It can be difficult keeping on top of your blog.
As if sitting down to write the posts wasn’t difficult enough. You’ve got to think of topics to write about (that includes research if you’re doing it properly), plan when you’re going to publish them and the social media to go with them and monitor how well they’re doing.
By prioritising blog content you’re 13 times more likely to get a positive return on your investment. So, it IS worth putting all that time and effort into having a blog on your website (or, you know, you could outsource).
But the thing is, that effort can be used to quickly and easily create other pieces of powerful content. One idea can turn into a whole wealth of marketing material that will work hard for your business.
It’s known as ‘re-purposing’ – turning your existing content into something else.
Quite often, we’re doing it without realising – rewriting a few sentences to use as a social media blurb, or creating an infographic. These things typically take less time than researching and writing a blog, so re-purposing content truly is a fantastic way of keeping on top of your inbound marketing efforts.
It’s difficult to have a blog post reach more than one chunk of your target audience. Not everyone will be interested in everything – so if it doesn’t jump out straight away as ‘you need to read this right now’, they’re unlikely to.
Presenting that information in a different format can suddenly open it up to new customers – those that prefer to listen or watch, rather than read, for example.
Lots of content on the same topic can create extra opportunities to target the right search keywords.
We know there are multiple keywords saying the same thing, and it can be difficult to know which ones to include in your blog, right?
The great thing about re-purposing content is being able to use different keyword variations in the different content types. Some will naturally work better in one format than another, with one slice of your target audience than another, etc.
There’s another SEO advantage for re-using your blog content in a new way.
Additional content outside of your website – spin-off articles, videos hosted on YouTube, social media articles, etc; they all create quality links back to your website. Useful, huh?
Repetition is an essential part of ensuring your message sinks in. i.e. that your target audience truly understands what you’re saying, why it matters to them, and what they need to be taking action on.
There’s a general rule of thumb in marketing that your buyers need to hear your message 7 times before they’ll close the deal. That’s a lot of effort on your part!
This is why re-purposing your content is so useful.
Think about it – creating a podcast, video and an infographic out of one blog post is an instant 4 pieces of content for your intended customers to read. You’re more than halfway there!
One of the main benefits and reasons for blogging is to prove your expertise within your industry. A VA that shares knowledge on time management and productivity is going to easily get across their knowledge in that area, right?
The difficulty is – how many times can you write a blog on time management before it#s going over the same old ground?
And one or two blog posts on a given subject isn’t enough!
How about a resources library on your website?
Using the content in each blog post you can easily create a video, a podcast, a slideshow, and infographic. Your website visitors are going to be delighted with the useful info at their fingertips all thanks to you – and when that content helps them they’ll remember that it came from you.
Instant authority points. Huzzah!
Don’t worry, it won’t take long.
Every time you come up with a blog idea – decide how you’re going to use that content in a new format.
Will it work well as an infographic?
Does it require a podcast to explain it differently?
Can you turn it into a series of tips and tricks videos?
Think back to your target audience – what’s the best way for them to process information? Do they prefer quick ‘at a glance’ content or do they prefer to spend time absorbing everything?
Generally, you’ll have a mixture of all of the above.
Now, schedule each content type into your marketing calendar and you’re good to go!
Watch out for my next blog which will be giving you lots of new ideas on how you can re-purpose your blog posts, including some useful tools and apps that’ll make it even easier!
Zoe is an experienced content writer specialising in the health and wellness sector. Zoe now combines her writing skills with marketing and search engine optimisation to provide a complete content marketing solution to her clients.