The internet is a crowded, crowded place — and it’s just getting more crowded every day. Maybe you’ve got a terrific site with a stellar blog. Unfortunately, that’s not enough. You have to put together a plan to distribute and promote blog content if you want it to be seen.
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Consider this statistic from Internet Live Stats: there are over 1.5 billion websites online in 2019. Wondering about the total number of posts published per day by these sites plus stand-alone blogs? WordPress.com reports that in May 2019, there were over 77 million posts published on sites hosted by WordPress.com and self-hosted WordPress sites that use the WordPress JetPack plugin. Internet Live Stats has a live “Blog Posts Published Today” counter. As of 7:21 am EDT on June 14, 2019, there have been almost 2 million posts published!
That’s a lot of competition for readers; it’s also a lot of competition for your existing blog posts.
Now is a good time to think about your content marketing time investments. Instead of spending the majority of your time on creating new content, start spending 40 – 60% of your time focused on content promotion. Get the most out of every blog post you publish by publishing fewer, better posts that you repurpose and promote for maximum effect and success.
Ten Ways to Repurpose and Promote Blog Content
If you take our advice to promote your 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 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, the 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 audiobook? 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 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. Turn blog posts into videos
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 a way to 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
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, such as the infographic maker by Canva, on our list of 89 Visual Content Creation Tools for Content Marketing in the “Design Your Own Infographics” section.
6. Write an e-book or pillar page
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 or pillar page. Not only do well-written e-books help position you as an authority, but they can also be a terrific 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. We’ve done this with some of the episodes of our podcast, The B2B Mix Show.
Dust off your old blog posts 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.
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8. Answer questions
Many of your blog posts probably already answer questions. What I’m proposing here is that you find people asking those questions and supply the answers you already have.
Maybe you wrote a thorough 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
Feature your latest posts in an e-newsletter that you share with readers. Many email marketing and marketing automation programs allow you to set up an RSS-feed based newsletter to make things super easy and fast. However, you don’t have to only focus on your newest posts.
If you have been a busy content creator, you probably have a lot of valuable, evergreen content lying on your site. Share that good stuff with your email list. Even older posts can be 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 content to post on PDF sharing sites. You could take a post and develop it into a highly-visual summary presentation that you upload to SlideShare.
You can also create beautiful layouts in your word processor or desktop publishing software that makes it easy for you share a PDF version of your blog content on 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 on LinkedIn
If you’ve got a LinkedIn profile, you need to take your best content and repurpose it for LinkedIn.
When you log in, you’ll notice you have the option to write an article or upload a PDF. You have the option to republish your blog post as an article on LinkedIn or share that nifty PDF you create to use on other PDF sharing sites. You could even do both (maybe just not on the same day).
When republishing as an article, make a few changes. Revise 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 other content on your blog — this is an opportunity to generate referral traffic. The benefit of publishing to LinkedIn is that your contacts will be notified of your new post.
Are you making the most of every post you create? In addition to promoting your content on social media, consider these tips to repurpose your blog posts. Instead of churning out more pieces of content to compete against the millions of other posts, try focusing more time and effort on promoting your existing content to maximize reach and effectiveness.