How & Why You Should Repurpose Your Blog Content
Blogging can be a bit of a laborious task, but a lot of us do it. I’m always encouraging business owners to take up blogging for their biz, because my business has really benefited from blogging and I know that it’s an incredible marketing strategy.
But it is time consuming, and uses a lot of brain power, and as my business gets busier and busier I often think to myself, how far can I stretch this content? And the truth is, you can stretch it pretty far.
Repurposing your blog posts (and any other content you create) is a great way to get more new eyes on the same message. You spend so much time putting together this awesome blog post, but you post it once, it has its 15 minutes of fame and then it just disappears, and you go on to spend more time creating more new content. I totally get it, it’s an exhausting cycle.
You don’t have to keep reinventing the wheel. Yeah, creating lots of fresh new content is good and kudos to you if you’re doing it, but if you’re pulling your hair out trying to think of new ideas or find the time to write these posts, consider repurposing your old content.
Related Post > How to Blog Consistently & Frequently
The myth about repurposing your old posts is that it’s cheating, and I totally understand feeling like that, but it’s NOT.
Think about it this way: when you promote your new blog post only once, you’re actually doing a disservice to your audience. You’re creating this content for them, right? So if you’re only posting it once, or only posting it as a written blog, there’s a good chance they’re missing out on amazing, valuable, FREE content that will actually help them.
Try to think of repurposing your content as more ways to help and get through to your audience.
If you need more convincing,
The benefits of repurposing your content:
Helps you reach your audience in different ways:
Everyone responds differently to digesting information and content. For example, there’s actually a really large percentage of people who don’t like reading blog posts, and would rather watch a video tutorial or listen to a podcast about it. There’s a huge untapped market for people who maybe would rather not read a blog post, but are still really interested in your content.
Saves you time:
Ding ding ding! This might be the winning reason to repurpose your content. Time? Who has spare time as a business owner? Not me! So if I can save time by tweaking a few blog posts and turning them into new mediums, I would be all about that.
Your message gets heard:
Because you’re reinforcing the same message/advice/ideas, and it’s now getting more eyes on it, your message will be heard. Whatever awesome content you have created, it’s getting more eyes on it and more people are seeing and hearing your unique point of view. This is awesome for your brand and business. Being consistent and repetitive is a key part of building a successful brand, so if you create content that really aligns with what you believe and what your business mission is, you can feel confident that repurposing and re-sharing it will only solidify your brand even more.
So, how can you repurpose your content?
Share share share!
Ok, this isn’t technically repurposing, but I couldn’t write this post without saying it. Share your posts more than once!
People are not going to get sick of seeing you share about your blog post, because honestly, they probably missed you post about it the fist two times.
Social media isn’t going to show your post to everyone the first time, that’s just not how it works, so consider the fact that probably only 10% of your audience has seen your post, and post it again.
Also, there’s a good chance you’re continually gaining more audience, so they wouldn’t have seen these posts either, especially if you’ve been blogging for a long time.
And yes, you can repost your really old posts! As long as the content is still relevant, and is going to help your audience, go ahead a share something that you posted 2 years ago!
You also should consider sharing your blog posts to Pinterest. Pinterest is the only social media (technically it’s not social media, but that’s another post) that has a really long shelf life, your posts can live for years on Pinterest if you do it right. It’s awesome for getting eyes on old, forgotten blog posts.
Related Post > How to Use Pinterest For Business
1 | Turn your Blog Posts into a Course
If you’re constantly teaching people how to do things (for example I teach a lot of Design Tutorials on my blog) then you’re going to already have the audience, and half of the content, to be able to create a course.
Obviously this isn’t a huge time saving technique, because creating courses are hard, but they’re a really great investment. You can use all of your blog post content in your course and build on it, you definitely don’t need to start from scratch if you already have a huge amount of content sitting there ready to be refreshed!
2 | Infographics
Create an infographic for your blog post, and then post it on social media and Pinterest. People love infographics as a quick way to see what the post is about, and a quick way to understand how to do something. They’re really eye catching and usually do well on social media, especially Pinterest. This gives your audience a chance to share the infographic, and of course they can click through to read the original content. This is a really quick way to repurpose your content!
3 | Podcast
This can go both ways, turn your blog post into a Podcast or turn your Podcast into a blog post, either way, you’re covering two of the biggest audiences: readers and listeners.
3 | YouTube
Similar to podcast, but a little bit more personal. Film a video of yourself talking through a blog post or idea, or even just the main points of a blog post to grab your audience's attention, to lead them to your blog post. The cool thing about doing videos is that you are now targeting the YouTube audience, which is a huge social media market.
4 | Live Webinar
Live webinars are an amazing way to engage with your audience. Either do a live webinar on a topic then write a blog post about it afterwards (or just transcript the webinar, even faster!) or create your blog post then host a live webinar to have an open discussion about it and answer any questions about it. This is a great way to connect with your audience, and when you’re done with the webinar, post a replay of it on your site so everyone can watch.
5 | Video Tutorial
If you’re creating tutorials on your blog, consider creating these in video format, too. About 50% of people prefer to watch tutorials in video format over reading them in a blog post, so if you create a video tutorial, you’ll be targeting a huge portion of the market. Again, you can post these to YouTube
6 | E-book
Compile all of your blog posts into an e-book. If you’re often blogging about a particular topic, this is a great way to be able to directly use your blog content and promote it as a content upgrade. For example, I have a lot of Blog Posts about using Squarespace, so I could compile all these into an “Ultimate Squarespace Guide E-Book” and offer it for free to get more people into my list!
Related Post > Why You Need An Email List
7 | Update your old posts
If you’ve been blogging for a while, there’s a good chance you have some old awesome content that’s going unnoticed. Instead of writing a blog post from scratch, go through your old posts and update them with some fresh ideas.
8 | Email newsletters
Use your blog posts to form your email newsletter. Emailing your list regularly is actually quite a big task. I almost always base the topic of my email newsletters on one of the posts I have recently posted. This means I don’t have to think of a completely new topic and I can mirror some of the copy that I use in my blog post. It also means more eyes on my blog posts!
How do you repurpose your blog content? Let me know in the comments!
Defining your target audience is hugely important. It’s hard to create a brand when you don’t have a target audience. Once you define your ideal client it’s much easier to narrow down your brand design and voice.
Make sure you get specific with this. Narrow your target audience down to one ideal client. Some people are scared of getting too specific, for fear of missing out on other customers. But if you take anything from this article today, take this: If you’re marketing to everyone, you’re actually marketing to no one.
When you define your Vision, Design and Voice, you will have an awesome brand foundation. The key thing here is to be consistent. If you’re not consistent with what you put out as your brand, you may as well stop trying to create a brand. Brand is all about consistency. Consistency builds trust and trust builds sales.
Have you built a solid brand? What is your best advice for branding? Let me know in the comments!