5 NEW WAYSTO EXTENDTHE REACHOF YOUREXISTINGMARKETINGMATERIALS.

INTRODUCTION

LIVE GRAPHIC RECORDING OF WEBINARS OR IN-PERSON EVENTS

ADD TEXT TO YOUR NON-TEXT CONTENT

COLLATE YOUR BEST STANDALONE QUOTES

BREAK UP BROAD CONTENT INTO SMALL FOCUSED PIECES

CREATE AND LINK TO CONTENT ARCHIVES

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CONTENTS

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If you’re serious about growing your business, you’ve probably already produced

some (hopefully many) content pieces that you can be proud of.

If you have, then you also know just how much work goes into creating content that’s

worth reading (aka. NOT the poor excuses for content that turn a 1-paragraph idea

into a 45-page guide).

There’s tons of noise out there, so you need to produce high quality content to attract

new customers and grow your business. But, the time required to produce enough

of that content takes away from the time you need to spend actually running your

business.

IT’S THE CONTENT CATCH-22.

The good news is there are easy (and underused) ways that you can extend the reach

of your existing content.

Which means...

• NO MORE wasted time on researching and producing compelling content

• START multiplying the customer-getting power of your best content pieces

• NO MORE waiting “until there’s time” to improve your content strategy

• START attracting new customers and getting more repeat customers

IT’S THE CONTENTCATCH-22

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INTRODUCTION

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LIVE GRAPHIC RECORDING OF WEBINARS OR IN-PERSON EVENTS

To increase engagement with (and extend the reach of) your presentations,

webinars, speeches or podcasts, have someone illustrating your key points live on

a whiteboard. Simple, in-person whiteboarding is proving popular with megabrands

like Coca-Cola to add visual interest to presentations. But, if your office is short on

decent doodlers, then you can always consider turning outages from your popular

webinars into a paid-for whiteboard “doodle” video (there are online services that

will do this for you for a fee).

MAKING IT WORK FOR YOU:Use one of your successful past webinars or podcasts and get one of your more

creative staff members to create a whiteboard drawing of the main points (see Kelly

Kingman’s work here for a good example of this). The drawing doesn’t have to be a

work of art and is a great way to appeal to your more visual audience members and

your busier prospects who only have time to scan your content.

Maximize the exposure of your content by pinning the images of your finished

whiteboard graphic to Pinterest, or by sharing the process on SlideShare. You can

even post a time-lapsed video of the drawing process to tease the content of your

webinar or published slides. Send it out in an email to catch attention quickly and

encourage a click-through to related content.

EXAMPLE:Say you’re a chiropractor and you’re speaking at a health conference - you could

bring someone in to contribute visuals to your speech, illustrating the highlights as

you go. You can set up a camera to film the process, or ask someone to take pictures

at different stages of the illustration. Then use these visuals to promote a recording

of your presentation.

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Many businesses are missing the opportunity to get in front of interested prospects

by not optimizing their non-text content for search. Google only indexes text-based

content, so increase the chances of appearing on page one of Google Images by

optimizing your visual content’s meta tags.

MAKING IT WORK FOR YOU:Include detailed image descriptions using a couple of your main keywords in the

“alt tags” of your images and ensure that your file sizes aren’t too big to keep your

load times speedy. Don’t forget about your image’s file name - make this short and

descriptive to maximize your search visibility. Optimizing your visual contents’ meta

data takes minimal effort on your part and is a really effective way to extend the

reach of the images you’re already using.

EXAMPLE:Say you’re a marketing consultant and you’ve just produced a new infographic for

your blog on the effectiveness of viral marketing - if your blog is the only thing that’s

ranking in the search engine results pages, you’re missing the chance to drive traffic

directly via your infographic image. So, make sure you fill out the meta data for your

infographic to get it indexed on image-based search engines like Google Images.

ADD TEXT TO YOUR NON-TEXT CONTENT

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If you’ve taken the time to research, develop and produce content pieces like

whitepapers, podcasts or webinars, then you’ve likely got lots of ready-to-use

content that you’re not taking advantage of. So, go through them and find your best

quotes or tips and archive them.

MAKING IT WORK FOR YOU:Send out your best quotes in emails to your audience, or create eye-catching images

of these standalone quotes to share on social media sites like Facebook, Pinterest,

Twitter or Instagram. Don’t forget to include a link to related content pieces that

your audience might be interested in.

This is a great tactic to use when you’re short on time to create new content and

a good way to encourage engagement with your audience while cementing your

thought leadership in your niche.

EXAMPLE:Say you’re an engineer and you’re holding a training event - break up your speech into

twitter-sized quotes and create eye-catching visuals using these quotes to promote

your training event, course or webinar across social media.

Another great way of extending the reach of your existing (and bigger) content is

to divide it up into smaller content pieces. You can turn the focused chapters or

sections of webinars and whitepapers into easily digestible, bite-sized pieces like

videos, SlideShare presentations, podcasts, infographics, blog posts or Google+

Hangouts.

MAKING IT WORK FOR YOU:Try using your notes from a specific section of a past webinar to create a focused

(and brief) blog post on the subject. This is a good way for your content to reach

prospects who may have missed the webinar or saved the recording “to watch later”

(aka. the prospects who have forgotten about it or just don’t have time for it).

EXAMPLE:Say you’re a financial coach and you’ve created a whitepaper download on investment

strategies - you could choose a particularly useful chapter of your whitepaper to

turn into a video script, which could be read on-camera by yourself or turned into a

short animated video (this can be done quickly through many online services). This

low-cost content repurposing can be used by itself as a mini-training, or to promote

sign-ups and downloads for your larger guide.

COLLATE YOUR BEST STANDALONE QUOTES

BREAK UP BROAD CONTENT INTO SMALL FOCUSED PIECES

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While your focus should be on regular content production, it doesn’t mean that your

older content can’t be working for you, too. If you’ve got old content pieces like blog

posts and articles that are still relevant (and worthy of your audience’s attention)

then archive these posts and link to them from your newer content pieces.

MAKING IT WORK FOR YOU:If you have enough content, you can create topical archives on subject matter that

interests your audience. If you don’t have enough content to create topical archives,

then just link relevant keywords in your new articles, posts and other content pieces

to the older content piece. Alternatively, place a link at the end of the post to an

older one that they might be interested in.

(*IMPORTANT NOTE: don’t link to outdated information - for example, no one

wants to learn about once-effective SEO tips that’ll actually get them punished in

the rankings now!)

EXAMPLE:Say you’re a web design agency with a comprehensive blog containing news about

design, marketing and social media - make a list of your most popular posts and

ensure that you’re still sending traffic to them. Divide your existing blog posts

into broad categories based on subjects (i.e. “design news”, “social media” and

“marketing”) and, if you have enough content, subcategories based on specific

topics (i.e. “visual marketing”, “responsive design”, “Facebook advertising”). Link

out to these archives from your newer, related posts and link relevant keywords in

your new posts to your popular past posts.

CREATE AND LINK TO CONTENT ARCHIVES