Content is the king in B2B social media—that’s not news. We’re all sharing content like posts, videos, photos and links that others comment on, like, tweet, etc. Here’s something you may not realize: You’re sharing content, even when you don’t think about it. Sharing a photo on my Instagram? Content. Posting a link for my friends to the latest art or music event? More content. Sharing marketing highlights with my professional connections on LinkedIn? You see where I’m going with this. Yes, we are all sharing content. But, my goal here is to expand your notion of content when it comes to marketing your business. Here’s a hint: It should go way beyond blogging.

1. Repurposing Blog Content for Greater Visibility
Content is the king in B2B social media—that’s not news. We’re all sharing content like
posts, videos, photos and links that others comment on, like, tweet, etc. Here’s
something you may not realize: You’re sharing content, even when you don’t think
about it. Sharing a photo on my Instagram? Content. Posting a link for my friends to
the latest art or music event? More content. Sharing marketing highlights with my
professional connections on LinkedIn? You see where I’m going with this. Yes, we are
all sharing content. But, my goal here is to expand your notion of content when it
comes to marketing your business. Here’s a hint: It should go way beyond blogging.
The Blog Content Creation Process
Don’t get me wrong: blogging is still an essential
component of your content marketing plan. But, the
content you share on social media involves using
your blogs in a creative, engaging way. Your content
creation process should include creating a blog
editorial calendar, then the writing and posting of
the actual blog.
Repurposing Blog Content 101
Each blog post is a foundation for additional content you share online—the goal is to
repurpose all the hard work you’ve put into writing the blog. From one blog,
depending on the subject and content, you can create a vlog, rearrange it into an
eBook, or get creative and have a graphic designer make you an infographic. If you’re
blogging about an event you attended, you can share some stylish photos you took at
the event on Instagram. The content creation part of the process has been done
already—you wrote the blog. From there, it’s time to leverage that blog post in all
sorts of digital ways to help get your content out to a greatest number of people, and
bring the most amount of traffic back to your website, blog or profile.
That’s a basic breakdown of how to start repurposing your blog content. Now, here are
some ideas for the actual repurposing. Take your content and turn it into:
Infographic
eBook
Vlog (video blog, where you basically film yourself talking about your blog)
Video (an edited video where you mix in images, sounds, graphics, etc.)
Podcast
Social media posts (or even a Facebook custom tab for contests or polls that
can come out of a post)
eNewsletter content
Press release
Photo album (for social networks)
One-off photo (Instagram, Twitter, Pinterest)
QR code campaign

2. Get Started
My list is just a start—don’t let it stifle your creativity! Think about all the ways you
interact with content each day, and put a spin on how you share your blog posts
through digital and social media. Maybe you can have a blog with a quick snippet of
video embedded. Or a podcast that tells listeners to download your eBook and follow
the Instagram profile for the latest and greatest photos. Marketing should be
integrated—mish mash your content, give your readers the visual and audio stimulation
they need to notice the information you’re sharing.
If you have any ideas on other ways to share your blog content, I’d love to hear them.
Share them here or connect with me on LinkedIn to keep the conversation going.