Content marketing - Turn one blog into at least 10 pieces of content

You researched a trending topic you know your Target Audience (TA) cares about. You wrote and published a well-written, SEO-friendly blog… Now what? What happens next?

After publishing a well-curated blog, search engines will send a crawler to index your new content. Those crawlers will add your blog content to their ever-growing database to be used in relevant queries.

That's what happens next on the search engine side of things.
As for what YOU as the blog author and business owner do next… Let’s talk!

At first, content marketing can feel overwhelming. You might think, "What new content can I create?” But that is a very daunting thought! What if instead you think, “How can I clarify and diversify my existing content?”

Because the fact is you don’t need to generate massive amounts of uniquely different, stand-alone content. You just need different, cohesive versions of the same content.

Good content marketing starts with a strong, foundational piece of content - something marketing professionals often call pillar content. One of the best examples of pillar content is a blog. Once you have published a piece of pillar content, you can simply do content spinoffs. There really is no limit to how you can piece, parcel, and repurpose content from a blog, but here’s how you can turn one blog into at least ten pieces of gorgeous content.

Content #1 – The blog itself

Write and post an SEO-friendly blog on your website. Ensure the blog topic is trending and relevant to your Target Audience (TA). The content should be well-curated and well-formatted per blogging best practices.

Content #2 – Behind-the-scenes Instagram story

Capture some quick b-roll footage of you publishing the blog or talking about why you chose this topic. Share your intentions behind the content and/or the biggest takeaway(s). And, of course, include a hyperlink to direct viewers to the blog.

Content #3 – Pinterest post

Condense your entire blog down to a 50-100 word summary. If it is a listicle blog, all you may need to do is extract your sub-headers or use your blog outline. Then use Canva or similar design app to create an aesthetic, on-brand Pinterest post featuring the 50-100 words of summary content. Don’t forget to include a hyperlink leading viewers back to the original blog post on your website. Not only is that great marketing for your blog, it’s also a fantastic backlink! (Remember – Pinterest is not the same as social media. It’s a search engine – a really unique one.)

Content #4 – Social media video reel version #1

First, find on-brand stock video or record background video footage. From here, you have two options. Either overlay the video with the summary text from your Pinterest post, or consider doing a voiceover and reading your summary text. Get as creative as you dare, but keep the video very short and under one minute.

Content #5 – Social media video reel version #2

If you are comfortable being on camera, create a 30-60-second real, YouTube short, or TikTok of you just freestyle-talking about the blog topic. Focus on why you selected that topic, what makes the topic useful/relevant to your followers, and why the topic matters to you. Close with a clear Call to Action (CTA), "Click the link below to learn more..." and include a hyperlink to your blog post.

Content #6 – Social media carousel post

Pull 3-5 of the best ‘one-liners’ from the blog. If it’s a well-written blog, you should have several to choose from. Try to find the sentences that pack the biggest punch – the ones you know are most intriguing. Use Canva or similar app to create an on-brand image for each blog quote. Your final image should include your website URL and logo. Upload the photos as a social media carousel post.

Content #7 – Newsletter content

Recent blogs make fantastic newsletter content! Create a 50–150-word summary of your blog topic, but don’t make the overview as thorough as your Pinterest summary. Simply focus on introducing the blog and share why the topic is relevant to your subscribers. You want to say just enough to make your subscribers want to click the link and read the whole blog.

Content #8 – A podcast script

A well-written blog can easily become a script or topical outline for a podcast episode. Consider both your Target Audience and the blog topic and find a Podcast that touches one or both. Podcast hosts are constantly looking for reputable, credible guests to interview on their show. Your latest blog could become a conversation guide for their next episode with you as their featured guest. Once the episode airs, you'll score some valuable backlinks and have an excellent new piece of pillar content to piece and parcel out.

Content #9 – A YouTube video script

If you have a YouTube channel, consider how you might turn your blog into a storyboard for a YouTube video. Most blogs, especially listicle and how-to blogs, can translate very well into a video format.

Content #10 – Workshop or webinar content

Blogs can easily be turned into workshop/webinar content. Focus on your “How To” blogs… the ones that provide step-by-step solutions for problems you know your Target Audience has. Whether you host workshops in-person or virtually through services like Meetup, offering workshops can be a great way to connect with your Target Audience, market your brand, and repurpose your blogs.

BONUS – Turn your blogs into a book

Mark Manson's The Subtle Art of Not Giving a F and James Clear's Atomic Habits are two very famous examples of how your website blogs can act as the foundation of a future book. Both Manson and Clear accumulated very successful blogs to the point they eventually compiled their blogs and then used them as a foundational draft for their bestselling books. The blog-to-book idea may not be applicable for every brand, but for small business owners and influencers, it's definitely one to keep in mind.

Need more than just ideas and high-level instruction?

It can be easy to get stuck in the gap between an idea and implementation. If you need some professional marketing support please contact me. Helping health and wellness businesses with content marketing is what I do.

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How to turn one blog into
ten pieces of content