We all know that content is King. Content rules the Internet. Most marketing experts now tell you that to truly increase sales and use the Internet to its fullest marketing potential you need three elements of marketing online – email, social media, and content. It isn’t enough, however, to just write a good blog. You can write 100s, if not 1000s, of blog posts and never gain a client. (Highly unlikely, but it could happen.) However, if you engage in content marketing to build an audience for all that killer content you create, you can, and most likely will, see an increase in your blog’s traffic, and from there, an increase in the number of new clients. Let’s see just how we can use our killer content to engage in some content marketing madness, shall we?
Content Marketing Strategy #1 – Turn Your Blog Into Audio
How many times have you downloaded a podcast? Ever dial up an ebook on your morning commute? What about a webinar/seminar replay while you sweat it out on the treadmill? Those audios most likely started out as somebody’s scribblings. Yours can, too. Turn your blog content into an audio and watch the number of happy “readers” soar. We all love podcasts, especially good ones on topics we find interesting. Recycle that blog post as a script and get to recording it! Once it’s done, share it with the world via iTunes and/or Blog Talk Radio.
Content Marketing Strategy #2 – Turn Your Blog Into Video
Now, I’m not suggesting that you go whole hog here and become a vlogger – having strictly video content on your blog. What I am suggesting is that you turn some of your more complex posts into a video, where you can use graphics, or even just a white board, to illustrate your points. Explaining complex details can sometimes be nearly impossible without some sort of accompanying graphics or illustrations. Video allows you to do just that. Video also allows you to let readers “behind the scenes.” Shoot a video of your office. Or of the great beach where you happen to be lounging this week. Let your tribe know that you do occasionally leave the office, or that the office actually exists, with some “casual” videos. And don’t just host it on YouTube. There’s Vimeo and Yahoo Video sharing sites, as well.
Content Marketing Strategy #3 – Turn Your Blog Into An Infographic
When presenting your topic in a factual, straightforward way, you can often turn one or more blog posts into an infographic. Infographics garner about 12% more traffic than textual content alone, so they are a really good way to increase traffic to your blog. And a great way to recycle some posts in a new, and more pleasing fashion. There seems to be one rule of thumb when it comes to infographics – Stick to ONE thing. Keep it simple, stupid. Don’t crowd your infographics with as much info as they can hold. Now, once you’ve crafted the perfect infographic, there are many places to show them off besides your blog, including visual.ly and nerdgraph.com
Content Marketing Strategy #4 – Turn Your Blog Into A Whitepaper
White papers often get downloaded and either saved or printed, and then used for reference in the future. A white paper need not be a large project or big undertaking. Simply combine several related blog posts (centered on one topic or focus) and clean them up a bit to make a cohesive document out of them. Create a nice-looking PDF (or hire someone at oDesk or Fiverr to do it for you) and offer it up for the masses to download and do with as they please. Once you have your PDF of your white paper ready to go, there are several things you can do with it:
- use it as a lead magnet to gain new email subscribers
- simply make it available for your current readers and visitors
- upload it to Scribd, DocStoc or SlideShare for others to find and revel in
Again, use content you’ve already got, from your blog, to create your whitepaper. Don’t try to create all new content. This is recycling, not content creation!
Content Marketing Strategy and You
Recycling content for marketing purposes all begins with your existing content. That’s the good news. The bad news is, you have to create existing content. If you are creating lots of good, killer content, you should have no problem repurposing it for marketing use. However, if you aren’t very consistent with creation, or you haven’t yet quite gotten the hang of writing decent blog posts, you may want to consider getting some help with that. We’d be happy to help you get your blog off the ground. Contact us. If you decide you don’t need us, then we expect to hear your next podcast, or stumble upon your next video, sometime in the very near future. Happy Content Marketing!