If you’re running a small business online, then using content as a way to maximize your visibility and your brand reach needs to be part of your marketing strategy.
Having a content marketing strategy is a highly effective tactic for any online business as it not only helps attract customers, but it also works to retain them.
To have a successful marketing strategy, you not only need to have a mission and know your target audience but you also need stellar content. This is at the heart of your content marketing strategy.
One problem you might face when it comes to creating valuable, original content is churning it out on a consistent basis. You either don’t have the time to produce high-quality content your audience finds interesting, or you lack the funds to higher a professional writer.
You’re not trying new tactics
Only 50% of small businesses today have a website and it’s not unusual for them to focus their content strategy on only one medium – for example, blog posts.
Being online is a whole new ballgame and since half of businesses are online to begin with, when they do jump on the online bandwagon, they have no clue what to do except to start a blog.
And, after six months, with no engagement or sharing, you start to think content marketing is all hype. You start to look at your promotional strategies or your blogger outreach campaign as the reason behind your failing content marketing tactics.
But, the real problem is you’re stuck with producing original content and don’t know what else to do. There are other forms of content that may be better suited to your brand that can also boost your sales.
Many people love to read blogs, but not everyone has the time. This is a good opportunity to provide easy-to-digest high-value content for people on the go.
A smart way to do this is to repurpose your content. Repurposing your content opens the doors to reaching more people and breathes life back into old posts that you know are well written and highly informative.
When you repurpose your content, you reuse and reformat your old content making it suitable for other content outlets.
There are many traditional ways to repurpose your content. Such things as creating white papers, eBooks or a new lead magnet from old content aren’t anything new.
But, if you’re a new online businesses you probably haven’t embraced – or even knew about – newer ways to repurpose content.
Let’s look at four ways you can use repurposing in your content marketing efforts.
Webinars have been popular lately and are often advertised on social media.
Webinars are online seminars where people sign up to watch and participate by commenting and asking questions. Most free webinars have a marketing pitch at the end selling a product or service.
They’re a great lead generation tool, and research shows marketers consistently rate them as one of the top five most effective marketing strategies.
Webinars are a highly effective marketing tool because they are:
- Free to sign up and watch
- More personal than written content – interested parties can see and hear you
- Available to anyone online
- You can partner with another company or influencer providing double the value for your audience. This also creates a bigger reach for your brand.
Typically, webinars focus on training, product demos or informative/educational content. If you decide to host a webinar, here are some stats taken from Citrix to help you plan out yours:
- Webinars typically run 45 minutes to an hour
- The best time to have your webinar is on Tuesday at 11 am. Most people enjoy watching a live presentation around their lunch break.
- Most people like having a Q&A after the presentation, and they find it highly useful.
To get started, you can either use Google Hangouts on Air (free) or GoToWebinar to host your webinar. Make sure you have a good internet connection, a quiet room, and a visually neutral background that doesn’t distract viewers.
Upload your PDFs, PowerPoint presentations, Keynote or OpenDocument presentations and turn them into shareable content.
SlideShare turns them into a slide deck where viewers can click through to learn about your content.
Repurposing old content this way can bring about incredible results. For example, over at WhenIWork.com, their repurposed content generated over 19,000 views.
What helped with their content marketing strategy was that SlideShare tweeted their slidedeck.
When choosing what type of content to use to structure your SlideShare, make sure it covers these three areas:
- It presents a problem – Lead your SlideShare with a problem like choosing a major industry trend and how that could impact a business.
- Offers a solution that isn’t biased – Self-promotional SlideShares typically don’t do well. Instead, focus on the strategy or method to solve the problem you presented.
- Is presented in bite-sized chunks – Since many SlideShares use imagery to enhance their content, most slides on a slide deck offer small bites of content.
What’s nice about SlideShares is you can embed them in your blog post and upload them to your LinkedIn profile.
Infographics are a visual representation of your blog post or other sources of content. Viewers enjoy infographics and they’re extremely popular on visual platforms like Pinterest.
Pinterest, in fact, has their version called Instructographics where you present a step-by-step tutorial in a visual format.
Just like slideshares, infographics can generate huge social shares and views. As an example, Adam Connell of Blogging Wizard repurposed an old – and popular – blog post into an infographic and shared it on TweakYourBiz.
Doing this generated over 2000 shares and 30,000 views. Adam goes on to say,
What worked well here was that we repurposed a group interview where influencers were directly involved into a different format and leveraged the audience of another publication.
To get started, you can create your infographic for free using Canva. When designing your own infographic, remember to keep it simple, use the best data to support your illustrations and create a story. Or, if you want a more professional look to your content, you can hire a designer on Upwork.
4. LinkedIn Pulse
In early 2014, LinkedIn opened up their publishing platform, Pulse, to their existing members, creating a marketing opportunity for businesses.
The Pulse is a place to read news from influencers and other professionals – and post your own content.
What’s great about using the Pulse for your content marketing is you have a captive audience ready and willing to read your content.
As an example, Great Jakes published an old post from their blog and within 24 hours they had 5,400 pageviews and 25 comments. Compare this to the original content on their blog – 648 views and four comments.
Tried and tested approaches
It’s a fact that only 29% of marketers repurpose content. This is an untapped strategy that’s been shown to be highly effective in generating leads and traffic back to your business site.
You don’t have to scramble to find original topics for your content anymore. Take what you have and repurpose it and bundle it up to attract a new audience and potential customers.
Using different mediums like webinars, SlideShares, infographics and LinkedIn’s Pulse accounts for only a fraction of the many ways to repurpose your content.
With multiple mediums to target and with your content already made, you’ll have no shortage of content to market.
Now it’s your turn – how do you repurpose your content to attract more leads?