Run out of blog post ideas? See the 12 best ways to adapt your content – WAU
Content marketing is made up of ideas. But what to do when you already seem to have run out of things to talk to your audience? In this article, we will see how adapting content can be a valuable tactic for your business.
Success with content marketing depends entirely on the quality of the material produced. This means that in order to remain competitive in the market, you cannot rest and let the relevance of the content fall.
The problem is that, as the blog evolves, many realize that it becomes increasingly difficult to have good ideas for new posts. Have you ever felt that way?
If your answer was yes, we have good news: there is a simple and well-structured way to have new ideas to create current and relevant content.
In this article, we’ll teach you how to content adaptation technique, why it is worth it and 12 practical tips on how to put this concept into practice!
In this article you will see:
- how to get new ideas when you’ve explored everything your persona needs?
- Why is adapting content a valid marketing tactic?
- What kind of content deserves to be adapted?
- 12 ways to adapt your content to different formats.
How to get new ideas when you’ve explored everything your persona needs?
It’s been a while since you went through all that initial process involved in creating a blog. In the meantime, the problem of lack of ideas has been solved and you have seen the blog grow and bring good results.
But now, it seems that all the main information that the persona needed to know is already on the blog, in articles of all kinds.
Pausing the production of new content is not an option. It would only end the credibility that you have struggled so hard to build. Creating content that escapes the needs of the persona, just to publish something different, would be another fatal mistake.
This is where a content marketing “secret” that is still largely unexplored by many: content adaptation. Instead of breaking your head to find topics never covered, you can take advantage of the most successful subjects in the past and adapt them to other formats.
And, if this seems strange to you, believe me: many highly successful blogs, like the one you are reading right now, already do this on a regular basis.
But if you still need more reasons to consider adapting content, this is what we’re going to see now.
Why is adapting content a valid marketing tactic?
There is nothing wrong with adapting content. In fact, this is good practice when it comes to content marketing. After all, as David Heinemeier Hansson, co-founder of Basecamp says:
“If you want to make an impact, be prepared to say the same thing for a decade.”
How to say the same things without tiring people? Adapting the concepts to communicate the message in different ways, exactly as it is done with the content adaptation.
Thinking about it, we can mention at least 3 reasons to invest in this marketing tactic without looking back.
Reach new people
Each new content presents a business opportunity, which is to present your brand and your message to a new audience.
After all, there is no point in producing content without promoting it and making it reach the right people. In addition, not everyone likes to consume content in the same formats.
Thereby, it may be that a written article that has no appeal with part of your audience becomes interesting by being converted to a video or image.
Reinforce important concepts
Some concepts are too important to be said once. In many cases, it is necessary to educate the market, which involves repeating the same message over and over in different ways.
For that, there is nothing better than adapting content. Thus, your persona will come across the same ideas over and over again, in various formats.
The best thing about it is that she will be convinced of these ideas without even realizing that she is basically seeing the same content.
Optimize efforts and investments
Finally, you need to pay close attention to how you optimize your marketing team’s time and effort. It also means make the most of the ideas and themes defined as part of the strategy.
Is it possible that a single content in just one format is enough to cover a certain topic?
Betting on different formats to explore the same topic is a good way to ensure that your audience receives maximum value while optimizing team time and energy.
What kind of content deserves to be adapted?
Before attempting to adapt any and all content you have already published, it is important to know that there is a selection process to determine what deserves to undergo this redesign.
Instead of making a big list, with each type of article that you will do well to adapt, it is better to talk about 3 broad criteria that will help a lot in your choice.
The types of content that deserve to be adapted to other formats and republished as part of your Inbound Marketing strategy are as follows.
Also known as perennial content, this is that kind of material that has value at the time of publication and remains relevant after a long time.
It is different from news, for example, that can be out of date in a matter of days or weeks. It is worth adapting Evergreen content, precisely because of its timeless character, which makes them valuable for a long period.
Another important point is to concentrate your energies on the posts that had the greatest reach and engagement, as this indicates that they were the most well received by your persona.
How to find out what these posts are? Just look at your blog’s metrics in Google Analytics and see what content is most popular.
Other ways to see this are:
- evaluate posts with more comments on your blog;
- search for the most shared and liked articles on your social networks.
Strategic topics for your business
Finally, consider adapting content with the highest strategic value for your business, those who have greater power to leverage their results in the short, medium and long term.
For example, the Websites Are Us blog has a full article on content marketing. Over the years, this article has been adapted and updated a few times, as it is of central importance to the business strategy.
12 ways to adapt your content to different formats
Now, finally, we come to the practical part of the article. There are so many options for adaptation that it is even easy to get lost.
But start with the ones that are easiest to apply immediately and see what adjustments you may need to create content in new formats.
For example, if your company doesn’t yet produce video content, it’s worth studying how to get started with this incredible tactic.
Without delay, let’s get to the list. This is what you can do to adapt your content.
1. Update old posts and republish them
The first way to adapt content is to take the easy way out and just update it to republish. You may think that this is not the same as changing the format content.
But think again. In this update, you can include a video that adds value to the theme, even if it is not yours. You can add more images, work to make the text look more natural and include updated search sources.
2. Create a podcast
Podcasts are like radio programs on the internet. A lot of people like to consume this type of content while doing other activities, both personal and professional.
So, how about taking advantage of that post that went viral in the past and making it the subject of a podcast?
3. Produce a video
The same podcast principle applies to videos. This form of marketing, which can no longer be ignored, is very popular with all types of audiences.
In fact, here’s a double tip: use the subject of an e-book and create your video based on it. At the end of the video, download the material for those who want to know more!
That’s what we did in videos, like this one from WAU Labs, about featured snippets. We talked about a topic already covered in text, and we still link to the materials in the video description.
4. Complement your posts with infographics
In addition to being visually beautiful, infographics are very quick and practical to consume. These two factors make them a perfect addition to your online marketing strategy.
A good option is to create infographics with the main information of a post and add them to a written article.
5. Split content into a series of social posts
Social networks are dynamic environments with many passing distractions, but don’t forget that they also open doors to present valuable content.
How to balance these two elements when adapting your content to these channels? You can use full content from your blog and turn it into a series of short publications for social networks. Just don’t forget to make them very visual and attractive to attract attention.
6. Join multiple posts to create an e-book
Blog posts can attract many visitors, but rich material, such as an e-book, has the potential to go further and generate leads. On the other hand, creating an e-book takes more work and takes more time. Or is it not?
If you take advantage of a collection of articles on the same topic and turn it into an e-book, you will save time without having to change the format of the content too much.
7. Break a long guide into several posts
The reverse path from the previous tip can also work well. In some cases, your persona will not want a complete, very long and full guide on a certain topic.
It may be that she only needs specific and direct information. So, why spend a lot of time thinking about new ideas? Just break the long guides into several smaller, more specific posts.
8. Create slide shows
Slides are almost a parallel universe within digital marketing. As well? It is because they are effective, reach a large audience, but are ignored by most companies.
So, one of the best ways to adapt your content and make it look, easy to consume and ready to be explored by a new audience is to create slide shows. After that, just host them on sites like Slideshare or Slide Deck.
An example is this slide that WAU adapted from an e-book on marketing on Instagram.
9. Explore the same theme from multiple angles
Have you heard that there are two sides to each story? In fact, there may be even more than that!
The same topic can be approached in many ways, especially if you are talking about topics that involve some kind of controversy or important choice on the part of readers.
10. Convert your content to a course via email
Another way to generate leads with simplicity and to start the perfect nutrition flow is to turn your content into an email course.
This may require a little work, but the results may make the effort worthwhile. After all, your relationship with leads will deepen and generate credibility, so essential to the business process.
11. Get the media’s attention
Could any of your content be used to get the media’s attention? So, do not delay in taking advantage of these communication vehicles.
Perhaps one of your success stories contains impressive numbers, or you innovated in your market and wrote about it.
Contacting a website or print publication in your region can help to breathe new life into the content, just by spreading it in the form of news.
12. Multiply your audience with guest posts
Have you written guest posts? Publishing on another site as a guest is a great way to adapt content that has already been covered on your blog, and shed new light on them.
In addition to multiplying your audience, you can still get precious backlinks that will help rank your article at the top of search pages.
Adapting old content that has already been successful on your blog and republishing it in other formats is a simple and practical strategy. This way, you can make even more impact and reach new people with reduced effort.
A good way to start adapting content is by following tip number 4, and we help you with that. Learn now what you need to do to create amazing infographics!