As online platforms have grown in recent years, there has been a natural desire amongst businesses to be on them in order to build awareness. With that presence, though, comes the need for content. Depending on the type of content, its creation can be expensive.
However, you can repurpose that content across several forms of media to get the most out of it. There are several different strategies out there to help you get the most out of your content. This is one that I use.
The first part of my strategy involves creating content for my blog. I want fresh, current content added to my blog on a regular basis for two reasons. First, it demonstrates my expertise in my field and may help to sway a potential client to work with me.
Second and most important, Google rewards websites that have updated and current content with better search rankings. Since I want to be found in searches, this is a priority for me. I write new articles for my blog on the first and third weeks of each month.
The idea of being found in searches is also a reason why LinkedIn plays a role in my strategy. Google indexes LinkedIn, so when someone searches for me or Social Flair, my activity on the site helps improve my search rankings. That’s the first part.
The second part involves exposure. I have over 1200 connections on LinkedIn. I want those people to know about my online marketing expertise. So I make sure I not only post on the network regularly, but also write articles there, as well.
This is content created just for LinkedIn and does not appear on my website’s blog. That’s an important point, because Google penalizes websites for duplicate content so what I write for LinkedIn must be unique. I post articles there on the second and fourth weeks of each month.
Writing articles on LinkedIn is very simple. The advantage, though, is that when you publish an article, it not only appears in the Home feed of your connections, but people you are not connected to can find it, as well. In fact, when checking the stats for my LinkedIn articles, I often find that most of the views come from people I am not directly connected to but instead are my 2nd+ connections.
So, I end up writing for my blog one week, then for LinkedIn the next. Then I repeat that pattern for the last two weeks of the month.
After I write for either my blog or LinkedIn, I promote it using social media. Then a week or two later, I also record a short video about that content and post that to social media, as well. So that piece of content has been promoted twice through social posts and a video.
After several weeks or a month has gone by, I return to one of my LinkedIn articles and use it as the basis for a podcast episode.
Once that podcast episode goes live, it’s time to promote it on my blog. So I write a short synopsis of the episode, about 300 words with a link to the podcast episode so it can be played from my blog.
This allows me to bring that content that originated on LinkedIn back to my blog. But because it is rewritten as a podcast synopsis, it appears to readers as new content. Google treats it that way, as well, which helps search rankings.
Now that I have a new blog, I promote it in a social media post, as I do all my blogs. The following week, I create a short video that talks about the blog again and it is posted on social, as well.
Notice the trail that the unique content for LinkedIn takes. It originates on that site, and comes back to life weeks later as a podcast. Then it is written about again on my blog as a synopsis of the podcast and is promoted on social media in a regular post and later as a video.
That one piece of content is used in six different ways. While all those blogs, articles, videos and posts all talk about the same concept, each time it is rewritten and repackaged so it comes off as unique.
If you are struggling trying to find content for your blog and other platforms, this is an effective strategy.
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Bob Turner is a Digital Marketing Consultant with Social Flair, LLC.