Most groups publish a weblog publish, share the hyperlink as soon as, and transfer on. They’ve already executed the arduous 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 comprises every thing it’s essential fill every week’s value of distribution throughout 5 completely different codecs. Right here’s what you may pull out of a single publish earlier than writing something new.
1. Weblog to Social Posts
Each H2 in a weblog publish represents a discrete argument. Raise that argument out, strip the encompassing context, add the precise stat or instance, and you’ve got a standalone social publish for LinkedIn or X.
Lenny Rachitsky does this constantly along 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 information level formatted for the feed with no hyperlink again. Readers who need the complete context can subscribe.
Wes Kao runs the identical play together with her govt 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 publish 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 said place. |
2. Weblog to E mail E-newsletter
Weblog readers often arrive in search mode, searching for one thing particular. E-newsletter readers are sometimes shopping. Identical content material, completely different job – and that job is compression and reframing.
Consider newsletters like Morning Brew, which construction their content material in modular, self-contained sections. Every one 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 usually carry the identical core argument, simply written for various contexts.
Morning Brew has, fortunately, taken no steps to copyright this format. You may take it. Give your readers a motive to care in regards to the full publish, in 300 phrases or much less.
| Workflow: Write the topic line first and seize the weblog’s core argument in beneath 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 together with your take. Hold the entire thing beneath 300 phrases and hyperlink again to the complete publish. |
3. Weblog to Video Script
A weblog publish is written to be learn in silence. A video script must be heard, which suggests shortening sentences, eradicating parentheticals, and reducing {qualifications} that learn effective on display 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 vital pillar matters. A written piece like their “Learn how to Rank in AI Search” article will get repackaged as a video protecting the identical core argument, with the unique weblog publish linked within the YouTube description. Identical content material, completely different format, every driving visitors to the opposite.
Three issues break if you transfer a weblog publish to a video script, they usually all break directly if you happen to don’t catch them first.
- Change from written to spoken language — shorter sentences, pure contractions, no hedging like “it’s value 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 in addition to a speaking head.
Decide one perception with the strongest visible element and construct all the script round that single level.
| Workflow: Paste the weblog publish right into a doc and skim each sentence aloud. Strike something that requires a second learn to comply with.
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 publish 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 develop into the query framework, and the visitor responds to every.Intercom does this explicitly. A weblog publish by Senior Product Designer Pranava Tandra on restructuring Intercom’s info 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 than write out cleanly.
| Workflow: Learn the publish and mark each second the place you thought “I might say extra right here.” These are your speaking factors. Report with notes, not a script. The episode ought to take the argument someplace the weblog publish couldn’t – trade-offs, context, a element minimize for size, and so on. Should 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 develop into visible checklists, and data-heavy posts develop into chart units. If the content material doesn’t match a type of three constructions, an infographic will really feel pressured.
The take a look at for whether or not a weblog publish can develop into 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 stream.
- A comparability part can develop into a side-by-side desk.
- A publish with three distinct causes and three distinct results will be changed into a cause-and-effect diagram.
What doesn’t work is a publish 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 a listing, step sequence, or standalone stat.
If 4 or extra objects from the publish will be proven in a single picture, a reader understands in beneath 90 seconds, construct the infographic. If understanding the visible requires studying the article first, don’t do an infographic. |
Make Your Weblog Publish Work More durable
All 5 codecs come from the identical supply materials, so the analysis you probably did as soon as reaches 5 audiences by 5 completely 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, however it reaches folks the opposite 4 may miss, since no two channels pull precisely the identical viewers.
Achieved nicely, a single publish stops being a factor you revealed and turns into a factor you mine. The following 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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