Repurposing blog content for social media is the most effective content marketing strategy out there. Why? Because it’s all about working smarter, not harder – a strategy that is especially useful for B2B SaaS companies. And that’s because it kills two birds with one stone.
Firstly, with B2B SaaS, knowing what your audience wants is relatively easy. But coming up with innovative, engaging, and relevant content regularly? That’s a whole other ballgame. Secondly, the B2B audience demands omnichannel experiences, which means you must stay active on different channels to connect and engage with your audience.
So, how do you make new content for every marketing channel?
Well, you don’t.
You recycle existing content into different formats and distribute it across social media platforms.
Repurposing content for social media has multiple benefits that can get you on the map with minimal time and effort. But before you get started, there are a few closely guarded secrets you might not know. And that’s what we’re pulling the curtain off of here!
5 Proven Ways to Repurpose Blog Content
#1 Turn blogs into LinkedIn articles
Different businesses repurpose content differently. But the easiest way of repurposing content for social media is reposting. How? Let me illustrate with a step-by-step example.
- Let’s say you made a blog post on Monday. Then, on Friday, you can republish the blog as an article on LinkedIn. The post should look something like this.
- Clicking on the post, the reader should be directed to the article that looks like the one below. This gives them a sneak peek into what the blog is about with the first few sections posted here.
- After they scroll through it, they’ll find an option to ‘continue reading here’, such as below.
- This will redirect the reader to the original blog post on your website, so they can continue reading it there. And what makes this truly remarkable is that you get new engagement and attention to your content all over again.
This is one the best ways to repurpose content and earn referral traffic from your LinkedIn page. If Google’s algorithm finds that your page is becoming popular with users, it’s going to signal your page as valuable. And thus, rank your page higher.
In short, repurposing your valuable content into a social media post can help you promote your blogs and attract high engagement.
Editor’s note: Some of the most engaged users on the Ukti blog are referrals from LinkedIn!
#2 Turn blogs into snackable visual content
Social media is all about quick bites of information. And nothing does the job like visual content. From infographics and images to videos and graphics, visual content is an essential component of user engagement today.
When considering how to repurpose blog content for social media, always try to make it visually appealing. You can do this in a number of ways. For instance, you can make an infographic for a data-driven content piece or highlight a quote through an image. Or you can turn your blog into a carousel for LinkedIn or SlideShare. This gives you an endless stream of social media posts without any stagnation in your content pipeline.
For inspiration, check out how Copyblogger turned their blog post “The 3-Step Journey of a Remarkable Piece of Content” into an engaging SlideShare presentation.
#3 Periodically repost blogs on social media
According to Neil Patel, you should repost your content at least once a year across social media, if not more. This doesn’t just get your top-performing content fresh eyeballs but also allows you to give it a much-deserved refresh and promotion.
As Andy Crestodina, Co-founder of Orbit Media, puts it,
“It’s not the best content that wins. It’s the best-promoted content that wins.”
Going back to your old content and tweaking it to suit current industry trends is a great way to ensure you keep publishing quality and up-to-date content.
What’s more, fresh content is Google’s favoured child. So, if you keep publishing valuable and up-to-date content, Google will notice and reward you.
#4 Turn blogs into Quora answers
Quora is not only a great place to reach your target audience and share your expertise but also allows you to repurpose your old content.
To repurpose your content effectively for Quora, look for specific questions from your audience that directly connect to your blog content. Then, respond with useful information from your blog.
At Ukti, we repurpose blog content into Quora answers all the time. And often publish these from our founder Deepika’s Quora profile. Here’s one example how!
Above, we not only repurposed a blog post but also linked it to the answer. So anyone interested in learning further can access the original post easily.
Here’s how you can do it too.
- Search for questions matching the intent of your blog topic and prepare a list.
- Since you already have the content written, you just need to tweak it to fit the question and come up with a helpful answer.
- Finally, add a backlink to your original content to drive qualified visitors to your website.
All in all, by sharing your knowledge with repurposed blogs on Quora, you can build your credibility as an expert in the industry.
#5 Turn blog content into micro-content
Not everyone has the time or inclination to go through a 1000+ blog post. Some might prefer good old blog posts, while others might want quicker bites, such as infographics, images, and more. So, how do you keep everyone happy and engaged?
Yep, you guessed it! You can always repurpose blog content into different types of content formats.
For instance, if you have a blog post covering the advantages of your SaaS product, you can turn it into a carousel. This would make for a great post on Instagram and LinkedIn. Take a look at how Ukti does it to get your creative juices flowing!
Today, there are various free repurposing tools like Canva and Figma to support your efforts. With them, you can compress the subheadings of your blog into separate slides for a single social media post. This helps your readers get the essence of your article in small, easily-digestible bits. And if they want to read these in detail, they can head over to your blog.
Ready to Repurpose Blog Content for Social Media?
Repurposing old content into well-optimised social media content helps you stay in the game without pulling your hair out. And to do it right, here are some quick tips.
- Plan your repurposing efforts while you prepare your content calendar. Stay one step ahead to ensure your content pipeline flows smoothly and prevent any content overlaps.
- Keep your content simple and visually optimized. Social media is a quick-fix platform. Keeping your content shorter and to the point is how you win.
- Always link the repurposed content to the original source. This will boost traffic and your SEO efforts in the long haul.
Repurposing your content is how you get eyeballs to your brand. So, start examining your pieces and earmark the ones that can be recycled to bring traffic from social media platforms.
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