I’m sure you’ve heard the advice promoting the use of blogging to boost your company’s online presence and increase SEO and brand authority. And yes, blogging is great for all of these purposes. There’s one problem, though. Businesses invariably offer this excuse when they consider blogging: “We don’t have the time.”
It’s true, producing consistent, high quality content is time intensive. You’ve got to come up with a topic, do your research, generate a catchy title, optimize it for SEO, and actually write the thing. It can take up to three hours to get to a finished blog. So why is it worth your time?
Because creating and sharing content shows your audience how you think, what you think about, and gives them a glimpse into what type of business you are. They get an idea of the type of ideas and advice you’d bring to them as a client. Buyers don’t want to talk with a new company until they get the chance to know them a little bit. And there’s no better way for someone to get to know your company than by letting them inside your head!
To find success in blogging, it’s important to step into it with a realistic idea of how it works. Blogging isn’t just about publishing one piece of content, hoping it brings in some leads, and then forgetting about it. At the center of a blog’s value is the content and the capacity for the content to be reworked into a variety of different formats.
The power of repurposing content
Every time you write a blog, you’re compiling a number of things including researched information, useful tips or guidance, and good copy. Putting all of them together in a blog is just one form that those components can take. If your excuse for marketing falls into the “no time” category, then the importance of maximizing energy, work, and resources should be at the top of your mind. Recycling content is the best way to maximize the time and effort you take when creating a blog.
The lifecycle of a blog doesn’t have to stop at the publish date. In fact, it shouldn’t. After your blog has been published, read, shared, and liked, you can begin to use it for other pieces of content.
Say you wrote a successful blog that generated a good amount of traffic. You can then turn that same information in to an infographic, highlighting the main points you made, or even elaborating on one section. You might then share that infographic on social media. And because it’s visual content, it will likely garner more and different attention than your blog post. By using the same information in a variety of formats, you’re expanding the audience who sees it and the way it’s consumed.
Here’s what a full life cycle might look like:
- Blog post
- Downloadable checklist
- Short video
You may stumble upon a whole category of blogs that you find really interests your audience. You can then use all those related blogs you’ve created and combine them to create a piece of educational content like an eBook or even a webinar. There is no shortage to what you can do with the research and time you put into creating a post!
Using your blog post to create new content is a great way to maximize your time and effort, but you don’t have to stop at posting a blog just once. Don't be afraid to repost your articles on social media platforms--just because you've read it doesn't mean your audience has. You should be reposting an old piece of content every week, as long as it's relevant.
Another great way companies keep up with high demand for new content is to go back and update old blogs to be republished.
In terms of time spent, recycling old blogs doesn’t take that much time. However, when you’re recycling an old blog post, you can’t just give it a new title and be done.
In order for your blog to be recycled successfully, you need to do a few important things:
- Come up with a new, catchy title (Keep your keywords)
- Update old links and statistics
- Make sure all the information you provide is still relevant and up-to-date
- Update your headlines
- Update any bulleted or numbered lists
- Update your conclusion
- Replace the photo
Quit finding excuses
So, if you’re still wondering if it’s worth making the time to write blogs, think about the amount of content you can get from just one blog post. Think about your audience members who will begin to rely on you for useful information, and trust you to be their advisor.
Remember, blogging isn’t a one-and-done deal. You can transform your content over and over again to help you build relationships with your audience and reach more people in different ways. It’s worth the time and effort, you’ll see.