Leverage website data to improve marketing results
Ernie Thomas Stiegler
VP, Client Engagement
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Creating high-quality content is a great way to reach your target audience, and the stronger it is the first time, the easier it is to effectively repurpose content.
It’s more important by the day to have strong organic content that builds an ongoing conversation with your customers and prospects. Yet, we all know that developing content and running a blog with constant, valuable topics can be a nightmare.
But the good news is we can change that.
You can gain traffic and breathe new life into old content, continuing to gain value from your hard work by repurposing blogs. Also, there are benefits of this process such as gaining an SEO boost and reaching new audiences.
The first step in repurposing content is to find content worth repurposing. Make sure the content is evergreen (written without a time stamp on it), as it will be easier to reshare and make this originally published content feel new again. You want to ensure you have something relevant to bring to the table. For example, if a topic is trending or in the news that relates to a blog post you published six months earlier, this would be a perfect time to reshare this blog to an audience that will be hungry to digest your good-as-new blog post.
Pro Tip: Reviewing your most popular blogs by checking your website analytics is a great way to see which blogs are most popular every month, quarter and year. This should help you to find trends of the content that is most appealing to your audience.
Now that you’ve identified your most popular content, here are five ways to teach your old blog new tricks:
Share key takeaways on your social channels
Share your expertise by breaking up your key takeaways into bite-size chunks of information to create multiple posts of content. Flexing your knowledge will also help you gain authority on that channel. This approach will generate multiple social posts that will feel fresh, yet all link back to the same blog content.
Build an infographic
Provide your customers with a complete summary of your blog in a visual outline. It’s more engaging and will stop newsfeed-scrollers in their tracks with a clever infographic. It’s easier for the mind to process the information in this format. Plus, creating this format means you can implement it on a presentation or sales pitch where appropriate.
Pro Tip: Programs like CANVA allow non-designers to create high-quality infographics.
Create a podcast
In a fast-paced world, where 10 minutes to read a post might not be possible, developing an audio format allows users to listen at their convenience. Statistics prove that the number of podcast listeners continues to rise every year, so embracing this trend is an excellent way to get more mileage out of your blog. Plus, your blog provides a ready-made script to guide you through your talking points with ease, making it a great way to repurpose content.
Produce follow-up content
Focus your follow-up on commonly asked questions on the topic. Or consider if there is any relevant and new data to share. A good way to ensure a follow-up (and easily build new content into your content calendar) is to write two-part blog posts. If you plan to write a follow-up blog from the get-go, then your audience will be waiting on Part II. Also, you can develop a “series” approach, where all content from a group of blogs is centered around the same topic. Though note, if you go this route, it can be limiting to always write within this niche area.
Develop an ebook
When there are multiple posts on one topic, such as a series (see above), then an ebook can incorporate all these items in one space. Plus, it offers ultimate flexibility for you, and a design team to structure and compose the information. Offering up a free download of an ebook is also a great way to generate leads for your business by securing the email addresses of your customers and prospects.
As our digital world grows, it’s important to have a balance of organic content to drive traffic to your brand. And as organic content marketing goes, it’s important to have a plan. If you need help creating or repurposing content for your customers, contact SWBR to help in expanding your digital footprint.