Writing great content isn’t easy, and can take hours to perfect. So, when you finally publish a piece you’re happy with it can be disappointing when it doesn’t get the exposure you were hoping for. One way to overcome this is to repurpose content from your blog as part of your inbound marketing strategy.
Repurposing blog content is easy when you know how. In this post, I’ll talk you through 8 ways you can repurpose content and reach a wider audience. By posting to more places and in different formats, your posts will be lighting up your socials in no time. Let’s get started.
1. Create eBooks From Blog Posts
eBooks are a firm favourite of B2B marketers and can be useful for B2C marketers too. In essence, an eBook is a short, downloadable piece of content that’s packed full of insights, stats and useful takeaways. Much like a normal book, it should have chapters and be about one specific topic.
If you’ve written a series of blog posts on a particular topic, such as social media, these are perfect for repurposing. Instead of putting the full posts into an eBook, pick out the top highlights from each post and use them as the chapters of your book.
Once you’ve created your eBook you can post it on your website as a lead magnet or send it to your customers for free if it’s something they would find useful. The great thing is, all the content is already written so all you need to do is use a service like Designrr to publish it.
2. Convert Blog Posts Into Video Content
Video marketing has certainly taken off in 2020 and the trend looks set to continue. It wasn’t long ago that Facebook announced videos now get priority in the news feed. And, Twitter says that tweets with video get 10x more engagement than those without.
It’s clear that video is an important part of a social media strategy. According to Wyzowl 93% of brands got a new customer because of video on social media. Repurposing content from your blog in the form of video is therefore crucial if you want to increase your reach and engagement online.
One easy and quick way to do this is to use a service like Canva. To create a great video that will fly on social media, take the key points from your post and make them into a slideshow. Share this on social with a link back to the full post and watch your click-throughs explode.
3. Put Blog Post Highlights Into Checklists
If you’ve written a blog post that has actionable tips then one simple way to repurpose content is to create a checklist. For example, if you’ve written a post called ‘How to upload a video to Youtube’, including a short checklist that people can download containing the key points will help you to collect email addresses of visitors that you can send future content to thus increasing your reach.
Checklists can be created for almost any topic so don’t be afraid to try it out. They are also really easy to create using online graphic tools. Pinterest is a great place to post your checklist and generate website traffic. Be sure to include a link back to your blog post so people can read the full article.
4. Record A Podcast To Accompany Blog Posts
Much like video marketing, podcasting has taken off in the last year. By the end of 2019, there were 30 million podcast episodes available online according to Podcast Insights. This has only increased in the early part of 2020 with much of the world going into lockdown and creators having more time to produce content.
Blog posts can easily be repurposed into podcasts, especially long posts and posts that are part of a series. Getting started is quite simple, you just need a good microphone and some editing software. Audacity is a very popular free audio editing software that you can use, to begin with.
The key to a great podcast is consistency. Before starting you should plan and record your first 5-10 episodes to get a head start. You can then put them out once a week to remove the pressure of keeping up. If you miss a week of recording, you will have one pre-recorded and ready to go.
5. Visualise Blog Posts With Infographics
Infographics are one of the most popular ways to expand the reach of your blog post and repurpose content. They can be posted on every social media channel and are frequently shared and downloaded by website visitors.
If you have already taken key points from your blog post or blog post series for use in a video, checklist or presentation then you can use the same points to create a visually stunning infographic. Again, Canva is a useful tool when creating infographics.
Where a podcast or eBook might not be best used within a blog post, including an infographic at the end of your post will increase the chances of it being shared. It can also help to boost your post in the ranking, especially if a lot of people are linking back to it because of your infographic.
6. Send Your Content In Bite Size Chunks Using Email Series
If you have a large email list or you are emailing prospects from a bought-in email list, this is a perfect place to repurpose content. It’s important to remember that not all of your readers or customers will see your content when you post it on your website and social media. To get your posts read by more people, email them directly as soon as posts go live with a link back to your site.
For those using email automation platforms blog content can be used to create a series of nurture emails that tell a story. You can then drip feed the content in a timed sequence of emails to your list until they are ready to buy or make contact with your sales team. This activity is highly effective, especially with millennials as 73% prefer communications from businesses to come via email.
7. Create Slideshows & Presentations
There are two main ways that you can repurpose blog posts into presentations. The first is to create a slideshow type presentation and publish it using sites like SlideShare. This is great for breaking down complex information and long posts into smaller and more manageable chunks.
The second option is to host a webinar using your content as a basis for what you’re going to talk about. If your webinar is about marketing, for example, you may have graphs and stats in your blog that you can include in your webinar presentation.
Another idea is to invite people as guests to your webinar that you have referenced in your post. If they are willing to be a guest and do some joint promotion this is a great way to boost sign-ups and increase your own brand awareness among their customer base.
8. Pull Out Facts & Figures To Create Reports
If you have spent a lot of time researching a blog post that’s filled with stats, facts and figures then repurposing content into a report is a great idea. Reports are a highly valuable piece of content that, depending on where you sourced the information and how niche it is, some people might even be willing to pay for.
If you operate in a fast-moving industry like marketing then publishing a regular industry report to accompany a blog post is sure to attract plenty of attention. In fact, it’s one of the suggestions we made in our 103 marketing ideas post to attract more customers along with asking for your data to be included in other peoples reports and providing a quote as an expert in your industry.
Summary: Repurposing Content Into Multiple Formats
So, there you have it – 8 ways to repurpose content from your blog. Each of these methods is a great way to expand the reach of your content, especially on social media. It will help you to reach a wider range of readers and will increase your chances of your content being shared.