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Branding, Social Media

June 5, 2019

How to Make Your Content Go Further

For many businesses the idea of constantly churning out content to support social media, blogs, video, and a variety of other marketing channels is daunting. However, if you prioritize creating a few robust, educational marketing pieces about your business and service offerings there are plenty of ways to repurpose that information into a variety of formats that you can serve to your digital audiences over and over again.

Today I am sharing some of my favorite ways to think about repurposing the content you already have on hand. This “content” can be information from your existing blogs, write-ups from your marketing brochures, old flyers or pamphlets that haven’t been updated or seen the light of day in a while, anything where the hard work of writing the text has already been done for you. Let’s face it, writing the copy is one of the hardest parts of creating content, but if the ideas are already there, you’re just reframing them in a fresh new way, instead of reinventing the wheel each time you sit down to develop content for your business.

Repurposing Your Print Marketing Materials

Most established businesses have a collection of small marketing handouts they have created over the course of time. This includes things like brochures, flyers, postcards and more. These are a great jumping off point for developing content to support your digital marketing efforts. Here are a few ideas.

 

Turn them into “bite-sized” social media posts
Most print marketing pieces tend to be loaded with information (aka are text heavy). Find ways to pare this information down into bite-sized call outs about your business or your services and pair them with on-brand graphics or photographs to make something visually interesting and informative for your audience.

Here is a great example of converting a print piece into a social post. I created the informational cards on the left for a client and a few months later we converted it into a short interactive video that they used for a series of social media ads. Nothing crazy to create, just a quick rework of the formatting!

Turn them into blogs
When you’re writing blog content, it can be hard to think of all the “right verbiage” to explain your business and the how-tos. The great thing about repurposing your old brochures and flyers is that some of that information likely already exists somewhere if you can just put your hands on it. Those print marketing pieces are likely full of all the pertinent information you’d want someone to know about your business, and we all know that today, searches start online, so get to digitizing that content!

As you’re building out blogs, refer to some of my “repurposing blog posts” tips below to create a piece you can share several times without it looking like the same recycled piece over and over again.

 

Create an E-mail Marketing Campaign
For many businesses, direct mail campaigns used to be a great way to reach potential new clients, as marketing has made a drastic shift to digital mediums a lot of those quick, snappy marketing pieces you put together for mail campaigns are likely being left in the dust, but they don’t have to be! Dig up a few of those old postcard designs and reinvent them as a piece for your next email marketing campaign. If you were sending out 5 reasons to hire your business or 5 tips to prepare for XYZ, those are great snippets of content to use for an informative email blast with a catchy call to action at the end.

Repurposing Your Old Blog Posts

One of the biggest mistakes I see my clients making in running their content programs is viewing their blogs as “one-and-done” content pieces. If you are writing informative posts about your services or offering up tips and resources for your clients, as long as they aren’t time sensitive, you can share them over and over again in different ways, and they can be a great source of inspiration for creating new and different content pieces your business can use going forward.

 

Make it a video
As they say, video is the way of the future, and there are plenty of great platforms and resources out there that can help you turn your written content into social media-ready video content. Pull out some of the highlights from your blog post, or the biggest takeaways that you want people to get from the content and create a short video using those! Consider it a readers digest version of your long-form blog post. Once you create the video you can add it to the original blog and even link the blog in the video post online, in case people want to read more. The video will be a fresh take on the same information and is a great way to revive things from your archives to make it feel fresh and new again.

Need an example of what this looks like? Check out this original blog post and then see how we converted video below.

 

 

Create an E-book
If you are looking for a way to generate some leads, consider taking some of your top performing content, expanding on it a little and creating an e-book or downloadable resource that you can use as a lead magnet in a pay-per-click campaign. This allows you to capture information about potential new clients or customers in exchange for more in-depth and helpful information from your business. This one might require a little extra writing but it will be worth it to provide something truly valuable for your audience.

 

Create an E-mail Series
For many people who are regularly writing blog content (even if it’s just once or twice a month), you likely have a few blog pieces that you could string together to make an email series that tracks along with your process and help your clients prepare to work with you. Here’s an example:

  • Email 1: share a quick note and overview with the link to a blog post you have written about what to look for when shopping for a vendor like you or service like yours
  • Email 2: share a quick note about what it’s like to work with you and a link to a blog post about your processes for a specific service
  • Email 3: share another intro note about the benefits you bring to the table and then link to a blog or case study that shows the results you’re creating
  • Email 4: close out with a testimonial from a client who had a great experience and great results from you and then include a strong call to action

 

Write a White Paper
If you do a lot of research or collect up tons of data to help you write strong content for your blog, consider turning some of that into a whitepaper that other people in your industry or in parallel industries can use as a resource or link to online. This will help position you as a thought leader and also provides a little extra SEO juice in the form of backlinks if you can get it published online in trade journals or even featured on other blogs or websites as a resource.

 

If you think outside the box, there are plenty of ways to build “new to them” content by just dusting off and refreshing things that already exist in your content library (in print and online). If you’re struggling with how to get started with something like this, I would love to chat with you more about building robust and easy-to-manage content programs for your business! Shoot me an email and let’s get brainstorming!

 

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