Co-founder and president of OptinMonster. Expert software architect with a deep knowledge of building products for the mass market.
There’s no question that content marketing is one of the best ways to grow your tech business. Well-planned blog posts can help you increase engagement, build rapport with visitors and much more.
The problem many entrepreneurs encounter is that they can’t consistently develop ideas for their various content channels. Here’s where repurposing comes into play.
Simply put, content repurposing is when you take an existing blog post from your site and turn it into one or more unique pieces of content for your audience. This strategy offers plenty of ways to get more value from your posts.
Today, I will share several practical ways to repurpose your content and maximize conversions.
Grow Your Email List With Lead Magnets
Lead magnets are exclusive offers that require users to take a specific action, usually subscribing to an email list, before they can read or watch your content. This is a great place to start if you want to grow your stagnant lead list or establish a new audience.
Examples of lead magnets include but are not limited to:
• Video tutorials.
Use your existing content to play off an already established topic instead of racking your brain whenever you need to create a new lead magnet. I recommend grouping together relevant posts with minor editing for an eye-catching e-book. Similarly, you can pull statistics from your top posts and create an educational and visually appealing infographic.
If you have a blog post that would look good in another format and provide value to your readers, it will make a suitable lead magnet for your business.
Plan Countless Social Media Posts
Your blog posts can also help you create countless social media posts on platforms like Twitter, Instagram and Facebook. I like to go through our old posts and schedule them for up to a month in advance. In the description of each post, I include a little fact-based snippet and follow-up question, which typically results in more engagement.
I recommend planning posts from your content based on the needs of your audience. For example, if 80% of your website traffic revolves around one or two central themes, you should make these points the primary focus of your social media posts.
It’s always a good idea to add value to your repurposed articles by including extra tips or hints in the body of the social media post that wasn’t included in the original article. If you want content repurposing to work, you have to consistently deliver value to your audience, regardless of where they choose to engage with your brand.
Host Live Events With Your Audience
Live events are another excellent way to repurpose existing content and build brand awareness. Have you ever read an article online and thought, “I wish I could ask them a few questions”? If so, it’s easy to see how this strategy can help.
Many consumers feel this way about brands they enjoy. Live video gives business leaders and marketing teams a chance to connect with their audience in a unique and compelling way.
Face-to-face interactions lead to greater consumer trust and can help you convince otherwise skeptical shoppers to become customers.
There are several keys to hosting a successful live video event. First, you’ll want to choose popular posts on your site to use as a basis for your presentation. If users are already familiar with your post, they are more likely to register for a similarly themed event.
I also suggest giving your visitors a chance to talk to you. At the end of our events, we open the floor for 30 minutes and let people ask questions about our product or the industry as a whole. These small but meaningful interactions are the basis for building rapport. The best part is you saved a ton of time, money and energy because you had the blueprint ready in the form of one or more blog posts.
Create A Comprehensive Online Course
Many tech leaders have dabbled in the world of online courses. It’s now easier than ever to teach others through comprehensive and feature-rich LMS services. If you’re looking for a way to put this advice into practice, repurposing blog posts can help.
I like to pull up a list of our blog posts that are relevant to the course I’m working on at the time. I find it extraordinarily quick and easy to jump in and grab text snippets, gather statistics and find questions that we can use in quizzes and exams.
Much like our other tips, relevancy is vital. If your courses are not relevant to your tech customers’ goals, needs or pain points, many will skip over your lesson. One way to find out if a course idea is viable is to talk to your audience. Send surveys through email and social media so you can find out what customers expect from your brand. Use what you learn along with your existing content to create fun, interactive and memorable online courses.
Update Existing Content
The last piece of advice I have for you is fundamental but also highly effective. You can easily repurpose existing posts by reviewing your content by year and updating ones that are no longer relevant.
For example, this year, we tweaked all of our posts from 2019 or earlier. Repurposing your content in this way adds value to your readers’ lives and gives you another chance to rank your post through Google.
It’s worth mentioning that repurposing doesn’t mean a total rewrite. You can go into your posts and update a few statistics, add a few extra tips or even add a video version of your blog post at the top of the page.
Back To You
As you can see, there are plenty of ways to repurpose your best tech content. The five tips I shared today have worked for us over the last several years, and I think this advice can help you, too.
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