4 ways to get more mileage from blog content

Just because you posted something to your blog doesn’t mean it has to stay there. Use one, or all, of these methods to get more out of your content.

Blogging for business is picking up steam; a full 65 percent of companies now have blogs. According to HubSpot’s 2011 State of Inbound Marketing report, that’s up 17 percent from just two years ago.

But with blogging comes a major commitment in resources—both staff time and money.

With big investments come big expectations, and corporate teams are often left a little disappointed. There aren’t enough retweets, page views, or customers taking action.

Why not make your blog content work a little harder for you “off platform”?

What do I mean? Let’s take a look at a few ideas I’ve either used first-hand with clients or have recently noticed:

1. Pitch blog content to mainstream media outlets before posting.

It’s interesting to think about it this way because most people do the opposite. They write a blog post and then think about how to repurpose it to pitch the media. Chances are whichever mainstream outlet you pitch has more followers or readers than your blog. So why not pitch them first, and then post to the content to your blog?

2. Syndicate your content.

This is a vastly underrated and overlooked tactic by many corporate marketers and PR pros., Industries have websites, online magazines or blogs that are thirsty for repurposed content. Instead of letting your content sit on your blog, find those sites and have them run your post with credit and links. Not only does it extend the reach of your original post, but it gives you much-needed links back to your blog, which ultimately aids search engine optimization.

3. Repurpose in your e-newsletter.

Do you have an e-newsletter that you send to current and prospective customers? Why not repurpose your blog content to this audience? This one is a no-brainer. Remember, you want to repurpose original content as much as you can and make it work for you. On average, you probably invest eight to 10 man-hours per post including research, writing, reviews and testing. Let’s say you pay an agency to create this content for you. You’re probably looking at $100 per hour as a minimum rate. That means you’re paying at least $1,000 per post. Are you getting your money’s worth by posting just once to your blog?

4. Curate an e-book.

This is a smart way to curate your existing content in another electronic format. Look through your posts and identify a storyline or trend. Pull out 10 to 15 posts from the last year that play to it. Boom. You have an e-book. This post lays out the process of creating one; it’s not as tough as you may think. This is another electronic asset you can share via Twitter, Facebook, Google+, email, your website, and internally on your intranet. Is this worth the additional time investment? Most likely.

Arik Hanson is principal of ACH Communications. A version of this post originally appeared on Communications Conversations.


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