January 19, 2015 // 8:00 AM
Today, marketers are feeling the pressure to pump out more and more content to get noticed -- plus it's got to be readable, engaging, and shareable. But maintaining a steady stream of quality blog posts can be time-consuming.
The answer to this challenge isn’t to write more frequent, lower quality blog posts. Quite the opposite. You need to dedicate more time to researching and write the best and most engaging content you can.
The key is to optimize your time after you hit publish. Squeeze every last drip out of the work you have done by repurposing your blog content in different forms. More high quality content spread across a diverse set of platforms will attract a bigger audience to your website, and increase your chance of converting them into customers.
Here are some ways to repurpose your well-researched blog posts to capture a more engaged audience for your business. I’ve included some nice tips for bootstrapping so you don’t have any excuses!
1) Email Newsletters
Email newsletters are a great way to stay in touch with your avid blog readers. Traditionally, businesses have used this platform to distribute company-centric news or ask email subscribers to buy something. The inbound methodology encourages you to flip this outdated tactic on its head.
Instead of asking your readers for something, you need to continue adding value at every opportunity. Next time you send an email to your subscriber list, capture their attention by being stupidly generous. A great way to add value to your subscribers is to repurpose your blog content as an email. Not everyone will have the time to visit your blog every time you post. But if you show up in their inbox with a short snippet from your most recent blog post and an easy-to-find link, it increases the traffic back to that post.
Bonus Tip
Create evergreen content. Content that is evergreen is timeless -- it is as relevant today as it will be in 6 or even 12 months. This means that you can send that evergreen content out to your subscribers 6 or 12 months after it was published, extending the life of that post.
Example
Someone who does this extremely well is Ian Cleary from Razor Social. Below you will see a screenshot of an email I received from Ian recently. He very simply presents a link to his latest blog post, in amongst a very short preview of what the post will help you achieve. He uses short sentences, one very specific call to action, and every word is trying to help the reader, not promote his business. Brilliant, yet outrageously simple!
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