How long have you been blogging? Five minutes? Ten months? A few years? No matter how long, it’s easy to think that once the blog is written and published, you’re done with it.
We’ve already discussed (a few times) how you can share your new content to get the most visibility – and hopefully some good leads from the deal. But what about old content? Some of it was time specific – market stats for the month of January, local events in February. But some of it is good content that could be reused again in new and different ways.
Why would you go to all that trouble? A few reasons, really. Not everyone reads blogs. Some people prefer to watch video, others would rather listen to someone as they drive to work or run on the treadmill. Still others want an image to glance at and share.
Take a look at older blog posts on your website or group a few together and you may be able to repurpose them into something new and reach even more eyes and generate new leads.
While Slideshare is the most common, there are other sites like Slideworld or SlideBloom. Take a blog post (like 10 Things to Do To Get Your Home Ready to Sell) and turn it into a slide deck or, as you may be more familiar with, a PowerPoint presentation. You combine a bit of text, a graphic on each slide, and don’t forget your logo, company name, and website. Once uploaded, it can be viewed and shared by potentially 1000s of people. You’ve just extended your reach beyond your own website and shared valuable information.
Another option is to make audio recordings of your blog posts. You’ll want to edit them a little and make sure you don’t like a robot when you’re reading them. This is one of the simplest ways to repurpose old blog content. Your laptop or desktop likely have a microphone built in, and there are plenty of sites, like SoundCloud, that let you record, upload, and immediately share your content without having to build a separate platform or worry about where to store your recordings.
You have a couple of options when it comes to videos. You can record yourself talking into the camera about a topic you covered in a blog post. You’ll want to choose a good background, good lighting, and practice what you’ll say so you sound natural. Or you can turn your slide deck into a video and simply narrate each slide. Another option, if your blog post is about something people can do on their own computer (like search for specific real estate listings) is create a screencast of you navigating a website. Like the slide deck option, you’ll simply be narrating your actions, and never have to appear on screen. Once you have your video complete, you can share it just about anywhere from YouTube to Facebook and beyond.
Infographics are some of the most highly shared pieces of content on the internet. The information is paired with images and graphics and can be digested with a quick glance. Before you reject the idea because you don’t think you have the skills to do something like this, there are plenty of sites to help. Canva offers templates that allow you to plug in your information. Many are free, but you can pay as little as $1 to choose a different template or change the look.
E-books and whitepapers are great for offering free downloads for newsletter subscribers or to enhance your professionalism and authority to a larger audience. Find a few blog posts that are part of the same overall topic (tips for buyers, tips for sellers, home decor, etc.) and group them together to create an ebook or whitepaper. For this, you’re going to want to edit the existing text and add more so everything flows seamlessly. It will be worth the cost to pay someone to edit it for you when you’re done. Deciding to self-publish a book is easier now than in years past, but when it’s poorly done, it will be your reputation and business that suffers.
It may feel like your content is buried and forgotten within days or weeks after you publish it on your website, but with a little effort, you can repurpose your old blog content into something new. Best of all, you’ll reach new people and generate new leads for your real estate business at the same time.
Former Communications Director for a local Realtor Association and a big cheerleader for all things real estate related, Michaela is now a full-time freelance writer specializing in real estate and other business industries. When she's not writing the serious business-y stuff, she's likely to be found writing about the hilarity of being a Mom to two rowdy boys.