When done right, old blog posts can provide some added value to your business.
Business owners and marketers understand that blog posts are the number one way to build trust with consumers while improving sales. People are always looking for helpful articles that entertain, educate, and sometimes, a bit of both.
We know that company leaders and sales teams see the benefit of blogging, which is precisely why a whopping 60% of marketers produce at least one piece of content a day. Consumers flock to websites with high-quality posts because it helps them learn more about industry-specific questions, concerns, and strategies.
If you're able to provide crisp answers and show how your product can make life easier for the readers, there's a good chance many of these people will make it to your product page. At this point, you have the opportunity to turn the person reading your blog post into a paying customer or email subscriber.
Review and update your successful blog posts
One quick way to reuse your blog posts without creating a different type of media is to review and update the most successful articles on your website. Check your Google Analytics account and look for your top 10 most viewed posts. Now, go through and check the last time you updated these posts. Odds are, it has been a while.
Compounding posts are articles that continue to generate new traffic long after they're published. Believe it or not, 38% of all blog traffic comes from compounding posts.
You can exponentially grow the traffic on these posts by making updates and adding new sections over time. These articles will continue to generate the additional traffic they saw before, but now, it will appear at the top of your blog, get published on social media, and possibly get sent to your email subscribers in a newsletter.
As articles get updated, you can expect to see people reading for the first time and return visitors who want to see what was changed in the update. All of the additional traffic you gain from your repurposing efforts could result in more sales and will certainly help you get more on-site engagement. Surveys show that bloggers who repurpose their content are twice as likely to report strong content marketing strategy results.
Create data-packed lead magnets
The next way you can reuse your content is by compiling statistics and interesting facts into a lead magnet. Lead magnets are exclusive pieces of content that a website visitor can receive in exchange for a specific action, such as signing up for an email list.
You can create a ton of different lead magnets based on your industry, budget, and resources. Some common choices include:
- White papers
- Case studies
Creating this type of content from scratch can be a time-consuming process. You can cut down on some of the time and effort by pulling information from your articles and using them in your magnet.
For instance, if you are creating an infographic about email marketing, check out all of your blog posts that cover email and find a way to introduce critical points and stats in your lead magnet creatively.
Not only does this strategy give you an option for reusing your content, but you can also grow your email list and get more event registrations by creating and offering lead magnets.
Diversify how you present content
It’s possible to get a ton of use from your blog posts by diversifying how you present content to your target audience. For instance, we all know that social media is an excellent place to grow their business.
In response to this fact, marketers started taking popular posts and turning them into highly-engaging videos. When you consider that 90% of social media users watch video content, this strategy makes sense.
You don't have to go all out and create a blockbuster movie equivalent of a video either. A simple shot where you explain everything in the source post in great detail can get you the results you’re looking for. Don't forget to include a link to the original post nearby so users can make it to your site after watching the video.
It's also possible to use your blog posts as conversational points on social media. You can pull questions, quotes, and statistics from your articles and share them on social media as a post. A thought that you once had when writing a blog post can get you plenty of engagement and traffic if you’re willing to read through your own posts and pull out parts that resonate most with your audience.
Consider merging guides and tutorials
Odds are, you have various guides and tutorials on your website that help users get more value from your product or service. It is not uncommon to see companies; specifically, SaaS companies, create entire educational courses on their service.
The thing is, blog content can be an excellent foundation for this type of project. Your tutorial-style blog posts help users on their own, but if they are combined into one comprehensive resource, you’re much more likely to see engagement and get customer questions not covered in your online course.
You can choose to create one or two lessons or an entire course if your product is packed with features that could use an in-depth explanation. There are plenty of benefits to reusing your blog posts to offer lessons on your website.
First, you'll see a surge in traffic as existing customers come back to check out the tutorial lesson. They may have questions, so include an option for them to get in touch with your support team at the end of the course if needed.
You will also notice new traffic coming in as people hear about your brand for the first time. If someone is on the fence about your product or service, a free lesson plan that shows skeptical visitors why your product is the best could be just the thing to spark new sales.
Post content snippets on other websites
Finally, let's talk about how to reuse snippets of your blog posts to generate traffic and help your target audience. There are plenty of question and answer websites like Quora, where consumers can ask questions about various topics.
If you're paying attention to these sites, you can move in and answer questions that you've already covered in your blog posts. We suggest pulling a snippet of text from your blog post and reword it to create a personalized answer. You should also include the link to the original post if you want to see these people make it back to your website.
Consumers expect businesses to provide actionable advice on how to make the most of their product or service, as well as analysis of the industry as a whole. Stepping up and answering these questions help establish your company as an industry expert, which means people are more likely to trust your business in the future. This interaction all started with a consumer question and your blog post.
We believe that the tips we’ve provided today will help you repurpose content, regardless of your industry. The most important piece of advice on the topic we have is this; always put value and UX at the forefront of your project. Don't repurpose blog posts for the sake of new content. Instead, make reusing content an integral way to add more value to your brand name by providing information to paying customers and casual visitors alike.