By Daman Jeet, co-founder of FunnelKit, a suite of sales tools that helps over 18,000+ businesses streamline their checkout process.
Do you want to maximize the value of your next blog post? If so, you’re far from alone.
Business leaders and marketers rely on content to do more than you might realize. Here’s a quick breakdown so you can see exactly what you stand to gain from a strong content marketing strategy:
• Boost on-site traffic, engagement and sales.
• Build your brand reputation.
• Generate leads via email and social media.
• Highlight your value proposition.
• Improve SEO
The benefits couldn’t be clearer. However, creating multiple new pieces of content each week takes a lot of time and effort.
Content repurposing is an excellent way to save time, reduce your workload, and create highly engaging new videos, social media posts and more for your audience. In this context, repurposing is when you use an existing piece of content as a foundation for another piece of content.
Today, I’ll show you several actionable ways you can extend the life of your next blog post through repurposing.
Let’s begin.
Create video versions of your blog posts.
In my experience, the best thing you can do with your blog posts is turn them into videos. Let’s go over the process and how this strategy can help you grow your business.
The first thing you should do is review your on-site analytics to discover popular content. Starting with your best content will help you quickly gain traction on YouTube, which is a great place to host your content. Hosting videos off-site and embedding them can reduce load times and create a smoother experience for your visitors.
Once you have a list of articles that keep readers coming back for more, create a video version of the post where a narrator goes through the information in the article while sharing additional context and examples.
Now, embed the video at the top of the original blog post so your audience can choose to watch the video or read the post. Giving users the freedom to participate with your site in a way that suits their needs can result in more engagement and longer dwell times.
While all this is happening, you can expect to reach new people through your YouTube channel. Make sure to check in so you can respond to comments, share community updates and keep your YouTube subscribers in the loop.
Post a social media series.
Another effective way to repurpose your blog posts is to create a social media series based on the original article. Sites like Twitter, Instagram, Threads and TikTok all have ways for creators to post multiple strings of connected content.
For example, if you have an article titled “10 Email Marketing Tips You Need to Know for 2023,” you could create a 10-part slide or thread highlighting each tip and why it matters to your readers.
Throughout the series, you can include links to your blog so new followers and existing customers can follow them to your website and read the whole article.
Much like the previous tip, using posts that consistently see decent traffic is a great way to connect with your target audience on social media.
Use a blog post as inspiration for your next webinar or podcast.
Live events like webinars and podcasts are often popular. Marketers use these tools to educate their audience, offer unique insights and sell products. Instead of coming up with a topic idea from scratch, you can turn to your history of blog posts and pull inspiration from popular posts.
I like to grab five topics that I think will appeal to our audience and share a poll on our website and social media. Whatever topic sees the most votes is the webinar of the month. You can use a similar strategy based on your content and scheduling availability.
You can even create a series of webinars so attendees who missed the first couple of presentations can go back and watch them later. This technique can help enhance brand awareness and build trust with your audience.
I also like using webinars to ask people for feedback. For instance, you could invite visitors to rate the presentation and share what they liked and what could be better next time. Once you gather enough data, you can use the feedback to gradually improve your overall content marketing strategy.
Offer an irresistible lead magnet.
Finally, you can use existing blog posts to grow your email list. Lead magnets are a popular marketing tool where businesses will ask visitors to subscribe to their newsletter or email list in exchange for a limited-time promotion or exclusive content.
For our purposes, let’s focus on the exclusive content. People are more willing to sign up for emails for a company if they’re getting something valuable in return.
Creating high-quality lead magnets like infographics, ultimate guides, ebooks and online courses based on existing blog posts can help you get more subscribers and improve email engagement.
One of the best ways to present these offers is to tie them to relevant posts. For example, if you have an “Ultimate Guide to Social Media Marketing” ebook you could include popups on your existing blog posts with the social media tag.
Connecting lead magnets to the right content helps ensure readers are actually interested in the offer, which means there’s a better chance they’ll sign up.
Final Thoughts
The benefits of repurposing content make this strategy beneficial for growing businesses across all industries. The tips presented today can help you reach people with varied preferences across all key marketing channels.
Once you figure out a process that works for your team, think about how you’ll repurpose content while writing. Thinking ahead and planning for future videos, visuals and posts will make getting more value from your articles even easier.
