Are you concerned about generating more blog content? It’s the thing to do, right? Create great content on a routine basis. That approach has worked for many content marketers in the past, but it’s time to think promote blog content more often, too. Consider this statistic from a 2015 MarketingProfs article: there are over 2 million new blog posts created every day. That’s a lot of competition for readers. It’s also a lot of competition for your existing blog posts. Instead of spending the majority of your time on creating content, take this advice to promote blog content (any content, for that matter) from a Social Business Engine podcast featuring Chad Pollitt, VP of Audience at Relevance, “Spend 40 to 60% of your time, energy and effort promoting content, not 90% on production.” Chad Pollitt, VP of Audience at Relevance (from Social Business Engine, Podcast #90)
Ten Ways to Repurpose and Promote Blog Content
If you take Pollitt’s advice to promote blog content, one of your go-to methods for publicizing your existing blog content is repurposing it. Repurposing content helps you potentially connect with a new audience, and it allows you get to share your best blog posts in new ways. It also a great way to maximize your content creation efforts. If you are putting a lot of time and energy into each post, shouldn’t you put an equal amount of energy into promoting it? These 10 ideas will help you extend the life of your blog content and help you increase the various types of content you share with your audience.
1. Turn a newsworthy blog post into a press release
Are you posting blog updates about opening a new location, recapping a community service project, or announcing an industry event? Why not take those posts and turn them into a press release? Not every blog post will pique the interest of local or trade publication journalist. Look for an angle in posts that may make a great news story:
- New location: talk about the impact of the new location on the community — job creation, benefit to other area businesses, etc.
- Industry event: talk about how your event will cover key topics that are important to your industry colleagues and customers and highlight key contributors and speakers.
- Community service projects: create a press release that highlights your business’ commitment to the community, and highlight hours volunteered or funds raised by your employees.
2. Transform your text into audio
When you think about how to promote blog content, think beyond the written word. Maybe you have some great posts that would make a nice audio book? Put them together in a script, and hire a voice talent to turn your text into audio. Publish as a downloadable audiobook that you can use as a lead magnet. Voice talent doesn’t have to be extremely expensive. Try Upwork to find a freelance voice talent. We have hired voice over talent from Upwork (when it was still Elance) for several different client projects. The quality was great and the price didn’t break the bank.
3. Make a video out of your blog posts
Long-form blog posts rule the web these days; however, website visitors aren’t always known for their attention span. Video is increasing in popularity because it doesn’t require as much of the visitor. Why not take some of those long-form blog posts and turn them into engaging videos? Check out our list of 89 Visual Content Creation Tools for Content Marketing, and scroll down to the section on “Create and Edit Videos” for options if you want to do it yourself. Remember: YouTube is the second largest search engine and Google ranks videos higher in search results.
4. Turn your blog post into a webinar
Like the idea of a video, but want the ability to take questions from the audience during the live event? A webinar is the way promote blog content to a live audience. Webinars provide a few different benefits:
- They are a powerful way to build your email lists and generate leads.
- They allow you to interact with your audience.
- They can be recorded and used on your YouTube channel. Tip: create a teaser video featuring a few highlights and a call to action to visit your landing page for access to the full recording.
5. Create an infographic
I’ve been harping a lot on using visuals in your content marketing, so you know I have to throw in infographics in this list! Graphics almost always outperform simple text. If you don’t know how to craft an infographic, you can work with a designer or a content marketing agency. You can also check out some of the DIY tools on our list of 89 Visual Content Creation Tools for Content Marketing in the “Design Your Own Infographics” section.
6. Write an e-book
Have you written a blog series, or do you have several posts that speak to a similar theme? These can be repurposed into an e-book. Not only do well-written e-books help position you as an authority, they can also be a great lead magnet when gated.
7. Share your posts on your podcast
If you are a podcaster — or want to become one — you probably already know that it can be tough to come up with new episode ideas. Dust off your old blog and use them as the foundation for upcoming episodes. Invite guests who can provide a supporting or opposing viewpoint to make the episode more interesting and potentially bring in a larger audience. After all, your guest will probably share the episode with his or her followers.
8. Answer questions
It’s likely that many of your blog posts already answer questions. What I’m proposing here is that you find people asking those questions and supply the answers you already have. There are Q&A sites like Yahoo Answers and Quora, as well as questions posed in forums and groups on LinkedIn, Facebook, and Google+. These are unique outlets for your content. Maybe you wrote a great blog post on maximizing the lifespan of an industrial widget through proper maintenance. Search question and answer sites for people seeking out that information and give it to them.
9. Create an e-newsletter
If you have been a busy content creator, you probably have a lot of great, evergreen content lying around. Share it with your email list. Even older posts can be dusted off and updated for your upcoming newsletter. Your newsletter doesn’t have to be all new content. Use it as a vehicle to promote the valuable content you have already developed.
10. Post to PDF sharing sites
Repurpose your old content to post on PDF sharing sites. This could mean taking your post and developing a highly-visual summary presentation that you upload to SlideShare. You can always put the old post into a nice layout that you save as a PDF and upload that to SlideShare, Scribd, authorSTREAM, Calameo, and Issu to name a few. Save your old content in PDF form. Then post it for free on any of the hundreds of PDF sharing sites on the web. This gets your message out, and also creates referral links (some may be nofollow) for your website or blog.
BONUS TIP: Repurpose Your Posts and Republish
If you’ve got a LinkedIn profile, you need to take your best content and repurpose it for LinkedIn. When you log in, click on the Publish a Post option at the top of the page.
You will be taken to a page where you can enter your blog post. Change up the title. Tweak the content for your LinkedIn audience, or write an overview of one of your long-form posts with a link back to the original. You can also write a new post for LinkedIn that is related to the existing content on your blog — an opportunity to generate referral traffic. The benefit of publishing to LinkedIn is that your contacts will be notified of your new post. If it’s a great post, it may even be selected by an editor to be featured on LinkedIn’s Pulse channel.
Are you making the most of every post you’ve created. In addition to promoting your content on social media, consider these tips to repurpose those blog posts. Instead of churning out more pieces of content to compete against the millions of other posts, take Chad Pollitt’s advice to focus a significant amount of your efforts of promoting your existing content to maximize reach and effectiveness.