9 Smart Ways to Repurpose Blog Posts

We are BIG advocates of repurposing your blog posts, or really, any content you create for your business. Not only does marketing content get buried rapidly in the daily shuffle, but the human attention span is so small these days that it takes repeated exposure for our brains to actually take notice.

This means that sharing the same content across platforms or in different ways within your business is not only more efficient, it’s good marketing. You don’t have to tell me twice!

Here are some places you can promote and repurpose your blog content, starting with the most obvious:

1. Social Media Posts & Stories

Great blog post topics woo the people you most want to work with by answering their burning questions, helping them peek behind the scenes, inspiring them, etc. If you never share your blog posts on the social media platforms you use — like Pinterest, Facebook, Instagram, LinkedIn — it’s a missed opportunity.

Share them several times, then wait a few months and share them again. If your content is evergreen, resurfacing it down the road will help you get the most out of it.

For max efficiency: Schedule your posts in advance using a scheduling tool. We currently use Planoly for this.

2. Newsletters

Newsletters are the single best way to stay in touch and deepen your relationship with prospective clients, past clients, or followers. To share your latest blog post in a newsletter, include a snippet of your latest blog post with a link to where they can read the full copy.

This type of marketing is generous (you’re serving your audience with great content), keeps you top-of-mind, and generates website traffic that can help with SEO.

For max efficiency: Take 1-2 minutes to add your blog post link to a newsletter with a short enticing blurb.

3. Website Pages

If you blog consistently, I highly recommend including your most recent (or popular) blog posts somewhere on site other than the blog page. Why? Because authoring relevant articles deepens your credibility. It also gives your new visitor a place to soak up helpful advice if they are not ready to book with you yet… which is important to the process of nurturing them from stranger to client.

No, they shouldn’t be high up on the page — you want new visitors to discover what you can do for them first — but you can include a few at the bottom. (Same with your lead magnet, by the way.)

4. Within Other Blog Posts

I almost never write a blog post without including at least 1 link to other relevant content. Case in point: I’ve included a link in each section above, so you can choose whether you want to read more about any of those topics.

Not only is it helpful to offer your reader additional clarity on a topic, but — bonus — it is also one of the ways you can improve your posts for SEO. The good news is that every blog post you write is likely to find its way into another post in a natural, helpful way.

For max efficiency: Don’t think too hard about links while you’re writing a post. Instead, save it for the end, go through your post top-to-bottom, and add your links in one swoop. P.s. Always set them to open in a new tab.

5. Client Onboarding

When you’re welcoming new or potential clients, I’m willing to bet there is certain information that you’ll want and need to share. Such as…

• What it’s like to work together
• The design process and project phases
• What sets you apart
• Etc.

These are all things that you’ve likely already written (or may write) blog posts about. If you don’t already have a Welcome Packet with this information, which we do recommend, you can very easily share your blog posts instead.

6. Client Off-boarding

When a client “graduates” from working with you, it can be tough to say goodbye. In fact, if they were your dream client, I would argue that you shouldn’t say goodbye at all. After all, life is about relationships. If you had a good experience together, there is no reason you shouldn’t stay in touch.

You can create a mailing list of past clients and send them only relevant information—yep, blog posts—that you think they would find helpful, such as…

• Caring for & maintaining their newly designed home
• Tips for swapping out small accessories for each season
• Tips for events & entertaining
• Design reveals—because everyone loves those
• Etc. You know your clients best

The best part is that this should not create more work for you. If your blog posts are speaking to your ideal clients, then it should serve these two groups equally well.

For max efficiency: Within your newsletter platform, have separate mailing lists for past clients and for those who signed up on your website. This gives you the option to adjust the messaging a tiny bit for the people you’ve already worked with closely.

7. Nurture sequence

Quick recap: A nurture sequence is a series of emails that you send to a new mailing list subscriber with the goal of introducing yourself, deepening the connection, and helping them transition to clients, if your service is right for them.

A nurture sequence typically (but not always) looks like the following, with several days, a week, or even a month between each email.

Email 1: Introduce yourself and deliver something that is helpful + beautiful (your lead magnet)

Email 2: Invite recipient to ask Q’s about the lead magnet + include another helpful resource

Email 3: Address the #1 objection to hiring you + refute it 

Email 4: Answer some FAQs

Email 5: Address the #2 objection to working with you + refute it

Email 6: Share a “case study” or Before and After story

Email 7: Directly invite your recipient to work with you (book a discovery call)

If you look at the words underlined… ALL of these are potential blog posts that you could link to directly:

A helpful resource? >> Could be any “how-to” guide you might have written on styling, home care, planning a remodel, etc.

Refuting the #1 or #2 objections to hiring you? >> Could be a myth-busting post about the cost of designers, a post about how you design for your clients’ aesthetic, a post about how designers save their clients’ time, etc.

Addressing FAQs? >> You could easily answer a few questions within the email itself and then link to an FAQs blog post.

A case study / Before & After story? >> I bet you already have one of these. Just be sure to include a story about the clients themselves, their goals + concerns (and how you solved them), not just pretty pictures.

This one does take some time to write and set up, so I suggest having your nurture sequence content coincide with your planned or existing blog post content (versus having to write additional posts JUST for the nurture sequence). The good news is that once you have your sequence in place and running, you don’t need to maintain it.

If you need help writing a nurture sequence, talk to us.

8. When answering emails

Has this ever happened to you? You get an email from a past or current client. You type out a long, thorough response. You hit send… and then you realize you’ve answered this question SO many times before. Not only could this question by a templated response, but why not make it a blog post?

Then, you can simply send the link over instead of re-typing everything. Easy.

For max efficiency: We keep an email draft that includes some of the links we are most likely to use when responding to emails. Instead of having to go search the O&B blog for the right link every time, it’s right there at our fingertips.

9. On-boarding New Team Members

I bet you didn’t see this one coming. While most of your blog posts might not fit the mold for training new staff, some of them just might. I remember when I hired my assistant to help me format blog posts — I sent her right over to the blog post I made for you about formatting, and she took it from there.

I’m willing to bet YOU also have content that was intended for potential clients but would be just as helpful to new employees. Some ideas…

• Your detailed process
• Your company mission / what it’s like to work with you
• Any in-depth, design-related tutorials
• FAQs — your team should know how to answer these, too
• Etc.

Open your mind to the possibilities and you may find some crossover that will help your new team member transition smoothly and efficiently.

For max efficiency: Create a folder or document with links to the most helpful posts and documentation for new employees to read. You could also include these links in any onboarding documents.

And there you have it — 9 creative and useful ways to share blog posts. Some are obvious, some unexpected, but all of them sure to help you get the most of your hard-earned content.

Last but not least… download our Content Strategy Workbook here so that the content you’re sharing is intentional, creative and above all… attracting your dream clients to your front door. 😉

Cheers,
Jaquilyn