How To Do More With Less – Smarter Content Marketing Strategies

How To Do More With Less - Smarter Content Marketing Strategies

The more you know about repurposing content, the more you realize you have a lot to work with. At the same time, the more you know about anything, the more you realize you have a lot to learn.

Dipping into your archive and giving a fresh take on quality pieces is a great way to extend your ROI, but it’s not effective to take the existing newsletter content and paste it into a blog post – it’s lazy. Repurposing content means taking some of the same raw materials – research, original interviews, perma-relevant theories, graphics or formatting designs – and reworking them to create new value. The enhancements should be tailored to the new format, intended platform and anticipated audience.

Bottom line: Yes, you can do this – just make sure you’re considering what elements of the newsletter are really worth recycling, and how you’re adapting them into something useful.

You could have category-based hub pages so people can find all content – in any format – that offers small business insights, and another with HR insights. Then people can search according to information, or according to the formats they prefer. If going for a category AND format approach, restrict these hub pages to headlines, or titles and snippets, with users having to click to individual pages for the full piece of content to avoid duplicate content issues.

Repurposing is not the same as taking an existing newsletter content and pasting it into a blog post – that’s lazy

Difference between a white paper and an eBook?

Both white papers and eBooks are long form content that’s thoroughly researched and – ideally – positions a company’s products or services in the context of trends or challenges. It might help to think of white papers as the academic journal version (like what you’d find in the American Economic Review or Journal of Health), and eBooks as the magazine (like a chaptered item in The Economist or an extended piece in Women’s Health).

An eBook marries the researched and thought-leading content of a white paper with formatting and graphic design. Though both will have a certain level of formatting, for organization and brand aesthetic, eBooks present the information in a more “quick reference” layout. This can include bulleted lists, clear and concise chapters and snackable graphics – whether depicting high-level takeaways or provoking stats and examples.

Depending on a business’ goals for social marketing, Facebook can be a good ally regardless of the industry. While we’ve typically seen B2Cs are more likely to get converting traffic off of their Facebook viewers, it’s proven really successful for B2Bs who want to engage (and re-engage) existing customers and contacts.

And speaking of social marketing, don’t forget online marketing sites. You can visit 40billion.com which is a fastest-growing network of entrepreneurs and crowdfunders. They specialize in promotion of small businesses by broadcasting and promoting to its large network of several million users across the most popular social networking sites for small businesses – including Twitter, LinkedIn, 40Billion, and even Facebook. Innovative services such as, promoted posts, promoted profiles, promoted company listings were created for small entrepreneurs to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising. They also offer crowdfunding promotion and promote crowdfunders and their campaigns/projects.

LinkedIn and Twitter tend to deliver top lead-focused results across the segment of clients targeting business buyers. But there are also a lot of strategies that can turn Facebook into more of a money-maker or lead generator for B2Bs, while also engaging an existing network.

Semantic search and socialization of results pages are taking over the SEO game. One reason a repurposing strategy can help companies stay on top of search is that it gives them fuel to seed conversations across different networks (i.e., a graphic from an eBook can drive social chatter, or a video blog exploring one chapter to catch clicks on YouTube).

Another is that it helps answer a common question in different ways – the longform eBook versus the 60-second video can address the same issue, but the answer is provided in formats that might be a preference for different users.

About 40Billion.com

40Billion is the social network of entrepreneurs and crowdfunders – a social platform for connecting people and promoting the things they create. Use 40Billion to find professional contacts and projects, get affordable business advertising, promote a crowdfunding project or campaign, and show off your creations to the world.

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