Continually churning out blog content is a challenge every small business or startup faces these days. Not only is it daunting to come up with new posts, but it’s also exhausting. So, in this age of re-cycling why not use what you already have and repurpose your blog content?
It’s the one secret that many content marketers use to keep a steady flow of website traffic. All the hard work has been done in creating the content. Repurposing is a bit like unwrapping it and repackaging it in different ways.
It makes great business sense, too as it will save you time. Also, it will allow you to get the absolute most out of every piece of content. Finally, you can reach new audiences by putting repurposed content onto different platforms.
So, here’s how to repurpose your blog content effectively.
1) Make Use of Social Media
Whichever social media platforms you use for your business, you can recycle existing content to them.
Popular and effective ways to use social media:
- Take snippets from the original blog and use as social media posts
- Create an infographic
- Produce a video
- Produce a podcast or webinar
Nothing is stopping you from republishing the original post onto your social media channels. Do this especially if the content is evergreen. An evergreen post means it remains relevant even if it was first published a year or two ago.
2) Link Relevant Posts and Repackage Them
Take a look at which of your blog posts can be suitably linked together. They can then be repackaged to produce a guide or an e-book.
E-books make very good opt-in offers to help build your email list.
As well as guides and e-books you could also republish the posts as a serial. Write up new introductions and endings, linking each post.
Linked posts could be used in an email sequence or your business newsletter. This will encourage your audience to continue reading to get the next piece of information. A series is also more likely to stay at the forefront of your audience’s mind, as they continue to build their knowledge.
3) Update and Rewrite Old Blog Content
It’s easy to write a post, publish it and then six months down the line forget it was ever created.
Unlike printed material, the great thing about website content is that it can be continually rewritten and updated.
Review your posts every six months to see if any need updating. There may be information that’s no longer relevant. Or, it may just need a tweak here and there to bring it in line.
When reviewing check for the following:
- Any brand new information that could be included.
- Are all the links still working and relevant?
- Is the data correct and up-to-date?
- Are dates and references to time, for example ‘next year,’ still relevant?
If you have posts that are not driving traffic, perhaps a complete re-write is necessary with a completely new angle.
4) Repost Content on Other Platforms
There are numerous sites where you can republish your blog posts. This will help you reach a wider audience.
Popular places to publish are:
These platforms are free to use, you just need to set yourself up with an account. Only republish your best blog posts. Check there are no mistakes in them before you hit publish.
5) Use Your Content for a Case Study
If you want a unique piece of content, consider a case study. They’re popular with audiences and will increase your traffic. You’ll see improvement in your conversions, too.
There are a couple of ways to go about it. One way is to write up a case study using a relevant topic from an old post. Don’t forget to link back to the old post.
Another way is to use data from your business and turn it into a post. When you’re testing new strategies save any data so you can use it in the future. Also, take screenshots if you’re changing anything on your site. You can then do a comparison in your case study post.
Remember the power of headlines when you’re repurposing content. If you’re reposting on social media or places like Medium or Linkedin, use different headlines.
Then you can check to see which headline performed best. You can even change the headline of your original post, just as long as you keep the url the same.
Take quotes from your old case studies and use them on social media with a relevant image.
Swap old quotes for newer ones in your old blog posts, and then repost.
It only takes a bit of effort and some creativity to repurpose your blog content. It’s worth that extra work to get the most value you can from your posts.
Need help with getting your blog posts into shape? I’m Sandra Shannon, a Freelance Creative Copywriter for small businesses and startups. Contact me to book your free discovery call.