Blogging is a high-investment marketing strategy. The more content you create, the more opportunities you have to attract and convert traffic.
Many bloggers think they need to constantly post new content to get reach and attract traffic back to their site. But there’s actually a lot of value in reusing existing, high-quality content. Check out these 7 great ways to get the most mileage out of your blog posts.
1. Refresh an Old Blog Post
Refreshing old blog posts is great for SEO. Older posts have more opportunity to build backlinks and can rank well in search results. Search engines take time to index and rank new posts.
Of course you don’t want to promote the same old content to your audiences on social media and elsewhere. The solution is to make your old content feel like new by simply updating or expanding on it.
Here are some ways you can refresh an old blog post:
- Change out your screenshots and other post images
- Update with new supporting statistics or data
- Fix outdated information in the content
- Add new relevant examples
- Create a new lead magnet to go with the content
Instead of going back to square one and rewriting about the same topics again and again, simply update your existing content so it’s as relevant and valuable as a new blog post.
2. Create a Premium Guide or eBook
Do you have a collection of blog posts providing valuable information related to a centralized topic? If so, you can fasten them together into a premium guide or ebook.
For example, a marketing agency that’s written posts about how to set up a PPC campaign, how to A/B test your PPC ads, and how to automate PPC bid adjustments could take these posts and others and organize them into a detailed guide on PPC advertising. All you have to do is organize the content in a logical order and create flow between the chapters.
Ebooks are a valuable piece of marketing collateral because you can use them as lead magnets. Set them up as gated content, so people can only access it if they offer up their contact information.
This is a strategy you can use to capture your leads’ email addresses so you can continue to market to them through email.
3. Create Visuals
Creating visual content out of your blog posts is a valuable strategy to broaden your brand reach. Consider these stats:
- Posts with videos attract 3X more links than text-only posts.
- Posts that include images produce 650 percent higher engagement than text-only posts.
Repurpose your blog post into something visual like a video or infographic to target a new subgroup of your audience. Many people simply prefer consuming content in a visual format. Publishing your visual content alongside your written version caters to this audience need.
Creating visuals also gives you new opportunities to market to your audience on different social platforms. Video content, for example, is popular on Facebook and Instagram. Infographics perform well on Pinterest. Complementing your blog posts with visual content can help you get more visibility across the web.
4. Write Spin-Off Articles
Most bloggers create two main kinds of content: basic blog posts and cornerstone content. Basic blog posts are usually short and offer a basic overview of a topic, while cornerstone content is long, in-depth, and explanatory.
One way to get the most out of your blog content is by using your basic posts to inform and inspire your cornerstone content. For example, you can take a basic list post and expand on one of the points in a new post.
Another way to inspire spin-off articles from your current blog content is by turning the topic upside down. For example, say you write a blog post called “5 Best Ways to Measure Marketing Attribution.” You can then create a related spin-off article called “5 Mistakes to Avoid When Measuring Marketing Attribution.”
Essentially, write content that covers the opposite points of an original post.
Probably the easiest way to repurpose a blog post is through syndication — republishing it on another platform. Here are some of the many popular sites out there that will publish quality syndicated content:
|Entrepreneur||Social Media Today|
There are lots of benefits to content syndication. For one, it can help you reach a wider audience of people beyond your own blog.
There are also benefits for SEO. Get your content published on a high-authority domain, and your content could rank well in search results. Most syndication platforms also allow you to link back to the original content. Having links pointed at your site from high-authority domains is an important factor for page rank.
6. Email Newsletter Highlights
Creating valuable, educational and entertaining content is essential for any successful email marketing strategy. And it just so happens you have a lot of valuable, educational and entertaining content hosted on your blog.
Repurpose this content by featuring it in your email newsletter. For example, you can summarize the highlights of a blog post and then link back to it to attract new traffic. If you have a collection of posts based on a central theme, you can also create a email newsletter highlighting these resources as well.
Shopify does a great job of this with their Shopify Digest emails:
They even personalize their blog post suggestions based on subscriber interests:
7. Create a Podcast Episode
Your blog and podcast should both offer unique content for your audience, but sometimes a bit of overlap is good. Some people prefer to consume content by listening in their car, at work, etc. Providing your content in both formats caters to the different needs of your audience.
Most podcasters use their blog posts as inspiration for new episodes. Use the same examples, anecdotes and facts from your blog post when you record your podcast. All you have to do is put it in a more explanatory, conversational tone.
Never Waste a Blog Post
You put a lot of time, effort and resources into creating each new piece of content for your blog. So make sure you maximize marketing impact by reusing and repurposing each one. Create a schedule for how and when you plan to repurpose each blog post. This ensures you always have an ongoing stream of refreshed content to use as marketing collateral.