Smart marketers know that businesses need to create consistent, compelling content. Both to make their brand discoverable on search engines and to position themselves as a leader within the industry. Yet many don’t repurpose blog content to increase reach and generate leads.
Our clients constantly come to us with the challenge:
“We are spending LOADS of time creating great content, but we just aren’t seeing the benefit of it”
We get it. There is a great frustration in investing resources in creating useful, entertaining content, which just doesn’t seem to perform when it comes to helping you achieve your business goals.
A big part of this problem is that we spend too much time creating the content and very little time leveraging that content to generate greater reach. In fact, in many cases, we discover that businesses are putting almost zero effort into promoting a piece of content.
As a general rule, we spend roughly 30% of our allocated content marketing time creating content and then 70% of our time looking to increase the reach of that content. After all, it doesn’t matter how incredible your content is, if it doesn’t reach anybody there is very little point to it at all.
In this article, we cover some tips on how we can repurpose blog content to increase your business’s reach. O, and it will save you a tonne of time in the process.
Repurpose blog content socially
Before we dive too deep into some smart tactics, let’s start with the fundamentals.
Yes, it’s shocking, but some business actually fail to complete this step.
RULE #1: When you publish new content, share that with your network.
This is super easy, all you need to do is write a short update highlighting the benefits/relevance of reading the content and then share it across all your platforms including social media and mailing lists.
It’s simple but effective. People are part of your audience because they care about what you have to say. These are the best and easiest way to repurpose blog content…so DO IT!
We admit, it is pretty rare that businesses don’t share new content with their network (but it does happen). Yet it is commonplace that once they have shared that content once, they never mention it again.
This, my friends, is INSANITY.
“After all that work, it seems silly to share a post just once. Nobody crumples up an oil painting and chucks it in the trash after it’s been seen one time — and the same goes for your content” Moz.com
Most don’t re-share content at the risk of being ‘spammy’. This is a very real concern and can be the case when not done carefully.
When re-sharing content you need to follow three simple rule:
- Because you re-share doesn’t mean you stop creating new content
- Every time you re-share you should take a different approach
- Do not re-share content too often
What we mean by taking a different approach is that each time you post you should change the captions and/or image to ensure no repetition.
Re-sharing is particularly powerful when that content becomes timely or newsworthy. For example, we often re-share our infographic on how businesses can spot fake influencers as this topic comes in and out of focus in the media.
Speaking of infographics…
Another great way you can repurpose blog content to create more compelling assets which works perfectly on social media is through the use of infographics.
Infographics allow you to communicate key information through the use of engaging and eye-catching graphics. In the case where your blog content is long form, creating a snapshot of the most important points in an infographics acts both as a reminder of key information and as way to drive traffic to your original blog piece to ‘find out more’.
Probably a good time to share this then…
People are inherently lazy. So, even though long-form content is a crucial part of your SEO strategy, as well as an excellent way to position yourself as a thought leader with those that matter to your business, on its own it will not always secure you great results.
People want answers and they want them fast. That is a huge part of the reason why social media is so popular – because it gives people access to super quick information.
Using a micro-blogging approach to content leveraging is an excellent way to increase your reach and give yourself a huge amount of social media content easily. For example, you may re-share a link to a piece of long-form content, but instead of simply highlighting what is included in the content you give a snapshot of a key point within the content.
By providing value in the social caption you create intrigue in the wider article and can create large amounts of traffic to your site.
Video is an awesome way to up engagement on your social media channels.
In fact, one study suggests that 90% of consumers say that video can help them make buying decisions. With those sorts of stats, can your business really afford to not be using video as a way to repurpose blog content?
Video creation can be a little daunting, but as a small or medium sized business, you really do not need to think too much about the production value of your social media videos. Some of the best performing videos online are simply recorded on a smartphone and create a real personal connection between the business and the viewer.
For example, next time you publish a blog post, try creating a short video covering some of the key points or even asking additional questions you get about the blog post. This can take as little as 30 minutes and generates content (not factoring re-sharing) across a number of platforms, including:
- Instagram story
- Instagram post
- Facebook story
- Facebook post
- Twitter post
- YouTube video
- Podcast (just audio)
- and much more.
If you create a piece of content and it does particularly well, you may decide to leverage that attention and go even deeper. For example, creating an accompanying podcast or webinar which touches on the subject and allows you to generate even more value, using your written content as a base.
Doing this also allows you to involve thought leaders and influencers from within the industry which not only generates great content but also allows you to leverage their audience and extend your reach.
Blog content should indeed make up the pillars of your business’s content marketing strategy. However, by not leveraging other techniques and tactics you are only tapping to a tiny percentage of its potential. By spending an equal or higher percentage of your content marketing time generating and leveraging the tips we have highlighted above will save you time, create a higher engagement and ultimately generate more leads for your business.