Trending
I often talk (and write) about how your blog is the foundation of your content marketing strategy. Your blog posts live on a channel you own (your website), they help with search rankings (so more people can find you), and they help you build trust with your ideal clients.
Build upon that foundation – don’t just let it sit there!
Your blog posts are a fantastic source of information for other marketing content, as long as they are helpful.
To repurpose, your blog posts must be helpful
Being helpful means two things:
You are giving away your knowledge, such as tips, strategies, and best practices people can start using immediately. It could also mean sharing findings from your own research.
You demonstrate how you help people through success stories and anecdotes. This is especially important if your offerings are abstract (communications strategist, operations consultant). It helps people understand what they get (deliverables and outcomes).
6 ways to repurpose blog post content
Pull excerpts to use on social media
No idea what to write about on social media? With an active blog, you’ll never have to.
Here are some ideas:
-
Publish single quotes or big ideas as both the social graphic and caption.
-
Share the blog post’s big idea – and then ask a question about it.
-
Turn the big idea into a survey (this could go in a lot of different directions).
-
Create a list of each tip (without going into detail).
-
Get into a more detailed explanation of one tip or strategy. (Keep repeating until you cover all of them on social.)
-
Pull success stories in their entirety (could be a long or short post).
Use your blog posts as the basis for your newsletter
I love putting together email newsletters, because it doesn’t take a lot of time to create a valuable one.
Start with your most recent blog post(s): Headline and introductory text that will grab peoples’ attentions, so they click through to your website and read more. Add a read more button and an image from your blog post. Done.
So easy, right?
(I’ve been asked a few times about sending an entire blog post as an email. Sure, you can do this, but it won’t encourage people to click through to your website where they can poke around and maybe reach out for a conversation or demo.)
Create videos using your blog post topics
You can turn recent blog posts into brief video scripts and then stream live or simply record a video and publish it. (I gave up on live streaming when it seemed every session instantly swarmed with bots and trolls.)
Over all the years that Nicole and I recorded videos for our Five Business Rules YouTube channel, guess where I got the topics? Blog posts. Every single one came from a blog post I had already written.
Just remember that if you’re going to record a video, make it short and snappy to keep peoples’ attentions. I would not go over a minute on any platform. Unless you’re like, Hailey Beiber.
Turn blog posts into lead nurturing assets
When you do a deep dive on a topic in a blog post, consider turning it into an offering. These types of assets help you move people through the marketing funnel from strangers to leads to prospects.
Lead nurturing assets include:
-
Live workshops (online or in person)
-
Workbooks
-
Ebooks
-
Guides
-
Checklists
Because live events take a lot of time, attention, and sometimes money to promote, I wouldn’t try to turn every fantastic blog post into a hands-on workshop. Mix it up between free guides and workshops to see what resonates most.
If one guide proves especially popular, turn that into a workshop!
Repurpose as speaking topics
Your 101-type blog posts could be great fodder for speaking topics at your local chamber or other networking organizations you belong to. No matter how accomplished people are, they are not experts in your field.
And if you want to do more speaking, why create those presentations from scratch? Go through your blog posts and see if you already have introductory blog posts on the services you offer.
If you don’t, write them! Then turn them into presentations you can speak on.
Record podcasts based on blog post topics
Yes, you can follow the same advice I gave above for turning blog post topics into videos. But one of the most popular podcast formats is a conversation. Invite a colleague, vendor, partner, or someone else you admire to discuss the topic.
You could each give your spin or share your own best practices on the topic. Swap client stories and how-tos. As long as you both provide helpful insights and actionable steps, it will be a hit.
How else do you repurpose blog post content?
The list above is the most common way I repurpose blog post content. But what about you? How else do you repurpose blog post content?
Related: Still Guessing at Your Marketing? These 5 Red Flags Say It’s Time for a Strategy