Business: Multiple Ways to Repurpose Content

  Image Credit:  Syed Yaqeen

Image Credit: Syed Yaqeen

  1. Create a blog post. Make a bulleted list of the teleseminar highlights and post it as an article on your blog. You could even offer it as a guest post on an industry blog.

  2. Turn it into a short eBook or whitepaper. Get the audio transcribed, put a nice cover on it, and now you have a digital product to sell or giveaway.

  3. Podcast. Take the teleseminar recording and upload it to a place like SoundCloud or iTunes. You can take those links and embed them into your blog for an audio post. This example assumes you’re starting with an mp3. If you’re going to repurpose a blog post into audio, Audacity works very well. I’ve used it to record and edit all of my podcasts.

  4. Audio training. Turn the teleseminar into a digital product that’s for sale on a platform like Gumroad.

  5. Create a video presentation. Services like Tunes to Tube take your mp3 and an image, turn it into a video and then upload it to your YouTube channel for you.

  6. Make a talking head video. Take some of the best nuggets from the teleseminar, turn on your phone’s camera and talk about them. Most phones have simple video editing software and one-click social media sharing.

  7. Create a deep dive teleseminar. Say you created a teleseminar about your 5-step process for organizing closets. Step 1 was purge what you don’t need. You can create an entirely new seminar that goes in depth around that step. For example, you could talk about why it’s important to get rid of old items, how to decide what to toss, where to donate items that are still in good condition, etc.

  8. Make a presentation. Create slides using PowerPoint and then share it via SlideShare.net.

  9. Develop an infographic. Use a site like Visual.ly to make an infographic with highlights from your seminar.

  10. Schedule a webinar. For those who are more visual learners, present the teleseminar information with slides in the background this time.

  11. Newsletter. Highlight the best tips from the teleseminar and share them with your mailing list.

  12. Physical CD for sale. Use an online CD maker to upload your teleseminar and make it a physical CD. This product can now be sold when you attend events or mailed to potential clients. If you’ve done multiple teleseminars, upload each track, add a transcript and sell it as a home study class.

Marketing: Amplify Your Content

Content marketing is an important component of every digital-marketing strategy. It serves several purposes, such as:

  • Building brand awareness
  • Assisting in lead generation
  • Providing answers to common questions, giving the prospect the information he or she needs to make a purchase decision
  • Pushing “on the fence” prospects to convert
  • Attracting inbound links for search-engine optimization purposes
  • Expanding your reach via social sharing

While most businesses know they need to do content marketing, many don't gain much traction. In an effort to help you improve your content-marketing efforts, here are some tips that will greatly improve your results.

1. Map out your entire strategy. Be as detailed as possible.

You need a very detailed plan if you want to experience success with your content marketing. Many businesses just throw up blog posts without a plan. There is no research behind them and there aren’t any benchmarks or goals established. The purpose of content marketing is to generate revenue. Yes, there are short-term goals in between, but when it comes down to it your content needs to produce a return.

You need to brainstorm topics based on campaign goals: do you want to generate leads, push prospects directly to a purchase offer or accomplish another conversion goal such as a phone call or location visit? You then need to optimize your content properly, plan a promotion push and set conversion goals. Map out your content-marketing strategy so you can easily answer this question: “Is this working?” 

2. Determine what content assets are currently producing results.

If you have been posting fresh content to your blog for some time, use Google Analytics to see what content your visitors have engaged with the most. What posts have received the most visits? What blog posts kept your visitors on your website the longest? What content did your visitors engage with before they converted? Also take a look at the social shares and comments each post has received.

This gives you a good idea of the topics and content styles that your audience responds the best to. Use this information to plan future topics and continue to monitor your results. Don’t be afraid to test different topics and styles -- just analyze your data and you will take your content marketing in the right direction. 

3. Focus on quality over quantity.

Content assets that truly deliver results aren’t cheap to produce. Not every business can afford a full-time in-house content writer or a freelancer. This isn’t an excuse to sacrifice quality. If you can only afford to publish one high-quality blog post per month in the beginning, do that. 

Some of the most popular forms of content include ebooks, webinars, videos, blog posts, case studies and infographics -- these all cost money to produce. Don’t opt for several lower quality pieces. If your content assets are limited, focus your energy on promotion and increase your publishing schedule as your revenue increases.

4. Use paid outlets to expand your content reach.

You could create the most amazing piece of content, but it’s not going to be effective unless your target audience engages with it. If your website doesn’t receive a lot of organic traffic, then you are going to need to seek additional traffic sources to get eyes on your content. Sending your new blog posts to your email list and sharing them on your social-media profiles are great ways to attract some traffic for free, but if you really want to get the most out of your content you need to utilize some paid channels.

  • Paid social-media promotion: Organic social reach is limited, especially on Facebook, so if you want to attract traffic, boost your Facebook posts, promote your tweets on Twitter and run sponsored updates on LinkedIn. Start small, even just $10 a day, and scale up your social promotion as your revenue increases. 
  • Content distribution networks: There are two main players, Outbrain and Taboola, that help place your content on major websites in front of an audience that their algorithms determine might be interested in reading your content. You only pay when someone clicks and is brought to your website. Both companies operate on a cost-per-click bidding model. To see an example, scroll to the bottom of this ESPN article and look at the “Sponsored Headlines” -- those are from the Outbrain network.

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If you have any additional content-marketing tips to add, please share them in the comments section below.

Business: Poor Grammar KILLS Content

 IMAGE CREDIT - Cara Delevingne & Ollie Edwards DKNY

IMAGE CREDIT - Cara Delevingne & Ollie Edwards DKNY

Have you ever read through a blog, article, or social media post and thought, “This post is pretty good, but all of these spelling and grammatical errors are driving me crazy” ?

I’m a self-proclaimed grammar nerd, and I cringe whenever I read a blog that’s full of errors. In fact, I freak out if I notice a spelling error in one of my tweets, and I immediately go back and delete it. Yes, even I’m prone to nasty spelling and grammatical errors from time to time.

The rise of the Internet has led to a more laid back attitude when it comes to grammar in content marketing, largely due to the informality of email, texting, and social media. Slang, abbreviations, and a lack of punctuation are all incredibly common on these channels. Lately, I started wondering whether spelling and grammar even matter anymore when you’re writing online.

Re-read that first sentence again. If the answer is yes , it’s safe to say that grammar still matters in content marketing. Here’s why:

Too many typos are bad for your business

No one is immune to spelling and grammatical errors – not even the team over here at Impulse Creative. No matter how many times we proofread our work, sometimes an error slips through the cracks. However, having too many typos in your writing is bad for your business and can hurt your reputation over time.

recent study by Disruptive Communications showed that the brand behavior that annoys people the most on social media is bad spelling and grammar. Surprised? If customers are annoyed by poor grammar on social media, just think about how they’ll feel if they receive an email or eBook laced with these errors.

It’s okay to be conversational in your writing, and you should always write for your audience. If using the phrase “OMG” will resonate with you audience, then by all means, use it. Just remember to use your best judgment, and avoid using abbreviations and slang when they’re not necessary.

Your audience should never have to guess what you’re trying to say, and your writing should literally speak for itself. When your writing has too many typos, it can become difficult to read and understand. Just take a look at the image above, for example. Although it may seem silly, I think it’s safe to say we’ve all seen a real-life example of this at one point or another.

One or two errors in your writing may slip by your audience, especially when they’re reading fast. However, glaring grammatical errors can minimize the impact of your content. Too many mistakes can make your writing difficult to read and digest, which is never a good thing.

Don’t rely on spellcheck to catch all of your mistakes. Instead, read over your writing after you’re done and even consider reading it out loud. If you have a question about whether you should add a comma or if you’re using the correct spelling of a word, don’t be afraid to Google it. Additionally, find someone who knows their stuff and have them proofread your writing for you. If you don’t have someone who can proofread for you, try apps like Grammarly and Hemingway App.

“You are what you write

Ever heard the phrase, “you are what you eat?” In a crazy, weird (okay, maybe I’m pushing it) way, I think this applies to your writing too. When you write clearly and publish content that’s relatively free of spelling and grammatical mistakes, you show that you value great work, and you position yourself as a thought leader in your industry. On the other hand, publishing work full of errors may give off the vibe that you’re careless or that you don’t take your work seriously.

The English language is complex. Although your content doesn’t need to abide by all of the spelling and grammar rules your college English professor taught you, it’s still important to double-check your work for errors. Being mindful of spelling and grammar isn’t about being a “grammar snob;” it’s about making your writing easy to read.

What do you think? Do spelling and grammar still matter in content marketing?

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