You just finished writing a blog post for a client. Good job! So, now what?
Most writers will move on to the next client or next project. But what if you could turn that one piece of content into seven more — and charge extra for your efforts?
Many B2B businesses struggle to keep a consistent content production schedule and maximize their content’s reach. They publish a blog, but then it sits there, fading into forgetfulness. As a B2B writer, you can solve this problem by offering content repurposing as an add-on service.
Content repurposing extends the lifespan of your client’s content while creating a gold mine of opportunities for you:
- It increases your income without having to start research and brainstorming from scratch.
- It positions you as a content strategist, not just a writer. B2B clients value efficiency and this approach increases your perceived value and rates.
- It diversifies your skillset with multi-channel content formats (infographics, emails, video scripts, etc.).
Imagine this: You write a blog for a client for $500. Instead of stopping there, you offer a repurposing package — turning that blog into an infographic, LinkedIn carousel, email, and short video script. Now, instead of $500, you can charge $1,200 for the entire content bundle.
Sounds good, right? Let’s explore exactly how to do it.
7 High-Impact Ways to Repurpose a Blog Post
1. Social Media Posts
A single blog article can become many different social media posts. Your job is to extract key quotes, statistics, or insights into bite-sized social media-appropriate content. You can also create a series of posts if it’s a longer, more complex article.
Pro Tip: Write variations for all the social media platforms your client is on, like LinkedIn, Instagram, X, Threads, and Facebook. Be aware of each platform’s specifics and adapt your text accordingly. Some have size limitations, others require a different communication style.
2. Email Newsletter
B2B buyers are heavy email users, so this is a must-have add-on. To use it, summarize the blog’s main points into an engaging email with a call-to-action to the original post. This will drive traffic to the client’s blog and nurture their email list, keeping leads engaged and their brand in mind.
Pro Tip: Craft a strong subject line and remember that length matters. A subject line will not be effective if it’s too long to be read entirely. While this will depend on the reader’s device, try to keep it around 35 to 40 characters.
3. Infographic
Turn stats, bullet points, process frameworks, or summarize the blog’s main topics into visually engaging infographics. These can become social media posts, like LinkedIn Carousels, that increase engagement and account reach. They can also be shared in an email newsletter promoting the blog.
Pro Tip: Infographics work best for listicles, step-by-step processes, and data analysis. Make it “snackable” and shareable: avoid cramming too much text, stick to one main idea per section, and use visuals to communicate complex points.
4. Lead Magnet Material
Combine two to three related posts into a downloadable document, like an e-book, guide, report, framework, or other format. This is a great content upgrade for you to offer at a premium price for clients looking to generate more and better leads.
Pro Tip: Create a complete upsell package including a landing page, a few ads or posts promoting it, and an email sequence to leads who downloaded the material.
5. Slide Deck
Most B2B companies need sales presentations, webinars, and internal training frequently updated with industry news and market trends. So your client may not proactively ask you for this, but there is a big chance they’ll say yes if you offer.
Pro Tip: Use the “10-20-30 rule” for slide decks as much as possible. This means no more than 10 slides, no slides longer than 20 seconds, and font sizes of at least 30 points to keep the content readable and engaging.
6. Short Video
Videos tend to have higher engagement rates than text on social media platforms, and your blog posts are a great source for this type of content. You can extract insights, tips, stats, or even stories from your blog post and turn them into a 30 to 60-second video script to be posted on social media.
Pro Tip: Depending on the topic, you may be able to repurpose it into a longer, more informative video that can be posted on YouTube, the client’s website, or even become a webinar — and that’s another upsell package you can offer!
7. Podcast or Audio Snippet
Finally, you can turn your blog into a short audio recording or podcast. You can extract the key takeaways and create a script or even turn it into an interview with an industry expert. This extends the content to an audio-first audience, ideal for B2B thought leaders.
Pro Tip: Keep it conversational and easy to consume. Summarize the key takeaways in a natural, engaging tone, as if you’re explaining it to a friend. If needed, break it into two to three short episodes or snippets for better audience retention and repurposing across platforms.
How to Pitch Content Repurposing as a Premium Service
As a copywriter, you know a good sales pitch focuses on benefits and not features. But somehow, many copywriters forget this ground rule when selling their own services. When pitching content repurposing to your clients, show them why this is a game-changing strategy. Here are the main benefits for them:
- ROI booster: having seven or more content pieces generates more traffic across platforms, more engagement, and leads.
- Saved time and resources: the research efforts to write a blog post don’t need to be replicated to repurpose a blog into other pieces.
- Relevant content longevity: one blog post can fuel weeks of engagement across multiple platforms, keeping content relevant long after publishing instead of fading in a few days.
- Bigger reach: helps them reach a wider audience across multiple channels.
- Stronger online presence: positions them as a thought leader with a broader content strategy.
The best way to pitch this to clients is by creating tiered pricing packages, showing them the price of a stand-alone blog post versus a blog + social media posts + email + lead magnet, for example. You can also create different combinations tailored to each client.
Here’s an example of a pitch you can use in an email or a regular conversation with existing clients:
I noticed your current blog on [topic] is performing well. What about repurposing it into a few social media posts and creating an email campaign to drive more traffic to your website? This would help increase the ROI of that one blog post while increasing engagement across platforms.
And maybe, next time you get a new quote request for a blog post, you add a few repurposing package options and add this to your reply:
You’ll notice I’ve added a few extra packages including content repurposing options. This is a great way to reach a wider audience and drive more traffic to your website across multiple channels. If you’d like, we can discuss these options and I can customize a package that better fits your content strategy.
The Best Tools for Fast and Easy Content Repurposing
Thanks to technology, you have a few tools to help speed up repurposing a blog’s content. Here are the most popular:
- Canva → Create carousels, infographics, and e-books.
- Descript → Convert blog text into audio or video subtitles.
- ChatGPT → Summarize content for LinkedIn or email newsletters.
- Buffer/Hootsuite → Schedule repurposed social posts.
Pro Tip: Create your templates. It doesn’t have to be fancy or complicated. A Google Docs Template is enough to help you create repeatable workflows and save you a lot of time.
Conclusion
B2B clients are looking for more than just blog writers — they need content strategists. By offering content repurposing, you’ll not only increase your income but also become an indispensable partner in their marketing efforts.
Start now: Take one of your blog posts, create at least two new content pieces, and pitch the idea to a client today. The more value you offer, the more you earn!
