|Articles by Daniel Matishak

From Blog Post To ebook – (a few of) The Best Ways To Make Your Content Go Another Round

Content creation can be a pricey business. In fact, last year 46 percent of marketers said that a major challenge was just producing enough content. That’s why you want to get the absolute most out of each and every piece you produce.

Here are some of the best ways that I know to make your content do another round. They include:

·         Multiple social media postings (bonus – free optimization!)

·         Reposting old content

·         Creating an ebook with blog posts

·         Sending blog posts as email updates

·         Re-post your content on Medium and LinkedIn

·         Creating multiple pieces from the same research

Let’s get into it.

Multiple social media postings on multiple social networks

Let’s start with the basics. By posting to multiple social media networks, it’ll give you a chance to get your content in front of a much larger audience at almost no extra cost. Hootsuite, Sprout Social, and Buffer are but three programs that let you post to multiple networks quickly and easily with minimal disruption to workflow.

Pinterest gets a special mention. If you can create nice-looking pin graphics, you can increase your Pinterest engagement for content that you’ve already made. Small time investment, big social payout.

Most people have multiple networks on the go. But do you post multiple times? Think about it this way. Imagine you write a post called ‘110 Ways To Optimize Your Social Media Marketing’

Great! You post it to Twitter at 11:30.

Now imagine there’s a social media manager looking for 110 ways to optimize their social media. But they’re on Twitter at 12:30!

There is no way that your post is going to be seen – it’ll already be buried in the avalanche info.

By posting multiple times, you’re not spamming your followers with the same info you’re exposing your awesome content to more people.

An even better way to do this is to create a new title for each new post. So if the first tweet for your 110 ways is: ‘100 ways to optimize your social (+ 10 bonus tips)’ make the next one ‘make your social media sing with 110 new tips’

As an added bonus, you’ll get better at writing headline copy (always a good skill) and over time you can probably optimize your headlines based on which tweets are getting the most clicks. It’s not absolutely scientific because each tweet in this case is going to get different amounts of exposure based on the time, but it’ll at least help.

Repost old content

Take old content, change the title like you did before, and repost it! That’s it. Create custom links and see which posts do well (or don’t). This is a good way to retry some content that maybe wasn’t promoted as well as it could have been, or some content which didn’t perform the way you wanted it do. Or just stick with your greatest hits. Entirely up to you. Conveniently, my friend Neil Patel covers this in an ebook if you want some more details.

Create an ebook from multiple posts

The idea is simple: take a whole bunch of blog posts and put them together, add some cool graphics, and call it an ebook! Here’s how.

First, create a series of blog posts all about one thing. Continuing our example from before, let’s say you create a blog series about optimizing social media networks. It’ll look something like:

  • Part I: What On Earth Is This Optimization Business?
  • Part II: 5 Ways To Find Holes In Your Social Media
  • Part III: Closing the Holes In Your Social
  • Part IV: Social Media Optimization Best Practices

Something like that. Now, all you do is take those and bulk them out a little bit. What I mean is add some graphics to further clarify your points, add some more examples, and maybe clean up the language to be a little more formal. With some edits and a few tweaks, you’ll make what was a good blog series into some great writing. Now you have an ebook with chapters like:

  • Chapter I: Intro To Social Optimization
  • Chapter II: Find The Gaps In Your Social Media
  • Chapter III: Closing The Gaps In Your Social Media Marketing
  • Chapter IV: What’s Next?

The goal here is turn your content into a book with as little work as possible. The work is mostly done, the copy mostly written – with minimal resources spent editing, designing and polishing, you should be able turn out an ebook in no time flat.

If you really want to optimize and push your content (and you do) you can create a landing page, for, support it with a social media and/or paid search campaign, and collect emails. All this drives new prospects down your funnel into leads.

Not bad for content that you gave away for nothing on the internet.

Sending blog posts as email updates

Email marketing is a particular passion of mine because it’s extremely effective, it works really hard and isn’t flashy, and it’s super cheap to do with amazing ROI. It is, in my humble opinion, the best digital channel there is for most B2B organizations, and one of the best channels for B2C. But I digress.

As you’ve probably figured out by now, when we talk about optimization we’re really talking about getting your content in front of lots of people. You’ve already written it, so pushing it out is relatively less work than writing a new piece of content. For email marketing, that means linking your blog to your email lists. There are a couple of ways to do this depending on how developed your email marketing is.

First, you can send out an email maybe once a week with all your blog posts in it, maybe stitched together with a paragraph or two of copy. That’s one way.

It’s extremely easy, and if your email marketing is still in the early days, then it’s a great way to get it going and stay top of mind with your email list, as well as drive traffic to your site. It’ll also let you start to get a much better idea of what content is resonating and what isn’t, so that’s a huge plus.

Another way is to send out an email with each post, detailing what the post is about but not giving away everything. The challenge is that you have to provide enough information from your blog post to entice people to click but be useful enough that they don’t unsubscribe out of frustration from getting 19 updates a week.

The third way you can do this (and bear in mind these are guidelines – mix and match to your heart’s content) is to focus less on driving traffic and more on adding value. Rewrite your say 110 ways, 2000 word blog post into a 250 word summary. Just give the highlights, the overview, with the idea being if someone doesn’t go to your blog to read the whole thing the still understand what’s going on.

Add a read more link at the end that takes them to your blog. And send! To get the most out of this strategy, you’ll not want to do it with every post, just do it with your best performing ones.

Or, if your funnel is well-developed, do this but base it on funnel location, not general post success stats. For example, if someone downloads your whitepaper on social media networks and doesn’t do anything for a week, send them the first blog post in the series on social media optimization. It’s more relevant and will better resonate with the problem that they’re having.

Post on multiple platforms (Medium, LinkedIn)

This is again a really simple way to get the most out of your content. All you do is repost your blog content onto other blog-ish sites, like Medium and LinkedIn posts. Both of these support longer-format content and can be a tremendous value-add for your blog because:

  • It’s another platform to out your content on
  • They have tremendous reputations for quality, and will help position your blog as an authoritative, useful site

This is different from guest posting because when you guest post you create a dedicated piece of content for someone else. That’s content creation, this is content recycling.

Creating multiple pieces from the same research/content

One of the challenges of a well-constructed content strategy is that it requires multiple different pieces of content, from videos and infographics to short and long form blog posts and ebooks. Each of these has unique requirements and specifications that you may either excel at or suck at. That is, there are not that many people who are really awesome at everything.

To mitigate this, reuse one piece of content to inspire others. Let’s go back to our 110 blog post example. A great way to reuse all those tips is to create an infographic about them. Maybe pull the 15 best stats in the article (which you’ve already researched) and you’re away. You can hire a designer or there are lots of infographic tools out there for you to do it yourself.

Other content reuse strategies would be to make a video, or several videos about your blog post. A Whiteboard Wednesday-type deal covering your complex points could be extremely useful. Other formats are Vine and Instagram if they’re appropriate.

Podcasts are an extremely low-investment strategy, especially if you structure it as a conversation – get to people who are experts and just ask them questions and chat about something interesting (in this case, social media optimization).

On the bigger ticket side of things, and I recommend you see how some of the other content performs first, is to create a webinar about your topic. These tend to require more time and a more focused marketing effort, so it’s worth holding off until you know your content is going to be well-received. But once you’ve got a piece that resonates with your audience, this is a great way to repurpose it.

Wrap up

Once your content is on the internet it’s out there for good, but that doesn’t mean it’s the end of the road. In order to get your content strategy really moving, it’s important to stay on top of your content creation. Reusing research, ideas, or entire content pieces, in multiple places and in multiple formats, is a fantastic way to increase content with a relatively small increase in cost.

Daniel Matishak

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