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Repurposing content webinar
- 2. Alice Neal Editor Hello Gemma Comley Senior marketing executive
- 3. What we’ll cover today ● Recap the theory behind content marketing ● Getting your content in front of people ● Making your content go further ● Some ideas to try Repurposing content
- 5. Defining content marketing Repurposing content The Content Marketing Institute defines content marketing as… “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” It’s not a new idea. In fact it’s been around since the early 1900s when Michelin produced the Michelin guide offering drivers advice on car maintenance!
- 6. 10 benefits 1. Grow reputation - improved perception of your brand 2. Efficiency - content marketing only needs to cost time 3. Increase reach - through social traffic and followers 4. Get found by prospects - with more content indexed by search engines 5. Demonstrate knowledge - and establish yourself as a thought leader 6. Generate sales leads - exchanging content for contact details 7. Build relationships - by positioning yourself as a useful resource 8. Show your human side - through your point of view and tone 9. Increase engagement - with highly targeted audiences 10. Build brand awareness - and increase authority and trust Repurposing content
- 9. Extending reach ● Email newsletter - segment clients ● Print out - use in meetings, waiting room, post ● Email to relevant clients Repurposing content
- 10. Upload to your website 1. Use the introduction as a blog post OR summarise each section in the guide 2. Ask readers to fill in a contact from to read the full guide OR include a link to the full guide 3. Follow up with a call Repurposing content
- 12. Social media ● Which channels do your clients use? ● Tailor for different channels ● Experiment with text, images, time of day ● Can post links to same piece of content ● Canva to create visuals for social media Repurposing content
- 14. Benefits Saves time - Time can be a barrier to creating content Extends value - Get the most out of it ● Same message different channel - different people ● Gives you another chance to rank in search engines ● Helps you create consistent content Repurposing content
- 15. How to start 1. Gather what you’ve got from everyone in the business 2. Don’t worry about how old it is 3. Format isn’t a problem 4. Think about what you want to achieve. Keep this in mind when deciding what to repurpose Repurposing content
- 16. Some ideas
- 18. Question and answer blog posts Split the guide into a series of blog posts Benefits ● Lots of content ● Helpful content Link to other posts in the series Repurposing content
- 22. Interesting stats blog post Create a blog using key figures Benefits ● Quick to read and create ● Shareable content Need focused calls to action to help readers take the next step. Repurposing content
- 25. Beyond your website Content that can be consumed on social media Benefits ● Quick to digest ● Reach an audience that might not visit your website Only worth it if you have a decent number of followers Repurposing content
- 26. Other ideas E-books to blog posts (and blog posts to e-books) Webinars Video blogs Repurposing content
- 28. Measuring impact Not just number of views that’s important Capture leads? What did the leads do next? Help you find out what works and improve Repurposing content
- 29. Questions?
- 30. Need some help? Repurposing content Call 0117 915 0420 or email more@practiceweb.co.uk
Editor's Notes
- Housekeeping
- No good churning loads of content out if you haven’t thought about these things first Who do you want to attract? What is valuable and relevant to this audience?
- But all this takes time (and money) How often have you spent ages creating a piece of content that has an initial ‘bang’ and then just sits there? Same topics that you have to create content about again and again
- Getting more people to see your content (original or otherwise) Example...
- Who it is aimed at Format Sections
- Going further
- Don’t just upload it to your site. Encourage the reader to access the full guide. Exchange details -lead generation Or free access
- Quotes and statistics are good to include in visuals
- What is repurposing content? Rejigging content you already have for a different audience or platform adjust, combine, expand
- Can be difficult to justify spending time on something that’s not a quick win / has v obvious ROI
- Repurposing can change media. Presentations make great webinars No point doing loads of work if you’re not going to get any benefit from it
- Who it is aimed at Format Sections What you have probably already done with this
- Link to other guides
- Play with formatting
- More time. Not a designer Brand colours and fonts Blog Share on social
- This webinar stems from a blog post
- Created loads of content. What next?