Creating content to drive traffic to your website may seem like an overwhelming task but it doesn’t need to be.
The vast majority of online experiences start with search. Google is still the first port of call with YouTube coming in second for video search. Therefore it’s important when creating content to make sure it’s optimised for SEO by following our simple checklist:
Start with research – audience and competitors
Use keyword research tools
Invest the time in creating high value content
Optimise by updating your content on a regular basis
You’ve done the research, you’ve created your content, and now you want to get it in front of as many people as possible. How do you do that? By repurposing your content. It’s not enough any more just to create a great blog post or podcast and leave it to collect dust. Once you’ve created your content, your job is only just starting!
Why you should repurpose your content
Repurposing content has a number of benefits other than saving you time:
- Reach new audiences. Creating content in a different format you can reach a new audience that otherwise may not have found it. Some users prefer visual infographics over text and wouldn’t read your LinkedIn post. Some prefer podcasts over articles and wouldn’t have found your website to read your white paper. Reformatting your content for different mediums means you can appeal to more audiences and extend your reach.
- Reinforce your messages. Repetition is an essential part of marketing and ensures you are delivering a consistent message to your audience. Not only that but Marketing’s Rule of 7 states that the prospective buyer should hear or see the marketing message at least seven times before they buy it from you.
- Gain authority. Publishing high quality content on a single topic will help to establish you as an industry expert and raise your profile.
- Improve SEO. Optimising content for a variety of platforms can generate opportunities to target specific keywords and give your organic traffic a boost.
How to repurpose content
Repurposing content is a great way to get more mileage out of your work. It can also be a huge time saver and help you reach more people. However, sometimes repurposing content can be tricky. So we’ve put together some tips on how to do it right.
Content repurposing and distribution unlocks amazing opportunities. Distributing content isn’t just copying and pasting the same content into different channels, it’s repurposing that content to fit the channel you are promoting it on and reach new audiences.
Go back through the content you have already created for blog posts and find opportunities to repurpose it. Choose evergreen content, i.e. content that remains relevant rather than reactive to a current event. Also ensure the content you are looking to repurpose is high quality. What parts could you develop into images, infographics, short videos, or podcasts?
Blog posts can be turned into multiple social media post, especially if you already have an established following. For example, if you have a particularly long blog post (more than 500 words or so), you can break it into multiple separate posts on social media. This allows your readers to easily digest your information and share what they find most valuable with others. If that’s still too much information for them, try breaking up longer posts with simple bullet points or numbered lists—this will make the content more digestible while still conveying all of its key points. Remember to keep your posts relevant for each platform and your audience.
It’s not just social media that works well for repurposing blog content. You can take the same idea and create more than one piece of content out of it. It’s easy to create a blog post with new information based off an old blog post or article. For example, if you wrote an article about how to start a business online then maybe re-write this with some advice on how to grow an online business once it’s started. Or create a listicle featuring other resources and tools that could help those who are just starting out on their entrepreneurial journey.
Other content ideas for repurposing blog posts:
- Infographics are an excellent way for people to quickly digest information or data. You can take research from one of your blog posts and turn it into an infographic.
- Videos are another great way for people to get information quickly, but they also allow you to better explain complex ideas in a visual manner. You could take one or two paragraphs from an existing article and create a short video based on them (add some graphics for good measure). Or perhaps there’s some footage from one of our recordings that would fit well with this particular blog post topic; consider making it into a video!
- Audio narration allows listeners time alone with their thoughts while absorbing information at their own pace; this makes podcasts ideal when someone needs help understanding complex concepts related to self-improvement topics such as productivity systems or personal finance management tools (to name just two).
It’s important to make sure that the content you are creating is interesting enough to warrant being repurposed in the first place. If it’s not, no amount of clever editing will save it from obscurity. The goal here isn’t just to create a few posts; you want readers who see these posts to engage with you. When writing your blog posts, write with an eye towards repurposing later. Include hooks that beg to be teased out into individual posts on social media.
And it’s not just blog posts that can be repurposed. You may already have a host of company material that’s ripe for a repurpose! Slide decks, white papers, case studies, ebooks, brochures and flyers can all be turned into new content.
If you’re doing your research and creating content then you’re halfway there. Repurposing your content is a great way to reach new audiences and platforms, as well as to get the most out of everything you’ve already spent time creating. After all, if you have already written something that has garnered attention and engagement, why not try repurposing that same content into something else?