Post by Rohan Ayyar
Traditional marketing was – and still is – expensive. It’s also a vague shot in the dark, practically speaking. Then came the Internet, bringing online marketing with it.
Digital marketing ought to have been inexpensive, practical, and result-oriented. It allows for inbound marketing and other much better ways of marketing. Content marketing changed the way you market, promote, gather leads, and engage with your customers.
Content marketing, however, isn’t free.
Whether you spend time researching and developing content or you hire professional freelance writers, it costs money (or time, or both). For businesses, saving money or making investments work harder is mandatory.
Here are some creative ways to churn, re-use, and duplicate your content marketing efforts.
Reach out for the unknown
Information is ubiquitous on the web. Not all of that information is visible, though. As a content marketer, it’s easy to research and find bloggers who allow for guest posts, look for joint venture opportunities, and create many other relationships.
Yet, the people and the opportunities you’ll reach out to are “active” and “published” ones, where someone already took the initiative.
What about the passive bloggers who haven’t yet allowed guest posting opportunities or “contributions” to their blogs? How about many of those entrepreneurs who haven’t taken an active stance on the Internet yet?
Just because they didn’t take initiative yet doesn’t mean you shouldn’t reach out to them. If you were looking to guest post on other blogs, for example, you can’t work with other bloggers, communicate with them, and engage with them meaningfully if you don’t know much about them.
You’d find it incredibly useful to use tools and channels such as Twitter to do some basic research first. For instance, if you had a web design business, you’d want to search for the #webdesign hashtag and figure out who the thought leaders are in the web design industry. You can also make use of a free and nifty tool from Moz called Followerwonk to find out the extent of these people’s influence by looking at their follower count and other metrics.
Don’t just stop there. Get to know all about them – some easy targets are the About and Contact pages on their website and profiles on other social networks. You can also dig into their business and administration details with a Whois lookup of their website, who hosts the site with WhoIsHostingThis, and so on.
That’s just information though. It’s what you do with this information that matters more. Once you get to know your prospects or target recipients, it’s easy to plan ahead for content planning & outreach.
Simultaneous drip across social channels
Can a Facebook update be reused as a parallel update for Twitter, and then for Google+?
With a bit of creativity and the right tools, you can. A Facebook update can be wordier, and highlight a picture better than a Twitter update. Facebook updates can also be used as Google+ updates. You might just have to tweak the update a bit to fit into particular social channels.
Let’s take the post 6 Things Good Content Marketing Can Do For Your Business as an example:
The Twitter update would be as shown below:
If you used the same format on Facebook and Google+, you’d get an awkward result. Instead, you’d modify the update (much easier to do it on a tool like HootSuite).
You may use the same update for Facebook and Google+, except that you’d have to use specific account handles (separately on each platform or on HootSuite itself before publishing) relevant to the platform.
When you are sharing others’ content, find them and tag them according to the platform you are sharing on.
One content piece fits many
One piece of writing can be used multiple ways. Here’s how you can do it:
- Once you write a blog post with several research links, statistics, and data, you will publish it, of course.
- Apart from that, each statistic can be used as a social media update. Parts of the post can make for great entries (as insights) on your Facebook and Google+ page.
- Curate posts on a similar topic and compile it into a report. Give the report away to your subscribers for free, or make them pay with a tweet.
- Rework the post into an actual audio recording and launch a podcast. Set up shop on iTunes and elsewhere on the web to have others subscribe to your podcast.
- Curate all the statistics and research you already have for your posts in the form of images, and create an infographic.
- Alternatively, create slide decks and share it on social media (along with SlideShare). You may even use these slide decks to create a short webinar and post the recorded video on Vimeo and YouTube, or even on Google+.
That’s just one piece of content (sometimes we club other pieces of content too). You can work several different ways for every piece of content you develop. The key is to leverage your assets.
All pieces of content, by the way, are assets.
No matter what your business is, maintain a multi-user blog
You can set up a multi-user blog in many ways – hire multiple bloggers and create accounts for them (and give them their credit), encourage guest blog posts, or encourage people within your network to write for you in exchange for exposure.
There’s a reason for doing this: every author on your blog has a motivation to promote, showcase, and share their own content much more than they’d be inclined to share yours. Apart from your own visitor strength and social reach, you’d get to leverage others’ social network too.
If you had a total of 15 authors/bloggers writing content, and assuming each blogger had 1000 followers across their social networks, every single post “liked” or “shared” on Facebook would expose you to a potential reach of 15,000, and total views will count to more than that figure.
How does your investment in content work for you? Do you churn content for reuse or does all the content you produce lead a single life?
About the Author
Rohan advises premium clients in the capacity of a search strategy specialist at E2M Solutions and digital user experience consultant at OnlyDesign.org. Catch him on Twitter for a chat on any of these areas.