how to repurpose content across multiple platforms

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Are you tired of constantly creating new SEO content and want to save time? Learn how to intelligently repurpose your content and tie everything you write into your sales cycle.

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  • 1. SMXWest 2013 The Veg-O-Matic approach tosmart SEO writing

2. About SuccessWorks First SEO copywriting agency (established in 1998.) Help B2B companies tell their stories, boost their leads and drive more profit. Train companies in SEO content best practices. Established the SEO Copywriting Certification training for freelance and in-house writers. 3. Once upon a time...It was all about your Website... 4. Today, the pressure to create anddistribute content is high... 5. We know content is important...but content creation is challenging...92 percent ofsurveyed marketerssay that contentcreation is very orsomewhat effectiveas an SEO tactic...But its the mostdifficult toimplement... 6. The unfortunate result? Learned helplessness. Companies dont know what to do next (or they feel like they arent doing enough.) So, they do nothing and miss opportunities. 7. The secret to staying sane...Strategically repurpose your contentStrategically repurpose your content 8. Write big pieces of content you can sliceand dice into parts 9. One piece of content can have multiplebenefits. - Good search positions for a variety of keyphrases - Lead generation - Build awareness - Start a conversation - Support other marketing initiatives 10. These parts can be distributed acrossdifferent mediums White paper/Ebook Blog post Sales pages/ casestudies- Create a blog series- Tweet something - Have videobased on the whitefrom the post, and link testimonials? Sharepaper.back to it. them on FB orGoogle +.- Tweet a stat and link - Aggregate relatedback to the white blog posts and turn - Tweet somethingpaper.them into an ebook. from the case studyand link back.- Post a fact on your - Create a video thatFacebook page orlinks back to the blogGoogle +post.- Pull out excerpt for - Post on LinkedIn/FBan enewsletter and start a discussion. 11. Tips from the trenches...- We are a small company- Im very hands-on (read: Ido a little bit of everything...)- Time is precious 12. I feel the pressure too. Thats why Ideveloped a process. 13. Goals- Connect with freelance andin-house writers and startconversations.- Build product awareness.- Connect with companiesthat need SEO copywritingservices. 14. Our social marketing mix 15. Standard procedure... - Tweets/posts are pulled from blog posts, the Certification training materials and the Business Bootcamp training materials. - We post at least five times a day (or more). - Most posts are informational - not promotional. Interesting tidbit: Pulling tweet snippets from older posts brings them back to life. 16. We customize posts for each networkThis promptspeople to visit thesite and start adiscussion. 17. Turn popular posts into a downloadable white paper...Conversion goal: encourage newslettersignups 18. Turn video posts into a how to guide... People who want more information about how to start a freelance business will be given a video guide with 10 videos. Upsell - the Business Bootcamp. 19. Turn old blog posts into an ebook...Can sell on Kindle, give away - or both!Upsell - Certification 20. Update old blog posts...Updating posts (and keeping the URLs the same) can save tons ofcontent production time.GREAT resource by Michael Gray (Graywolf)http://www.wolf-howl.com/blogging/blog-less-update-more/ 21. Answer FAQs by bloggingI can point people to the post rather than answering the samequestions over and over...The post is also part of my Certification training materials 22. Weekly posts are highlighted in anenewsletter (with a CTA every week.) Bonus: Tuesdays (when the newsletter is released) tends to have the most site traffic. Plus, the posts are re- tweeted and shared. 23. The biggest key to success? Planning inadvance. 24. Questions to ask before creatingcontent... - What would reinforce the sales cycle (in a non sales-y way). - What questions do we get from readers/prospects? - What can we update/tweak? - How many ways can the content provide value? - What tools can we use to streamline the process? - What is realistic for our company? 25. The Veg-O-Matic approach works! Repurposing content across social networks and emails drives most of my product sales (and about 75% of my writing sales, too) 26. Questions? Heres how to reach me.SEO copywriting services, SEO CopywritingCertification training and customized trainingHeather Lloyd-MartinCEO, SuccessWorks SEOCopywriting.com heather@seocopywriting.comTwitter: @heatherlloyd