October 2, 2014

5 Ways to Repurpose Content for Social Media

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A picture may be worth a thousand words, but an article can be worth even more, if you know what to do with it. Content is the hottest marketing tool right now, but there are some secrets about how to use it that many marketers don’t want you to know.

1. Start With an Article

There are many ways to use a single article, but your blog is the best place to start.  The more content you put out, the more search engines like you, and the more reason people have to keep coming back to your blog. Aim to write 300- to 600-word posts as often as you can, but no less than three days a week.

2. Repurpose It for Article Marketing

Now take one blog post and re-write it for article distribution websites like eZineArticles.  Make sure you choose reputable article distribution sites. The benefit of having your content on the higher-ranking article distribution sites is that people who don’t already know about your blog may find you when searching for a topic, as these sites rank high for results. For example, if you search for “updating your investment property,” one of the first search results is from eZineArticles. That could be your article.

The key in repurposing content for different sites is to make changes — perhaps come at it from a different angle. You might lengthen it (some sites require a minimum of 1,000 words, so you’ll have to make it longer for these sites).

With each article you publish on article sites, be sure to include an author bio with a link back to your site so people can learn more about your business.

3. Convert It to Video

Another way to get extra mileage out of a single piece of content is to turn it into a vlog (video blog). Simply talk about the topic you wrote about and enhance it in a brief video. Upload to YouTube and Vimeo and you’ll get even more traffic.

4. Perfect the Presentation

Even converting your content into a brief slide presentation and uploading to Docstoc and SlideShare can put you in front of new potential customers. If the content is valuable enough, you can even charge people to access it.

5. Share Socially

Now you can use Facebook and Twitter to share your content, wherever it lands. Post your blog’s RSS feed to both your company’s Facebook Page and your Twitter stream. But also create conversations around the content. If you’ve written an article on common mistakes businesses make, tweet the question “What’s the biggest mistake your business has made?” with a link to the post. You’ll not only get eyeballs, you’ll get engagement.

24 Comments ▼

Susan Payton - Awards Communication Mgr.


Susan Payton Susan Payton is the Communications Manager for the Small Business Trends Awards programs. She is the President of Egg Marketing & Communications, an Internet marketing firm specializing in content marketing, social media management and press releases. She is also the Founder of How to Create a Press Release, a free resource for business owners who want to generate their own PR.

24 Reactions

  1. Great suggestions, Susan! You could add turning content into a podcast, too.

  2. Susan,

    Thanks for the quick reminders.

    One thing I’m wondering about though; with Google going after so-called “content farms” I’m wondering how much time one should spend writing fresh content for sites like e-Zines?

    The link juice may not be a powerful as it used to be.

    What do you think?

    The Franchise King®

    • Hi Joel, Let me offer up my take on your point.

      There are several reasons to post on high-quality Articles sites (and EzineArticles.com, that Susan mentions, is one of the best of the articles sites). Getting links to increase your link count in the search rankings is one of them. But there are other reasons, too.

      I think the most important reason to use an Articles site is to get your brand name and your expertise seen widely.

      In other words, it’s about visibility and marketing — and not so much about search engine optimization.

      People often ask how Small Business Trends developed good ongoing visibility in search engines. After 8 years looking back, I can say this: it mostly came because we set out to be seen EVERYWHERE small businesses were online. I spent ZERO time worrying about whether a site was powerful or not, or how strong a link a site could give. As long as it was a reputable site targeted to business, I wanted to be seen on it. Time permitting, I would do guest posts and interviews on the smallest, youngest startup sites, because quantity matters. Being SEEN, and being seen when delivering valuable content, was more important to me than building links of a certain “weight.”

      Being seen in 1,000 business sites, regardless of whether the sites can deliver powerful “link juice,” is quite valuable by itself. If you are visible enough, word of mouth spreads. Soon the search engine position takes care of itself naturally.

      – Anita

  3. @Marcia– Great one! Can’t believe I missed it!

    @Joel/@Anita– I agree with Anita. The more places you are, the better. Before great sites like Small Business Trends let me write for them, I’d write articles on these sites. I’ve even gotten business from those articles (and AssociatedContent.com is another one, now that I think about it). My content from 5 years ago is still out there, and it’s gotten 20k+ views with me doing nothing to market it!

  4. Hmmm, I would push back a bit about Associated Content, Susan. (Of course, that’s the great thing about blogs — we can all have our own views, right?)

    I would say this: focus on placing real content at high quality sites where you see other quality content. To be perfectly honest, I’d rather post on someone’s small blog if it’s got original content on it, than on a place that others consider a “content mill.”

    Best advice I can give is: read other articles that appear at sites where you are intending to post something. If the articles are ones you’d like to read and find valuable, then fine. But if the content is generic shlock, don’t post on that site.

    And never create something you wouldn’t be proud to attach your name to. After all, stuff on the Internet will be around for years and is a reflection of you ….

    – Anita

  5. Good post and good comments. Video is so important as Olglivy’s Study shows that Video improves engagement by 2X to 3X and engagment bring sales.

    Please also take a look at vADz.com and their Social VideoCommerce App, enabling UGC to be mixed with stills and vendor-provided media.

    One click adds a Trackable VideoCoupon, integrated eCommerce, Maps and other media. Your comments are welcome.

  6. Good article. As a small business person I am always looking for two things: 1) good advice in a compact form and 2) ways to share information that won’t eat up my whole day. You accomplished both with this short article of great suggestions. Thanks

  7. This articles has quite a few good ideas. It’s sometimes difficult to come up with a topic to write about and once you do, this article suggests many wayt to repurpose that idea. Good article, thanks.

  8. I seem to recall the ezinearticles founder responding to some of the google content farm stuff and simply deciding he was going to raise the bar on submissions. Each of the articles are approved, so he simply made it mandatory that you increase your word count and your quality, which reduced google’s penalty potential. Quality content can be reprinted elsewhere, without penalty, from what I understand.

  9. I guess you could even turn your podcast to video, so it can be shared on YouTube too.

  10. @Anita–Agree to disagree? But definitely be proud of where it is.

    @Gloria–Thank you!!

    @Kristen–I keep a running list of article topics (which I get when reading magazines and other blogs!)

    @TJ–if they care about staying on Google’s good side, these sites certainly will raise the bar!

    @Timo–Sure can!

  11. Hi Susan! Great tips and thanks for the reminders. Sometimes I feel like the content on our blog doesn’t get the attention it deserves. You gave me some some great ideas to help us get more from our posts. I think I’ll try changing the format and see how that works for us. Thanks again!

  12. @Allison–
    That’s the thing. By itself, blogs don’t do anything. You have to help people find them!

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