Repurposing your content is a no-brainer. And yet it’s a task that slips by the wayside for so many of us as we go off running towards the next big thing on the to-do list.
But it’s such a waste!
The marketing rule of seven tells us that a prospect needs to hear something 7 times for it to really sink in and provoke action.
So spending a ton of time crafting the perfect blog post with a killer call to action and promoting it once just isn’t doing you or your client’s justice.
If you’ve spent time figuring out what topics are important and valuable to your client base, then your blogs should be content that your clients will really want to read and that they will benefit from.
Consistent sharing of your blog and focusing on your topic from different angles will help your audience really immerse themselves in your messaging so that they can reap the benefits of that message.
What does repurposing your content mean?
Repurposing your content is the process of recycling content to increase its reach and longevity. Typically this will be taking snippets from your blog and repurposing them into alternative formats such as infographics, social posts, digital downloads, webinars… you get my drift!
What are the benefits of repurposing your content?
I could harp on about repurposing your content all day, but I’ll go with the five benefits that will speak to your soul!
- The simple way to keep you front of mind
- Delivers your followers value as you explore each topic in-depth
- Increases the value of the time and/or money you spend on your content
- Supercharges your expert status and your client’s understanding of the subject
- One piece of content turns into a sweet little ton of engagement gold
That’s more eyeballs, more trust, more tickets in the conversion lottery!
How to repurpose your content
How you choose to repurpose your content may vary depending on the topic. There are simple, low-effort ways to repurpose your content. And more advanced methods, which take a little more time but will deliver more boom-factor.
Let’s start with the basics. For every blog you pen, I would recommend doing these two simple repurposing steps:
- At least three social media posts
- An email to your list
For your social posts, makes sure you spread these out between other posts, so it doesn’t feel like a complete blog spam fest. You can take a snippet from your blog and post with a link to the blog.
You can ask a question around your blog topic. You can pick a segment of your blog and really dive into it in detail. Are there any cool facts, stats, or quotes you can pull out? Or a juicy nugget of copy that you think will land?
Once you start making this a habit, you will likely find there are lots of ways to encourage engagement and conversation about your blog topic. Start with a commitment to promote at least 3 times for each blog… and the only way is up!
People on your mailing list may not use social media, or if you’re lucky and they do, then your email is just another way to remind them that they wanted to read your blog!
Social Media is a distractable, scrolly place. When people are in their inboxes, they’re in a completely different state of mind. So it’s well worth ensuring you pen a nice little email to entice them over for a little read of your latest blog.
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Supercharge your content goldmine
So you’ve ticked the repurposing your content basics with a few social media posts and an email to your list. Now what?
There is soooooo much more you can do. This will depend on the topic your blog is covering, but you should be able to find at least one repurposing gem that you can harvest from the list below.
- Create a graphic that turns your content visual
- Deliver an infographic or instructographic (great for data-driven or how-to posts)
- Gift a downloadable to support your content (Ebook, guide, template, checklist)
- Upscale into a webinar on the topic
- Record a video, upload it to youtube (Embed in your blog and share on your socials)
- Go live on your socials and delve right into the topic – invite questions
- Make a reel for Insta
- Share a case study that supports your blog
- Reach out to other businesses whose audience may benefit from your blog and see if they’d like to share it
- Repurpose the content for a guest blog
- Share in FB groups and forums if it answers someone’s question
- Write another blog that explores a snippet of the original in more detail or from an alternate angle (link the two together with internal links in each blog)
Wait, did you say write another blog?
Yes, but stick with me here. I know you’re looking for ways to get more out of each blog so you can spend less time coming up with fresh content ideas. And that’s something I support wholeheartedly.
Once you know what topics your audience is interested in, and you know you can deliver quality content that really hones in on that….. Your content marketing strategy is beginning to form.
Creating content that links together nicely and gives your reader more and more juicy nuggets of wonder on the topic that lights them up is gold.
You’re giving your readers what they want. Link your blogs together with internal links and suddenly your readers are staying on your website longer. They want more!
And before you can shake that lamb’s tail, your content marketing has a theme and a strong bounce towards building that authority and trust with your readers as the go-to expert in your field.
And for blog number two on that topic, your audience can’t get enough of… repurpose it! And watch your content marketing bloom.
One final nugget of gold before you go: Reverse Repurposing
Do you write killer social media posts? Hundreds of words of useful insight or discussion enthusing spill that your followers love?
These, my friend, should be on your website! Copy and paste them, polish them a little with subheaders and a nice shiny title. And hey presto, you have a blog.
If you’re stuck on how to write a decent blog title, then have a read of this piece on how to write a killer blog headline.
Would you like some help?
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If you’d like some help figuring out your content marketing strategy then my content strategy with purpose service is for you! If you’re happy writing the content but would like some hand-holding to develop a content strategy, let’s talk!