For many small business owners and marketers, writing a blog can be quite time consuming. That’s not a reason to give up on blogging, rather it’s your job to try and find ways to repurpose and maximize each blog’s impact on your business.
In today’s blog, we will be looking at some ways to use your blogs throughout your business to maximize their impact and really create some amazing results.
Creative Ways to Promote
I think many times people write blogs and then simply share them once in their social media networks. There are many creative ways to get more reach and push for each blog post.
First, it's important that you schedule your content to get promoted on your social networks a few times per day and then again throughout the week. At any given time, there are only about 7% of your social followers online. This means that a very small percentage of people will see your post if it's only shared one time. Use a social media tool like Hootsuite to schedule out various posts during busier times of use.
Next, think of places on the web that have groups of your personas living in them. This could be a forum, linkedin groups, Yahoo Answers, social community, etc. These are all great places to share you blog content. I would recommend not posting in a spammy way, find good ways to tie in various blog posts into open threads that are on the same topic to give more depth on that topic.
Lastly, find other content sharing sites that you could submit your content to. This includes but is not limited to; Reddit, Digg, StumbleUpon, etc. Make sure you search for industry specific content sites as well, many times your industry will already have one that you can contribute to.
Include in Monthly Newsletter
There's a good chance that many people on your newsletter do not visit your blog on a regular basis, yet may still be interested in the topics of your blogs. Why not use your newsletter to share your blog content with your subscribers.
Each month, include the top 3-5 most popular blogs from your blog in your newsletter. This not only gives extra benefit to your newsletter, gets more people on your blog learning and engaging.
Attached to Associated Services
If someone is visiting your product or services pages on your website, there's a very high chance that they are interested in learning more about that product or service. Many times product pages do not have all the information desired by "top of the funnel" information seeking prospects.
Create a section on your product or services pages that features blogs that are related to or about that same product or service. This will not only help educate the prospect about the product or service, but also position your company as an authority on the topic.
Use in Lead Nurturing Campaigns
If you're an Inbound Marketer, there's a good chance you're using lead nurturing in your funnel process. When mapping out your blog content and lead nurturing strategy keep this in mind. Blogs that are targeted to a specific persona, in a specific stage of the funnel make great content to send during the lead nurturing process.
Use in Sales Process
One of the best ways to come up with blog ideas is to talk to your sales team and find out common questions and objections they hear from the leads. This not only is great for blog content and to be included into your lead nurturing process, but also can be given to the sales team members as "fire power" for within their sales process.
This way, the next time a lead asks a question that you have a blog written for, they can simple give the short and to the point answer and then say, "I'll send you a blog we wrote about that for more information." This keeps the sales calls on point and positions you as an expert because you already have an awesome answer in your blog.
To spend the time writing up a great blog post for that content to simply sit on the blog is not maximizing its potential. One of the most important things to learn as a busy Inbound Marketer is to find creative ways to repurpose that content in new ways.
Take your top 25 blogs of the year and curate them into an easy to consume ebook. You could also take a few blogs on the same topic and mash them [along with new content] into an ebook. Another idea is to use your blogs to create a guide for hosting an hand-on webinar. These are just few ideas on how to repurpose your blogs.
These are just a few of the ways that you can make sure that you're getting "extra mileage" from each blog post your write. This is key for making sure your content gets found, people are reading it and your business is seeing the most impact from the blog.
If you have questions, feel free to post in the comments. I'd love to help answer them