How do you make your blog posts work harder? That’s the million dollar question.
I don’t know about you but sometimes it feels like all I do is create content for my business. It’s a hamster wheel that just keeps going around. As wedding business owners we wear so many hats and content creator is just one of them.
We’re the salesperson, marketing exec, accounts person, chief cook and bottle washer.
So how can we use our time more wisely? What can we do to work smarter not harder?
I have a few ideas on this topic but this one is directly related to content.
One thing I’m pretty sure most of you aren’t doing is repurposing your content.
What if I told you that you that by generating one piece of meaty content you could produce 20 or 30 other pieces of content?
That’s called repurposing.
And repurposing is quite simple. It’s about taking an initial piece of content whether it’s a blog post, video or podcast and turning it into lots of different types of content so it can be shared in multiple ways across many different platforms. It allows you to reach more people and lets them consume your content in the way they want to consume it.
In other words, you’re making that one piece of content work much, much harder for you.
The fact is when we create content we put our heart and soul into it and the harsh reality is that creating content is only a small part of the process. It’s what we do with that piece of content that really counts.
Publishing a blog post and hoping someone reads it isn’t doing justice to your hard work. Posting it once on social media doesn’t cut it either. You want to be using it in multiple ways across lots of different platforms.
How do you make your blog post work harder for you?
To make this work you need to plan out your post. You’ll have heard me talk about this before but there’s power in odd numbers. From a marketing perspective I love to use 5, 7 & 9 for my blogs. For example:
- 5 Irresistible Lead Magnets for your Ideal Couple
- 7 Easy SEO Tips to Show You How To Get Your Content Found In Google
- 7 Things Your Blog Posts Must Have to Get Noticed
- 9 Ways to Make Your Blog Posts Work Harder
These are all published posts on my blog but by using 5, 7 & 9 I’ve automatically given myself more to talk about.
So now I can plan out my 5, 7 or 9 points that I want to talk about. Think about what you want your reader to walk away with.
What are the main takeaways for each of these points? Write these down first so you have a lose outline for your post.
For this post I decided I had 9 different ways of repurposing my content that I wanted to share with you so I started with that. I listed out the 9 points which gave me a basic structure and then I added the meat to the bones of what I had.
I never write any blog post without an outline. It helps me to stay focused, organise my ideas into easy to follow content and saves me a load of time.
Once the post is written you’re ready to look at how to break it up into multiple content types.
No 1 – Identify 5, 7 or 9 talking points
Even if you don’t want to use the number of points in the title of your post it’s still the best way to create a post that gives value and either educates, inspires or entertains your readers. It keeps you on track but more importantly gives you something to post on both your Facebook Page and Instagram feed.
Each of the 9 points I’m giving you here will become their own individual post on social media. I can share those over 9 weeks if I want to spread them out or I could do them over 9 days if I want to produce more consistent content.
Just because the algorithm isn’t great for organic Facebook or Instagram posts doesn’t mean you shouldn’t be posting. Your ideal clients are nosy. They want to know the person behind the brand and will check you out themselves. They want to know if you’re active in your business.
And remember giving value in your posts is important. You need a mix of social and value in your feed.
No 2 – Create an Instagram Story for each talking point
This is where you can get creative. It really depends on how you like to use your IG Stories. Personally, I love doing little 15 second videos and then typing sub-titles onto them directly in the IG App.
Each of your talking points can be turned into a Story. Maybe you turn some of them into questions. Perhaps you do a little video teaser. Or maybe use one of the features like Polls to ask your audience a question which then gives them your blog post as the answer.
Stories work well and are far more popular than your feed, so you want to try and use these as much as possible. Your blog posts are an easy way to add some business into your stories.
No 3 – Create 3-5 alternative post titles
I like to create between 3-5 alternative post titles for my blogs. Why? Because it helps me to create great pins on Pinterest.
Pinterest is a HUGE driver of traffic to blogs. But you have to pin consistently.
Fresh pins are a big part of your success on this platform and your post gives you some great opportunities.
For each talking point I create a pin but I also create pins for my alternative blog post titles.
For this post I might have the following titles:
- How to get your blog post seen by brides
- The best way to repurpose your blog content
- 9 Top Blogging Tips to help you get seen
- How to get your blog post found on social media
These alternative titles help me to create different pins. I can choose a different image for each title and this is counted as a fresh pin.
Pins are like a fine wine they mature with age. But you need to be pinning in the first place. If you’re not sure how to get started with Pinterest then register for my Masterclass happening next week.
REGISTER FOR THE PINTEREST MASTERCLASS
Tip 4 – Email out your post
Right at the start of this post I told you to let people consume your content in their own way. Not everyone will read your blog post. Fact. But don’t let that put you off.
Some people want to have things delivered to them. Just like we used to have newspapers delivered by the paperboy before the internet. Emails can be similar. They’re a digital version of your daily newspaper so don’t ignore them.
You don’t have to give them the entire post in the email. Just give them a teaser. If I was to send this out I’d whet their appetite with a hard hitting opening paragraph. List my 9 talking points but without any detail. Then my CTA (call to action) would be to read the full post for details.
You always want to be driving people back to your website. That way it’s showing Google its popularity and teaching your audience that your website has valuable information.
Tip 5 – Turn your post into a freebie or lead magnet
I’ve done this loads of times. If I’ve written a particularly meaty blog post and I know it’s of value I’ll turn it into some kind of lead magnet.
Why? Because some people prefer to have something they can download and read later offline. In some cases, it has more perceived value because you’re asking your readers to hand over something in return for this information.
They give you their name and email and you give them the eBook, checklist or cheat sheet. It’s a great way to make your content work hard. And if you’re stuck trying to come up with a lead magnet idea then this solves that problem.
Tip 6 – Record a video
This should be easy for you to do really because you already know your content. Now if Facebook Live isn’t your thing what about IGTV? This is where having an outline really helps. Use the outline as bullet points for your video so you don’t off track. It’s a bit like using a PowerPoint when you’re doing a presentation. It helps you not to have mind blanks.
If the thought of doing the entire post as one video is too much then you know what I’m going to say. Break it down into 5, 7 or 9 short videos. IGTV is perfect for this. Plus, it’s pre-recorded. That means you can do as many takes as you want.
For this post I’d do 9 short videos of over 60 seconds talking about each point in my post. IGTV is set up for a series like this and it’s so simple to do but gives you great content.
If video is still out of your comfort zone then you’ll love my Video Visibility Challenge. Over 5 video lessons I teach you exactly how to get comfortable on video, come up with content, film like a pro and publish.
Tip 7 – Create a podcast episode
This is something that I love to do. I’m a big believer in repurposing every piece of content I put out there. Any of the meatier live trainings I do in my Facebook Group I turn into a podcast episode.
Now obviously, I also have lots of guests come on too so I only do my own solo episode once a month. However, sometimes my guests are inspiration too.
Only a few weeks ago I did an Instagram Stories interview with Tyler McCall and some of the things I learnt from him I turned into a blog post, sent out via email, created a few IG Stories and I did a live training.
Podcasts have grown massively and are a really popular way for people to consume content. It’s also not that hard to do. It could be a great new way to attract new people to your brand.
Alternatively, if that all sounds like too much work then use your blog post to get you on someone else’s podcast. Being a podcast guests gives you great exposure.
Use your post as the topic for discussion and put yourself forward. This post has just been updated Top 30 Wedding Podcasts You Must Follow in 2020 which leads me nicely onto my next tip.
Tip 8 – Publish an update
This is particularly relevant now in the time of Covid. You could easily add in social distancing advice to older posts and then republish.
I do this all the time. Quite often things change in the advice you’re giving. By adding UPDATED and the date at the top of the post it tells your readers there’s an important update in your content. It also pushes a good post with great value back to the top of your blog again.
Tip 9 – Turn your post into an infographic (like the one at the end of this post)
Infographics are highly shareable pieces of content and do really well on social media and in particular Pinterest. Any post that’s sharing 5, 7 or 9 tips is the most relevant for this.
It’s about making it eye catching, helpful, removing any unnecessary information and making sure it gets the point across quickly and easily.
You don’t need to be a graphic design genius either. Canva have lots of great templates ready for you to use, just add your branding and content.
If you’re a wedding photographer, you could create a blog post that’s a timeline of when photos are taken on the wedding day. This would be fantastic content to turn into an infographic and highly pinnable.
As a wedding planner could you do a post that breaks down the wedding budget and turn that into an infographic? As a stylist, what about wedding themes for every season? You could create a really design led infographic for this.
Or as a cake maker what about a wedding cake guide that takes you through styles, shapes and flavours?
As a hair and make-up artist you could do key questions to ask the pros at your trial?
Honestly the list is endless and creating posts around this will make the other 7 tips really easy.
BONUS TIP – Turn your post into an Instagram Reel
Leading on from last week’s post on Instagram Reels why wouldn’t you turn your post into a Reel? For mine I’d simply take my 9 talking points and condense those into a 15 second reel. The power here is Reels continue to gain traction.
Remember how I told you to think of Reels as micro commercials for your wedding business? This is an amazing way to make your content work even harder for you. If you want to read that post it was called ‘The 101 of Instagram Reels for Your Wedding Business’.
And don’t forget to pin this handy infographic!