How to Repurpose Your Best Newsletters Into SEO-Friendly Blog Posts

Guest blog written by: Charlee Rey, Sunny Send Up

If you’re already writing a newsletter every week (or most weeks), you might have a visceral reaction at being told you ALSO need to blog. Like, who has time for that?!?!

Bad news: Blogging is still relevant anddddd you probably should be doing it.

Good news: You’ve already written some of your best content, it’s just sitting in your email marketing platform.

Repurposing your newsletters into blog posts is one of the easiest ways to keep your website fresh and show up on Google without starting from a blank page every time.

But there’s a right way and a wrong way to do it, so let’s talk about it.

What we’re NOT gonna be doing is copy and pasting your entire newsletter into your blog, hitting publish, and calling it a day. We want to turn your newsletters into SEO-friendly content that both your blog readers and search engines will love!

First: find your best newsletters to repurpose

Look through your past newsletters to decide which ones you think are blog-worthy.

(Pssst… if you have a newsletter archive, this part is easy!)

Some of the signs a newsletter topic is worth repurposing:

• People keep asking you questions about that thing
• The newsletter got a lot of clicks/replies when you originally sent it
• It’s relevant to something you’re doing now and you want to resurface the topic
• There’s a good SEO keyword opportunity for that topic

Don’t overthink it, though. You don’t need to repurpose EVERY single newsletter that meets this criteria.

Sometimes, the best newsletters to repurpose are simply the ones where you felt like you had more to say, but had to limit it for email. Those are usually the easiest newsletters to turn into blogs because you’re excited about the topic and already know how you’d expand your train of thought.

Strip back the email elements

Now you’re gonna copy and paste the newsletter you picked into a new doc or wherever you like to write your blog posts.

Remember, though – we’re repurposing, NOT recycling. That means we need to get in there and strip out any elements that make it obvious the content was originally a newsletter.

Remove things like personalization tags, time-sensitive mentions, and references that only your newsletter subscribers would get.

Email-specific language like “hit reply and tell me…” or “forward this to a friend” don’t make sense in a blog, so scrub those or replace them with something else!

Expand and add more context

Newsletters are often shorter and/or more personal than a typical blog post, so your next step is to add more context and expand on the core of the content to make it even more useful for blog readers.

For example, are there concepts you glazed over that you could provide a more thorough explanation on?

Are there lists of steps or tips that you kept short for email, that you can go a bit more in-depth on now?

Can you provide more tactical steps or how-tos to the content?

I find it can be helpful to take myself back to middle school and literally ask myself:

💡 What’s the main idea of this piece of content?

…then expand from there. If you were an ideal client clicking this blog post on Google, what would you expect to learn? What would you be confused about? Those are the areas to build out a bit.

Make it look like a blog post

This step is where the magic really happens! Because if the content is good, but it doesn’t LOOK like an actual blog post, we have a problem.

Right now, you’ve probably got a giant wall of text that, let’s be honest, your audience is going to take one look at, go “nope!” and “X” off the page.

Here’s what you’re going to do to fix that:

• Break up the post with H2 and H3 headings. Think of your headings like a table of contents. Someone should be able to skim just the headings and get an idea of what the post covers. Google also uses them to better understand your content.
• Use bolding, italics, and bullets to make it skimmable. This is a great way to highlight the most important stuff in your blog, so someone scrolling quickly still gets the gist.
• Add internal links to your other blogs and website pages. This helps keep people on your site longer, AND it’s good for your SEO, so win-win.
• If you started your newsletter with a story, check your intro and make sure it makes sense for blog readers. Your subscribers have prior context on your life and business that someone landing on your blog cold does not. So you might need to add a quick line of backstory, or swap in a more universal hook.
• Make sure you have a blog conclusion that gives readers a next step to take. Don’t let your post just fizzle out! Point readers towards inquiring on your contact page, downloading your freebie, or buying your thing.

Add the finishing touches

Before you publish your new newsletter-turned-blog, you’ll want to double check any links to make sure they actually go where they’re supposed to go!

Same with your call-to-action. Make sure it’s relevant to what you’re doing or offering in your business NOW, so you’re pointing people to the right things – not just anywhere.

Lastly, add a link to subscribe to your newsletter! 😉

BONUS POINTS: Give your blog an SEO title, meta description, and image alt text before you hit publish.

Now you have no excuse not to blog – you’re welcome!

If you’re already writing newsletters consistently, I promise you have PLENTY of content that you could easily repurpose into blogs.

Repurposing is a great way to get more out of what you’re already doing, and there’s literally no shame in reusing topics and concepts you’ve already written about – people need to hear things again, and again, and again.

And if you need more blog ideas once you’ve repurposed your best newsletters? Download my free blog topic swipe file for service providers.

Need some support and accountability to actually start blogging?

That’s exactly what Blogging Club, my FREE blog coworking community, is for! Every other week, we get together on a video call, tag ourselves on a fun group moodboard, and write – together.

AND I’ll answer as many questions as you want while we do it. Free, cameras on or off, completely chill. Sign up for free blog coworking here!