In Content marketing

Promoting high quality content can be a game changer for businesses looking to grow. Repurposing blog content is just another tool in that kit. The article below shares more. CK

Article written by Michael Brenner originally appeared in Marketing Insider Group on December 1, 2020.

Physical assets of your business might include stock, equipment, and buildings. If you have any sort of presence online you’ll also have digital assets – your website, social media profiles, and most importantly your content.

Content is a valuable digital asset for several reasons. High-quality content can help to build your brand and reputation, increase the traffic to your site, and boost your conversion rate.

The other reason why investing in content marketing has such a great ROI is that content can be repurposed in many different ways.

If you pay a writer $100 for a blog post, you are not limited to simply publishing that content once on your blog. In fact, the number of ways you can keep on using that content, again and again, is limited only by your imagination.

Let’s have a look at some of the most common ways of repurposing blog content.

Quick Takeaways:

  • Infographics can help in SEO and increase traffic to your site.
  • You can compile a set of your own blog posts into an ebook and publish it on Amazon.
  • Reposting old blog posts to social media will give them a new life.
  • Podcasts and video clips help promote your text content in new and shareable formats.
  • Republish your content on high quality platforms to gain new audiences.

1. Create an Infographic

If your blog post contains a lot of statistics, facts, or interesting information, it would probably translate well into an infographic.

Infographics take quite a bit of work to produce but they can be easily outsourced to a specialist graphic designer, and they’re well worth the investment, as this type of content attracts a lot of likes and shares on social media. In fact, an infographic is 30 times more likely to be read than a text article.

You can also use infographics to boost your SEO and drive traffic back to your site by including your site URL in the actual graphic and asking other site owners to share with a link to your site.

2. Compile it into an Ebook

Writing an ebook from scratch may seem like a formidable task. However, if you’ve been blogging for a while you’ll probably have enough useful content on one topic to compile together into a book.

Most blog posts lend themselves well to be repurposed as a non-fiction book, and each post naturally works as a single chapter of the book.

You’ll probably have to edit your posts slightly and add an introductory and closing section, but the work will be minimal compared to writing a book from chapter-one.

You can then self-publish your book on Amazon Kindle to earn money or a new audience for your brand and content. Don’t think that just because your content is freely available on the web that people won’t be willing to pay for it. Organizing your content and putting it together in one place makes it a more valuable resource than several blog posts, where readers will have to hunt for the information they need.

Alternatively, you can offer it as a lead magnet or free download in exchange for signing up to your list.

3. Take Snippets and Repost to Social Media

Reworking your weekly blog posts into another format can take quite a bit of time and effort, but there’s also a way of repurposing your content that takes practically no time at all.

If your old posts still contain valuable information, simply repost them to social media. This content will be brand new to more recent members of your audience, and even those who have read it before will appreciate revisiting useful blog posts.

Publishing blog posts once and just leaving them to sit is a waste of your hard work. Instead, take a few minutes periodically to update them if needed, and post links to your older content on social media regularly.

4. Create a Podcast or Video

You must have been living under a rock if you haven’t come around to the idea that video is the future of online content. Over half of marketing professionals surveyed in a Syndacast study agreed that video offers the best ROI of any type of content, and on average one-third of online activity is spent watching videos. This figure is expected to keep rising too.

The problem is that getting into video can be a little intimidating if you haven’t done it before. Maybe you don’t know what kind of content will engage your audience, or you just don’t know where to start.

The answer, of course, is to look to your existing successful content for inspiration. A blog post can easily be reworked as an informative video, or you could even create smaller videos to insert into the post to explain particular concepts.

As well as publishing videos on YouTube, you can also publish audio and/or video content on a regular basis as a podcast. This is a great way to reinforce the relationship with your current audience, and attract new followers from a different channel too.

5. Create Spin-off Articles

Do you feel you’re running out of ideas for what to write about on your blog? Your previous posts can provide ideas and inspiration.

It may be that you’ve touched on a point that went beyond the scope of the article, and you can now base a new piece of content around that topic.

Or maybe you could write a new series of blog posts exploring the subject in much greater detail.

Make sure you take a look at your site analytics to see which are your most popular posts and the search terms that people used to find them. This can give you a clue to advise you on the content to produce in the future.

For example, if you’ve written a post about how to create a great Facebook page, and you’ve mentioned Instant Articles, you may get some hits from people looking for information about Facebook Instant Articles. This would be a clear sign that you should publish a new post that goes into depth about creating instant articles on Facebook.

6. Article Syndication

You may have heard a rumor that duplicate content is bad news, and so you’ve avoided republishing your articles elsewhere.

In actual fact, this isn’t true and has been confirmed by Google itself. It makes sense because, in the real world, press releases are syndicated in many different places, and big newspapers are clearly not being punished for publishing duplicated content!

So now you know it’s ok to do so, why should you publish your articles elsewhere anyway?

Simply, it’s a great way to get more eyes on your content, grow awareness for your brand, and attract a new readership for your blog. You can also link back to your site within your syndicated articles, which gives you a bit of an SEO boost.

Some high-quality sites that you might want to republish your articles on include Medium, Quora (as a detailed answer to a question asked by a member), and Outbrain (which syndicates content across media outlets including People and CNN).

Summing Up

With a little thought and attention, your old blog content can keep working for you now and well into the future. One single blog post can be repurposed into a variety of different formats and uses that can help you to widen your audience, improve your brand visibility, and even boost conversions.

If you’re sitting on a goldmine of content, don’t delay! Start thinking about how you can make the best use out of it today.

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