In today’s content-saturated world, blogging has become a key strategy for major brands to establish their expertise and build up an online audience.
However, creating a legitimate and informative blog takes a significant amount of time and effort. No one wants to create blog content only to have it fade in popularity and visibility over time. To get around this problem, marketers tend to recycle high-performing blog posts into social media posts to help extend the half-life of their content.
Important detail businesses must keep in mind in content marketing is cohesion with respect to the tone of their brand. The blog content they generate should align with their content strategy on all their social media platforms. This enables long-form pieces of content to be converted into shorter ones with relative ease because they’re already communicating in the businesses’ voice and geared towards their audience.
Not all blog content has the necessary key elements that give them great social potential.
Content that is evergreen makes great additions to any social feed because it isn’t associated with specific holidays or initiatives. This allows them to be easily squeezed into a packed social media plan.
Additionally, businesses will do well to leverage their top-viewed posts. Optimizing the usage of hero content by repurposing and recycling it is always a lucrative option. Blog content can be given new life on social media and can thus attract a new and wider audience.
Lastly, content that contains unique, factual, and resource-based information lends itself well to being repurposed into social media posts. A survey found that 94 percent of people share posts because they believe they’re helpful to others within their network. Being able to differentiate resource-based content will help
a business’ blog and social media pages gain traction. Leveraging social channels has been proven to have a direct tie to increased organic traffic and conversion rates.
Once a company has decided which blogs they will repurpose on their social media channels, they’ll have to decide how to convert them.
Video content is an exciting and engaging way to refresh blog posts as well as capitalize on emerging trends in content consumption. A survey revealed that most internet users in the United States prefer watching video content as compared to regular posts.
Posting impactful quotes and snippets is another great strategy to increase traction towards an old piece of content.