Resizing is when you take an already written article and rework it into a different format:
Post for social networks
Narrative for Yandex. Zen
Letter for mailing
Instagram Stories and so on
The ideas from the article need to be disseminated as much as possible, and the material needs to be tailored to the specifics of a particular platform. For example, you have a channel on Zen. We know that people don’t read long, complex articles on Zen. But they do read short ones. That’s why we take our big,
beautiful longread, cut it into 3-4 parts, and publish it within a week.
We do the same for social networks, Telegram, and whatsapp data newsletters. Write down a couple of tips from an article, explain them in a couple of paragraphs, and here’s a new post for Facebook. No need to look for information, interview experts, or come up with a news hook — just take the ready-made content and throw out 90% of it.
Here’s an example of a resize for Chip Travel. First, we wrote an article called “What clothes should a girl take on vacation.” Then, after some time, we condensed the article into a short post on Facebook:
Resizes of content from the blog
Resizing is much cheaper, easier and faster than writing a post from scratch. And the effect is the same. At the same time, you can provide a link to the original article and get additional traffic. We add these small summary cards to the email newsletter:
Resizes of content from the blog
Or here’s an example from Yandex.Zen. First, I published just an article — got some traffic. Then I took the main points and made a narrative out of them. Got more traffic, spending no more than 10 minutes.
Content resizes in Yandex.Zen
Change the content format
You can go even further than resizing and release the same material in a different format. There was a presentation at a conference – it became an article. There was an article – it became a podcast. There was a podcast – it became a video. There was a video – it became a webinar. Get the idea?
Different formats have their fans and advantages. Some people find it more convenient to watch videos, some listen to podcasts while driving in the car. Some don’t like the drone in their ear and prefer to read. And some want to listen to the speaker live, they will go to a webinar.
Test different formats, convert one into another. If the audience liked some article, it’s a reason to make a video out of it and post it on YouTube. The material is good, the topic is good – most likely, people will appreciate it.
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Collect many small materials into one big one
This method is good for those who have been creating content for a long time and who have accumulated a lot of materials on one topic.
You can take all these materials, process them a little bit and get megamaterial.
A series of posts on social networks → a longread in the media.
Several articles and letters from a newsletter → a book.
This is what Maxim Ilyakhov did: he published hundreds of articles and several courses on editing, and then, based on this information, he wrote “Write, Cut.”
A book is also content marketing, you know that, right? Although it is more extensive and complex than writing blog articles. The book is promoted by a publishing house, and many new people will learn about you. Or you can not publish it, but use it as a lead magnet: give it away for subscribing to a newsletter.
Read also: 205 ready-made themes that will suit any blog .
Remind about old articles
If you’ve been blogging for a ba leads long time, you’ve probably accumulated a lot of good old articles. Those that were once liked and commented on a lot, but have now been forgotten. Their time has not yet passed.
Promote these articles on social media a second time. You’ve got new subscribers who will find this information useful. In fact, you’ll get traffic without creating any new content at all.
Just don’t overdo it. Don’t fill your entire content plan with archived articles. Subscribers won’t be happy if new publications stop coming out. But reminding them about cool materials a few times a month is just right.
