For many companies, writing a blog is a lot like shoveling the driveway. You finish it, and you’re on to the sidewalk or the porch steps, never looking back. In other words, companies publish their blogs, check the box, and they’re on to the next thing.
However, blogs are a product you produce that deserve a mini-marketing plan of their own. Before moving on to the next thing, stop a minute and consider where else that blog belongs. There are so many relatively free and easy things you can do to give your blog “legs” and expand the audience for your message.
If your business has at least one more way to communicate with their customers/prospects besides their blog (and that means everybody), there is definitely opportunity to introduce your blog a different way or “repurpose” the content into a different format to publish elsewhere. By doing so, you can gain entry into other places where your audience can more easily find you, like their favorite social media channel or even a direct hit to their inbox.
Here are ten things to do after writing a blog in order to take your simple blog to the world so your content gets the attention it deserves! Not all ideas will be appropriate for every blog post, based on your content. However, you can consider the list below and find the places that will do the most good for your blog.
- Make sure all employees are notified of the new blogposts. This is such a simple way of publicizing your blog and it should be a no-brainer for every marketing director. However, you’d be surprised how easy it is to launch a blog and forget to tell the employees to subscribe or fail to subscribe them automatically. Then they miss the content, and any ability to share it themselves. If you have a blog, make sure your employees know about it and encourage them to share it and even implement some of the ideas here!
- Share it on the corporate social media. Again, as obvious as this seems, many companies miss this step. Post the link to the blog on Facebook or tweet it. Every blog should have a nice cover photo, so put that on the “Gram” with a link to the blog. And of course, LinkedIn is the perfect place to share your business blog entries. Don’t pass up this opportunity.
- Include it in your next E-newsletter. If you do a regular eblast to your customers/ prospects, a simple teaser and link to the blog is a great way to get more eyes on your content. We’ve found these little promotions to be very valuable in getting viewers to click over to read the blog on our clients’ websites.
- Personalize it. One of the best topics for a blog is the answer to a question you often get from your prospects or clients. Do you have a prospective or current client who could learn something valuable from that blog you just published? Send a personal note with a link to help them better understand what you do.
- Turn it into a PowerPoint presentation. And find an audience who wants to hear it! Perhaps this very blog would make an interesting presentation for a specific audience. I’d absolutely be willing to turn it into a PowerPoint and attend your event. Call me.
- Turn the blog into an infographic. This works best with blogs that describe a process. Not only could the infographic be used within the blog, but you might find uses for it elsewhere…on your social media, website, etc. I’m a writer, but when it comes to communication, especially of complicated matters, a picture does paint a thousand words.
- Use it as a base for a podcast episode. Don’t have a podcast? Well, you might just have a good topic to discuss as a guest on someone else’s podcast.
- Issue a press release. This only works if the blog’s content announces something novel or impactful on a local, national, or global scale. However, a press release provides an opportunity to link back to the blog from the press release as well as go into more depth about the content within.
- Print and distribute. Blogs typically go into more depth on a subject than your website does, and having the blog “in hand” can powerfully connect with prospective clients. I once had a client who was trying to expand his contracting work from residential into more commercial venues. We wrote a blog on how to select the right commercial contractor with specific steps and considerations for the reader. Before my client headed off to a trade show for commercial property managers, we prepared a handout of the blog to print and have on-site that was specific to the market and a valuable conversation tool with people who stopped by his booth. The content helped him make a stronger connection and place his business in the best possible light.
- Use it as a writing sample to write more. If you aspire to be a guest blogger on someone else’s site, use the entry as part of your pitch. If you are an aspiring writer, doing a simple blog for a company is a great way to gain experience and have something published beyond your own webpage. If you are an entrepreneur or subject matter expert who has always considered writing a book, remember that the blog posts you write can easily become chapters for a business book. Start your planning!
So you see a blog isn’t just 500-1,000 words that you put on your website. With a little consideration, vision, and effort, it can be so much more. Writing a blog doesn’t have to be a chore like shoveling that driveway and moving on to something else. After all, clearing the driveway paves the way for friends to come over and appreciate what you’ve done!
If I can help you with your blog or repurposing of content, reach out today!