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We look at why you would possibly decide a instrument like Buffer over simply utilizing the scheduling options within the apps themselves.How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach

In case you’re publishing high quality weblog content material, you’re additionally creating excellent content material for LinkedIn — you simply have to discover ways to repurpose it.

I’m Irina, a Development and search engine marketing Advisor, and I assist firms develop their visibility with inbound advertising. Over the past eight years, I’ve helped well-known SaaS firms (like Hunter and Aura) develop their visitors to tons of of 1000’s of periods from natural and social media channels

I additionally contribute to fashionable SaaS blogs (like Ahrefs, MOZ, and now Buffer!) and repurpose that content material to extend my LinkedIn visibility.

On this complete information, I’ll share my confirmed course of for repurposing weblog content material into high-performing LinkedIn posts. You may apply these methods to extend your weblog visitors, build a personal brand, and grow your LinkedIn following.

Let’s dive proper in!

Why you need to repurpose content material for LinkedIn

There are a number of strategic the explanation why repurposing content for LinkedIn is well worth the effort:

  1. Develop your attain: Repurposing content material places your work in entrance of 1000’s of pros and organizations in your goal business or area of interest. As an alternative of attempting to attract LinkedIn customers to your weblog within the first place, you convey the content material straight to them on the platform they already use each day.
  2. Enhance visitors: Many bloggers discover attracting new guests to their websites difficult. Natural search and social media referrals have diminishing returns over time, so discovering new visitors sources is essential. LinkedIn drives 46 percent of social visitors to B2B web sites, and a well-optimized repurposed put up can faucet into that visitors stream.
  3. Showcase experience: LinkedIn is a web-based resume and portfolio highlighting your work historical past and area experience. By proactively sharing your weblog content material immediately on the platform, you possibly can showcase your information to new audiences organically over time.
  4. Networking: Publishing share-worthy insights is a confirmed option to seize the eye of acknowledged figures in your discipline. Business leaders, potential companions, associates, and collaborators monitor LinkedIn for related content material and commentary.
  5. Price and time saving: Creating new weblog content material requires important upfront funding. You will need to analysis subjects, define posts, write drafts, collect visible property, promote your content material, and extra with every bit you produce. Repurposing, then again, means taking present self-created property and distributing them for brand new channels. 

How to decide on weblog posts for LinkedIn repurposing

When deciding on present weblog content material to repurpose for LinkedIn, observe this three-step filtering course of:

Choose content material with repurposing potential

Step one is figuring out posts with the best potential worth when repurposed for LinkedIn audiences. Excellent content material varieties embody:

  • Final guides and ebooks
  • Evergreen "tips on how to" articles
  • Podcasts (Most podcast instruments, like Riverside, Descript, and Adobe Audition, have options that can make it easier to repurpose video and audio clips.)
  • Enterprise technique and profession recommendation
  • Newbie's guides
  • Finest practices posts
  • Linkable property (aka magnet content material)

This evergreen, high-value content material tends to draw regular natural visitors and engagement over time, making it good for giving new life via LinkedIn repurposing.

Determine timeless weblog posts

Subsequent, dig into your weblog visitors analytics and engagement information to pinpoint particular top-performing posts demonstrating continuous readership curiosity over time. Kind historic content material by metrics like:

  • Whole lifetime pageviews
  • Social shares throughout platforms
  • Quantity and high quality of feedback
  • Proportion of search visitors

Posts that rank extremely throughout these engagement elements reveal their enduring usefulness and urge for food from readers. This alerts robust repurposing potential.

Reviewing weblog put up efficiency

Lastly, assess shortlisted posts primarily based on their potential to supply related worth for LinkedIn audiences if revealed natively on the platform. Contemplate:

  • Breadth of enchantment for professionals throughout industries
  • Potential to focus on your experience credibly
  • Potential to spark constructive discussions

This relevance verify ensures you solely repurpose content material that’s poised to resonate primarily based on what engages LinkedIn's group each day.

By following this three-step filtering course of, you possibly can confidently establish and choose optimized weblog content material with most repurposing viability for LinkedIn.

How one can get probably the most out of repurposing your content material for LinkedIn

When you’ve chosen excellent weblog content material to repurpose, it’s time to customise it for LinkedIn to drive most visibility and engagement.

Listed here are my prime seven strategies for optimizing repurposed weblog posts for achievement on LinkedIn:

1. Tailor content material to the viewers

Keep away from merely reposting your weblog content material verbatim. The introduction and opening paragraphs particularly ought to be tweaked to higher align together with your viewers.

Ask your self:

  • How will this assist fellow professionals or business friends particularly?
  • What widespread frustrations or wants does this tackle?

Then incorporate that perspective proper up entrance earlier than moving into particulars, information factors, and so on., shared out of your unique piece.

Framing content material round shared factors {of professional} relevance higher engages guests scrolling shortly. Give them clear takeaways tailor-made to their function wants earlier than proving your experience intimately.

For instance, I repurposed my private article for MOZ on LinkedIn and began my put up with a standard drawback:

“The record of high-intent key phrases you possibly can goal is proscribed.” 

How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach

Right here, I shortly teased my methods on what to do after you’ve exhausted the high-intent key phrase record however left the juicy particulars within the article for the readers to seek out.

2. Incorporate LinkedIn’s distinctive options

Embrace native LinkedIn functionalities different networks lack to make your repurposed content material extra seen and interactive.

Examples embody:

  • Related hashtags: Strategically embody tags so your posts seem throughout associated conversations exterior your rapid community. Prioritize broader business hashtags over area of interest pursuits.
  • Mentions: Proactively notify influential profiles referenced immediately in your put up. This exposes your repurposed content material to entire new spheres of connections.
  • LinkedIn articles: For long-form posts, natively publish and hyperlink to those as a substitute of off-site blogs to look extra prominently in feed searches.
  • Polls: Immediate commentary by asking an intriguing query associated to your content material and sharing preliminary opinions.
  • Carousels: LinkedIn carousels, the platform’s model of a slideshow, make it easier to visually and mentally have interaction your viewers as they click on via slides containing your key take-home messages 

Tapping into these choices makes your repurposed content material really feel like a extra pure, value-driven a part of the LinkedIn group versus an out-of-context weblog put up dump.

3. Begin robust with compelling headlines

You solely have a break up second to seize consideration as guests scroll via crowded feeds. An intriguing but skilled headline lures readers higher than generically reusing your present weblog put up title verbatim.

My go-to formulation is:

Frequent frustration + teased answer

I title the problematic signs readers probably share after which trace on the particulars out there in my full put up.

4. Embrace a transparent, actionable CTA

Each repurposed put up ought to direct readers someplace strategic as soon as they attain the top. Don’t depart them and not using a really useful motion.

Calls to motion give repurposed content material stickiness. Readers shouldn’t passively devour the put up after which transfer on. They need to have interaction additional together with your model after studying.

Some CTA choices embody:

  • Visiting your web site for associated sources
  • Signing as much as your e-mail record
  • Messaging you on LinkedIn
  • Taking part in a LinkedIn ballot

Considered one of my favourite CTAs is the easy and simple “verify the primary remark,” which inspires the reader to interact with the put up in the event that they want to see the complete article. 

Another excuse I like this CTA is that, based on Buffer's research, posts that embody hyperlinks on LinkedIn have a a lot decrease engagement price than different codecs (assume video, photos, and textual content). That is probably as a result of LinkedIn desires its customers to remain on their platform, which is a matter if you wish to direct a client to considered one of your weblog posts off LinkedIn. Placing your exterior hyperlink within the feedback part and inspiring the reader to click on it with the “verify the primary remark” CTA navigates this drawback:

How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach

5. Use emojis strategically 

LinkedIn permits utilizing emojis, however you could steadiness persona with professionalism.

I like to recommend:

  • Utilizing one to 2 emojis max per put up
  • Putting emojis solely beside key factors or calls to motion

This prevents your put up from seeming too casual but makes it extra scannable.

How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach

6. Cross-promote your content material

In case you reference, quote, or hyperlink to noteworthy business accounts in your unique weblog article, be sure you tag them utilizing @mentions within the LinkedIn model.

This exposes your content material to their entire community. Then, their followers and connections see your put up featured prominently of their feed because it consists of somebody they already observe.

Influencers self-promote, so proactively tagging them incentivizes sharing your put up containing their title to unfold their private model additional.

How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach

Moreover, once you tag these influencers and business accounts, think about reaching out to them with a considerate message concerning the put up to domesticate that relationship

Carousels stand out brilliantly in crowded LinkedIn feeds, particularly on cellular. Distill your put up into key statistics, speaking factors, or visible property shared horizontally. They’re additionally amongst LinkedIn’s best-performing sorts of content material, per the Buffer information I discussed earlier.

You may as well use the ultimate slide in your CTA, directing folks to proceed partaking in your web site.

Carousels function individually from hyperlink previews. Even when readers don’t click on via to your full put up, they nonetheless soak up core insights full with meant messaging and branding.

Right here's a cheat sheet summarizing suggestions for optimizing repurposed content material:

Purpose

Optimization Tactic

Seize consideration

Adapt intro for professionals

Enhance visibility

Use hashtags, mentions, articles, and so on.

Make content material scannable

Compelling headline, emojis by key factors

Drive motion

Clear name to motion

Develop attain

Tag featured influencers

Enhance consumption

Create eye-catching carousel

Optimizing your repurposed weblog articles utilizing these greatest practices massively elevates the probability of garnering robust engagement vs. blithely reposting one thing verbatim.

For instance, at Aura, we created a fast and fascinating carousel to tease the important thing concepts of the article we wanted to share, with the final slide containing the CTA “be taught extra” on the Aura weblog:

How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach

8. Share refreshed content material

Repurposing evergreen content material means that you can refresh and replace older posts with new examples, information factors, suggestions, and so on., whereas retaining the core worth.

For example, at Aura, we often share our weblog posts on LinkedIn (and different social media channels) instantly following main updates, resembling these posts we launched about identity theft and the vulnerability of iPhones compared to Nokias

How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach
How I Repurpose Blog Content into LinkedIn Posts to Expand My Reach

Finest practices for posting repurposed content material

You’ve rigorously custom-made your chosen weblog posts for LinkedIn. Now, it's time to work on actively publishing to advertise discovery and readership.

Listed here are three suggestions:

1. Put up throughout optimum engagement home windows

Take note of when your audience tends to be most actively scrolling LinkedIn to pinpoint excellent instances for sharing content material.

Analysis means that between 8 a.m.-12 p.m., Wednesday, Thursday, and Friday are the best times to post on LinkedIn, as these instances have the best person engagement charges. Share thought leadership-style posts like repurposed blogs when professionals are proactively networking.

Each viewers has completely different habits, although. Buffer’s Analytics feature helps you see an outline of what day, kind of put up, and frequency is greatest for every of your related channels. 

2. Create an editorial calendar

Scheduling content material prematurely prevents scrambling to repeatedly crank out social posts every day. 

Making a content calendar helps you establish weblog posts you need to repurpose and share over the following month after which plug them into an editorial calendar alongside different deliberate LinkedIn content material.

Social media management tools like Buffer are good for saving your concepts, planning your content material, and scheduling your posts. 

3. Decide to consistency 

Sporadic posts fail to ascertain authority. Professionals ignore profiles with a lot of dormant intervals indicating doubtful experience.

Analysis exhibits that accounts that put up 20 times a month reach 60 percent of their target audience, however those who publish greater than this, as much as 80 instances a month, will extra reliably be seen by the folks they’re attempting to achieve. 

Consistency, not amount, issues most. Repurposing evergreen content material makes managing a dependable posting cadence rather more possible in the long run vs. ranging from scratch perpetually.

Maximize influence with strategic content material repurposing

Content material repurposing, particularly of evergreen weblog posts for LinkedIn, gives a strategic, hassle-free tactic for materially rising your attain and affect. Rigorously chosen present content material will get a second life in entrance of the platform's over 850 million member base. 

This drives model discovery, web site visitors, lead technology, and partnerships with minimal effort in your finish. The following time you publish successful article you need to proceed capitalizing on past simply weblog readers, put aside half-hour to craft a custom-made LinkedIn model following one of the best practices outlined on this information. 

Then, watch the repurposing ROI roll in for months to return! You increase your influence exponentially with out regularly crafting new content material from scratch.

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