 30-60 seconds. Sit in front of a clean background, speak directly to the camera, and use on-screen text to highlight key phrases.
• Point-and-Explain Video: Use a trending audio track and simply point to text captions that pop up on screen, outlining the steps or tips from your article. This format requires no speaking and is very popular on TikTok and Reels.

3. Pull Out Key Statistics for Sharable Graphics

Did your blog post mention an eye-opening statistic? For example, "Brands that blog receive 97% more links to their websites." Don't just bury that in a paragraph. Pull it out and make it the hero.

• Use a simple design tool like Canva.
• Put the statistic in a large, bold font.
• Add your logo and brand colors.
• In the caption, briefly explain the context of the stat and ask your audience a related question to stir engagement ("What impact has blogging had on your SEO?").

4. Convert Step-by-Step Guides into an Infographic

If your article outlines a process - like "How to Set Up a Google Ads Campaign" - summarize it visually with an infographic. Infographics are perfect for platforms like Pinterest and LinkedIn because they pack a ton of information into a single, easy-to-scan image. Break down each major step of the process into a section of the infographic, using icons and minimal text to explain it.

5. Write a Twitter (Now X) Thread

Long-form content is thriving on X. Deconstruct your blog post into a thread to tell a complete story.

• Tweet 1 (The Hook): Start with a bold statement or a provocative question from your article. Announce it's a thread. E.g., "(1/8) Most brands are wasting 90% of their content. Here's how to fix it by repurposing your old blog posts 👇"
• Tweets 2-7 (The Value): Each tweet should cover one main idea from your blog post. Use bullet points (emojis work great), line breaks, and simple language.
• Tweet 8 (The CTA): Tie it all together and drop a link to the full article for readers who want to go deeper.

6. Host a Micro-Webinar or Live Q&A

Take the topic of your blog post and go live with it on Instagram, Facebook, or LinkedIn. You can prepare a 10-minute presentation covering the highlights and then open the floor for a Q&A session. This is an excellent way to engage your audience in real-time and show off your expertise in a more personal and unscripted way.

7. Turn Bold Statements into Quote Graphics

Scan your blog post for strong, memorable sentences. These are your pull quotes. A statement like, "Consistency is more important than creativity on social media" can be turned into a simple, text-based graphic. These are quick to make, easy to digest, and perform well across all platforms as thought-leadership content.

8. Create an Audiogram for Podcasts or Audio Lovers

If you're already producing audio content (or want to start), this is an easy win. Record yourself reading a compelling excerpt from your blog post (60 seconds is perfect). Then, use a tool to combine that audio with a static image and an animated sound wave. An audiogram gives audio a visual presence, making it shareable as a video on platforms like Instagram and LinkedIn.

9. Design an Interactive Instagram Story Series

Don't just post a picture of your blog post and say, "new post, link in bio!" Instead, use Stories to walk your audience through the content.

• Frame 1: Ask a question related to the blog's topic using the Quiz or Poll sticker.
• Frames 2-4: Share a few key tips from the article, one tip per frame, using clean text and graphics.
• Frame 5: Use the Link sticker to directly drive traffic to the full article. "Swipe up for the full guide!"

10. Write a New LinkedIn Article with a Fresh Angle

This isn't about just copy-pasting your blog. Instead, take one specific point from your original article and expand on it with a personal story, case study, or a more recent industry development. This creates a new, valuable piece of content for your LinkedIn audience and allows you to naturally link back to your original, more comprehensive blog post as a resource.

Step 3: Schedule and Amplify Your Repurposed Content

Creating all these assets is the first half. The second half is getting them in front of people consistently. A haphazard approach won't work. You need a system.

Batch Your Work

Rather than deciding what to post each day, dedicate a block of time to repurposing one blog post. For example, spend two hours turning one article into a carousel, three quote graphics, a video script, and a Twitter thread. Now you have a week's worth of content for multiple platforms from a single source. This "batching" method is far more efficient than frantic, last-minute content creation.

Tailor for Each Platform

Remember, "repurpose" doesn’t mean "repost." A carousel that works on LinkedIn needs a more professional caption than the same carousel posted on Instagram. The witty, fast-paced video for TikTok might not land the same way on your professional Facebook Page. Always adjust your captions, hashtags, and tone to match the platform's culture.

Always Link Back

The end goal of most repurposing is to drive traffic back to your website, where you can convert visitors into leads or customers. Make sure you're including clear calls-to-action that guide your audience back to the original blog post for more detailed information.

Final Thoughts

Repurposing your old blog posts is a sustainable content strategy that multiplies the impact of your best work without multiplying your workload. By identifying your top content and reformatting it for different social platforms, you create a powerful system that fuels your calendar, engages new audiences, and strengthens your brand day after day.

Once you have all these amazing social assets, scheduling them without getting overwhelmed is the next challenge. At Postbase, we designed a simple visual calendar precisely for this workflow. We help you plan out your repurposed content across all platforms - from Reels and TikToks to LinkedIn carousels - so you can see your entire strategy in one place and trust that everything will be published reliably, without your accounts constantly disconnecting.