The reduce, reuse, recycle rule for blogging
Blogging isn’t easy. It takes a lot of time and energy to publish one post on your blog. There are so many steps involved with each post including writing, editing, graphics, and marketing that it requires a good chunk of your schedule to do it right.
And here’s the kicker - after all the effort, a small fraction of your followers will see your post the day it’s published. Without the right channels, your blog post can easily get lost in the world of the internet never to be seen again. But if you continue to share the post over and over again, eventually more and more people will read it.
When it comes to blogging (and social media for that matter), you don’t always have to reinvent the wheel. Instead of pushing to write a new post every day or every week, follow this rule so your content gains more exposure over time with less work on your part.
Write what your audience wants to read
First things first. One of the best ways to ensure that your posts are being read is to write what your audience wants to read. Obviously, right?! But it’s not always that easy. Sometimes we get caught up in writing what we think we are supposed to be writing without thinking about our readers. Even if it sounds like a good post topic to you, it might not resonate with your audience.
If you’ve got a list of 50 blog post topics in your lineup, scour over it and narrow it down to only the posts that will reach your audience and provide them with value. These days, people don’t spend a lot of time reading blogs, so when they do, they expect to be given a heavy dose of something that makes it worth their time. Eliminate the filler posts and stick to value.
My quality over quantity philosophy applies here. Instead of writing a ton of short posts with little value, write fewer posts that pack a punch and hold a lot of value for your reader. Like we just talked about, your reader wants something from the post they are reading. Even if it’s something more lighthearted and easy going, they still want to enjoy what they are reading. Otherwise, something better is just a click away.
Make the content evergreen
I learned a long time ago that the best way to keep your content going months (or even years) after you write it is to make it evergreen. So what does that mean? It means to write as if someone is going to be reading it tomorrow or a year from now. Avoid using specific dates and time references and keep it more general and informative.
This will ensure that if your post is found on Pinterest long after it’s been published (and that’s the hope right!) it will still make sense. It won’t seem like they are reading it too late or that it isn’t relevant anymore. The key here is to treat each post like a page on your website. You want it to be easy to read, enjoyable, and provide value for years to come.
Reduce, reuse, recycle
Now that your blog is full of the best posts that are serving your reader well, you have to continue to share them. We’ve touched on this already, but I want to go a little deeper. When it comes to content, we always think we need more. It seems like in order to better serve our people we need to provide them with more. But that can actually cause them to be overwhelmed and inundated making it harder for the content to soak in. But if you remember the phrase reduce, reuse, and recycle you’ll be golden.
Reduce the amount of content you’re producing. Reuse the content in different places and platforms. And recycle your old content so new people can see it.
We’ve covered the reduce one. Now let’s talk about reusing your content. Chances are that one person isn’t reading your emails, blog, and social media posts all in one day. And if they are then they are probably a raving fan who genuinely wants to receive that amount of content from you. But for the others, they won’t see it all. So this is where you can reuse your content. Share your posts on several platforms like your email marketing and social media to gain more exposure.
You can also recycle old content that you want to be seen again. You’ve probably gained some followers in the last year and those new people haven’t seen your old stuff. Remind them of the old posts and pull from your archives to share those old posts again. If you’ve followed the other rules, they will still make sense, still be relevant, and still hold value (see how that works!).