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

If you happen to’re publishing high quality weblog content material, you’re additionally creating excellent content material for LinkedIn — you simply must learn to repurpose it.

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

I additionally contribute to widespread 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 possibly can apply these methods to extend your weblog visitors, build a personal brand, and grow your LinkedIn following.

Let’s dive proper in!

Why it’s best to repurpose content material for LinkedIn

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

  1. Increase your attain: Repurposing content material places your work in entrance of 1000’s of execs and organizations in your goal trade or area of interest. As an alternative of making an attempt to attract LinkedIn customers to your weblog within the first place, you carry the content material straight to them on the platform they already use each day.
  2. Increase 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 submit 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 instantly on the platform, you possibly can showcase your information to new audiences organically over time.
  4. Networking: Publishing share-worthy insights is a confirmed solution 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. Value and time saving: Creating new weblog content material requires important upfront funding. You should analysis subjects, define posts, write drafts, collect visible belongings, promote your content material, and extra with each bit you produce. Repurposing, then again, means taking present self-created belongings 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. Best content material sorts embrace:

  • Final guides and ebooks
  • Evergreen "the right way to" articles
  • Podcasts (Most podcast instruments, like Riverside, Descript, and Adobe Audition, have options that may enable you to repurpose video and audio clips.)
  • Enterprise technique and profession recommendation
  • Newbie's guides
  • Finest practices posts
  • Linkable belongings (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 by way of LinkedIn repurposing.

Determine timeless weblog posts

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

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

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

Reviewing weblog submit efficiency

Lastly, assess shortlisted posts based mostly on their potential to supply related worth for LinkedIn audiences if printed natively on the platform. Think about:

  • Breadth of attraction for professionals throughout industries
  • Capability 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 based mostly on what engages LinkedIn's group each day.

By following this three-step filtering course of, you possibly can confidently determine 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 high seven strategies for optimizing repurposed weblog posts for fulfillment 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 needs to be tweaked to higher align together with your viewers.

Ask your self:

  • How will this assist fellow professionals or trade friends particularly?
  • What widespread frustrations or wants does this deal with?

Then incorporate that perspective proper up entrance earlier than moving into particulars, knowledge factors, and so forth., shared out of your authentic 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 submit with a typical drawback:

“The listing 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 listing 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 embrace:

  • Related hashtags: Strategically embrace tags so your posts seem throughout associated conversations outdoors your quick community. Prioritize broader trade hashtags over area of interest pursuits.
  • Mentions: Proactively notify influential profiles referenced instantly in your submit. 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 an alternative 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, enable you to visually and mentally have interaction your viewers as they click on by way of 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 submit dump.

3. Begin robust with compelling headlines

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

My go-to method is:

Frequent frustration + teased resolution

I identify the problematic signs readers probably share after which trace on the particulars accessible in my full submit.

4. Embrace a transparent, actionable CTA

Each repurposed submit ought to direct readers someplace strategic as soon as they attain the top. Don’t depart them with no really useful motion.

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

Some CTA choices embrace:

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

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

One more reason I like this CTA is that, in keeping with Buffer's research, posts that embrace hyperlinks on LinkedIn have a a lot decrease engagement charge than different codecs (suppose video, photos, and textual content). That is probably as a result of LinkedIn needs its customers to remain on their platform, which is a matter if you wish to direct a shopper to one in all 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 should stability character with professionalism.

I like to recommend:

  • Utilizing one to 2 emojis max per submit
  • Inserting emojis solely beside key factors or calls to motion

This prevents your submit 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

If you happen to reference, quote, or hyperlink to noteworthy trade accounts in your authentic 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 submit featured prominently of their feed because it consists of somebody they already observe.

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

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

Moreover, if you tag these influencers and trade accounts, think about reaching out to them with a considerate message in regards to the submit to domesticate that relationship

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

You too can use the ultimate slide to your CTA, directing individuals to proceed participating in your web site.

Carousels function individually from hyperlink previews. Even when readers don’t click on by way of to your full submit, they nonetheless soak up core insights full with supposed messaging and branding.

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

Objective

Optimization Tactic

Seize consideration

Adapt intro for professionals

Enhance visibility

Use hashtags, mentions, articles, and so forth.

Make content material scannable

Compelling headline, emojis by key factors

Drive motion

Clear name to motion

Increase attain

Tag featured influencers

Enhance consumption

Create eye-catching carousel

Optimizing your repurposed weblog articles utilizing these finest 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 “study 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 permits you to refresh and replace older posts with new examples, knowledge factors, suggestions, and so forth., whereas retaining the core worth.

As an example, at Aura, we usually 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 fastidiously 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. Submit 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 totally different habits, although. Buffer’s Analytics feature helps you see an summary of what day, sort of submit, and frequency is finest for every of your linked 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 determine 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 determine authority. Professionals ignore profiles with a lot of dormant intervals indicating doubtful experience.

Analysis exhibits that accounts that submit 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 individuals they’re making an attempt to achieve. 

Consistency, not amount, issues most. Repurposing evergreen content material makes managing a dependable posting cadence way 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, affords a strategic, hassle-free tactic for materially rising your attain and affect. Fastidiously 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 era, and partnerships with minimal effort in your finish. The following time you publish a success 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 come back! You increase your influence exponentially with out regularly crafting new content material from scratch.

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