Your business’ promotional material and content marketing strategies are great. You’re happy with your articles, blogs, podcasts and video posts; your team’s writing and creative work is stellar; and you want to shout the results with pride into cyberspace. So why settle for one bite of the apple when you connect with a wider audience, drive added awareness and maximize returns in more ways than one?
Excellent content is like a classic song — sometimes covers are just as good, if not better than the original. As musicians proved long ago, there are far more ways to spin a winning track. Those looking to boost customer interest, website traffic and social media sharing can try these tips to remix their content into several equally impressive results, all of which can help get the most out of your organization’s top online hits.
1. Create an E-Book.
Your business or brand has been blogging for years, generating tons of great content stockpiled in its archives. If you’ve already been publishing expert hints, tips and advice, why not compile that material into a one-stop solution that’s eye-catching, easily enjoyed and allows you to represent and refresh the information in an easily digestible format – i.e., an e-book?
Aggregating content into a single read can effectively represent engaging material, add value to your IP catalogue, and potentially even drive added sales, media interest or public attention for preexisting content, while cementing your business’ expertise.
Bring on a graphic designer to create PDF files suitable for reading on computers or mobile devices. Or you can export from Microsoft Word, while services like Lulu.com, CreateSpace and SmashWords provide affordable print-on-demand capabilities. To add extra oomph, set aside time to update material and add some new chapters to prior works, which can also serve as great marketing and sales tools. You can call out the additions on your cover (e.g., "Second Edition – Now with Expanded Advice!").
Now that many online publishers make it possible to print on-demand, or bring digital editions to countless online storefronts, sharing and selling your creations has never been easier and more convenient.
2. Create a Podcast Series.
An HD webcam (available under $100) or smartphone with audio/video recording capabilities is all it takes to start your own virtual radio or TV show for online distribution.
Do you speak at events or provide advice to customers via live or remote solutions? Record sound bites and remix them into downloadable programs featuring highlights, or create a downloadable program or interactive training series featuring highlights from your presentations. In many cases, it pays to dovetail with other promotions – for example, by piggybacking off your newly published e-book to create an audio series on similar topics.
Doing so can expand your reach, help you create new products and convey valuable information as your customers go about their daily routines.
3. Break Your Content Into Smaller Pieces.
Have a lengthy brochure or whitepaper that contains tons of great info? Consider breaking it into a set of standalone articles for online sharing. Running groups of posts can be themed and linked together via a master page, and promoted as a running themed series.
With more consumers than ever reading content on smartphones or tablets, anything longer than three scrolls down the screen is likely to short-circuit our increasingly distracted brains. So, why not break up your article into a running group of posts, linking all together via a master page, should someone wish to read the collection in one sitting? Couple these programs with community and PR outreach efforts, and you can both advertise key themes and keep dialogue and awareness levels high for weeks at a time.
4. Create Photo Galleries, Slideshows and Infographics.
Got a ton of great photos and images handy? Look for ways to bring different media together, whether as a picture gallery (“10 Hottest New Restaurants”), montage (“Scenes from City Life”), social media series (“Magical Vacation Moments”) or infographic (“Top New Fashion Trends”) that quickly conveys useful information.
You might even create microsites designed to showcase all, or pair visual materials with corresponding articles and videos, building the online equivalent of eye-catching brochures. If a picture truly says a thousand words, just imagine how many collages and infographics can convey, and how much more rapidly they can do so than lengthy articles, especially on supporting social media services, i.e. Pinterest.
5. Repackage and Represent Material.
So you’ve already published a ton of content. It’s out there for anyone to find on an individual basis, but it’s up to you to make it easy for new customers to quickly access. If you’ve created 20 posts on using social media to build a brand, why not create a master roundup post that serves as a one-stop reference?
Likewise, updating preexisting content with the latest information and stats can be an easy way to squeeze more from content marketing efforts. Just like remixing a song or redoing an old movie, there always will be a new audience awaiting a bigger, brighter and expanded director’s cut version.
Don’t be afraid to update, revise or compare new findings to old material that’s been published either, allowing you to put a fresh spin on prior observations. Making things easy to find and routinely refreshing how you present them are unexpectedly great ways to keep audiences coming back for more.
Read the full article on Mashable.com.