So, you just crafted a well-written, well-researched blog post. What’s next? Maybe you hit publish, shared it once on social…and moved on.
If you’re tired of the “create, post, repeat” loop, I have good news: you don’t have to churn out high volumes to win at content marketing. It’s all about creating with quality in mind and maximizing the content you already have.
Here are three ways to make your content go the extra mile:
1. Slice and Dice Your Long-Form Content
Think of your content the same way a great chef thinks about using ingredients. If you took the time to prep a whole roast chicken à la Ina Garten (my personal favorite celebrity chef), you wouldn’t just trim off the drumsticks and toss out the rest. You’d find a way to use every part. Shredded scraps become chicken salad. The bones become broth. You get the point.
Good content is meant to be remixed and repurposed.
A single blog post (or white paper, case study, client testimonial, podcast, or long-form video) can become:
- Short-form videos: Turn each key point, stat, or insight into a 15–60 second Reel, TikTok, or YouTube Short and make a series. Record yourself speaking to the camera or film b-roll and add a text overlay.
- Social media carousels: Break your main points or tips into infographic-style slides that encourage users to scroll to the end.
- Email newsletter content: Tease the top takeaway and link readers to the full post.
- Text-based graphics: Pull out a punchy line and pair it with a scroll-stopping visual.
One big idea. Many formats. Now you can make your content stretch across multiple platforms over weeks or months, not just days!
2. Revisit Evergreen Content
Not feeling inspired to create something new? Start by taking a look at what you already have. Chances are, your website is home to a library of blog posts that haven’t been touched in years.
Evergreen content has the power to continue driving traffic and building credibility long after the original publish date. The key is to keep it current, especially because today’s AI search tools prioritize accurate, relevant content.
Take some time to revisit older posts to:
- Update dates, links, and sources: Broken links harm your website performance. Outdated stats or sources can harm your credibility.
- Add new photos, graphics, or video: A visual refresh can make an older post feel brand new. Adding “rich media” is a great way to help boost SEO, too.
- Optimize for SEO keywords: Research current terms and ensure your content continues to target the keywords your audience actually uses.
If you come across a post that’s simply too outdated, irrelevant, or off-brand to be salvaged, it’s okay to delete it. Just be sure to set up a redirect link as a best practice.
3. Measure What’s Meaningful
Creating content consistently is only half the job. You also need to understand how it performs once it’s out in the world.
What’s worth tracking? It ultimately depends on your goals. Some key metrics we look at include:
- Traffic and time on page: Are people finding your content? How long are they sticking around once they do?
- Keyword movement: Are you moving up in the rankings for words and phrases tied to your brand?
- Engagement rates: It’s not all about followers. Likes, shares, comments, mentions, and saves can all signal that your content is connecting.
- Conversions: Is your content moving people to take action, whether that’s filling out a form, picking up the phone, making an online purchase, or stopping by?
It’s important to remember that not every platform will be a fit for your brand. You don’t have to be everywhere. Data helps you know when to double down on what’s working and when to let go of what’s falling flat.
Ready to Make Your Content Go Further?
At Ohlmann Group, we help brands build content marketing programs that go the extra mile. As a full-service marketing agency, we think bigger than just blog posts, creating a content lifecycle that can extend across social media, video, digital advertising, internal and external communications, and more.
Let’s talk about what your content could be doing for you.
