How to Repurpose Blog Content | Case Study Walkthrough
Do you want to learn how to repurpose your content? Are you out of ideas when it comes to what to post next on your business' blog or social media?
I'm going to walk through how I'd repurpose a blog content using a real-world example site and the 5-steps I mapped out in my prior video on how to repurpose content.
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0:00 - Introduction to How to Repurpose Blog Content
1:03 - Initial review
We're going to be going over a lawn care service site that has engaged a local SEO agency to do some basic SEO work for them. I think overall, they've done a great job, but they're missing out on a ton of additional opportunities.
2:15 - Step 1. Take stock of what you have and what's most popular.
Spring flowers in Texas is bringing them the most traffic -- but little intent here
Dallas Lawn Care -- pretty good placement
mulch vs. rock -- decent -- going after questions asked by people
4:38 - Step 2. Create a shortlist of the existing content pieces you think can be repurposed.
1. Seasonal tips are great
2. Landscaping tips are great
3. How to protect your lawn from foot traffic
4. Reasons to hire a lawncare professional
5. Testimonials
Think about the triangle -- we have print right now -- so we want to focus on ideas for AUDIO and VISUAL.
8:33 - Step 3. Answer how you would make a bite-sized, condensed, or super charged version of the existing content.
Seasonal Lawncare Tips in under 5 minutes
3 Must Knows for Protecting Your Lawn from Foot Traffic
Infographics of the reasons to hire a lawncare professional
Give a ton of educational value up front. Help first-time homeowners and think about which tips relate to first-time homeowners.
Series are one of the easiest ways to stretch content. Aside from YouTube, we could focus on our e-mail list with our existing customers. Local-based rely a lot on referrals so if we have an existing list of e-mails for customers, we can piece these into a series:
1. Welcome E-mail Series of Educational Content
2. Lead Magnet
3. Free Downloads section of How Tos
12:00 - Step 4. Do or delegate. Get things done.
In the case of this biz, they have to decide whether to engage an SEO agency again or do this themselves. I looked up the agency they engaged and they charge 1-5K+
If it were me, I'd do this in-house and specialize the team or hire an intern to help out here. It'd depend on how profitable their web content is already for generating leads.
14:02 - Step 5. Schedule every piece of content's repurpose release date and promote where possible.
If we go the video route, how are we going to share our new content?
FB page and Twitter
YouTube natural search
E-mail customers
Old-school handouts to customers
There are cost effective ways to do this without shelling thousands of dollars again just because your agency short-changed you on the work.
The key here is to always come from a place of giving value to your customers.
10:54 - Two Big Takeaways to Remember:
1. There's always a way to repurpose your content. You just need to take the time to sit down and think through the fundamental value of what you already have.
2. Educate your buyer. For the last decade we've been in a growingly consumer-powered economy. This means that people want to learn about what they're buying ahead of their purchase.
✍️ COMMENT BELOW:
What content are you planning on repurposing? If you have any questions about the five-steps, feel free to ask me in the comments below! I'm happy to help.
Grow with Will is all about helping you grow your business, get more customers, and hone your business acumen. I teach you the real-world business skills you didn't learn in school to help take you from zero to self-starter.
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Disclaimer: Grow with Will does not provide tax, legal, or accounting advice. This video, and the ideas presented in it, are for informational purposes only, and is not intended to provide, and should not be relied on for, tax, legal or accounting advice.