Your blog posts are a valuable marketing tool that can be used differently many times over to reach new audiences.
A great way to achieve that is to repurpose your existing blog posts into courses and webinars.
That way, your inbound marketing strategy gets a powerful new upgrade that you don’t have to develop from scratch. It is a very effective method for attracting customers.
Outgrow has reported that 20 to 40 percent of webinar attendees turn into qualified leads, with free online courses also acting as magnets for qualified leads.
In this blog post, we will share some tips on repurposing blog posts to create webinars and courses that excel at capturing attention and making lasting impressions.
Identify High-Performing Posts and Topic Clusters
Identify which of your blog posts performed the best and had a high engagement with your audience.
If a topic you’ve covered in a blog post had a lot of inbound traffic, make a course, or host a webinar event to address the topic.
There are 3 reasons why your strategy should start with your high-performing posts.
- They help you identify possible topic clusters, i.e., the topics that readers often search for, instead of popular keywords.
- The shares, comments, and views help you address your audience’s specific pain points and approach the topic again in more detail.
- Blog analytics reveal the average time spent on pages, so you can tell how many people have read through the entire blog post and how you should present the content.
In short, your highest performing blog posts will give you the foundation for your webinar/course strategy.
After you’ve identified your top posts and topic clusters, you’re ready to work on the content.
Update the Data in Your Old Posts
A great learning experience relies on accurate and current data.
When you use the content of your old blog posts as a foundation for a new course, make sure to update the data as necessary.
Since industry trends change often, the content of your blog posts has to address the current state of the situation, industry, or topic.
When you’re reevaluating blog data, don’t focus only on the timestamp.
Instead, put in the effort to compare the data from your old posts to the current situation. Ask yourself such questions as:
- What changes have occurred?
- Is the topic still relevant in light of new data?
- How does the data from old blogs relate to today’s state?
Imagine you’re planning an online course on eCommerce, and you’re repurposing your old posts and infographics from 2018 for it.