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For those who’re publishing high quality weblog content material, you’re additionally creating perfect content material for LinkedIn — you simply have to discover ways to repurpose it.
I’m Irina, a Development and search engine optimisation 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 hundreds of periods from natural and social media channels.
I additionally contribute to standard 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, construct a private model, and develop your LinkedIn following.
Let’s dive proper in!
Why it is best to repurpose content material for LinkedIn
There are a number of strategic the reason why repurposing content material for LinkedIn is definitely worth the effort:
- Increase your attain: Repurposing content material places your work in entrance of hundreds of pros and organizations in your goal business or area of interest. As a substitute of attempting 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 every day.
- 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 % of social visitors to B2B web sites, and a well-optimized repurposed put up can faucet into that visitors stream.
- 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’ll be able to showcase your information to new audiences organically over time.
- Networking: Publishing share-worthy insights is a confirmed solution to seize the eye of acknowledged figures in your subject. Business leaders, potential companions, associates, and collaborators monitor LinkedIn for related content material and commentary.
- Value and time saving: Creating new weblog content material requires vital upfront funding. You have to analysis matters, define posts, write drafts, collect visible property, promote your content material, and extra with each bit you produce. Repurposing, then again, means taking present self-created property and distributing them for brand spanking 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 very best potential worth when repurposed for LinkedIn audiences. Supreme content material sorts embody:
- Final guides and ebooks
- Evergreen “find out how to” articles
- Podcasts (Most podcast instruments, like Riverside, Descript, and Adobe Audition, have options that can allow you to repurpose video and audio clips.)
- Enterprise technique and profession recommendation
- Newbie’s guides
- Greatest 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 by 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:
- Complete 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 based mostly on their capacity to supply related worth for LinkedIn audiences if printed natively on the platform. Contemplate:
- Breadth of attraction 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 based mostly on what engages LinkedIn’s neighborhood every day.
By following this three-step filtering course of, you’ll be able to confidently determine and choose optimized weblog content material with most repurposing viability for LinkedIn.
Find out how to 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 methods 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 needs to be tweaked to raised align along with your viewers.
Ask your self:
- How will this assist fellow professionals or business friends particularly?
- What frequent frustrations or wants does this deal with?
Then incorporate that perspective proper up entrance earlier than stepping into particulars, information factors, and many others., 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 position 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 downside:
“The listing of high-intent key phrases you’ll be able to goal is restricted.”
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 embody:
- Related hashtags: Strategically embody tags so your posts seem throughout associated conversations outdoors your instant 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, allow you to visually and mentally interact your viewers as they click on by 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 neighborhood 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 by crowded feeds. An intriguing but skilled headline lures readers higher than generically reusing your present weblog put up title verbatim.
My go-to method is:
Widespread frustration + teased answer
I identify the problematic signs readers doubtless share after which trace on the particulars accessible in my full put up.
4. Embody a transparent, actionable CTA
Each repurposed put up ought to direct readers someplace strategic as soon as they attain the tip. Don’t go away them with out 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 interact additional along with your model after studying.
Some CTA choices embody:
- Visiting your web site for associated assets
- Signing as much as your e mail listing
- Messaging you on LinkedIn
- Collaborating in a LinkedIn ballot
One in every of my favourite CTAs is the easy and easy “verify the primary remark,” which inspires the reader to have interaction with the put up in the event that they want to see the total article.
Another excuse I like this CTA is that, in keeping with Buffer’s analysis, posts that embody hyperlinks on LinkedIn have a a lot decrease engagement price than different codecs (suppose video, photos, and textual content). That is doubtless 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 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 downside:
5. Use emojis strategically
LinkedIn permits utilizing emojis, however you need to steadiness persona with professionalism.
I like to recommend:
- Utilizing one to 2 emojis max per put up
- Inserting emojis solely beside key factors or calls to motion
This prevents your put up from seeming too casual but makes it extra scannable.
6. Cross-promote your content material
For those who reference, quote, or hyperlink to noteworthy business accounts in your authentic weblog article, make sure to 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 contains somebody they already observe.
Influencers self-promote, so proactively tagging them incentivizes sharing your put up containing their identify to unfold their private model additional.
Moreover, once you tag these influencers and business accounts, contemplate reaching out to them with a considerate message in regards to the put up to domesticate that relationship
7. Create an eye catching carousel
Carousels stand out brilliantly in crowded LinkedIn feeds, particularly on cell. Distill your put up into key statistics, speaking factors, or visible property shared horizontally. They’re additionally amongst LinkedIn’s best-performing varieties of content material, per the Buffer information I discussed earlier.
You can too use the ultimate slide on 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 to your full put up, they nonetheless take in core insights full with supposed messaging and branding.
This is a cheat sheet summarizing suggestions for optimizing repurposed content material:
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 wished to share, with the final slide containing the CTA “study extra” on the Aura weblog:
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 many others., 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, comparable to these posts we launched about identification theft and the vulnerability of iPhones in comparison with Nokias.
Greatest practices for posting repurposed content material
You’ve rigorously personalized your chosen weblog posts for LinkedIn. Now, it is time to work on actively publishing to advertise discovery and readership.
Listed here are three suggestions:
1. Publish throughout optimum engagement home windows
Take note of when your audience tends to be most actively scrolling LinkedIn to pinpoint perfect occasions for sharing content material.
Analysis means that between 8 a.m.-12 p.m., Wednesday, Thursday, and Friday are the greatest occasions to put up on LinkedIn, as these occasions have the very 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 characteristic helps you see an summary of what day, sort 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 material calendar helps you determine weblog posts you need to repurpose and share over the subsequent month after which plug them into an editorial calendar alongside different deliberate LinkedIn content material.
Social media administration instruments 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 number of dormant durations indicating doubtful experience.
Analysis reveals that accounts that put up 20 occasions a month attain 60 % of their audience, however people who publish greater than this, as much as 80 occasions a month, will extra reliably be seen by the individuals they’re attempting to succeed in.
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. 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 personalized LinkedIn model following the perfect practices outlined on this information.
Then, watch the repurposing ROI roll in for months to come back! You increase your influence exponentially with out frequently crafting new content material from scratch.
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