Creating fresh content that is readable, engaging and shareable is a serious challenge. The truth is, maintaining blogs as well as social media profiles on a high level takes a lot of time and resources. Instead of reducing the quality of posts in favor of quantity, marketers can optimize content and repurpose it into other forms.
It's possible to expand your reach and improve your conversion rates by simply reusing your content. Here are six smart ways for repurposing blog content into new formats to engage new audiences and boost the online presence of your brand.
6 Tips for Repurposing Blog Content
1. Feature it on social media
A bit of a no-brainer? Social media is often an underused marketing channel – and it also happens to be a good place for recycling your content.
Just remember, don't use the same blog heading over and over again when you share your posts on social media. You risk reducing engagement and alienating users who either don't find your post interesting or are annoyed by the repetition. Instead, spice it up by including quotes, statistics or even questions that are part of your well-researched blog post.
2. Create SlideShare presentations
Another smart tactic is to repurpose your blog posts into captivating SlideShare presentations. This platform is still unknown territory for many marketers, so take advantage and benefit from SlideShare's huge audience.
Creating a SlideShare presentation is easy – you can simply upload your PowerPoint file or PDF. The platform also features a tool for creating presentations, which can be a big plus for those of you who dislike PowerPoint. SlideShare presentations can also be embedded into blog posts, making it easy for your audience to share your content with others.
3. Try your hand at video marketing
Audiences have never craved video content as much, and creating a video is easier than ever. Social network giants like Facebook now prefer video content to text and photos. Videos are excellent for boosting your online reach – so why not use this format to communicate key insights from your quality blog posts?
Naturally, not all blog posts can be turned into videos. However, if you've got a bank of how-to posts, step-by-step guides or strategic checklists you can easily turn them into useful videos. And if you interview industry experts and thought leaders, or can often offer an exclusive, then live streaming could be ideal for you.
4. Host a webinar
Webinars are a great way of sourcing quality leads and engaging with an audience for a set period of time. It's simple to organize webinars these days – you don’t need to worry about any venue costs or destination choice as you do with physical events. If you often mention influencers in your blog posts, consider collaborating with them via a series of webinars.
Use the camera of your iPhone (or other smartphone) for decent video quality and use Google+ Hangouts or Skype to run a video conference or webinar. It's as simple as including people from your circles at a specified date and time. Be careful though as Google+ has been reported to lose stability when hosting large groups of users. If you run webinars on a frequent basis, you might want to look into hosting them via specialized software, like GoToWebinar.
5. Consider blog post syndication
The issue with blog post syndication is content duplication, which search engines (especially Google) aren't keen on. Still, it might be the right option if you'd like to drive lots of new traffic to your website after posting blog content.
Blog syndication is a great solution for recycling content if you've just started out and don't attract a lot of organic traffic yet. Choose a reputable platform where you know that your target audience and industry influencers hang out. When publishing your post, be sure to ask the site editor to add the canonical tag with your article. This will make search engines recognize the the blog post published on your site is the original.
6. Create downloadable versions of your content
How many times did you stumble upon a great checklist you found helpful, but then never got to implement any of the suggestions? That's something that happens far too often than it should. So, to help your users, transform your content into a template or checklist, then save it in a PDF format (Sendible's team did just that with their blog post on choosing the right B2B social media management software). Your readers will be delighted to download and/or print your helpful advice, to read at a more convenient time. To maximize the effect, brand the PDF and make sure you include your contact details and social media sharing buttons.
Recycling your blog posts into different forms of content and sharing them is clearly a smart move. Firstly, you get the most value from your old content, and secondly, you expand your reach to new audiences (who just might turn into customers).
