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Do you think of your blog content and social media posts as two separate things? If you do, it’s time to change your thinking.

The reality is that blog posts and social media posts (and all of the content you create) work hand-in-hand. They should fuel and promote each other because they’re stronger together than they are alone.

That’s why repurposing your blog content is so important to your overall success.

What Does Repurposing Content Mean?

Repurposing content refers to revising or slicing and dicing content published in one place so it can be used somewhere else.

This could entail pulling text out of your blog posts to share on Facebook, Twitter, and other social media sites, or it might involve including highly shareable images in your blog posts, so they’re extremely easy for you and your readers to share on specific social media sites.

Don’t think of the content you create in isolation because silo marketing is dead.

Instead, create an integrated marketing plan that surrounds consumers with brand experiences, so they can self-select how they want to interact with your brand.

Develop an Integrated Marketing Plan

integrated marketing plan

Developing an integrated marketing plan takes some thought. Ideally, every marketing initiative should be evaluated for its integration potential.

Sending an email marketing campaign? How does that campaign integrate with your blog content, social media posts, and telephone sales outreach?

Remember, your blog should fuel your social media posts (and other content) and vice versa.

Today, there is no reason to reinvent the wheel over and over again. If you develop a marketing campaign, you’re wasting time and money if you don’t repurpose it and leverage the assets you have available to promote your brand across multiple channels.

The focus among marketing professionals today is omnichannel, which is just a new buzzword for integrated marketing because it’s easier than ever to extend your marketing investments across channels and spread your brand messages to wider audiences.

Your goal for your blog and all content you create is to determine how you can extend that content in the most efficient ways possible to reach your target audience(s).

Invest the time up front to develop an integrated marketing plan that exploits opportunities for repurposing, and your return on investment (ROI) will improve.

Identify Repurposing Opportunities for Your Blog Posts

Where do you repurpose your blog posts?

There are so many opportunities for repurposing blog post content that you could feel overwhelmed, but don’t let the sheer volume of possibilities paralyze you.

Look for natural opportunities to spread your content to your target audience by tweaking it for different platforms and communication vehicles.

For example, a statistic in a blog post could become a perfect message to share on Facebook.

Keep in mind, the reverse also works. A Facebook post could become the foundation of a great blog post once you add more details and facts to it.

Again, look at every piece of content that you create for repurposing opportunities. Below are some of the ways you can repurpose a blog post to get you started.

You could use a blog post to create:

  • Text social media posts
  • Visual social media posts
  • Email messages
  • Infographics
  • LinkedIn articles
  • Ebooks
  • Courses
  • Podcasts
  • Videos
  • Images
  • SlideShare presentations
  • Guest posts on authoritative sites
  • More blog posts for your own blog

The list of possibilities goes on and on. You can even repurpose your blog posts for offline use.

For example, a blog post could be used as the foundation for a speech, checklist, worksheet, flyer, brochure, and more. It could also be used for a public relations pitch to media outlets positioning you as an expert in your field who is capable of providing quotes and insights for upcoming news stories.

Get creative and evaluate all content you create against your list of repurposing opportunities. You’ll be amazed by how far you can extend the life of a single blog post.

Write Blog Posts with Repurposing in Mind

As you write your blog posts, do so with repurposing in mind. You can save time later by including specific elements and structures in your post today, so it’s easy to revise and repurpose when the time comes.

What does this mean?

In simplest terms, include content in your blog posts that you can quickly use in other channels.

The easiest way to explain this concept is to think about turning your blog posts into social media posts.

How do you do it?

Include shareable messages and images in your blog posts.

Here’s an example.

Let’s say you’re writing a blog post that includes some of your specific recommendations derived from your experience and expertise.

You can create shareable images that each include one recommendation (and your name, logo, and URL as the source), and include them in your blog post. Share these images on your social media profiles and pages, and encourage your readers to share them as well.

The same process is very effective when you write a post that includes statistics. People love to share data on social media channels, so includes images in your post that highlight stats, so they’re easy to share. Don’t forget to include your logo and URL in the image to promote your brand and website.

You can also use those images to create a video and share it on your YouTube channel. If your blog post includes a lot of statistics, you can turn the data into an infographic. People love to share infographics on social media and write about them for their own blogs.

Furthermore, structure your blog posts for easy repurposing. Split your post into sections using headings and create more in-depth blog posts about each section. Group a number of related posts together and turn them into an ebook or online course.

As you can see, with a bit of planning before you start to write a blog post, you can turn a single post into a library of shareable content and assets that increase brand awareness, boosts sales, and improve your overall marketing ROI.

You can use these assets today and in the future for promotional purposes, so repurposing your blog posts is well worth the time investment.

Create an Omnichannel Content Calendar

omnichannel

If you’re ready to take your content investment to the next level and drive the best results possible, then you need to create an omnichannel content calendar that shows how each blog post will be repurposed to extend its life and increase its impact to your bottom-line.

Of course, it’s critical that you create an editorial calendar for your audience first, but an omnichannel content calendar takes that concept to the next level by identifying more ways to meet your audience’s needs through each piece of content that you create.

Think of it this way.

When you write a blog post with a goal to help your audience solve a specific problem, your work isn’t done. Unfortunately, every member of your audience won’t read your blog – no matter how much they like your brand.

Therefore, you need to spread your content across channels so people can consume it through their preferred sites and media.

In other words, you have to meet your audience where they are with your content, and that’s why it’s so important to create an omnichannel content calendar that aims to deliver the right content to the right people at the right time.

Your Next Steps to Repurpose Your Blog Content and Drive Measurable Results

Begin the process of repurposing your blog content by reviewing your past blog posts. How can you turn them into new content to be shared on social media, published on different websites, and used offline?

Remember, don’t reinvent the wheel – instead, repurpose, recycle, and reuse the amazing content that you’ve already created.

Next, start to create new blog posts with repurposing in mind and develop an omnichannel content calendar, so you don’t have to think about how and where to repurpose new content in the future. You’ll save time by mapping out opportunities in advance.

As you repurpose blog posts and other content, it’s important to understand that there are some blog posts that aren’t right for repurposing, and that’s okay. Don’t try to fit a square peg into a round hole.

Focus on repurposing your best content – the content that is most useful, meaningful, and relevant to your target audience. While you might be very proud of a specific blog post, that doesn’t mean your audience loves it or even wants it.

With that in mind, leverage your analytics tools to determine what content resonates with your audience.

Did some content miss the mark? Repurpose it and try again.

Is some content performing extremely well? Repurpose it and extend its life.

Developing a successful repurposing strategy requires testing and tweaking. Watch your content performance analytics and be prepared to adjust your plan to meet the wants and needs of your audience.

That’s how you increase brand awareness, boost sales, and skyrocket ROI by repurposing your blog posts.

Repurposing blog content is so important because blog posts and social media posts (and all content you create) work hand-in-hand. They\'re stronger together.
blog writingintegrated marketingomnichannel marketingrepurposing

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Susan Gunelius

Susan Gunelius is President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her 25-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, and The Ultimate Guide to Email Marketing. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.

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