Writing content for your company is resource intensive. The costs of writing, editing, fact-checking, and then reviewing for SEO are amortized when you take that same content and make it available through a variety of outlets to reach different audiences via social media and more.
Good From the Get-Go
Of course, it should go without saying that the content needs to be strong from the start. All the best practices of writing must be in place. There is no room for sloppy mistakes. When talking about your company, the messaging must be consistent with your brand. This goes for describing the benefits you provide, what makes your product unique, and the tone of your writing.
Show, Don’t Tell
We like to say that content strategy means thinking like a publisher, not like a salesperson. This means to err on the side of useful information. It is not necessary to make a sales pitch. Good information is more likely to encourage people to explore your site and return. It is the makings of a relationship.
Think of your writing as a memorable dining experience. SEO is only one part. Yes, you want your rankings to attract site visitors, but you want them to keep coming back. Think of a highway billboard. Abundant advertising might cause you to pull off the road and drive in—but if the food isn’t good, you’re unlikely to come back on the next trip. Good content is like good food; you’d like your readers to return for a second helping.
The Purpose of Repurpose: Be Heard With Less Effort
1. Blog post
Write a blog post about one aspect of the added value your service provides, and how it can be measured.
2. White paper
Got a really good blog post? Use it as the central idea for a white paper, with some specific case examples, and offer a checklist or some concise means for your reader to remember, use and/or cite your paper.
Identify major points, and re-send them as tweets. Link them to your original blog post.
Consider revising your post as an infographic, or recast the post with graphics to illustrate your main ideas. You might draw the attention you need from an audience overwhelmed by text.
Consider recording your blog post as a podcast, it may need some editing to sound more natural using the spoken voice, but it becomes yet another channel to reach and engage your audience.
Have your channels talk to each other. Include links to content, within the different channels you maintain. So, if you’ve posted a blog post, make sure it appears on your Facebook site, or that a tweet has a link back to your post or white paper.
7. Ink it
Print is another part of a repurpose strategy.