No doubt you have some posts that have served your medical practice blog well in terms of repeat traffic. These are usually relevant, "evergreen" posts of high-quality content that have successfully connected you with readers who, down the line, may end up becoming—or have already become—new patients.
In the world of content marketing, there is no such thing as "one and done." You can—and should—get as much mileage out of your best content. In most cases, the majority of the legwork has been done during the process of writing the post. It doesn't take much more to spiff it up and resend it out into the world.
First things first: identify your best content
Using whatever analytic tools you have, isolate those blog posts which have a constant stream of traffic, even if they're considered "old" content. These "old dogs" can most definitely be taught "new tricks!"
That is to say, the goal is not to republish it "as is." Not only is that lazy, but it might get you in trouble with search engines. O
ld content republished without any changes is still old content; but if you make some changes in its format, editorial approach, or visual value, it's no longer old content, but fresh content. It's the fresh content that search engine "spiders" will prioritize and rank.
When repurposing old content, your goal should always be to add value to the original content. Here are some ideas to get you started.
10 ways to leverage your best medical blog posts
#1. Amplify your content.
We recently discussed this at length because it's often a task left off the "To Do List" of vital content marketing activities. You cannot practice good search engine optimization (SEO) and expect great results if you don't also amplify your content
#2. Break down a list.
If you have a popular list post that gets a ton of traffic, it would be smart to take each talking point on that list and break it into its very own post. Link these back and forth between the new content and the old content to ensure readers don't miss out on either.
#3. Update an oldie-but-goodie.
If your popular post is a year old, update it at the one-year mark.
Or, if a lot of things have changed that make a popular post worth updating now—such as recent research released or trending topics in social media—you should do so by writing a brand-new post referncing the original one, or copy the original content of the old post and insert updates into the original text to call out these changes, then post as new.
Newly updated content keeps your website fresh not only for readers, but for search engines, as well.
#4. Make a post into a list.
If you have several talking points in your long-form post, reach for your KISS strategy (Keep It Simple, Stupid). Abbreviate the post by way of a bulleted list, then link heavily within and without your site.
#5. Make a slide show or Powerpoint to share widely.
Pull quotes, statistics, and other valuable takeways from your long-form post and turn it into a presentation.
You can use this presentation yourself in a live venue, or you can share it via download (see also Create a premium/freemium webinar).
Slideshows can borrow from the same original content and then be customized depending upon the audience, too. As an example, you might build one about flu viruses just for patients and another one just for nurses.
#6. Make an infographic.
Not unlike the way a list post can abbreviate a previously popular long-form post, an infographic can say the same thing in visuals that are easily shared and admired in multiple social media channels. We made one recently, on the very subject of leveraging your best content, that focused on social media.
#7. Create a premium webinar.
You did the legwork to create the post; now take it a step further. Turn it into a webinar, or a lecture, that's marketed as either "premium" content for paid subscribers, or "freemium" content for subscribers who join your list. You'll want to expand your original content in some areas to make sure readers aren't only getting the same exact version as the blog post. This works well for topics than lend themselves to an educational format.
#8. Adapt to audio, video, or both.
You could turn this piece of popular content into a wellspring for ideas for short videos, animations, or podcasts and even turn them into media-rich series items. It might be a great way to start working in these new media categories, if you're just getting your feet wet, because you already know the content is good, right?
#9. Enhance your newsletter.
Place links to your best content in a special ongoing series such as "In Case You Missed It." Let's face it, people don't subscribe at the same time. Many of your new subscribers may have never read this fantastic and popular blog post of yours. Place it top of mind in your newsletter for fresh eyes to see.
#10. Morph it into a shareable, value-added item.
You can take your best content and turn it into an variation of items for digital sharing or downloading, such as:
You can turn anything into a downloadable e-publication these days. A dentistry practice may take a popular blog on sleep medicine dentistry and turn it into an e-book by combining it with other content it has written on the topic. This helps attract more readers to other content that isn't as popular.
Educational white papers
If there's a utilitarian value to your post, you could rewrite it slightly to target a specific audience and distribute as a white paper. For instance, a pediatrician may have a popular post on sleep deprivation and school-aged kids that was written for parents which could be turned into a more statistical paper that they offer to the larger pediatric community.
Problem-solving worksheets or checklists
Sometimes readers of medical blogs are looking for easy solutions that don't cost them a lot of money or time. If you've written a popular and evergreen post on, say, how to decide when your child athlete returns to the ballfield after a major injury, you could turn that blog post into a downloadable list of tasks or milestones that readers can print and keep available for such situations.
Favorite resources lists
You may have written about some of your favorite products, services, or medications in a post that continues to get attention. Turn it into an attractive list for readers to download; your "seal of approval" not only helps out those cohorts who are responsible for your favorites, but it also puts you in the ideal position as a thought leader sharing expertise. Everybody wins!
Every healthcare solutions blog has at least a handful of blog posts that consistently attract new readers. Use these to your benefit by maximizing your content to make it more available, valuable, and shareable across multimedia channels and social networks. You already know the content is strong; why not keep pushing it out into the wilderness where whole new populations can find it?
[Check out our example: The CTA below promotes an infographic poster we created from an article we wrote on the same subject. It did not take long to do this; since then, it has been downloaded and/or shared as a print handout many times since we created it.]