If you don’t know already (and you should), producing original, interesting, industry-relevant content is a huge key to digital marketing success. We could go on and on about why that is, but that has and will continue to be discussed in other posts. The problem that many small businesses have when it comes to marketing, is a limited budget. Funds are just limited when it comes to marketing to get new customers. We’re talking about the resources it takes to create unique quality content. Content that actually brings in new leads and business, and essentially a good return on investment (ROI). So today we’re going to go over the ways you can re-purpose your existing content to maximize your marketing budget.
Step One: Analytics
The first step is to identify your best performing content. This is where analytics comes in handy. You need to find out what content has produced the most traffic, social engagement, and leads. This could be a post, infographic, video, or some other piece of content. Go through your site analytics to see which pages have gotten the most traffic. Look through your Facebook insights to see which posts got the most interaction. Do the same with Youtube, Instagram, and any other platform and identify all of the best ones.
Step Two: Re-cycle
Next, we convert that high-performing content into other forms of content that can be shared and posted in other places. For example, if you have a blog post that your audience really liked, turn it into a PowerPoint presentation. Then, share it on Slideshare and Youtube. You might be asking, “How do I turn words into a slideshow?” Simplify it into images with text that represent each point. Each individual slide could be shared on Pinterest and Instagram. This makes the content more easily digestible and creates something new that you already know people will like.
You could also record a video with someone going over those points, perhaps even in front of a whiteboard illustrating those points as you go. Then you have new content to share on your site, and anywhere else that you can post a video. You could record just the audio of discussing the content and turn it into a podcast. You can also create an infographic out of an informative post or another piece of content. Infographics are great at condensing and visually presenting information so people can more easily digest it. You can then share it anywhere images can be posted. The opposite is also true. Great images, video, audio, and other multimedia content can be transformed into written content to be shared on your blog and places like Reddit and LinkedIn.
One important thing you must remember is that if at all possible, post it on your site’s blog or somewhere else on your site first. That way the search engines (and humans for that matter) see you as the originator of the content, and you receive all the proper credit for it. Also, brand your content in a classy way to build your brand awareness whenever and wherever it’s viewed.
Step Three: Call-to-Action
Lastly, always include a call-to-action of some sort. If you truly want to maximize your marketing money and time, don’t let people turn away from your content without being invited to take the next step. Don’t come off like a used car salesman, but be bold in your selling points and invitations.
If you have any further questions about how you can do this in your specific situation, we’d be happy to answer them for you.
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