There’s a really interesting thing that happens when you start writing a company blog. Suddenly you realize that you've managed to amass 50 or 100 posts. (If you're not quite there yet, don't worry; you will be before you know it.)
That many posts is a nice collection of thoughts and ideas, not to mention a lot of effort. So why not get the highest return for your work? This means getting that content out to wider markets, so that more people have access to your message. The trick here is re-purposing that content—and the possibilities are endless. Let's look at a few.
1. E-book, report, or white paper. Suppose your business is in interior decorating. You could grab your posts related to color mixing and create an eBook titled, Color for Interior Design Made Easy. You might sell this publication, or offer it as a free download.
2. Articles. Google's recent negative take on article directories notwithstanding, posting many articles to sites such as ezinearticles.com, ideamarketers.com, and other article distribution services is still a powerful way to establish authority and attract attention. Pick the categories that pertain to your industry and make sure you give those articles eye-catching titles.
3. Video versions. Take the information in your blog posts, turn it into a few PowerPoint slides with key points and record a video. Or just point a camera at yourself and record a five-minute overview of the post. This can be uploaded to YouTube and/or your website and social media networks.
4. Newsletters. Your e-mail subscribers may or may not read your blog faithfully. But you can always summarize for them the issues you've been pondering recently. It's perfectly acceptable to re-print a strong post or two in an e-mail to your contacts, as long as they have opted in to receiving updates from you. You can also find content from other bloggers and point to it in your newsletters.
5. Auto-responder series. Why not offer a daily or weekly e-mail of instructive posts from your archive? You could set this as an auto-responder series so it operates without you. When you group blog posts by topic, you can create something that feels a lot like a course and have it delivered over time.
6. Podcasts. For many, the best way to keep up with the news is to listen while driving, exercising, or doing something that doesn't require their full attention. Create a series of MP3 files composed of adaptations of your blog posts relating to a given theme. You can then add these MP3s to iTunes by using a hosting service such as Libsyn and capture even more listeners.
7. Print brochures. If you have a location-based business, you can adapt blog posts to become irresistible copy for print materials. Instead of the ho-hum reports and product descriptions we're accustomed to in lobbies, kiosks and waiting rooms, you can supply stories that will provide remarkable, unforgettable value for your customers by adapting blog posts to this purpose.
How have you re-packaged content from your blog?
John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
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