7 Ways To Repurpose Content on Your Blog and Get More Clients
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If you’ve been blogging for a long time like I have, you’ve probably amassed a lot of content over the years. Rather than just keeping it buried in your archives and hoping someone stumbles upon it, why not capitalize on the work you’ve already done and repurpose your blog content? This week’s post by Margo Oviienko offers some great tips for doing just that.
To be a successful professional organizer, you need to build a thriving online presence. Building an engaging brand in the online space is a foundational pillar of long-term success, and it’s one of the best ways to reach a global clientele. For example, you can use LinkedIn to build your brand and find new clients, but you can also leverage many other digital tools and platforms to gain exposure and good, reliable partners for your business.
Now, it should also go without saying that you need to maintain an active blog page on your website, and that you also need to have a robust content strategy. What you might not have thought about before, is that you can leverage existing content and repurpose it to achieve various goals – including getting more clients.
Today, we are going to talk about repurposing blog content and getting more clients to your professional organizer’s business in 2022. Here’s what you should do.
Repurpose content for your influencer campaigns
Influencer marketing is a powerful tool in any brand’s arsenal, as you can use it to build brand awareness, trust, and achieve many marketing and sales-oriented goals. What’s more, there are many types of content your influencers can create in order to promote your brand. These include sharing their experience working with you, promoting your courses and membership programs, giving all kinds of shout-outs, and more.
What’s interesting is that you can repurpose your blog content to boost your influencer content strategy, and give them the content ideas and materials they need to create amazing new posts. These posts, infused with your informative content, will generate more engagement and provide more value to their followers, who will in turn venture to your side and social profiles for more information.
It’s a great way to refresh your influencer marketing strategy and reel in potential clients for your business.
Update existing content and use various snippets
One of the best ways to bring old content to life is to refresh and revitalize it with new, relevant information – which sets the stage for an amazing repurposing strategy. Updating your existing content is a great way to boost your SEO and get your website on the digital map, but you can also use the new information to create highly-informative snippets.
Those snippets can appear in Google Snippets, of course, but you can also use them to create more engaging and effective content that you can better disseminate on social media, in email communication, and on other authoritative websites. The possibilities are endless here, and you can use relevant bits and pieces of this content to create informative infographics, different types of lead magnets, and more.
Here are some of the marketing and sales tactics you can fuel with updated content and its snippets:
- Email outreach and email marketing campaigns.
- Direct communication with clients.
- Enrich your social media posts.
- Diversify your content types and create images, infographics, and videos.
- Give your influencers something to highlight in their posts.
- Give Google a reason to rank you higher.
Repurpose top stories and content for your blog funnel
Every personal brand that works closely with clients should have a thriving blog page. Your clients will go to your website for that extra information and guidance they need to succeed, and your free resources are a great tool for keeping loyal clients at your side. They’re also a great tool for converting potential ones into lifelong brand advocates.
To do this, you need to create a robust blog funnel that will work for you in attracting, retaining, and finally converting prospects. A blog funnel works by attracting prospects with amazing content, incentivizing them to subscribe to your email list, after which you can inspire them to sign up for your coaching services.
Old content is not a part of your blog funnel, though, not if you don’t repurpose it towards that goal. Here’s what you need to do to bring old content (or optimize new content) into your blog funnel:
- Conduct keyword research and start weaving in relevant keywords.
- Conduct target demographic research and find the people who need your help.
- Personalize content for your target demographic specifically.
- Consider the Awareness, Consideration, and Purchase stages of the buying cycle when optimizing and writing content.
- Update old content with powerful but organic CTAs (call to action) and opt-ins.
Once someone decides to opt in for your newsletter or decides to reach out, you can start nurturing the lead by delivering even more value through personalized communication. Use those snippets we talked about to bring more value to the potential client.
Drive traffic to your blog by repurposing content for other websites
Many authoritative websites love featuring powerful stories on their blog page, even if you’ve already published it on your site. A great way to repurpose your old blog content is to optimize it for another popular website in your niche or for a general-purpose business site where you can share your amazing stories.
Now, there are several ways to go about this. An editor might be willing to publish your story and make note at the top that it has already been published on your website. This is a great way to drive more traffic to your company blog directly and get exposure as soon as the reader visits the page.
On the other hand, you can also take certain blog posts down from your site in order to repurpose them for other authority sites across the web. If you’re dishing out new content regularly, then you shouldn’t fear taking down old blog posts and re-optimizing them for a guest-blogging opportunity elsewhere.
This is also an amazing way to get exposure and give some of your best stories a new life on a popular website in your niche or beyond.
Optimize old content for voice search
You probably know this by now, but in case you don’t, voice search is a powerful driving force in the digital marketing world right now. As more and more people start to use their AI assistants to search the web through queries instead of traditional keywords, it becomes increasingly important for you to optimize old content for voice search.
Voice search is one of the emerging trends in content marketing right now, and you can start ranking higher and get more clients to your business simply by repurposing old content for voice search.
Start by identifying the question-based keywords that your target demographic is using. More often than not, you will first need to change your titles and meta descriptions into question form to make them more relevant to the voice search audience.
You can then start putting those queries into your H2 tags throughout the articles, making sure to give a quick and concise answer right after in order to get featured in Google Snippets. You can then repurpose entire question-and-answer paragraphs for your social posts, emails, and more.
Repurpose your coaching content for powerful CTAs
You have the opportunity here to turn many of your stories into more engaging content that will incentivize your clients to invest in specific activities. Through your coaching as a professional organizer, there are many complementary activities that you could inspire your clients to partake in, in order to create a better work-life balance, or achieve other important goals.
So why not repurpose old content with powerful CTAs revolving around important activities? For example, the popular team building and coaching brand Outback Team Building and Training will often optimize its content in the form of case studies, Q&As, and tutorials to incentivize their audience to partake in engaging activities – which drives engagement on the site as well and inspires potential clients to get in touch.
You can use this approach yourself to turn typical blog readers into engaged potential clients who will get in touch with you after trying out some of your recommendations.
Turn your blog content into different content formats
Content diversification is a great way to take your content marketing strategy to the next level and win at inbound marketing in the long run. SImply put, different types of clients like different types of content, and not everyone will want to read through your articles no matter how amazing they might be.
With that in mind, it’s time to start repurposing old (and new, why not) content for your other content types, including:
- White papers and case studies.
- How-to and other types of videos.
- Influencer posts.
- Interactive how-to guides.
- Interactive quizzes and games.
- Social media posts.
- Webinars and live events.
All of these content types will attract potential clients with slightly different content preferences, and will help you rank higher on Google as well. All of the content you have posted to your blog page so far can serve as a treasure trove of great content ideas for these different platforms and formats.
Start creating these, driven by your existing content to bring more value to your audience and inspire potential clients to reach out.
Over to you
Getting reliable clients that understand the value you bring to the table and are willing to commit to building a long-term relationship with your business is definitely not easy. As a professional organizer, you have the power and the potential to transform people’s professional and personal lives, but to even reach potential clients, you need to build a thriving online presence.
Make sure to leverage your existing content and repurpose it to achieve better results on social media and across the web, and get potential clients to reach out organically. Use these tips to get some amazing new clients in 2022 and take your business forward.
Margo Ovsiienko is a Growth Marketing Strategist and a blogger at Margo Leads.
She creates content that converts website visitors into paying customers for SaaS companies and tech agencies with sales funnels.