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Feeling like you’re in content creation overload? Stop struggling and start thinking strategically. Here’s how repurposing old blog posts can simplify your life.

Ever feel like you’re in a content creation hamster wheel?

Many companies face content creation overload. Writers (and managing editors) feel like they’re in a never-ending loop of “what do we write about now?” It’s not enough to write an occasional blog post. Today, content development teams must brainstorm tweets, create smart social updates and maintain an active blog presence. Plus, they have to handle their other writing duties.

If you’re feeling the time-crunch, you’re not alone. According to the 2014 B2B Content Marketing: Benchmarks, Budgets and Trends study from MarketingProfs and the Content Marketing Institute, “Aside from lack of time, B2B marketers consistently cite producing enough content and producing the kind of content that engages as their top challenges.”

The key to successful ongoing content creation is working smarter, not harder. Leveraging content you’ve already written is the key to success (and can help you keep your sanity!). With a little tweaking, old blog posts can be dusted off and turned into a variety of new content assets.

Here’s how to make it happen:

Revise old blog posts.  Every site has “good, but could be better” blog posts. Maybe the post is dated and requires some freshening up. Maybe you can add additional information and enhance the readers’ experience. Or maybe, some additional TLC could turn a good blog post into a great one. Simply make any necessary revisions (including a note stating why you revised the post) and repost the article. This is also a great way to ensure all of your old posts are relevant and up-to-date.

Create an ebook. Want to write an ebook but you’re short on time? Find five to 10 posts that are grouped around a common theme and use them as your ebook foundation. You’ll have to write an introduction, a conclusion and make sure the content flows – so there is some writing involved. However, utilizing this technique will take you far less time than writing an ebook from scratch.

Comb through your site for “tweetable” blurbs. Review your pages and look for the “wow statement” – a succinct, powerful sentence that grabs your readers’ attention. You can post these “wow statements” as LinkedIn updates, tweets, Google+, and Facebook posts. Don’t forget to link back to the original post. This way, people can read the post and (hopefully) sign up for your newsletter. Because you do have a newsletter. Right?

Create content roundups from old blog posts. Content roundups are a great way to write a new blog post, fast.  All you need to do is choose a theme and link to five to ten related blog posts. For instance, “Five Consumer Psychology Posts Every Writer Should Read” or “7 Ways to Shorten Your Sales Cycle.” It’s best to include an introduction and a short, catchy post summary (3-5 sentences) after every article link. Writing short “why you should read this now” summaries fleshes out your post and gives your readers more information.

Develop an educational autoresponder series. Many prospects require additional education before they can make an informed buying decision. Instead of bombarding them with all of your information at once, pull content from existing posts and develop a short email series. The series could be a quick read, highly educational, and include a tip or action step. Plus, since prospects would opt-in to your email series, you’ll reach a highly targeted (and motivated) reader.

Isn’t it time to break free of the content creation hamster wheel?  Your older posts will see fresh, new traffic. You’ll create new, value-added content assets. And your writing life will be simplified.

Why not give it a try?

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Heather Lloyd-Martin

About Heather Lloyd-Martin

Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. Recognized worldwide as a first-generation search marketing expert, her life is split between watching the search engines dance and pinpointing the exact direct response copywriting strategies that make people buy.

Career highlights include:

  • Profiled in the book Online Marketing Heroes as the pioneer of SEO copywriting.
  • Mentioned as a must-follow online marketing genius in the book The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success.
  • Past-chair of the Direct Marketing Association’s Search Engine Marketing Council.
  • Developer of the SEO Copywriting Certification program, the only industry-endorsed training program teaching SEO Copywriting best practices.
  • Voted one of 2012′s Top Women in SEO, and nominated again in 2013.
  • Advisory board member of SEMpdx, and serves on the board of American Writers and Artists, Inc.
  • Quoted and cited in many publications, including The Huffington Post, Target Marketing Magazine, Entrepreneur Magazine and others.

Presenting at industry events is one of Heather’s passions, and she’s frequently crossing time zones en-route to her next speaking gig. You can see her speaking at Darden School of Business, Search Engine Strategies, SMX, Small Business Marketing Unleashed, PubCon and a host of other events. In her spare time, she enjoys crazy-making travel, grueling workouts, Starbucks extra-hot soy lattes and hanging out with her husband, two dogs and one cat in West Linn, OR.

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