A 5-Part Content Repurposing Strategy to Generate More Traffic from Each Blog Post

Posted by Pat Henseler in LinkedIn Marketing Insights

Content. It takes time, money, and skill to produce, and as a business owner or marketer, you want to get as much out of your time, money and effort as possible.

The question is, how can you squeeze every last drop from your content so that it works for you?

More effective content means more traffic, and more traffic ideally means more sales. In this article, we’ll share a five-part content repurposing strategy that we use in our business to increase the reach of our content to get the most bang for our buck with every blog post.

Why Re-purpose Content?

Re-purposing the same content on multiple channels and in different types of media allows you to expand your reach and save time, but there’s another reason to do this: it builds trust and authority in your market. Your content actually works as a positioning tool, to cement your expertise and become a trusted resource in the process.

Remember that especially for B2B businesses, your prospects are likely sophisticated people looking for answers to their questions. This gives you an opportunity to repurpose important things your prospects should know at any stage of the sales process in the way they prefer to digest content.

For example, some people might prefer to quickly glance over a small slide deck or watch a short video about the same topic as opposed to reading a 1000 word article. Different people have different preferences on how they like to consume content…you can appeal to all types of your prospects with this plan.

How to Easily Re-purpose One Blog Post in Five Different Ways

At LinkedSelling, we take a 5-pronged approach to content, starting with a blog and repurposing its content, adapting it to different media. Here’s what our own content management sheet looks like:

As you can see, for every topic, we have five different ways to use it. Now let’s talk about how you can execute this:

1. Write the blog post

Always consider what your prospect is interested in (look at your FAQs), what will help them in their business, and what they need to know to move them closer to the sale. To drive extra traffic to the blog, send an email to your clients and prospects and, if you see that your prospects are particularly interested, you might even want to run ads to it.

2. Post the same content on LinkedIn as a LinkedIn Published Post, where all your connections and followers can see the updates.

Don’t forget to share this with your Linked Groups.

As a side note, at LinkedSelling, we have a strong focus on LinkedIn because we know our prospects are there. However, there are many other outlets you can post to, Medium is one example.

3. Make a slide deck and post it to Slideshare

If you’re not familiar with Slideshare, LinkedIn’s media sharing platform, it’s a great place to share documents and other types of media. As Linkedin says, it allows you to,

“show what you know through a presentation, infographic, document or videos. Visual formats help you stand out and resonate more with your readers. When you upload to SlideShare, you reach an audience that’s interested in your content – over 80% of SlideShare’s 80 million visitors come through targeted search. This can help you build your reputation with the right audience and cultivate more professional opportunities.”

One Super Simple LinkedIn Messaging Breakthrough from LinkedSelling

To create a slide deck to upload to Slideshare, create a simple template that you can come back to and simply update it with new content every time. Keep it short and simple, use between 12-20 slides. Include information and screenshots from the initial blog post that touch on the highlights.

Slideshare will also allow you to hyperlink slides to content or offers directly in your presentation.

And they transcribe the presentation to additionally help your content rank higher in search.

4. Create a simple captioned video detailing the main points of the blog post.  Keep it simple. This usually takes shape in one of two ways:

For example, a member of our team will film themselves talking to the camera about the blog post. This sometimes takes the form of what we like to call a “reaction video” giving feedback and personal insight about a specific aspect of the article.

Alternatively, you can create a video with supporting imagery, music, and text mirroring the main points of the blog. No getting on camera required! This is very easy to create using a tool like [http://lumen5.com/] Lumen5 which will take information directly from your blog post and set it to suggested images and music.

5. Create a social image

This can be the featured image of your blog, but often, you can change it altogether pulling an enticing quote from the blog, or even better, a quote about the topic by someone your prospects would recognize. Another idea is to relate the topic to a current event. We alternate between all of these.

This is easy enough to do, especially if you use a tool like [https://www.canva.com/] Canva to create a simple template and then adjust it as you need it.Also, depending on what social media platform you plan to share it on, it’s a good idea to create templates for the exact sizes needed for the images to look their best on each platform.Once you have your image, share it on the social media platforms that are most effective for you and include a link to the blog post.

5x Your Content Visibility with Ease

At this point, you might be wondering if all of this is really necessary? Like I mentioned before, your prospects are already making targeted searches for information and it’s up to you to get in front of them. Incorporating a multi-channel repurposing strategy not only brings you more traffic in the long run, but also provides a better experience for your prospects.

This might seem like a lot of work, but the truth is, once the blog post is written, it only takes a few minutes to transform the same content into a brand new type of media, bringing in more traffic. And it’s a process that doesn’t need to be done every week. If you instead publish a blog once per month… you can use the re-purposing ideas to allow that same post to live through different platforms throughout the rest of the month.

Benefits of A Multi-Channel Content Strategy

Making this a focus of our content strategy this year, we’ve seen a major increase in traffic to our blog and our website in general. We see right around a 17% spike in traffic just from the repurposed content alone. And as a result, have increased our sales appointments and revenue to set sales records in our marketing agency each of the last 5 months.

Once you’ve got the system set-up and have created templates you can quickly adjust, you’ll see how easy it is to get the most out of your content, attract more traffic, build authority, and even get more leads through smart, multi-channel content marketing.