7 minute read

There are so many different ways to go about marketing your real estate business that it can be quite overwhelming to think about all the possibilities and the work required to maintain each active content outlet.

If you’re married to promoting your business on just one platform, like Facebook, you’re running the risk that this rented land will eventually boot you off (if you unknowingly violate their terms of service) or turn against you in some other way (like making you pay to reach fans you’ve already gotten to follow you).

But what if I told you that all the efforts you put into one piece of content can be repurposed to make it go further than you initially thought possible? What if one piece of content could help you successfully accomplish business goals on multiple platforms?

Ideally, you’ll start this process of content repurposing (also referred to as atomising content) by publishing blog content. The reason? This long-form content type helps drive relevant traffic via SEO and contains plenty of fodder that can be repurposed in many ways, for many platforms.

Upon publishing a new blog post or video, consider adding these steps to your content promotion checklist to make it work for you.

#1: Cross-Posting & Syndicating Content

If you know a little bit about SEO, you’ve probably been introduced to the concept of duplicate content. If you’re more of a beginner when it comes to this aspect of digital marketing, here’s what you need to know:

According to Moz, duplicate content is “content that appears on the Internet in more than one place”. The most important thing for you to know about duplicate content is that it can cause a Google penalty and hurt your ability to rank in relevant search.

Some people publish duplicate content by accident—perhaps submitting already published content as a guest post for another blog, not understanding the consequences of their actions (especially if the guest blog is more authoritative than theirs!). Others do this on purpose to penalise high-performers in their industry. But unlike in a criminal court of law, intent doesn’t factor into your final judgement—Google levies a penalty either way.

The most important thing for you to know about duplicate content is that it can cause a Google penalty and hurt your ability to rank in relevant search.

Because of the potential problems that duplicate content can cause, many shy away from anything that appears to look like it. But there are a few ways that you can engage in blog content repurposing without incurring the wrath of Google.

First, you can republish content to Medium and LinkedIn’s publishing platforms without having to worry about getting a duplicate content penalty. By doing so, you benefit from pushing your content in front of existing followers and the audiences on each platform.

According to Search Engine Journal, based on an in-depth study of people who have tested the impact of republishing content to LinkedIn and Medium, in most cases, you don’t have to worry about a duplicate content penalty. You can help lower the possibility of a duplicate content penalty by waiting a week to republish content to another platform, editing content to be slightly different, and using canonical links to point to the original publication URL.

If WordPress and Medium are part of your content promotion strategy, installing the Medium plugin can help you cross-post automatically.

According to Moz, canonical links are “a way of telling search engines that a specific URL represents the master copy of a page”. Using this concept of canonical links, you can also syndicate content from your blog to other blogs. Popular blog syndication platforms like Business2Community make it easy to reach a new audience and drive more attention to the content you work so hard to create.

#2: Social Media

You likely already have some sort of social media strategy in place to promote blog content, even if it’s as simple as sharing your blog’s title and link on your active social networks (Tweetily is a WordPress plugin that can do this for you). But wouldn’t it be nice to automate some of this process in an effective way?

Missinglettr automates the promotion of blog content on social media. Simply add a blog URL (or your blog’s RSS feed) and Missinglettr generates several social post variations, to be dripped out over the course of a year. Edit individual content pieces as you see fit, approve the campaign, and the rest works like magic—no heavy lifting required.

Most people focus the majority of their content promotion efforts right after a blog post is published. By employing some of these ideas for content repurposing, you’re creating a more effective long-term strategy to get the most out of all the content you work so hard to create.

#3: Email Marketing

Besides sharing new blog content on social media, you’ll want to remember to also share it with the audience you’ve built over email.

If you’re just getting started with email marketing, look through our list of email marketing best practices before sending off your first campaign. But if you’re already regularly sending emails to your subscribers, consider incorporating your new blog posts into your regular newsletter sends—or give them their own dedicated emails!

Avoid sharing the entire content of a blog post over email, instead drawing out snippets and using the principles of content repurposing to tease them to click through and read the entire article.

Your email subscribers won’t necessarily know if you have new blog content unless you put it in from of them. As algorithmic reach on social platforms like Facebook declines, you can’t necessarily assume that email subscribers who follow you on social will see your blog posts there.

#4: Video

Give your written words new life by creating videos from your blog content.

Like Missinglettr, Lumen5 gets to work when you feed it a blog URL or connect a blog RSS feed. It automatically pulls phrases and generates relevant imagery based on the content it detects.

You can easily customise the words and imagery to your personal tastes, add music and other effects, then download the resulting video. It’s easier than you think and content repurposing takes mere minutes once you get the hang of the tool.

If shooting video is part of your existing marketing efforts, use these smartphone video apps to easily edit to your style.

#5: Images

It should come as no surprise that people process images more quickly than text, and that visual marketing can help get more attention to your blog content. But besides making sure to pick an engaging feature image and breaking up your text with screenshots and other imagery, you might also consider turning your blog post into an image asset of its own.

According to Dictionary.com, infographics are “a visual presentation of information in the form of a chart, graph, or other image accompanied by minimal text, intended to give an easily understood overview, often of a complex subject”. While the definition may make this visual content strategy sound complicated, it doesn’t have to be.

There are a number of online graphic design tools you can use to make the process easy—even if you don’t have any background in graphic design. Just make sure to follow these guidelines for sourcing images if you’re using any third-party image assets, to stay on the right side of the law!

#6: Bonus: Audio (Podcasting)

The majority of this advice has focused on starting with blog content, then repurposing it into other types of media. This bonus tip on content repurposing instead focuses on starting with audio content.

Stepps repurposes content from both starting points: blog and audio. You’re reading an example of our blog content and you might also be aware that there’s a real estate podcast. Since running a podcast is no small task, Stepps does everything possible to make the most of this content source.

There are a few things you can do to repurpose podcast content. First, consider doing a video interview. You can post the video on your Youtube channel to help grow followers there. Then, strip the audio from the video and you’ve got a podcast ready to submit to iTunes (or wherever you host yours).

Finally, get a transcript of your podcast and publish it as a blog post (with a link to your audio podcast and an embed of your Youtube video) to help with SEO. Temi offers speech to text transcription services using advanced speech recognition software for just $0.10/minute!

Final Thoughts

Turning one piece of content into five individual pieces of content isn’t something that happens by magic—you’ll have to put a little effort forth to make it happen. But content repurposing can be a lot simpler—and much more effective—than constantly publishing new blog posts that sit around, ignored.

Apply the Pareto principle to your content strategy so that you spend 20% of your time creating new content and 80% promoting it. By spending less time on content creation and more time on content promotion, you’ll be in a better place to accomplish your most important business goals.

Do you have another trick for content repurposing that we missed? Let us know in the comments!

Author: Madeline Osman

Email Address: madeline.osman@gmail.com

“I help businesses grow traffic and sales with content marketing”

SEO Content Strategist at The Blogsmith