Creating fresh content is a vital part of any content marketing (and SEO) strategy. But that’s often easier than it sounds.
Your content is what potential customers and partners use to determine your expertise and capabilities, and whether you are someone worth contacting and potentially hiring or buying from. Therefore, your content has to be of the highest quality — your best work — 100% of the time. That requires investing a significant amount of time and effort on a regular basis. And there’s nothing scarcer or more valuable than your time.
So how can you continue to release quality content without having to spend too much of your time doing it?
Let’s say that you’ve published a kick-butt blog post on your website and shared it on social media and possibly via an email list. Depending on how much traffic your site generates, a bunch (or a ton!) of people have already read it. Now it will continue to (hopefully) drive search engine traffic and function as part of your overall content marketing strategy.
But it doesn’t have to end there.
Here are 5 ways to reuse that awesome blog post you’ve already created, to get more exposure:
1. Linkedin Pulse
Linked in allows users to publish articles on its Pulse publishing platform. And contrary to popular belief, you won’t incur a Google duplicate content penalty for reposting your original post. What are the benefits of publishing on Linkedin?
First off, all of your connections will get a notification that you published. Some of them will “like” or share your post, which will expose it to their networks, expanding your reach.
Even better, if the Pulse editors decide to promote your article by featuring it in its respective Pulse category (like marketing and advertising) it will have the opportunity of being seen by anyone who subscribes to that category (possibly millions — definitely more than saw the original post on your website).
If these new eyeballs (outside of your network) like what you have to say they can “follow you”, which means that they too will receive a notification when you publish. Bingo, greater reach!
Linkedin also gives you analytics where you can see the demographics of the people who viewed your post and the profiles of the people that “liked” or shared it. That’s valuable information for honing your marketing strategy and prospecting.
2. Ebooks, Reports and Whitepapers
If you’ve been blogging for a while you’ve accumulated a nice pile of content. Why not combine relevant posts and articles into an ebook, special repost or whitepaper? You can then use your new premium content as downloads on your website, in exchange for emails (of course).
3. Tweet lines
You’ve already tweeted the link to your post more times than you’d like to admit. But there are loads of well crafted phrases and sentences in your masterpiece that are tweet-worthy on their own. So tweet them, one by one. If you’re using WordPress you can download many plugins that will help you accomplish this task directly from your post. One of them is Tweet This.
4. Create Images
Take some of those “quotes” from your blog and turn them into images. You can easily do this using picmonkey or other free tools. Statistics show that images are much more likely to be shared.
If the topic lends itself to it, turn the post into an infographics and share it on slideshare.
None of this means that you should stop creating new, awesome content. Keep it up! But you can also make good use of your existing content to get more exposure, and take some of the pressure to “publish or perish” off of yourself.
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