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  • Writer's pictureJean Dion

Do More with Less: How to Repurpose Your Blog Content

Cat resting on a wooden desk
Cat is sleepy from blog writing

Blogs are a bit like sourdough bread. They need time to proof and perfect. And researchers say we're spending more time than ever before sweating over our keyboards.

In 2017, for example, bloggers claimed they were spending more than three hours writing a blog post.

Of course, some of that time is attributed to blog length. As we all strive to capture the attention of the Google bots, we make our blogs longer. The more words we use, the more likely we are to prove topic relevancy, and the higher in search results we climb.

But quality matters too.

Exceptional blogs are truly a labor of love, and skilled teams devote a massive amount of time at the craft.

But our workdays aren't getting longer.

If you're tempted to scrap blogging because you simply don't have time (which I've covered before), you're certainly not alone.

But did you know you can take that blog gold and spin it into other assets?

A Step-by-Step Blog Repackaging Process

You've written a massive and exceptional blog post. What can you do next?

Here's the plan I often share with my clients:

  • Start with social. Share your blog post on Instagram, LinkedIn, and Facebook. Entice people to click it.

  • Shear into social bites. After the first push, sprinkle tidbits throughout the month's editorial calendar. Pull out important statistics or highlight key phrases. Link back to that blog with each mention.

  • Group like with like. Chances are, you cover the same basic topics in your blog. Find related pieces, and mash them all together in one e-book. Each chapter heading comes from a blog post title.

  • Host a webinar. Use that e-book as the template for your next learning opportunity. Build slide decks from your incredible blog posts, and cover key topics for your audience.

  • Thank your guests. Send out that e-book as a thank-you gift to anyone that came to your webinar.

One lowly blog post becomes part of a machine of promotion and outreach. You ensure that all of your hard work isn't wasted.

How to Make This Work

Remember: quality matters. If you start with a sub-par blog post, your additional outreach messages will almost certainly fall flat.

Ensure you have good raw materials by:

  • Brainstorming. Keep paper handy, and write down blog gems as they pop into your mind.

  • Researching. Read industry blogs, attend webinars, and head to conferences. Know what your community is discussing and thinking. Pull stats to deepen your blog posts.

  • Dedicating. Carve out writing blocks. Mute your distractions, set a 60-minute timer, and start writing.

  • Pondering. Don't publish until you're absolutely certain you have every detail perfected.

Does this take time? You bet. But the results do speak for themselves.

And remember: Freelance bloggers can tackle tasks like this with ease. If you need help, let's talk!


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