As inbound marketing grows on a global scale, the need for more high quality content to break through the noise is growing even faster. Yet creating, editing, designing, and launching buzz-worthy and evergreen ebooks and social media content to get your brand’s SEO optimized isn’t always easy, and it takes a lot of time.
At HubSpot, content is created every day, hour, and minute. One of our secrets? Repurposing. Remember the phrase, “Reduce, Reuse, Recycle”? There’s a way to apply this notion to content marketing and growing your content library while keeping your blog posts, ebooks, and Tweets fresh and engaging. With so many recyclable pieces available at your fingertips, reusing old content to make new should be a no-brainer.
Read these 6 tips below and learn how to repurpose your social content to save time and increase your online footprint.
One Webinar = One+ Twitter Chats
Twitter chats are undoubtedly a great way to increase engagement, followers, and awareness of your brand. HubSpot’s first #InboundHour resulted in an unexpectedly high increase in engagement, so we do them every week now. It’s not always easy thinking of engaging and relevant topics to chat about, so our team saves time by using webinars as Twitter Chat topics since the content is already there, people have already listened to it or are familiar with the topic, and perhaps even have context from seeing promotion.
What you can do: Reach out to the presenters of an upcoming or recent webinar you’ve launched and have them participate in a Twitter Chat to answer questions you didn’t get to in the webinar or to “continue the conversation” so others can join in. Search the webinar hashtag or other blogs focused on the webinar topic and come up with 5-7 questions to ask the presenter during an hour-long chat. Twitter chats take less than an hour to prep for, but will probably increase your engagement and social reach in less time than it’ll take to see that increase in 3 months of scheduling Tweets, thinking of copy, creating images, trying to get retweeted and shared, etc.
One Twitter List = One SlideShare
Save time writing a lengthy blog post and give yourself an easy way to get inbound links and SEO cred with this technique used by the experts.
What you can do: Make a list of 5 things that are going on in your industry, whether it be an event, a new product, an idea or a buzzword/hashtag. Find the top Tweeters for that topic and create a list on Twitter for others to follow along with and be in the loop. You could call it: “The X Twitter Accounts to Follow [before a big industry event, to get the latest industry news, for the best industry jokes, to learn more about xyz, etc]. Similarly, you could take that list of people to follow on Twitter and create a SlideShare where each slide is a different person/Twitter account in that list. Hyperlink the slide or a button to follow that person, or better yet, your list.
Set of Tweets = One Blog Post
Speaking of Twitter, creating a blog post out of a set of Tweets is a huge time-saver. Not only are you saving time writing a 500+ word post, you’re simply embedding somebody else's written content so there’s no need to create an infographic or creative image to accompany the post.
What you can do: Harness the power of a recent event, trending hashtag, or big launch from a brand in your network or industry. Create a post on the funniest, strangest, most interesting, or most re-tweeted Tweets from the event or topic you chose. Here’s a great example of how HubSpot’s Ginny Soskey saved time by creating a post that’s simply a set of funny Tweets from the #AppleLive event. It’s shareable due to the funny nature and will save you time writing. Think of it as an easy quick win, not as a go-to method for time-saving. Mixing up content is always great, but a post that’s a set of Tweets shouldn’t be your go-to method.
One Ebook = One Webinar
Starting from scratch on webinars can take a lot of time: researching the topic, creating the slides, figuring out the content, order, and flow of the webinar can be tricky. Save time creating a webinar by basing the content on somebody’s experience or results after reading a past ebook and how they’ve applied those practices to improve their marketing. Maybe it’s your own brand, somebody in your company, or an industry peer.
What you can do: Use each chapter of the ebook as a starting point to formulate a script for the webinar. Have the presenter talk about how they used chapter 1 to improve xyz in their marketing and any results, chapter 2 to talk about what they tweaked to make it relevant for their industry, chapter 3 to talk about how that tip or section optimized xyz and saw x% of growth and what you can do to see results… you can probably get the picture from here. Even better: use the ebook to create a webinar, and use the webinar to create a Twitter Chat and ask others to continue the conversation! Boom. Time saved creating an entirely new webinar and social topic to Tweet about for an entire afternoon. Take a look at how Twitter and HubSpot did this with the #TestSmarter ebooks and followed them up with webinars.
One Ebook = One+ SlideShare
Since ebooks are chock full of cool stats, quotes, tips, and hacks, what better way to repurpose this than creating a SlideShare and blog post to promote it?
What you can do: Grab a few interesting, intriguing, or “thought leadership” pieces of content from the ebook. Put one quote or stat on each slide and title the SlideShare something like “The X Most Interesting Things You’ll Read From [Insert Ebook Title].” Use a few calls-to-action within the SlideShare so people clicking through can Click-to-Tweet, share on Facebook or LinkedIn, and visit the landing page to download and read the rest of your fabulous ebook!
One Blog post = One LinkedIn Pulse Article
Outside of posting your latest blog articles on your company’s LinkedIn site as a regular update, step up the social content game and have somebody from your company, either thought leader or expert in a specific space, write their thoughts on a popular blog post to create an easy, shareable LinkedIn Pulse Article.
What you can do: I’d suggest taking a blog post that is a list of some sort and either ghost write or have somebody at your company write a post on their thoughts to each. Check out a great example of one here by Suzy Welch. While this LinkedIn Pulse article may have not started out as a blog post, you can see how it could have been a blog post about “How to Interview” that got turned into Suzy’s reaction to being ready for interviews. Practicing repurposing content from blog to LinkedIn articles is a great time-saver, plus if your company has never posted a Pulse article, it’s a great way to get your feet wet. They’ll get easier and less nerve-racking over time since you’re having an expert from your brand write about a reaction to something on your blog. It’s a great opportunity to showcase your content in an easy way.
Inbound and growth marketing is definitely made easier with a great content marketing strategy. You don’t have to have 8 hands and a team of 5+ people to have a content engine, either. Try to apply some of these 6 tips in your content strategy to save time and drive more leads with repurposing the social content you’ve already got at your fingertips!