Steal this ONE thing from bloggers

If you’re in marketing and have never touched a blog, you’re in the minority. But looking over the past several years, blogs have been in decline. 

They simply don’t work like they used to. Many have already made the move to AI-generated blog posts to keep their content fresh. Not to say SEO and blogs aren’t still important (they are), they just don’t fuel companies like they used to. 

That said, there are portions of your old blog strategy that could make an astounding difference in other areas of your content marketing. 

In fact, Sahil Bloom borrowed from successful bloggers to grow from 0 to 2 million subscribers in less than 3 years.

One of the core goals of a killer blog strategy is to keep people on your website. Same goes for your social media content, YouTube channel and most other content platforms, right? The platforms are literally designed to keep people from exiting the feed. 

So why aren’t we leveraging more of the strategies we’ve seen work for blogs for years to shift this effort to keep people engaged with your content?

Sahil Bloom borrowed one core trick from successful bloggers and adapted it for his social media (X namely): Content looping. 

Linked throughout every good blog is additional related content. Then, as you get to the end you have previous for more “content you may like.” Good news — you can do this with social content, too. 

When you dig into one of Sahil’s notorious threads, you always have another post queued up to read. His goal: keep readers engaged with his content. Without a powerful CTA and clear content path, where does the audience go? (hint: they keep scrolling past)

Let’s look at a recent thread on X: 

Sahil’s threads are filled with new and old content. He links previous posts and adds new context, creating a cohesive story that keeps you looped on his profile.

With X, this is relatively easy. It’s why threads exist, right? But how do we apply content looping to other platforms? Let’s break it down ⤵️

YouTube: This is relatively easy — rather than closing out your video with a super tight conclusion, add related  “watch next” options to your close-out and encourage watchers to watch your other videos with a quick tease of the value-prop of each suggestion. 

LinkedIn: Share additional content in the comments of your posts. Best practice when content looping is to keep all content housed on single platform (don’t link out to Instagram on a LinkedIn post).

Instagram/Facebook: Utilized the comment section just like LinkedIn. But pinned posts are powerful here, too. Reference previous breakdowns of related content and pin those posts to the top of your page. 

TikTok: Also a lot like IG and FB. But here, we have the option to duet. Have a great old post you can expand upon or take in another direction? Create a duet — this will give you additional content and provide a direct link to the old content. 

You’ve worked hard to create top-quality content aligned with your pillars (another borrowed blog strategy). Make sure you’re getting maximum value from each by creating a content loop where you refer back to good posts and give your audience a clear direction to continue exploring your content. 

Social platforms are optimized to retain users — is your content optimized the same way? 

The takeaway: Borrowing key strategies like content looping from your blog strategy can help you retain attention and increase overall engagement. Make sure your audience always has another piece of your content lined up to keep their attention on your page. 

That’s it, ya’ll! Happy creating!

Paige Peterson
Newsletter Aficionado, Sweet Fish

In case you missed it…

❌ This will NOT grow your podcast
😬 B2B marketers, we’ve got a problem
⬇️ Downvotes coming to X?