Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
I’ve mentioned in several of my previous posts the benefits of re-purposing content. With content still reigning supreme, and all the platforms where you should be distributing your content, it’s easy to feel overwhelmed. That’s where re-purposing content comes in.
The way I see it, your blog is your most valuable content. Not only is it one of the best ways to build an audience and establish yourself as an authority in your field, it’s also possibly the easiest content to re-purpose.
Every time you publish a new blog post, you should be talking it up on social media. Post a link to it on all the platforms on which you’re active with a blurb about why your followers should read the post. On some social media platforms (like Twitter) you can even post a link to the same article several times in the same day and no one will notice or care.
Blog posts can also go in newsletters, either as a link or as content in the newsletter. You can certainly write all unique content for your newsletters, but you don’t have to. While some people do subscribe to get exclusive deals, many do so just to get your content delivered to their inbox so they don’t have to remember to go to your site. Your newsletter can do that for them by putting your blog posts front and center, especially if you feature the posts that have been most popular on your site lately.
Did you go on a Twitter rant recently? Did someone ask you a question that took more than 240 characters to answer? You can re-purpose all those tweets into a blog post, either by writing it up as one post, or you can even embed the tweets directly onto your website and publish it as a blog post.
Videos and Podcasts
Humans are naturally more drawn to videos and images than words. It’s instinct and the trend in favor of video as a vital part of content marketing is showing no signs of slowing down. Likewise, podcasts have not only made a strong appearance, but are clearly not going anywhere.
If you do choose to do a blog and a video, or a blog and a podcast, or even all three, the good news is you don’t need unique content for each. You can write a blog post, narrate it into a microphone for a podcast, and/or make a short video in which you talk about the content from your blog post. You can include infographics and animation in your video if doing so makes sense for your industry. The point is that not everyone will take the time to read the post, but they might take a few minutes to watch the video or listen to the podcast while doing housework. That way you’re producing tons of content, even though it’s more or less identical.
This one will take some time. In order to republish posts, you first have to build a backlog. You can’t republish a post a week or two after it was initially published. But after you’ve been steadily blogging for about a year, you can start republishing older posts. You might want to freshen them up a little before you do, especially if they contain dated content, but for the most part, just changing the publication date is enough to make people (and Google) think you’ve got a brand new blog post up, ready for their consumption.
Thanks for reading! If you like what you see, you can sign up for my newsletter at the top of this page. If you still have questions about content marketing, let’s chat.