14 Ways to Repurpose Your Blog Content

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Check out this week’s writing prompt on my website!

If you think that posting to your blog is the end of your written piece, think again. You can extend a story’s shelf life and expand your audience by repurposing your content.

Repurposing is the process of adapting or re-using something in a different way and for a different reason. For example, in construction, you might repurpose wood from a torn down warehouse to create a front entrance door for your newly built home. Or for a crafts project, you might repurpose wrapping paper by putting it into a frame for artwork you can hang on the wall. You get the idea.

You can do the same with your writing. Each time you write something for your blog, you’re adding to your inventory of written pieces that you can tap into later to create an entirely new product. Repurposing content can help you in several ways:

* It can extend the shelf life of a written piece. What might be available to your audience for six months can have a shelf life of several years or longer.

* It can help you reach new audiences who may not be familiar with your writing. While one audience may prefer seeing your work on your blog, others may find you through a podcast outlet, social media, or on another site where you have a guest post.

* It showcases your writing in different formats, whether it’s visual, aural or in print.

So what types of formats work best for writers? That depends on what your writing goals are and the audience you want to reach. Not everyone wants to do a podcast or host a webinar. But it is something to think about as you expand your writing business.

Here are a few ways to repurpose your content:

  1. Revise and repost to your own blog. Some content gets outdated quickly. If an original post from three years ago has outdated information, consider updating it to include new data and repost to your site. It might be helpful to alert readers that the post was originally published previously but has been updated.
  2. Rewrite the content as a guest post. This can be tricky since most other sites want original content from their guest posters. So be sure to rewrite the whole thing. You can still include key points from previous posts, but rewriting something that you created can extend its life beyond your own readership.
  3. Publish a compilation. If many of your posts carry a similar theme, such as technology or e-mail marketing, compile the best ones for an e-book. Then you can repackage it and sell the collection on your website or on sites like Amazon.
  4. Produce an e-book. This is similar to number 3 above, but in this case, the essays don’t stand alone. You’re actually taking several of your posts and rewriting the material, then reorganizing it in a way that it reads like a non-fiction book.
  5. Create an infographic. Readers like having data at their fingertips, usually in a quick, easy-to-read format. If several posts have a similar theme and related data, you can compile the information into a colorful infographic.
  6. Share on social media as soundbites. Sites like Twitter and Instagram are great for posting snippets of information. You can take key points from your posts and repeat them on various social media sites, one key point or sound bite at a time.
  7. Share information via a podcast. Podcasts are more popular than ever, and the technology has gotten so advanced that it’s easy to create one. Whether you post the podcast to your website or make it downloadable through Google Play or Apple, you can easily expand your audience reach with content that was created elsewhere.
  8. Host a webinar. If you feel comfortable speaking in front of a camera, hosting a webinar might be right for you. Again, you’ll be able to pull content from various posts and presenting it in a live format, which can help you reach different audiences.
  9. Create a slide presentation. This goes hand in hand with any online classes or webinars you host.  A Power Point presentation can present content in small chunks to a new audience.
  10. Develop an online class. Similar to a webinar, an online class puts you and your specialized content in front of new, fresh audiences. Include a slide presentation and a handout, and you become a triple threat.
  11. Produce a workbook or handout. Whether in combination with a workshop or online class or presented as a standalone product, a workbook is a practical way to present your content.
  12. Create a white paper. According to Investopedia, a white paper is an informational document distributed by an organization, government agency or non-profit group to present a solution, product or service to influence readers’ decisions. Usually not more than six or eight pages in length, white papers are another way to present your content, especially if your goal is to have the public see you as n expert in your field.
  13. Distribute a monthly e-newsletter. As part of your newsletter, include an abbreviated version of the original post, so readers get a sample of your blog content.
  14. Create a visual library or portfolio. Last week, I provided tips on creating an online portfolio to showcase your writing. As visual representations of your work, a portfolio can succinctly showcase your best pieces. Add an appealing photo or image to go along with a short excerpt from your best pieces and display them on a separate page on your website.

As you can see, you can take your original content in different directions. Of course, there may be other ideas not listed here that better suit your purposes, or you may come up with a few of your own. You’re only limited by your imagination. But you can see how repurposing original content can extend the life of your writing beyond your own website.

Three Reasons Twitter Helps Your Business – And Three Reasons It Doesn’t

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In recent months, we’ve witnessed countless ways that Twitter has either helped or hurt a person’s business or reputation. It doesn’t take much for a person’s comments on Twitter to stir up an avalanche of responses, for good, bad and indifferent.

Twitter is a platform for sharing news, data, comments, stories, images, videos, observations, and a whole lot more. Marketers love the medium for its ability to help their businesses create brand awareness and connect with new and existing customers. But as we have seen too many times before, it can also hurt your business in terms of lost opportunities, lost customers and damaged reputation.

(Editor’s note: I am currently not on Twitter though I do see benefits of it for customer engagement. On a personal level, I don’t feel a need to use it to gain followers because I value my privacy far too much. Facebook takes up too much of my time as it is.)

According to a Pew Internet survey as of February 2018, 24 percent of Americans use Twitter on a regular basis, or about 67 million people in the U.S. That’s a huge increase from 2012 when only 13 percent of Americans used Twitter. Still, in recent months, the platform has fallen behind Instagram, which boasts 27 percent of American users.

Demographics tell a larger story. Four out of 10 Twitter users fall in the 18 to 29 age group while 27 percent are between the ages of 30 and 49. If your business targets these age groups, Twitter is the ideal platform to market to them.

There are a few downsides to consider when using this platform. Below are three reasons Twitter can help your business and three reasons to use it with caution.

Three sound reasons for using Twitter:

1. Brand awareness. If you are just launching your business and you are looking to build your customer base, Twitter can help create awareness for your brand. The key is to interact regularly with followers. Don’t push your product or service too much or too often, which will only turn people off. Being overly promotional is a common mistake with new business owners.

Instead, share your insights about the latest news, your knowledge and your commitment to the industry, related to your brand. Keep it professional, which increases your credibility with customers. Make sure people understand who you are and what you do.

2. Customer engagement. Once you’ve built your following, you have to keep them following you. Keep them engaged by sharing tips and tricks related to your business. If you run a tax business, for example, you might share an idea for saving money or a new update from the IRS that could impact their next tax return.

Many businesses also turn to Twitter for faster customer service. The key is to respond to customer complaints or feedback fairly quickly. That’s important because many customers have short attention spans these days. A recent survey by Sprout Social finds that 89 percent of social media messages to brands are ignored. The average time that a brand responds to a complaint is 10 hours while the average user is willing to wait only four hours. That’s a huge gap of time. The sooner your business responds to customer complaints, the better you look in the eyes of your customer base, and the more likely they will stick with your company.

3. Reputation management. By providing valuable information to your followers, you are seen as an expert in your field, which only boosts your reputation. For example, a physician specializing in women’s health might post links to reports about the latest breast cancer research and follow up with additional posts to comment on it. Each time you post a comment, an idea, an observation or link to a new study or an article of interest to your customers, you are seen as the go-to expert in that field, and your customers and clients will continue to seek out your professional opinions. In fact, they will continue to expect the same level of knowledge and expertise each time.

Three ways Twitter can hurt your business:

1. Gaining followers is more important than gaining customers. Twitter is a communications platform designed to help you develop meaningful connections with people. When you focus exclusively on its ability to tell you how popular you are, however, then those connections have no meaning for your business. At the first sign of trouble, those followers will have no reason to stay and will likely abandon you. Focus on the quality of relationships rather than quantity.

2. There’s no guarantee that your followers will translate to actual customers. Followers are just that – followers. But are they the right followers for your business? Are you reaching the right audience in terms of demographics? If you serve high-end customers but your followers aren’t in the same income bracket, you might have to rethink your marketing approach.

3. It’s too easy to abuse and misuse. As we’ve seen too many times before, comments can spread like wildfire in the Twitter-verse (see Roseanne Barr, Kathy Griffin). Faster than you can say “I’m sorry. I didn’t mean to write that,” the damage is done. As your own brand, it’s imperative to mind your manners when you are on social media. Avoid getting too personal on the medium; keep it professional if you use it for professional purposes. Twitter and Facebook are great for connecting with people but it is also easy to post something without thinking about the consequences. That said, it is possible to express a dissenting opinion without resorting to personal attacks or bullying tactics.

Twitter is a valuable platform for marketing purposes, but it’s not for everyone. Not everyone in your targeted demographic will be on Twitter either. As long as you play it smart and avoid the minefield of trolls and critics hiding in the Twitter-verse, Twitter can be an asset for your business.

Related reading:
Why Do Normal People Struggle with Twitter?
10 Reasons You Should Stop Using Twitter Now
Don’t Write Off Twitter