Anyone who actively writes a blog . . . ahem . . . like me or creates content as part of an inbound marketing strategy, can tell you that it is time consuming. While I do love talking to people about marketing and explaining the benefits of inbound marketing, it is a best practice to repurpose your content. In addition to the SEO benefits, it’s a great way to save time and avoid double work. Some of the tips outlined in this post can be used together or alone, but all of them will help you stretch all of your inbound marketing efforts.
SlideShare is a great way to repurpose a blog post. Any educator with experience will tell you that not all people ingest information in the same way. SlideShare is a way to reach your more visual learners and impatient learners as well. With SlideShare, you have the ability to have visual aids as well as some brief explanation. SlideShare is also highly shareable and can be less intimidating to people who are not “tech savvy.”
Few things can make complex or new topics more approachable than a well-crafted infographic. An information graphic, or infographic, is a graphic representation of information, data or knowledge intended to present complex information quickly and clearly. They double as a great branding tool. See a fun example below from Marketing Profs:
Well laid out, explains the message clearly, and offers visual interest. Well done and approachable.
Instructographics are a close relative to the infographic. As the name would indicate, instructographics are more instructional as opposed to just informational. It can be a “how-to” with pictures and often a step by step tutorial.
Here’s an example of one of our earlier instructographics (circa 2012). Please note the use of Bill Murray. There may not be a specific SEO benefit to using an image of Bill Murray, but he’s awesome and makes people happy.
Podcasts and Video
Just like the infographic, instructographic, and SlideShare, podcasts offer your audience another way to engage with your information. For many, reading is tedious and too time consuming. In this sense, podcasts and videos could be one of the most important repurposing methods because they open up a whole new way to connect with others. Expanding your audience, simply by presenting the same info in a new way, is a great way to stretch your content.
To take the repurposing to the next level, don’t just put your post in an audio file. Use the information to encourage further discussion. Pose some of your points as questions or suggestions for your audience. You can increase engagement and lead to more sales. You can also reference previous posts or podcasts to make a case for your topic.
Write a speech
I’ve been asked to speak at several events. Some events are small and intimate; other events are for larger groups. When you have a wealth of content to illustrate your topic, you are afforded several mediums to engage your audience. Most speakers, myself included, are not engaging enough to stand on stage for 30-60 minutes and hold an audience’s attention. The use of visual aids or some audio support can keep your speech progressing and make for a successful event. When you have infographics, a SlideShare presentation and a podcast to draw from, you’ll certainly have enough to keep a speech entertaining.
Turns Your Posts into Twitter Tips
Several of our posts, including this one, offer information in bite size pieces. “10 ways to XYZ” or “4 tips to improve ABC” are titles that are often used for blog posts. An interesting way to both repurpose your blogs and expand your audience is to split those tips and post them on Twitter. 140 characters may not seem like a lot of space, but offering tips one at a time will keep your followers engaged and your tweets interesting and valuable.
A good sales person knows that he or she must display the benefits of using the product or service he or she is selling. Blog posts are a great way to offer up valuable information without being overly technical. When training a new sales team or arming a seasoned sales professional with tools to help make a close, having a wealth of blog posts about your product or service is a great way to create a sales manual or a series of “one-sheets” as they were called back in the day.
Toolkit/ebook: The Crown Jewel of Inbound Marketing
This is one of my favorite ways to use blog posts. It is the crux of inbound marketing and is truly where the rubber meets the road from a lead generation perspective. If you find that certain blog topics are gaining a lot of traction, you can write an ebook or craft a toolkit on that topic and explain your products or services in more detail. To make this method work harder for you, have the ebook or toolkit available as a download. If a prospect or lead is truly interested in that information, they may be willing to trade their email address for the ebook. You now have their permission to market to them more directly.
Efficiency is the anthem of the digital age. The revolution is in full force. It’s not the hours you work, but the work in your hours. Delivering information in several formats is not only efficient; it is effective.
“Progress isn’t made by early risers. It’s made by lazy men trying to find easier ways to do something.”
―Robert A. Heinlein