Repurpose with PurposeMaking your Content Work Harder

What is Content Marketing?

“Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.” Content Marketing Institute

What types of content might you have?

Blog Core Web Pages Images Video Testimonials Infographic E book Physical booklet Podcast/audio Interview Quotes ……

Example 1 – Blog into Social Media tips

Example 2 – Image into Social Media Info

Example 3 – Quotes – For all you TweetJukebox Junkies!

ANALYZE YOUR MISTAKES. YOU'VE ALREADY PAID THE TUITION, YOU MIGHT AS WELL GET THE LESSON. 

More examples of using content to stand out on social media

Excuses, Excuses Jo gives Tough Love!

I don’t have time to write a blog. A good blog can provide you with a backbone of content that can be repurposed across many channels and bring people to your blog and website. It can save you time in the long run!

I don’t have a blog on my website. Although the best place to produce content is from your own website, if you don’t have a blog you can still post on LinkedIn Pulse or a long form post on Facebook and use that to create content for multiple channels

I don’t have good images – get some! I’m not a natural writer. Authenticity always wins.

Write in your style, make your content more list style or tip style. Or do a video/audio and get it transcribed. Or pay someone to write some evergreen content for you to get started.

I don’t like seeing myself on video/hearing myself – Get over it!

Tools you can use to help repurposing

Canva – This is what I use to overlay text on images, add logos, create quotes and make text look more interesting. It is intuitive to use, gives you a huge amount of templates to use and has a great FREE version

Pablo – This is Buffer’s own equivalent of Canva Rev – Not the award winning BBC2 Comedy. This is an

app that transcribes audio/video to text. Charges per minute of text ($1 per minute)

Tweet Jukebox – provides loads of quotes. But use with caution! Personalise your quotes using images/graphics – don’t just let it spew them out.

Case Study – Bridge Road Consultants The Power of Process

Debra Levitt4 July 2016

Woo

dy T

ips… Loyal customers are worth up to 10 times as much as

their first purchase__________

94% of customers who have a low-effort service experience will buy from that same company again (CEB)

_________Inefficient business processes have five times more impact on the customer than the delivery of a poor

product.

Source for quote 3: http://haploos.com/home/whats-causing-this/business-process/

Debra had many slides that contained quotes or stats. These could easily be pulled out to create graphics for use on social media or a fact sheet.

Why are processes important?

Processes

Consistency Communication Efficiency Branding Competitive Advantage Control Traceability Measurable

This slide provides a list of why Processes are Important. This is an awesome template for a blog post. It has structure already, Debra would just need to embellish each point to create a blog

She could then take each point and create a graphic for social media then linking back to the blog post and her website

But it’s just me, why do I need processes?

Processes

What if you want to hire someone else? Franchise? Take a holiday? Do you remember all the steps in every thing you do? Do you deliver the same level of service to every client? Are you as efficient as you can be?

Again another great blog post in the making and this one will probably be far easier to target specific ideal clients. This type of evergreen content can then be used at holiday time, to tie in with a news story on franchising or customer service etc

Then you can repurpose for social media linking back to your website

Process levelsDefining Processes

Plan Plant Care Harvest

Gather Requireme

ntsAssess Agree

Priorities

Agree assessment

criteria

Confirm available budget

Review all submissions

against criteria

Rank based on criteria

score

Great infographic that again can be used on social media, as a basis of a blog post.

What else?

Once Debra has created several blogs from the slide content they could then be turned into an ebook

Instead of writing them all up as blogs talk about each slide in greater details to camera on Facebook Live, upload to YouTube etc

Turn the best tips into a lead gen that gets people to your website and signing on to your mailing list

Don’t feel you have to do it all at once. Start somewhere and the ideas will being to flow

Get any slides from a presentation you do on LinkedIn SlideShare. (Go to interests, slideshare and upload from there)

Your task should you choose to accept it …

Get into pairsWrite down a list of content you already have (however bland or insignificant it may seem)

Join with another pairBrainstorm ideas for how you could repurpose, jazz up the content you already have.

One Final Thought…

I have read 2 articles in last week that advise directing Facebook Advertising to well crafted blog posts. These perform well on relevance scores which reduces your PPC. More and more customers are looking for value. Good Content Adds Value

How can I help?