How to Re-use and Re-purpose your content
One of the most frustrating things about creating content is its seemingly perishable nature.
The good news is that your blog content is evergreen, meaning that it exists in digital native forever. But it doesn't always feel this way: Once you publish a blog post and share it to your various channels, it will get its usual initial rush of traffic before fading away into the mass of your other content. People see it, read it, then move on.
This isn't exactly the most desirable outcome when you invest your valuable time and energy into creating content, is it? You want your content to work hard for you - not just flash across Facebook, Linkedin, and Twitter to earn its "fifteen minutes of fame" before fading away into oblivion.
So when it comes to creating fresh new content, it is critical to be intentional about how you are using and re-using your work so that you can get the most bang for your buck. If you are going to invest substantial amounts of time and energy into writing, you should make your words work hard for you.
Here are four quick tips on how to repurpose your blog posts.
#1: Break your blog posts into multiple social media posts.
If you write a 1000-word blog post about traffic stops, chances are you hit on a lot of different points - all of which can be pulled out and made into a catchy soundbite for your social media channels.
Pull out a quote, add a photo or graphic, and post it to Facebook. The next day, take a different quote and Tweet it out. However, do remember to respect the differences between the various social media platforms. In other words, don't just shoot the same soundbite to all of your channels at the same time. It is far more effective to use different content for different platforms.
#2: Boost your content to various audiences.
Take advantage of the internal advertising tools available on Facebook, Twitter, and Instagram to promote your blog posts to different audiences. When you set up a business account on each of these platforms, each new post will include a message prompting you to "promote" the content to a specific, targeted audience. These tools allow you to select a defined demographic, a duration, and a budget, and your post will be promoted to people in your target audience for a set amount of time.
For instance, if you represent millennial buisness owners in North Carolina, you can narrow your demographic to reach those individuals, and your social media channel of choice will promote your content to that demographic for the timeframe you selected. This is a fantastic way to give your blog content longevity after you hit "publish."
#3: Create an informational video.
A fantastic way to recycle blog content is to turn it into a video! You certainly do not need to be an expert at video production: All you need is a decent webcam and a clean background, and voila! Just remember to keep the videos short - ideally less than five minutes.
#4: Turn it into an email newsletter.
If you have amassed a list of followers - whether through a lead magnet on your website or through a subscription to your blog, this is a great way to pierce through the noise of the digital sphere to speak into people's lives (or email inboxes). It gives you an opportunity to grab their attention - which is hard to come by in today's crowded and busy world.