A step-by-step guide to repurposing content

Sharing helpful content such as articles, blog posts and videos is one of the best ways for professionals to promote their expertise, reach potential clients and stay top of mind with existing contacts. However, regularly creating content is time-consuming and difficult. Repurposing everything you do can help alleviate some of that burden and it isn’t hard to do. To repurpose any piece of content, try the tactics detailed below. (more…)

Labor-saving marketing tips in honor of Labor Day

While you’re enjoying the last few weeks of summer, here are a few quick marketing tips to help you take a break from your hard labor. (more…)

Marketing musts for the summer

While summer can offer a slower pace for many firms, most of us can’t afford to forget about marketing for a few months. Summer can be a good time to take on marketing-related tasks that often get neglected but can pave the way for better results for the remainder of the year and beyond. (more…)

5 tips to help you develop great blog post topics

One of the toughest aspects of blogging is coming up with topics. It’s even worse when you feel under pressure to produce something. The better way to go is to sit down periodically (alone or with staff members) and brainstorm ideas. Ideally, you can develop a bunch of topics at once, so you don’t have to go through this exercise very often. Here are a few tips to help get your brainstorming session started: (more…)

7 things to do this summer to improve your marketing

It’s summer, and for many, work-related activities slow down. For others, summer may offer access to additional help because of interns or the opportunity to hire part-time students. In any event, your marketing efforts should not be put on hold. This can be a good time to do things that often get put off. (more…)

No time for content marketing? 7 tips for successfully repurposing your content-Part 2

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It’s hard to find time to market your firm. Writing and speaking are wonderful tools to showcase your expertise and help you build your credibility, but they are time-consuming. So you want to get the maximum value out of everything you do. Repurposing your content is the key to success. For every piece of content you create ask yourself – What else can I do with this? How could it be repackaged? In our last post, we covered the first 4 tips. Here are 3 more ideas to ensure you save time and money marketing yourself.

5. Convert written formats to spoken and spoken to written. Informally record yourself speaking about a topic you’ve written about. Then turn it into webinars or short video/audio clips. Or develop it into a seminar that you can present to a group of people. On the other hand, if you’ve spoken on a topic but don’t have it in written form, get it recorded, then transcribe the recordings to turn into articles and blog posts.

6. Change the tone. Content that was written for a particular audience can be revised for a new audience by changing the tone. For example, professionals typically communicate differently to other professionals than they do to their clients. You want to have a more conversational tone with clients. You also want to use the same terminology that your audience uses so you may need to change or explain things when you are speaking to a different group.

7. Simplify or enhance. This is related to tip #6. If you have content that was written for a peer and is very technical, you should simplify it if you want to direct it to an audience that lacks that level of expertise or isn’t interested in those issues. Similarly you may want to take a basic overview of a topic and provide a more sophisticated or in-depth treatment to match your audience. Even among potential clients, different groups have different levels of understanding – for example, CFO vs general counsel vs HR manager. You should also think about a simplified version as a way to help you draw people in. It’s the teaser and those who are more interested in the topic, can be directed to the enhanced version.

Creating content that showcases your expertise and successfully attracts clients is hard work. Hopefully these tips will help you to repurpose all of your content and get the most value out of your investment of time and money.

Do you need help with your own content marketing? Contact us for a free consultation.

No time for content marketing? 7 tips for successfully repurposing your content-Part 1

Content Marketing Website Online Articles Information Video Comm

Content marketing is a proven way to attract and retain clients, but it’s also time-consuming. Fortunately, there are tactics that can help you make the most of every piece of content you create. You can repurpose and repackage your information in myriad ways in order to get more value from it. And best of all, not only will these methods save you time (and money), but they will help you expand your reach and better promote your firm.

The first step is to gather all the content you already have – old presentations, articles, newsletters, blog posts, internal and client memos, research, etc. Then use the tips below to help you revise your existing content to create new material. And going forward, remember to do the same thing with each new piece you create. You should always be thinking – What else can I do with this material? Here are 4 tips to get your started:

1. Slice and dice. Break up your content so that it is easier to read and also more engaging when it’s distributed via social media and email. For example, a longer article can be turned into several blog posts. Edit an audio or video recording into a series of short clips. Take the written portion of a presentation (ex. PowerPoint) and post (in whole or part) on your website as well as share it via social media channels such as LinkedIn and SlideShare.

2. Expand and combine. It is a lot faster to create short pieces of content. But eventually, you should look at merging them into a more in-depth piece. Several related blog posts can be turned into an article, white paper, eBook or presentation giving you a whole new marketing opportunity.

3. Update and revise. Is your older content still current? How much updating does it need? Is the information still helpful to an audience you want to attract? Previously published content can be updated with new developments, citations to more recent sources, case studies, examples, and other commentary to create something new and compelling without having to start from scratch.

4. Create visuals. Develop charts, graphs, images, infographics and video. You can add these components to written content to add impact to the text. However, they can also be used alone to attract interest on your website, social media and emails. A great visual can tell a story in a more engaging way than text and it’s also a way to entice people to want to read more. One study found that articles containing relevant images got 94% more total views than articles without them.

In our next post, we’ll cover 3 more tips to help you get more value out of your content.

Do you need help with your own content marketing? Contact us for a free consultation.

7 tips for getting more value out of your client newsletter

online marketingClient newsletters are ubiquitous among professional services firms. They take a lot of time to produce, yet often, they are only sent to clients by mail or email and then forgotten. So how can you maximize your efforts and get more value out of your newsletter? Of course, having great content comes first. High-quality relevant content gets read and is well worth the investment. Assuming your newsletter is already packed with good content, here are some ideas for getting more out it.

1. Pay attention to design.

Not everyone has a budget for a sophisticated design, but even small changes can make a difference in readability. Lots of dense text will discourage reading. Adding white space, using bullets, changing fonts and including subheadings can help. You can also box off and highlight statistics, interesting quotes and takeaways from the text. You want to make sure readers can quickly scan it if they are in a hurry. It’s especially good to add visual elements to break up the text like charts, graphs, infographics, and photos. Studies show that 90% of the information transmitted to the brain is visual. Remember to think about design in each format that someone will read the newsletter. Firms often create a PDF version of the newsletter for mailing or downloading as well as versions for email and web.

2. Distribute it through multiple channels.

There are lots of options here including regular mail, email, website, blog and social media channels. I know some people don’t want to print and mail copies anymore, but firms still have clients who like print and printed materials may get noticed over emails. Remember to get individual members of the firm involved in helping to distribute the content through their own networks. If you went to the trouble of creating the newsletter, you should be making sure your audience sees it. Different people have different format preferences. As with advertising, it also helps for people to see the same content a few times before they pay attention to it.

3. Include calls-to-action tailored to the distribution channel.

Entice your readers with some additional action. If you’re distributing the content via social media, you want to push readers to sign up for your newsletter so you get their contact information. If you emailed them, encourage them to download a whitepaper or sign up for an event or webinar. The idea is to continue to interact with your audience and build the relationship.

4. Test headlines and subject lines.

It’s hard to get attention when everyone is being bombarded with content. You only have a few seconds to get a reader’s attention. Make headlines and subject lines interesting and keep track of what types of language get better results.

5. Slice it up.

The newsletter can be pushed out in whole, but then repurposed and promoted as individual “chunks” of information for different social media channels. Articles can be shortened or rewritten for a blog or LinkedIn post. Even those charts and infographics can be separately marketed.

6. Reuse and repackage it.

Periodically you should go through your old content to look for opportunities to get extra use out of it. If you have good relevant content, find ways to update and promote it again. You can also pull together a bunch of related articles that were previously published. Revise them where needed with new developments, takeaways, lessons learned, etc. and repackage it as a multi-part series, a whitepaper or ebook. Looking at the content this way also may give you ideas for additional articles you could write in future months to help fill in gaps. It also may be helpful in identifying topics for webinars and live events. Those articles can then be distributed to attendees as supplementary materials.

7. Enhance it.  

It’s beneficial for design reasons to add visual elements like charts and infographics, but even more importantly it’s great for content purposes. It grabs attention quickly and gives the reader some useful content at a glance. A great visual also entices people to read the text that explains the picture. Some other ways to enhance the content include adding in checklists, FAQs, case studies, interviews, surveys and video segments. You can also curate content that your audience would be interested in – that is, give them suggestions for other great resources (beside you) they would find helpful on the topic.

Your client newsletter can be an excellent vehicle for content marketing. Start with great content and then make the most of it.