Repurposing Content – a Guide for Busy B2B SMEs

You don’t have to be a marketing expert to bring success to your business, but having a marketing plan in place will certainly help. As I mentioned in our earlier post on what works and doesn’t for marketing, having a plan in place is the key to providing your business with the right online coverage.

And of course once you have that plan, you need to action it.

Over the years, I’ve noticed the one thing many business owners don’t realise is exactly how important your written content is for promoting the business. They think it’s all about the pictures and a great logo – and while yes, these do have a major effect on branding itself –it’s actually the content that is most likely to sell.

And with online marketing taking over, your content has become even more important.

Here’s what I mean. You might look at a photo of Angkor Wat on Facebook and it looks amazing; but what is it? Where is it? And how do you get to see it? Click the attached link to the blog page and voila! There’s an amazing story about a tour that will take you to see this amazing piece of Cambodian history. Sold!

And now we’ve also hit the nail on the head with this article’s heading – repurposing content.

Not only is the content itself important, but how you use that content can make all the difference with online marketing. Not sure what I mean?

Here it is in simple terms. If you write a blog about a trip to Cambodia and post it on your website; you’re targeting people on your website and that’s great – but they are already there anyway. So what you want to do is attract NEW people to the site and to do that, you need to post through other sources as well.

Right now you’re probably thinking two things:

“How much content do I need to produce then?”

And/ or “I don’t have time for that!”

Trust me when I tell you it’s not as hard as it might seem. In fact, it’s as easy as allocating the job to someone else! That way, all you have to do is approve what is being written and watch the magic work. If you’re a sole trader, don’t worry – you can still find an amazing freelance copywriter that will do it for you; and if you choose someone of varied writing experience, they may even do a better job!

Okay, so now you have your plan and you have your writer. Let’s talk about how you can repurpose that content to make the most out of all elements of online marketing. Here are 15 great tips to get you on your way:

  1. Turn your blogs into tweets

Twitter is so easy to use: all you need to do is write under 140 characters, include a link to your blog, and away you go. Grab some of the best lines or the key points from your blog; something that is going to grab people’s attention and make them want to read more. And then use a program like Buffer, Hootsuite or Sprout Social to set them up and send out.

  1. Audio posts

These are great to include on your website. If you have longer blog posts and you’re thinking “no one is going to stick around to read all of this”, turn it into audio. Get someone with a great voice to read it (male or female) and give people something exciting to listen to when they’re stuck in all that peak hour traffic.

  1. Post to LinkedIn Pulse

LinkedIn is a great networking source for every business but particularly B2B ones. And it includes benefits like LinkedIn Pulse, where you can post your blogs for a different and targeted audience. The thing is, when you post a blog on your website, you know exactly the kind of person who will be reading it. When you post a blog on LinkedIn, you’re targeting a different audience – and the response you get might surprise you.

  1. LinkedIn Groups

If you’re a member of any particular groups on LinkedIn, choose part of your blog that is relevant to each group, start with that as your intro, then post it into the group to target a range of your target audience. Just remember to take the time to read and respond to anyone’s comments.

  1. Produce a Guide / Ebook

Ebooks – everyone is doing it these days! Why? Because they immediately turn us into experts in our field? Kinda. But they also work. If someone is reading your blog every day, it’s because they love what you write and they find something useful in your information. And if you have a range of topics that are similar, then why not offer it as a guide, or ebook, so people can download it as a full document, rather than switching from page to page on your website. Get yourself a designer who can put them all together into a nice looking PDF, add a cover page and credits, write an introduction and conclusion and start promoting it on your website, social media, online advertising. It’s a great way to get people to sign up to your newsletter as well – “sign up today and get a free ebook on…” Everyone wins.

  1. Create an Opt-In Product

This could be your ebook or guide like I’ve mentioned in point 5; or you can look at a particular post that has received a lot of engagement. Expand on that single post and turn it from 300 words into 3,000 words; then offer it to anyone who subscribes to your newsletter.

  1. Facebook Notes

You’re not alone if you have no idea what Facebook Notes is, but it allows businesses to post anything to their business Facebook page – and that includes your blog posts. I highly recommend you check it out and it’s easy and quick to use.

  1. eNewsletters

There’s nothing I hate more than getting e-newsletters that are the size of a book; but there’s nothing I love more than getting e-newsletters that offer great advice! So if you’re looking at sending an e-Newsletter and you’re stuck for content, get one of your blogs, cut it back so it’s around 200-300 words, add a fantastic image and send it away.

  1. Create a Graphic

Create a series of images that represent what you’re talking about so you can post them over social media. For example, if I was to do a graphic on this blog, I’d turn these 15 points into images. Get a designer in, or have a go yourself. You can do this in Canva if you don’t have access to Photoshop or InDesign.

  1. Infographics

These are a great way of distributing any statistics or numbers you might have used in your post. Share it on your blog and on your social media channels.

  1. Third Party Publications

This is a great idea for blogs, particularly if you’re writing HOW TO blogs or anything that will be helpful to a particular audience. Sites like eHow and Ezine take articles from writers around the world to be shared based on topics. You might also go offline and check out any local newspapers or magazines that could be interested in the information you have to share. Make sure you include a backlink to your website in anything that is printed online, or a short bio and web address if it’s a print publication.

  1. Guest Posts

Take a look online and see if you can find any blogs that follow a similar topic style to yours. You don’t want this to be your direct business competitors, but rather people who operate in a similar industry and target the same audience. Give them a call or send them an email and pitch an idea for a guest blog post for their site. Ask if they have a particular word length, tell them a bit about the topic and see if they’re interested. You could also join sites like HARO (Help a Reporter Out) and Sourcebottle as an ‘expert source’. If they do accept what you have to offer, you could even become their “go-to” when they’re looking for experts on that particular topic.

  1. Post Generation from Customer Queries

Frequently asked questions are a great place to start when coming up with ideas for blog topics. Whether you’re a service provider or you’re selling products, someone has no doubt come to you, the sales team or your support desk with questions: use the most common ones and turn the answers into a blog post.

  1. Turn Your Posts into a Presentation

There are two types of people: those who look at the pictures and those who look at the words. Cater to both of these by creating a presentation that you can promote on your website, use for training purposes or share on Slideshare. It’s a great way to turn long posts into bullet points that everyone can read and understand.

  1. Live Streaming Videos

One of the latest and greatest ways to market on Facebook is by using Facebook Live, where you can send out live videos to your audience. Whether this means reading some of your blog or simply telling people about it live online, why not give it a try?

So, to recap I like to put it this way: Why use something once to target a hundred people, when you can use it 15 times to target a million? One piece of quality content can go a long way as a marketing tool, so don’t let them go to waste.

If you need some help getting your repurposing off the ground, give us a shout and we’ll guide you along the right path.