How to Repurpose Small Business Marketing Content

How to Strategically Repurpose MarketingContent

Mirelle Marketing

M www.mirellemarketing.com

Creating fresh marketing content requires time, money, and takes away from other projects. Instead of reinventing the wheel every time you want to share or promote a new piece of marketing content, try altering the format to hit a new audience. This strategy will not only lower your costs and free up resources to work on other projects but also has several other benefits.

Leverage Research

You can spend hours researching and refining your topic choice for a single piece of content. When you re-purpose a piece of content, you are essentially leveraging that research to generate several pieces of related content that appeal to multiple au-diences. It ’s a great use of resources and improves productivity across all departments involved, like graphic design, marketing, copywriting, and administration.

Cross-Promote

When you share one piece of con-tent across multiple marketing chan-nels, you are essentially harnessing the power of cross-promotion. If someone sees your infographic and wants to learn more, they may click on a link to your blog. If your blog is part of your website, this increases your web traf-fic and boosts SEO. and once they are on your site, they claim an offer for a free e-book download, providing their email address.

Broaden Audience

There are many different marketing me-diums. When you repurpose content, you can capture a variety of pros-pects regardless of the medium they primarily use. If you miss someone on Twitter, you may reach them on Slide-Share. Or, perhaps they see your post on Twitter but do not click on it until they see it on SlideShare, and at that time they are ready to make a pur-chase. Either way, you get one piece of content into more hands quickly.

Welcome

Leads obtained through cross-promotion efforts are usually more qualified because they are genuinely interested in what you’re promoting.


1 Piece of Content,10 Different Platforms

e-Newsletters

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e-Books Podcasts Twitter Instagram

SlideShare Facebook Infographics Webinars Blogs

e-Book t

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e-Books have become very popular in the past few years. They’re easy to access, quick to read, and usually more relevant than most printed books due to the fact that they are easily accessible and able to be edited in real-time. They are also very affordable to produce. Whether you have someone in-house creating content for your organization or you outsource the work to a marketing consultant, it is still likely to be less expensive to produce an entire e-book than it would cost for a full page print ad in a magazine or newspaper.

Using e-books to improve your organization’s authority as a trusted source of quality content builds positive brand aware-ness and can instantly help you capture new leads. Just be sure to choose a theme that is consistent with your logo and style guide elements before publication. It is also important for you to set the tone of your e-books upfront. Since you control the content, why not guide readers through it in a way that communicates your perspective? While it should never come across as sales-oriented, there are ways to guide readers through the content in your favor.

e-books

Always include a call-to-action. Offering something to the reader through the click of a button is a great way to convert them to a customer.

Accessibility

e-Books can be accessed in seconds from anywhere. They also tend to include links to other pieces of related content which is great for cross-promotion.

Simple Searching

Readers like the ability to search quick-ly. Adding hot links to other content is a great way to send them where you want them to go without being pushy.

Lead Capture

Offer “free” e-books in exchange for a name and email It takes seconds for users to access, and you are able to capture their contact information.

Twitter

tFacebook

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Social media is great for cultivating a following. You just need to determine which social networks are best aligned with your brand, whether it ’s Twitter, Facebook, Google+, LinkedIn, Pinterest, Tumblr, Instagram, Vine, Slideshare, a combination thereof, or maybe even some others.

Investing time and money into too many social networks upfront can actually have a negative impact on your business. A good strategy is to start with a few and see how they work for you. If a new social platform comes out and it’s a great fit, evaluate how well your active pages are performing. Then you can decide if you should swap one for another or simply add another to your social repertoire. One advantage social media has is that they are all connected in one way or an-other. Most platforms offer plug-ins to connect to other pages, making the growth of your network exponentially better than any other medium.

social media

Search trending hashtags and use them to your advantage. Use Topsy.com to find popular industry terms by language, time, and content type.

Instagram SlideShare


Instagram is one of the most accessible social networks because of its easy-to-use app from any mobile device, and its user base continues to grow exponentially. Unlike many other social sites, however, it moves at a much slower pace than platforms like Twitter and Facebook. This can be an advantage to many organizations when developing a social posting schedule.

Posting a few days apart and maximizing the exposure of each post through thoughtful hashtag choices and strategic replies will make you seem more active without over-saturating your feed. It will be less work for you and more than enough content to keep your followers engaged without feeling overwhelmed. You should also try to get your fans to post for you. Find ways to keep your followers engaged, and they will eventually begin to facilitate positive interactions with prospects that are built around your value and credibility and not self-promotion.

instagram

Use the embed feature for Instagram to link pictures, video, and other forms of interactive media directly to your website or blog.

Contests are very popular on Instagram. Try hosting one of your own by promoting a custom hashtag and RSS feed with new submissions updated in real-time. You can even tie it into other social pages by posting regular status updates encour-aging followers to enter for their chance to win.

#Instagram #Contests


SlideShare is probably one of the most under-utilized social platforms for business. What’s great about this site is the amount of information available to users at no cost. Instead of reading through an entire e-book or spending an hour researching a topic on the web, you can click through a SlideShare presentation in minutes and absorb the same amount of information.

The majority of users do not aimlessly view presentations on SlideShare. Instead, they conduct specific searches, so each presentation you upload is more likely to be viewed by someone who is genuinely interested in what you have to say. This is a huge advantage over sites like Facebook where users simply browse their newsfeed in their free time and do not tend to take action on what they see. Another benefit to SlideShare is the interactive nature of the site. Users have the ability to download your presentation, click on embedded links to your website, and subscribe to your page.

slideshare

Tagging will help users find your content when they search. Maximize this feature by consistently choosing smart, relevant keywords.

Linked inSince LinkedIn owns SlideShare, there are a few benefits to using these platforms together. First, you can link your presentations from SlideShare directly to a status update to share with your professional network and generate interest. You may also share your content through your profile page, which will make your page more visually appealing and encourage your connections to view and share your SlideShare pre-sentations with their networks.


Facebook is a top social platform for busi-nesses, but it is not always a good fit for companies. Many organizations gravitate toward Facebook because of its huge user base and great reputation, but that does not make it the best social network avail-able, especially if you are more focused on selling to other organizations and not directly to end users.

facebook

Search for a discount code before purchasing any Facebook ads so you can test how successful they are before investing your own capital.

Some things to keep in mind when it comes to Facebook are:

• Who are your target audience? • What percentage uses Facebook regularly?• Are you able to commit to posting regularly?• How often do you plan to engage with fans and followers?• Do you have specific goals for your Facebook page?

i.e. # followers, # likes, # conversions

Facebook fan pages help organizations build a following while keeping per-sonal accounts separate from the business. Try adding plug-ins to your page like appointment setting, free downloads, and exclusive coupons or offers to encourage users to engage with you. You also have the option to pay for advertising on Facebook. Interestingly enough, this feature is one of the most inexpensive advertising methods you can use. Boosting your posts for pennies at a time can have a huge impact on your bottom line.


Twitter is a great social site for business. It ’s quick to set-up, you can post in seconds because each one is limited to 140 characters, and you have the ability to drive traffic to your website. You can also fill your feed with third-party content as a supplement to your own posts by re-tweeting, favoriting, and sharing other content from influencers in your network.

Adding links to your website, promotional materials, business cards, and other social sites can help you reach a wider audi-ence without much effort. If you want this strategy to work, you have to be a regular contributor. Posting fresh content several times per day is one of the fundamental pillars of success for Twitter users. The use of images and video in Twitter can triple your views, clicks, and shares as well. Simple text and links are not as interesting to the majority of users, which is why Instagram and Vine have become so much more popular in recent years. If you want to drive interest and increase your number of followers, take advantage of interesting graphics and rich media as often as possible.

twitter

Instead of selling on Twitter, use your page to provide thoughtful content that leads users to your website, and then convert them to a customer.

Promoting your Twitter page is vital to expanding your network of followers.“

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Blogging is a very powerful business tool. It keeps you up-to-date on industry trends, demonstrates your leadership to pros-pects and customers, allows your brand to have a voice outside of promotional activities, facilitates a two-way conver-sation between your internal and external networks, enhances your search engine results, and drives traffic to your website.

The only real downfall of starting a blog is the time commitment, unless you want to pay someone to manage it for you. Posting on a daily or weekly basis can take hours of time, but it is often worth the investment. For example, you can use the topics from your blog to start conversations through social media or add your recent blog posts to an e-newsletter to catch people who missed your latest posts.

blogs

Choose your blog post topics wisely. Researching the latest industry trends and referencing customer experiences brings more value to posts.

Planning Ahead

What will my blog posting schedule look like?

Question #3Question #1

How much time can I spend per week on my blog?

Question #2

Do I have enough interesting content to share?

Question #4

What will make my target audience follow my blog?


Podcasts are the modern blog. They are available anywhere, anytime and have just as much if not more credibility as any other piece of promoted content. Instead of listening to music on their morning commute, professionals around the world are subscribing to podcasts. They are relatively inexpensive to produce and offer valuable insight to listeners that they couldn’t access as easily from other sources.

Podcasts should have a story behind them. Think about your podcast as a conversation between you and each listener. In one podcast, you can develop a relationship with thousands of listeners, convey your thoughts and opinions about a specific subject, and even inadvertently influence their purchasing decisions. The relationship between your podcast and social pages should be symbiotic. Promoting your latest podcast on social networks will help you build a following, and using your podcast to promote your social pages will increase user engagements and inspire users to interact more with you and others.

podcasts

Run a weekly poll of your followers about topics that interest them the most. It will save you time trying to find new material and keep listeners engaged.


e-Newsletters have been a popular choice for organizations over the years. They allow you to capture new leads and summarize weekly, monthly, or quarterly updates in an abbreviated format that reaches your entire network at once.

e-Newsletters

Cycle pieces of your e-newsletter to see what gets the best click-thru rate and try A/B testing on subject lines & deployment times to maximize reach.

Most organizations use e-newsletters to promote their most recent content, social media pages, and latest promotions, but there is so much flexibility beyond that. If you want your e-newsletter to stand out, try offering an exclusive showcase, running polls, or boasting new client relationships.

e-Newsletters keep your brand top of mind with customers and prospects and allow you to nurture existing leads with-out much effort. Email marketing in general is one of the least expensive forms of outreach for business, and if you use a template they take very little time to create.

Promoting Content Staying Top of Mind

Including a unique call to action can facilitate new sales and remind people why they subscribed to your e-newsletter in the first place – because they were interested in what you have to offer.

Embedding an infographic into a website, blog, or social post is great for

building web traffic and boosting search engine optimization. They also have a higher likelihood of being read and shared by users due to their easily

digestible and portable format. This means their chances of going viral are much higher, which is great for businesses.

Make the most out of each infographic by choosing popular topics and promoting them on relevant industry websites.

Brand each one with your company logo and website and include links to your blog, related content, social networking

sites, or custom landing pages to make the most out of each one.


People are becoming increasingly more visual. Infographics allow you to capture readers’ attention through the use of stun-ning graphics and minimal text. They are easy to understand and get to the heart of any piece of content in seconds rather than minutes, which is why they have become so popular. You can brand them, share them, and use them as a sales tool.

infographics

Think outside of the box when it comes to design. You will have trouble standing out if you use templates or copy other infographic designs.

Critical Elements of Infographics:

1. Topic Choice 2. Consistent Branding 3. Unique Design


Webinars are an incredible lead-generation and conversion tool. No matter where someone is in the world, they can sign up. Even if it will be held at an off-time for some registrants, if they are interested enough by the topic, they will likely register in the hopes that the content will become accessible after the broadcast.

webinars

Partner with other organizations or bring in a few influential speakers to draw more interest and gather additional leads.

By hosting a webinar, you are bringing consumers into your world so that they may understand your value better. Take advantage of this by running polls, posing questions to the audience, and answering questions posed by attendees throughout the presentation. Since webinars are experienced in real-time, your primary goal is to keep viewers engaged and interactive. If you use software like GoToMeeting, add a few qualifying questions to the registration process for better lead scoring.

Best Practices

• Promoting webinars on your website and social networks• Sending reminders a week, 2 days, and 2 hours prior• Offering a free download of the presentation post-broadcast• Following-up with an exclusive offer a day or two later

Your biggest decision when it comes to a webinar is whether you will offer it for free or at a cost. If your goal is to capture as many attendees as possible, free is the way to go. If you have credibility in the industry, gather expert speakers, pay for a top-notch webinar hosting service, and believe the topic of your webinar is compelling enough for people to pay per seat, charging a nominal fee is acceptable. Before setting a price for your webinar, research what others in your industry have charged for their webinars to get a baseline.

MThanks for reading

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© 2016 Mirelle Marketing, LLC

http://www.mirellemarketing.com

http://www.mirellemarketing.com

Small Business & Entrepreneurship

How to Repurpose Small Business Marketing Content