by Jackie C. Kiadii, MCP
What does your Thanksgiving turkey have in common with your online marketing? One word - leftovers! Turkey soup, turkey tetrazzini, turkey casserole, turkey salad. Even though Thanksgiving was almost a week ago, I am sure some of you are still finding ways to serve the last of the leftovers.
In the online marketing world, we call it re-purposing content. Once you create content, an imaginative marketer can find almost unlimited ways to use it.
Here is a quick case study.
A client hires us to help improve her website's search engine ranking. One way to improve search engine rank and lead conversion is by adding quality content. Here are at least six ways to use one blog post.
Version 1 - Create a keyword rich, lead generating blog post. A lead generating blog post is high quality content, crafted to speak to the needs of her best prospects and clients.
Version 2 - Use services such as twitterfeed or hootsuite to automatically feed the blog post to twitter, linkedin, and facebook. The beauty of this is we set this service up once and only have to change it if her login information changes.
Version 3 - Does she have prospects who will appreciate this information? If so, we encourage her to share it with a personal note. Showing she is tuned into a prospect's needs is a subtle way of following up.
Version 4 - She can't forget about her clients! She can share the blog post with her clients and include personal notes with specific ideas for incorporating the tips.
Version 5 - We help her reach more people by offering the blog post as content to other bloggers. Creating quality content takes time, and many bloggers will happily accept content that they know will appeal to their target audience. If you'd like to implement this step, start by reaching out to bloggers in your network to see if they are interested in your content. Always include a brief bio section at the end of each blog post so that the new audience knows how to reach you.
Version 6 - Convert her blog post to video, and post it on youtube. Why youtube? Youtube is one of the top 3 search engines, and is also in the top 3 for smartphone users. Video versions of the blog post can be posted on youtube to reach an entirely new audience, and this process is not as difficult as you may think.
This is really just the tip of iceberg - I can easily think of at least 5 more ways to share. I hope this gives you a few ideas on ways to get more mileage out of your blog posts.
Photo source: AndyNash on Flickr.
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