How To Decide Which Newsletters To Repurpose Into Blogs
If you’ve been taking advantage of newsletter marketing in your online business, a BUNCH of those old emails would probably also make amazing blog posts if you repurposed them.
(And yes, every online business owner needs a blog – I don’t make the rules. 😉)
But knowing which emails would actually be good blog material and worth the effort of repurposing? That’s the hard part.
Because not every old newsletter you’ve written can – or should – become a blog post. But if your newsletters hit certain criteria, you’re leaving traffic and leads on the table by NOT turning them into discoverable blog content.
Here are the main signs I look for when deciding which newsletters would be good candidates for repurposing into blog posts.
SEO potential
Some newsletter topics in your archive will be naturally search-friendly. Repurposing these newsletters into blogs ensures your content is discoverable to people trying to find it.
If people are already searching for a specific newsletter topic, whether it be on Google, Pinterest, or another search engine, you should 100% turn that email into a blog post so you can show up in those search results.
🧪 THE TEST: Is this a topic people would Google? Using a keyword research tool, can you identify 1-2 keywords with search volume to target?
Strong tie-ins to your offer
If a newsletter topic directly relates to what you sell, it’s prime repurposing material. These are the emails where you naturally weave in mentions of your offers, talk about the process or frameworks you swear by, or address objections people have about working with you.
When you repurpose these topics into blog posts, you’re creating top-of-funnel content that attracts people searching for the solutions YOU provide.
🧪 THE TEST: Does this email naturally lead someone toward wanting to buy a specific product or inquire to work with you?
Gets people in your funnel
Some newsletters might not necessarily tie into one of your paid offers, but if they guide readers to sign up for your freebie or lead magnet, they’re still absolutely blog post material.
Repurposing these kinds of newsletters is helpful to get people IN your funnel, where you can then begin the nurturing process to move them closer towards the paid things you offer.
🧪 THE TEST: Does this email have a clear CTA that gets people in your funnel or further engaging with your business in some way?
Evergreen topics
Just about any newsletter covering an evergreen topic is worth turning into a blog post because of the potential to keep bringing in new traffic long after publishing.
Evergreen content, unlike timely content, stays relevant over time and doesn’t expire after a season or trend passes. Blog posts covering evergreen topics can rank in search results and work for you passively for years.
🧪 THE TEST: Will this newsletter topic still be relevant and valuable 6 months from now? Is it something people are searching for year-round?
Primarily value-based emails
Value-based emails are the ones where you’re not really asking for anything – you’re just showing up and giving free value to your subscribers. These are the emails people might forward to a friend or save and come back to later.
If a newsletter teaches something, shares a lesson or insight, or tells a story that connects to your work? Repurposing gold.
🧪 THE TEST: Did you teach something, share a new perspective, or provide insight that your people would actually want to revisit?
Tactical or how-to content
How-to content and tactical advice are generally exactly the types of things people are *already* searching for on Google.
If your newsletter walks through how to do something step-by-step, or gives them tangible action steps or a framework they can use, it’ll be easy and super worthwhile to turn it into a blog post.
🧪 THE TEST: Does this email give someone a process, framework, or actionable steps they can follow to do or accomplish a specific thing?
High engagement from subscribers
If a newsletter got a higher-than-average (for you) amount of opens, click-throughs, or replies when you originally sent it, that’s a clear sign it resonated with your subscribers and would ALSO resonate with new people finding your content.
High engagement is proof a topic landed well, and turning it into a blog post capitalizes on that, allowing you to reach more people with it.
🧪 THE TEST: Did multiple people reply, forward, or click through when you sent this email? What was it that they loved about it?
This isn’t ALWAYS an indicator that your newsletter should become a blog post, but if you spent time writing a longer, in-depth email, chances are you could turn it into one.
Long emails (I’m talking 800+ words) are usually the ones where you went deep on a topic or shared multiple insights. Because of this, they’re typically the easiest newsletters to repurpose into blogs.
🧪 THE TEST: Is the newsletter 800+ words? Does it cover a topic in-depth, or is the word count only high because of something else you shared?
If you’re looking at all of your past newsletters, overwhelmed at the thought of juggling these criteria to figure out which ones *actually* make sense to repurpose, I’ve got you covered.
I created a FREE simple Notion Scorecard that can help you evaluate your newsletters, identify which ones are worth turning into blogs, and keep track of your best repurposing opportunities.
It takes the guesswork out of repurposing, so you can give your email content a second life without wasting your time on the wrong thing or getting paralyzed before you even start.
You May Also Like
