As an entrepreneur, you know time is tight. You have to market your business but when there are a thousand and one things to do, marketing can sometimes become a struggle. This is especially the case when it comes to content creation, such as blogging. You can hire out the content writing but often you want to do it yourself, with your own style of writing voice.
But with so little time, what are you to do? The answer: repurpose one piece of content into multiple pieces of content across various different platforms. Instead of writing completely new pieces for different audiences and materials, you simply modify, adapt, and reformat the existing text you have written.
Sometimes you’ll need to add some more content but it beats writing everything completely from scratch.
Here are just 10 ways you can repurpose one single blog article into many different types of marketing content.
You can create a:
- Pillar page
A pillar page is a huge website page covering all aspects of a single topic. The topic is broken into different sections of information, also known as clusters, each with their own sub-header. Readers can skim the epic page to reach the sections they find particularly interesting.
They can then click a link in each section to be taken to individual blog posts with even more information. You can repurpose your existing articles and create a number of epic pillar pages relatively quickly simply by putting 5-10 related articles together on one page. This is a powerful SEO copywriting strategy.
- LinkedIn article
If your products and services are primarily aimed at B2B (business-to-business) customers, then LinkedIn is the place to be. A great way to attract attention and stay in your audience’s view is by posting regular high-quality content on the LinkedIn platform.
But writing unique articles for LinkedIn can be time-consuming. Instead, you can simply adapt your existing articles from your website and publish those, and any new ones you create. Get them indexed on your website first and then publish the article on LinkedIn.
- Social media content
Like with LinkedIn, social media in general is a powerful medium in which to grow brand awareness and attract new prospects. Your blog articles can be repurposed for multiple social media channels, from Twitter and Facebook to the more image-focused Pinterest and Instagram, among others.
You simply collect together the most salient points from your blog article and post them as status updates, together with a link back to your website. You could potentially get 10-20 unique updates from one article alone, which can be recycled over and over again. There are also a number of free design platforms for incorporating text into an image.
- YouTube video
Video is an excellent way to reach certain audiences. Some demographics prefer to consume video content rather than to read long articles. Instead of trying to write a YouTube script from scratch, you can simply repurpose some of your existing blog articles.
You then simply create a list of bullet points based on the article you’ve already written, which will act as reminders of what you want to say during the video. What you say during the video might even inspire future articles as well.
Podcasting is another popular medium for people who like to listen rather than read. The nature of a podcast, which often features guest interviewees, means the recording frequently goes off on diverse tangents rather than following a particular script.
However, many podcasts have an intro section, where the host narrates a little monologue. Johnny Carson did something similar at the start of every The Tonight Show episode. You can repurpose your latest article as the script for this intro section and even use it as the topic of that podcast as a whole.
A whitepaper is a data-centric authoritative document designed to help readers understand an issue. It usually presents a problem, analyses it, and provides a solution, thereby helping persuade a prospect to make a buying decision.
If you have a library of blog articles on your website, then you’re bound to have existing content that can be partially repurposed into a whitepaper. You can take sections from different articles, add more context, insights, and data, and relatively quickly develop a new whitepaper.
An infographic turns detailed information into easy-to-understand visual graphics. The human brain finds it easier to comprehend complex data presented in a visual format. Well-designed infographics are particularly popular on photo-heavy social media channels like Pinterest, where they are widely shared.
An infographic incorporates snippets of content as well as graphics. You can repurpose content from your blog articles, together with your research data and relevant company statistics, into a series of visually attractive infographics for different topics and audiences.
- Email series
Email is an indispensable marketing and sales communication tool. When used correctly and ethically, email can dramatically boost sales and maintain strong relationships with previous customers. Your blog articles can be repurposed into your emails.
They can either be sent individually, as they are, or broken up into a series of emails, such as part of an autoresponder sequence sent out over a few days or weeks. Another option is to create an e-newsletter with a mix and match of your favorite articles from the previous month.
- Downloadable guide or eBook
A great tactic to get people subscribing to your email list is to offer an informative freebie incentive. They download this guide or eBook in return for sharing their email address with you.
The downloadable document can be created from repurposed blog content. You simply collect together articles relevant to a certain topic and bring them together in the form of a digital e-booklet. This might include extras such as an infographic, whitepaper, or discount code.
- Printed marketing collateral
It’s not just online where your blog articles can be repurposed. They can be turned into a whole range of printed marketing collateral for your offline marketing and sales efforts.
For example, you can use modified blog content for printed brochures, booklets, catalogs, leaflets, flyers, presentations, exhibition show features, newsletters, and so much more.
The power of repurposing your blog articles
As you already know, blogging is a powerful marketing strategy for many types of businesses, including for entrepreneurs. Companies with blogs generate 55% more website visits than companies without, and they also have a very positive impact on lead generation efforts, so say 69% of businesses.
When you devote time to write a quality article every week or two, it’s a shame to leave it at just that. As the above list of ideas shows, you can turn your blog article into many different types of content, quickly and easily.
By repurposing your blog articles, you can be in multiple places at the same time and be truly prolific in the amount of great content you share with your target audience.