Guest post by Noel Watts, an accomplished business development executive within the mortgage banking industry with more than 18 years experience in a range of progressively responsible leadership positions.
I was talking with a friend recently about adding a blog to his website to generate web traffic through content marketing. His company specializes in writing industry specific content and delivering training courses online and live across the country. The exciting part was realizing that he had already created several years worth of content.
The truth is that many of us have created volumes of content that we could repurpose and insert into a content marketing strategy.
The question is where to begin.
If you have determined that content marketing is important to your business, then it deserves to be a micro strategy of your overall strategic plan. Set a goal for the number of posts you’ll publish each week for the first year. You’ll want a good balance of being timely and ubiquitous without wearing out your online welcome. Pushing out 2-3 posts per week is probably the sweet spot for most small businesses. We all have full schedules, so unless you love to write, 2-3 posts per week might seem much too time consuming.
That is exactly why repurposing content is so powerful! It’s about leveraging the content and resources you already have.
Repurposing content shouldn’t require a lot of editing time prior to posting on your blog. Set a time limit that each post will take a maximum of 10 – 15 minutes to create and stick to it. If you post three times per week, you’ll have a total of 45 minutes invested.
Automate your posts with tools that push content from your blog to Twitter, LinkedIn, Facebook, etc. Don’t spend time posting your content to individual sites.
Make it a team sport. Repurposing content should not be exclusive to the marketing department or small business owner. Ask your team to create posts. Divide and conquer and that 45 minutes per week can be dramatically reduced. Talk about leverage and efficiency!
Here are some ideas to get the creative juices flowing:
1. Survey your sales team for the ten most commonly asked questions they receive. Create a blog post for each question and provide the answers in a conversational tone.
2. Ask your operations staff for the 10 most common issues in their departments. What quality control features might be important to your customers? What steps in the manufacturing process set you apart?
3. What is your unique selling proposition (USP)? Review marketing materials, flyers and brochures. What are the features and benefits of every product?
Each of these is a unique blog post and could easily generate over 100 blog posts. If you post twice per week, you could have a full year of content. You’ll increase your online presence while providing your customers the information they need to make a buying decision.
If you find this helpful, please share your thoughts and ideas about how you can identify and repurpose content in your business!