So you finally put together an editorial calendar. You have even written a few blog posts that got some good attention on the social network waves. However, now you find yourself busy with business. You have no time to write new content in the next two weeks because you have two events to attend to, classes to teach, new clients visiting the office and an extended weekend vacation coming up.
So what is a good business blogger to do? I have some tips to help you maximize the life of the blog posts you have already written!
Maximize to Monetize!
Blog posts can be a great test bed for all sorts of marketing and social media strategies and tactics that can help you better meet your business goals and objectives.
If you know you have written a few killer blog posts, why not leverage the same content for other marketing and social media activities and tactics?
I often leverage single pieces of content for 18-24 months or more! A few of our top traffic driving blog articles were written over two years ago. Even to this day they are still the top one to two traffic generating posts daily thanks to Google organic search!
Below are some quick tips to help you maximize and lengthen the life of your rockin' blog posts.
Top 10 Ways to Maximize the Life of a Blog Post:
1. Ensure that they are search engine friendly. Go back to the post and double check details such as titles, tags, categories and more. If you don't know what to look for give us a ring or contact any good agency with expertise doing such and they should be able to help you.
2. Add a video. Record a quick video summary of the post and publish to YouTube. You may even be able to create a series of videos from the single post depending on the content. The video doesn't have to be fancy. Simply talk about the points you made in the video. Mention the blog post including the url for your blog. Don't forget to include a title closing slide at the end with your url as well. Also include your blog url in the text description of the hosting site such as YouTube.
3. Record a podcast. Similar to above, but record an audio recording and publish it as a podcast.
4. Send an email to your list and include all content created. Send the email to your list of subscribers with a short summary of the content and why they should read it, including how it can help them solve business problems or improve their life. Include mention of and links to both the blog post and video. This works like a charm. I do this all the time and get many personal emails back thanking me for doing such.
5. Write a whitepaper. Write an enhanced version of the blog post and turn it into a whitepaper. Then leverage the whitepaper to help meet business, marketing and social media objectives and goals. You may have a goal to grow your email subscriber list. If yes, then use the whitepaper as a call to action for people to subscribe. Use the whitepaper as give-aways at networking events, association meetings or with new prospects. Use it for education with current and new clients.
6. Create a worksheet with detailed instructions. If your blog post includes specific how to instructions and you have a framework for which you can help people leverage your methodology, then create a quick worksheet to help them better implement your ideas and recommendations. You can also use this as a call to action similar to the whitepaper to grow your subscriber list. You can see two examples for how I did this as follows:
- Worksheet: Download Content Inventory Worksheet to maximize to monetize your content!
- Worksheet: Download our POST audience analysis worksheet to help you identify and prioritize your top audiences. It is based upon the Forrester POST methodology.
7. Record a webinar. Now that you have the video, podcast, and whitepaper you have plenty of content to create a webinar. Create a few slides and plan a 30 – 60 minute webinar. You can either conduct the webinar live and record it or simply record yourself giving the presentation and then pitch it as a webinar. Either way you can require an opt-in to your email subscriber list if desired.
8. Post the slides to SlideShare. Now that you have the beautiful slides created for the webinar you can use them elsewhere. In addition to leveraging them for training, sharing with prospects or clients you can also upload them to SlideShare for broader sharing. You can link to them from your blog, Facebook, email nurturing campaigns and the list goes on. You can check out a recent deck I published here: 34 Social Media Truths in a Nut Shell
9. Develop a lunch-n-learn or mini-training course. If the content includes how to information, methodology specifics or anything that can help other business leaders or individuals then consider sharing it with a local association, Chamber of Commerce, University or non-profit. Leverage all of the content you have created to date starting with the blog post. You can print off the blog post, whitepaper, slide deck, worksheets and even invite them to download the recorded webinar after the session. This will help you nurture relationships and grow your email list. The benefits are endless because now you have an entire mini-package to share with them that is packed with useful information and tools. Great job if you made it this far!
10. Write a case study blog post on all of the above. Now that you have a case study from leveraging and maximizing the life of your content you can help others do the same! You can see an example here with a keynote presentation I did at Rochestor Institute of Technology a year ago. I did all of the above with great success. I even took it a step further and since I started with a presentation deck I wrote a blog post on each of the key points over the course of a year.
Bonus Tip: Conduct a Tweet Chat. If you have a strong Twitter community or want to build one a great way to provide value to your community would be to provide all of the above as resources in support of a Tweet chat. I host the #GetRealChat which meets weekly at 9pm et on Tuesdays. We support this topic and many others as we help each other grow! We would love you to come say hi!
Different Strokes for Different Folks
Remember, all people learn differently. While some people like to learn by simply reading a post, others prefer video or audio. Some even like a mix of all three or more.
I always believe in the “create once, use many” approach to content marketing. Create the best content you can at phase one and then leverage it for months to come via different mediums and communication channels.
Continue to Nurture the Relationship
Be sure to maximize the investment you are making in building relationships by continuing the conversation with those interested in your content, brand and messages along the way. If they opt-in to your email list don't just send them one email and then never follow up again. Be sure to keep a healthy pulse going with them which includes a variety of content to help them grow their business and meet objectives in life and/or business.
Quality over Quantity
As you can see as an example with the tips presented in this blog post, quality trumps quantity any day. You can only maximize what you are creating that is good and relevant to your audience. You must get in the head of your audience, know their objectives, what keeps them up at night and how you can help them solve problems. If you know why they should give a rip about what you have to say then it should be fairly easy to create content that will help them solve problems in their business and life. You can never go wrong by investing in people and their needs.
If you create junk content marketing then you are going to have a tough time making sense or leveraging this blog post for your business or blog. If this is you, that's okay. Don't be too hard on yourself. Simply start at square one and set some solid goals and objectives. Make it a goal to undertand your audience, community, target customer, current customer and other partners integral to your business. My blog is loaded with information to help you do all of the above. If you need specific recommendations, or help getting started, give us a call. We can help.
What You Say?
How do you maximize and leverage your content? Do you have recommendations beyond the examples I provide here?
Additional resources:
- Worksheet: Download Content Inventory Worksheet to maximize to monetize your content!
- Worksheet: Download our POST audience analysis worksheet to help you identify and prioritize your top audiences. It is based upon the Forrester POST methodology.
- Subscribe: Subscribe to our “Get a Grip on Social Media” newsletter for tips & tricks to get your business in shape for real social business!
- Blog Post: Maximize to Monetize Your Social Business
- Blog Post: 28 Attributes of Good Content Marketing to Rock Your Social Business!
- Blog Post: Content marketing is not a new shiny object invented via social media
- Blog Post: 3 Steps to Maximize & Organize Your Content Marketing This Week!
- Blog Post: 15 Reasons Random Acts of Marketing & Social Media Don't Work (Marketing Nutz)
- Blog Post: You Can't Fake Relevance in Social Media, Business & Life
- Blog Post: Is Your Content Worthy of a Like, Share, Pin, Retweet or Google +1? (includes definition of content marketing)
- Blog Post: Social Media Buzz, the False Perception of Social Media Success
- Blog Post: Are You Ignoring the Social Inspiration People Metrics?
- Blog Post: Inspiration Made Simple: Pick 3 Things
Thank you, Pam. These are great ideas. I look forward to implementing at least one of these methods.
@hudsonite Glad you found it helpful! Best of luck to you!
Great tips! Gives me much to think about (and apply).
These are great tips Pam.
I created my ebook by expanding on my most popular blog post, and plan on doing the same with a few others (just need the time!). I haven’t quite been brave enough to go down the video or podcast route, but it’s something I’d like to try in the future.
@Bridie Jenner Good luck on the ebook. I can so relate to the time issue. If only I could take what is in my head and put it on digital paper I’d be all set! ;) Yes, I also think you should get on video! It will change your biz and truly help you take it to the next level. It helps potential clients connect with you immediately and moves them quick thru the buying cycle.
Great tips Pam! Though you are writing about blog posts, I just released an eBook and have been thinking about ways to extend its reach. I got some great ideas from the list above.
@Adam | Customer Experience Awesome Adam! Great to hear you got some good ideas! Best of luck to you on your eBook!
@JustJuning thanks for the RT, Juning!
Top 10 Tips to Maximize the Life of a Blog Post! http://t.co/0Un2aQFD via @iannarino @PamMktgNut
@toprank @Frank_Strong thank you both for the RTs!
@PamMktgNut Cheers, Pam.
@DashBurst @micksay @pammktgnut hi more details abt the ebook are coming soon, will keep you posted
Great tips!! I love this feature!!! Thanks a bunch xo
@JoshROINut Really nice 10 tips to maximize a blog post.
@chiefmartec thanks buddy!
RT @pooja_y_jain Top 10 Tips to Maximize the Life of a Blog Post! http://t.co/dvcaJKUD via @PamMktgNut
Many thanks for such an informative and comprehensive post Pam. The fact that posts can have such a short shelf life can be really frustrating so your advice will be studied, applied and will hopefully bear fruit in the long term.
@TonyH Yes, bearing fruit is the goal! Yes, content without a plan can definitely have a short shelf life! If you put a little bit of effort into it up front the ROI can be exponential of one single post.
You can even go back to some of your older , most successful posts and do a new spin on them. Tweak them a bit, then add a video and some of the other tips I provided here. Great way to leverage old content. I am getting ready to do the same thing with a couple posts that have been top traffic drivers for two years! Good luck to you Tony! Pls keep me updated on how it goes. Would love to see what you try and the results.
@DeniseWakeman Thanks a mill Denise! How are ya’ social sistah?
OMG, I fell in love … with tip number 9 ! Lunch’n Learn is going to be my next thing ! Thanks a ton for sharing these tips, Pam ! Subscribed to your RSS, I’m sure you have more good stuff coming :-)
@fredfelton Thanks for the RT-love, Fred & happy pre-Friday! : )
@JennGHan You welcome and enjoy it yourself ;)
@FairPlay365 thanks so much for the share!
#FF #MuchLove彡 @Erica__B
RT @feistycoach: Top 10 Tips to Maximize the Life of a Blog Post! http://t.co/1JgsInmD #smallbiz
These are brilliant ideas Pam! Thanks so much! Love the worksheet and lunch and learn!
Great to hear Matthew D. Hudson! :)
Thx a mill 4 share Mari!! RT @MariSmith Top 10 Tips to Maximize the Life of a Blog Post! http://t.co/MYB3r3cT via @pammktgnut [Great tips!]
@PamMktgNut @It’s that time- http://t.co/ZqNJz3mv 94.4 ….. It’s @DjSkandalust … Lock in now till 5pm SN
@PamMktgNut My pleasure hon! :) xx
Nice post , Pam! High-quality content here, thanks.
Nice ideas Pam!! I do want to explore the video part.
Thanks for sharing!
[…] their content alive. And Pam Moore has cleverly explained to give life to your content in this post. And I was particularly interested in converting the blog to video part. That surely look like […]
@gloriaelements thank you Gloria for the share! :-)
@webpixelkonsum @MariSmith thank you both for the shares! Happy Monday! :-)
@AtlantaBizWomen thx so much for the share!