How To Get More Content Out Of Every Blog Post (in 5 Steps)
There’s a saying in the marketing world: content promotion is 80% of the formula to success (writing is the other 20%).
Most people think that means creating more and more content in order to have something to promote. But what about getting more out of the content you’ve already created?
For many brands and popular digital marketers, that’s been a key to success. Not only does it allow for more methods of promoting a specific piece of content, it also means you don’t have to focus all your energy on creation.
In this post, I want to highlight a five step process you can use to take one blog post and turn it into even more content that you can then promote across all sorts of channels.
Step 1: Start With a Killer Post
The first step is to start with the right blog post. Ideally, you want to use something that is a pillar piece of content for you. That means a post that your customers love and performs well on your site. Something you know that drives traffic already.
Step 2: Repost Where You Can
There are other sites where it’s an option to repost your content. LinkedIn and Medium are both examples. What you can do to make your content a bit more interesting on these sites is only repost a portion, say 30% and then have a call to action to drive people back to your site to read the rest.
Another super easy way to promote your content without doing much of anything at all is to syndicate. Syndication is when you allow your content to be shared in its entirely on another site.
You can do this automatically with sites like Business2Community, where you sign up your blog’s RSS feed.
Step 3: Find (and Share) Micromoments
Inside any piece of content there are usually a handful of moments that are going to resonate with readers. That might be an interesting fact, a great quote, or a good story.
These are called micromoments. These are perfect for sharing on social media. The goal of these is to get enough curiosity to make people click over to your post.
Now here’s where you don’t want to be boring. Get creative with the micromoments. Use a tool like Canva to make eye catching images that you can post on Facebook, Instagram, and Pinterest. And if you’re feeling a bit more ambitious, you can use Canva to create infographics as well.
Step 4: Create an Audio File
A lot of readers are into audio today. So, an easy way to get into that without the production behind creating a podcast is to record audio commentaries that go with every post.
This could be a combination of a reading of your post plus a few minutes where you discuss the major talking points or your thoughts on one of the micromoments. Then, post it as a file on your site, this gives readers another way to consume your content.
Step 5: Break the Post into Chunks and Repost
Repost the repost? Yup.
What you can do, especially with long form pillar posts, is to take sections of that huge post and post those as their on posts too.
All you need to do is give this new post a bit of context. That might mean a short summary and a conclusion. You might have a few sentences that you’d like to add in that didn’t make it in the final cut too.
You don’t have to go crazy adding more content, the point is not to have to write entirely new posts, but use what you have as a base for 75% of a new post. Just so it looks fresh and provides something new.
Sometimes, the people who get turned off by long form posts will be super interested in one part of it, and that can be enough to get them to click back to the original post to find out more.
There you have it. Take one awesome post and using this method you should be able to get at minimum five new pieces of content out of it, and even more if you’re really creative.
This can help you level up your promotion without feeling stale and sharing the same old stuff every time. And, once you start creating content with this process in mind, you’ll likely be able to save time overall during the creation process, which can help you focus on promotion.