NBC’s “The Voice” wrapped up their 5th season this month, crowning Jamaican songstress Tessanne Chin as the winner. Not only did the singing competition find a new, amazing musician, but they also added a twist to the voting procedures that angered many fans. The series started its “Twitter Save” this season, where viewers can tweet a hashtag during a five-minute window to save one of the contestants in the bottom three from elimination, allowing that one person to continue in the competition. It’s a nice idea in theory, but the online engagement for the TV show was riddled with hiccups and mistakes. Here’s how you, as a small business, can create online engagement with your offline events without angering followers and customers.
Establishing a business presence on social media has become a primary focus for companies large and small across practically every industry in existence. However for businesses that utilize eCommerce platforms to execute sales transactions online through their websites and affiliates, up until now there has always been a barrier preventing them from reaching their full sales potential on social media.
Historically companies looking to generate online sales from their social media presence needed to direct people out of the social media platform and to the company’s website or online store in order to complete the purchase. However there is almost always a negative impact on conversions when a prospect has to leave the site they are on and visit another site in order to complete a transaction, which means businesses have been missing out on a significant number of potential sales — until now. With the arrival of “social commerce,” companies can now make sales within social media platforms, so the customer never has to leave the site.
Numerous studies have shown that people are more sensitive to losing what they already have than gaining something of similar value. This phenomenon, called “loss aversion,” has important implications for businesses when it comes to framing your message for your audience. Some examples even suggest people can be twice as likely to prefer avoiding a loss to experiencing a gain.
Here’s a domestic example to help explain the concept: If you wanted to incentivize your teenager to clean their room, you can either motivate them with a gain by paying them to do it, or motivate them with a loss by reducing their allowance if they don’t do it. If they are twice as sensitive to losses than gains, and it cost you $40 to get them to clean their room, then you would only have to threaten to withhold $20 of their allowance to see the same results. Because they are twice as sensitive to losing what they already have, it takes a much smaller amount to generate a large impact, and this kind of powerful leverage is exactly how the concept of loss aversion can help businesses achieve greater sales.
Because companies tend to mostly think in terms of gains, there are important parallels for businesses to learn from this example when crafting their messages and offers. Common pitches from organizations are that their products or services will allow the customer to start doing something they couldn’t do before, or save money, or have a new experience. All of these benefits are positioned as gains, so that means your offer has to be twice as good if it’s going to compete with a company that instead frames their offer using losses.
So how would you frame these benefits in terms of losses instead of gains? Here’s one example of how a marketing campaign dramatically increased its conversion rate by changing its position from gains to losses:
Every successful company started small, as just an idea in the founder’s head, and then came alive from there. These are a company’s roots, and they are something every person in the world can identify with, no matter how different their own roots may be. Even though we all come from diverse backgrounds, just like our beginnings are the foundation for where we get our identity, the same is true for a company when building a brand.
Whether a company started with humble roots and grand aspirations or attracted the attention of wealthy sponsor from the beginning, all of them have a story to tell. This story is what shapes a brand’s identity, and like all things related to marketing, it is malleable.
When developing your company’s marketing and branding materials, one of the most common challenges is how detailed you should make your creative. After all, if you go into too much detail you risk overwhelming the prospect. If they’re presented with a long, text-heavy design, there’s a good chance they will decide it’s not worth their time to read it all. In their minds, if the only way they will be able to understand the value of your business is by examining a novel-length promotional piece, then your product or service is not for them.
On the other hand, if you don’t give your prospects any details and your promotional materials are only flashy designs with little substance, then your audience will become suspicious that you are hiding something. If you can’t back up the attention-getting claims in your promotional materials with facts or explanations, your prospects will assume your offer is probably too good to be true.
So how do you resolve this conflict? How do you know that your are providing enough detail to make your business seem legitimate, but not so much that it overwhelms your potential customers? The first step in finding the balance that’s right for your company is to understand what the purpose of using details is to begin with.
Most companies think of managing their online reputation as an active process. Negative reviews or stories show up about them online and they need to respond to limit the exposure that story gets, and spread an alternate story that is more favorable to the organization. They launch a new product or service and need to build a positive and convincing reputation for their new offering. Whether reacting to a negative event or publicizing a positive one, it takes a lot of effort to make an impact on your company’s online narrative.
But it doesn’t have to.
If you can build an engaged and supportive online audience, they will be your most useful tool for helping shape the stories that spread about your brand online. Think about a company like Apple or Zappos. They have legions of fans that can’t wait to spread the word about how outstanding their products and services are. Every time a customer like this interacts with the brand and has another positive experience, they will be sure to tell their friends and post about it on social media. Building a following with this level of engagement, even if it’s size is only proportional to how big your company is, can go a long way to making it easier for you to manage your online reputation. Here are just some of the ways it can have an impact:
- Instant positive reviews. If you are launching a new product or service, having an engaged audience means that they will be waiting and eager to give you positive reviews. You can even help feed this desire by offering your biggest fans advanced access so that when you launch there is already a surplus of positive feedback waiting to influence your new potential customers to make a purchase.
- Refute negative stories. This is possibly the most helpful part of having an engaged following. Think about how much more effective it would be if, whenever someone posted a negative story about your company, your followers responded to shut down the critic instead of you needing to take action. Not only would this save you a significant amount of time, but it would also be more convincing coming from other customers instead of the company itself.
- Increased virality. Having an active following means that you have a platform in place if you ever need to spread a message. Since your followers trust you and are eager to lend you a hand, as long as you don’t abuse this privilege you can ask them to help you promote something from time to time when it’s of high importance. Just asking them to retweet or email your announcement to their friends is all it takes to start a wave of viral sharing about your latest update. Just be careful not to abuse this privilege, or your followers will begin to fell like they are being taken advantage of and you will lose credibility with them.
The advantages of having followers like this are clear, however like all things that are highly valuable they are also difficult to attain. Brands that build followings like this do so over time, with patience and continued dedication. While there isn’t a specific set of criteria that, if you meet them, will guarantee having an active and supportive following, there are several things you can do to help increase your chances:
- Develop an amazing product or service. This is easy to type but extremely difficult to execute. It’s like trying to explain what makes a hit song or hit movie popular. The only way to really describe a product or service like this is the same way Supreme Court Justice Potter Stewart described obscenity: “I know it when I see it.” Going any further would lead to a description that would most likely have numerous exceptions and quickly get too complicated. The best thing to do is to look at other companies of your size in similar industries, figure out which ones have the best audiences and why, and then try to do the same for your brand.
- Be human. People relate to other people, they don’t relate with organizations. If you want to build a following, your company needs a spokesperson to become the face of the business. Think about how Steve Jobs was the face of Apple, and Elon Musk is the face of Tesla. Without these two powerful figureheads, their customers would have a harder time relating with the business.
- Start small. Building a strong online following starts with a single person. The best way to start creating an engaged audience is to look for bright spots — what customers or followers do you have who are already engaged? Find these people, figure out what they have in common, and then recruit more people like them. You don’t need to have a following the size of Apple’s to see positive change for your business. Just take look at the essay “1,000 True Fans” by Kevin Kelly, which is revered by some of the internet’s biggest personalities like Seth Godin and Tim Ferriss.
Tell us about a time where your customers or online followers helped your brand manage its reputation in the comments!
While the amount of marketing and advertising that occurs online is substantial and continues to grow, businesses still make large investments in offline marketing as well. From newspaper and magazine ads, to billboards, to radio and TV commercials, to direct mail, there are plenty of prominent and effective marketing channels used by businesses that do not happen online. The key issue many businesses face now is how to track the online results for their offline marketing campaigns.
The core idea behind tracking the online results of offline marketing activities is being able to connect a given marketing piece with a visitor when they come to your website. If your company has been wondering how its offline marketing activities have impacted things like website visitors, online leads, e-commerce sales and more, here are four ways you can track the online activity that results from your offline marketing campaigns.
1. Domain Redirects and Alias Phone Numbers
The first way that you can identify which offline marketing piece caused a person to visit your website or call your phone number is by setting up domain redirects and alias phone numbers. Domain redirects allow you to point multiple domains to your website and alias phone numbers allow you to send multiple phone numbers to your main line. Both methods can be tracked to identify which original domain or phone number, and therefore which offline marketing piece, was responsible for that visitor or phone call.
To create domain redirects, first you will need to purchase the domains for your campaign. For example, if you were running a regional promotional campaign for your sporting goods store and your normal website is joessportinggoods.com, you could buy joessportingoodsNY.com, joessportingoodsNJ.com, and joessportinggoodsCT.com.
Once you have those domains, you need set them up so that whenever someone visits them, they get sent to the main page for joessportinggoods.com. You’ll want to use what’s known as a “301 Redirect,” but if the technical aspects of this are too advanced for you the person who created your website should be able to help. There’s also plenty of information about different redirect types on Wikipedia.
When setting up the redirect, in order to be able to track different domains you will need to add tracking code to the redirect URL so that you’ll know which domain generated the website visit. Otherwise a 301 redirect treats the visitor as if the original domain name doesn’t exist and acts as if the visitor went directly to the final URL, so no tracking information will be captured. If you use Google Analytics, simply go to their URL Builder, type your main website address (in the above example it would be joessportingoods.com) in step 1, create tagging information to identify the referral in step 2, and then after clicking submit use the resulting URL in the redirect. This way when someone visits the URL, they will be redirected to your link with the tracking code and their visitor information will be captured that way.
Now that you’ve setup your domains to redirect with tracking code, all that you have to do is use the appropriate URL in the marketing materials for each state, so that people in New Jersey see joessportinggoodsNJ.com, and if they visit the URL they will be redirected to the URL with the appropriate tracking information and you’ll know which regional campaign was responsible that visit and any purchases that come as a result!
Creating alias phone numbers on a large scale can be more involved, with companies like Call Fire offering solutions for businesses who need in-depth call tracking. For smaller campaigns where you only need a single number, you can use Google Voice to set up an alias number for your existing phone and keep track of how many calls it gets. However your Google Voice account will only allow you to create one new number, so it won’t work for larger campaigns that need multiple numbers.
2. Shortened URLs
Another way to track offline activity is by using shortened URLs. Like domain redirects, you can put different shortened URLs into your marketing pieces and then track each one to determine which item delivered that visitor to the site. While it’s easier to setup shortened URLs than domain redirects, it ultimately requires more organization since you’ll have to keep track of which shortened URL corresponds to which marketing piece and it often looks less professional than having a dedicated URL.
Also, unless you setup URL tracking like in the domain redirect example, you won’t be able to view your results in your analytics platform or have any information beyond which marketing pieces resulted in the most traffic. This is because when a visitor enters a shortened URL your analytics platform behaves as if the person simply came directly to the site, so everyone will show up as a direct visitor and there will be no way to identify them as they browse the site or make purchases because there won’t be any tracking information associated with them. You’ll have to track the visits to your shortened URL through whatever service you use to create them.
If you want to be able to use shortened URLs in your offline marketing and still track visitors in your analytics platform, use the URL builder from the last example to create a trackable URL and then enter that into your URL shortener of choice. That way, like with a domain redirect, after the person types in shortened link it will take them to the URL with the tracking information and capture which marketing piece generated their visit to the site.
3. Custom Pages
A third option is to create custom webpages for your campaigns, and work to ensure that the only way someone will visit these pages is because they have viewed your offline advertising. To take the example of the sporting goods store again, you could create separate pages joessportinggoods.com/baseball, joessportinggoods.com/basketball, and joessportinggoods.com/football in order to run campaigns targeted at each of those sports.
The trick for executing this method is making sure that the only way to reach these pages is when people who see your offline marketing type the URL directly into their browsers. Obviously this means you don’t want to create links to these pages on your website, otherwise people will be able to click on those links to visit the page and it will throw off your results. The key is to make sure that these pages also don’t show up on search engines. In order to do that, you need to modify the metadata for the pages so that they will not be indexed by search engines. To do this, enter <meta name=“robots” content=”noindex” > into the <head> section of the page’s HTML. With no links to the page from your site or from search engines, you’ll help ensure that the only visits these pages get come from your ads so that you get an accurate overview of the effectiveness of your campaigns.
4. Discount Codes
A final way to track online purchases that are generated from offline campaigns is by using unique discount codes for each piece. If each ad has a unique discount code, all your company has to do is track which code is entered during the checkout process and match it up with the appropriate marketing piece. This obviously requires your company to use an ecommerce platform that allows you to create discount codes, and it also doesn’t allow you to track any other website activity besides a purchase, but for businesses that have the capability to handle discount codes and only care about tracking purchases it’s a great option.
Does your company track the online results of its offline marketing campaigns? Let us know how you do it in the comments!
When 60% of local businesses don’t even list their phone number on their website, there’s a good chance that an even larger percentage are not putting effort into local SEO. But when 43% of searches performed today use a local keyword, and 86% of those searches convert to a phone call or visit to the physical location, local businesses need to pay attention to their geographic SEO strategy if they want to stay competitive. Those who don’t miss out on all of that traffic and leave it for a competitor. Your website is critical for capturing your local customer base, but simply having the website won’t be enough to get you noticed.
The key to having a successful local SEO strategy is to get a large amount of high-quality content on your site that contains keywords relevant to your geographic area and industry. Here are a few ways you can develop a geographic SEO strategy for your business and rank for local keywords.
Write “Best Of” List Posts about Related Industries
This is a seldom-used practice that is, quite frankly, genius. Not only are these posts great for local SEO, but they also position your company as a thought-leader for the local area. These “best of” lists help your rankings by targeting specific, less-competitive keywords while also offering valuable information to your potential customers.
The hard part with this tactic is deciding on the most relevant industries for your company to post about, and doing the research to create a quality article. The trick is to think about questions and resources your customers might have or need in conjunction with your product or service. For example, if you’re a nail salon in New York City, then some good ideas for “best of” list posts would be:
- The top hair salons in New York City
- The best clothing boutiques in New York City
- The top health spas in New York City
With “best of” list posts, you begin by thinking like the customer. In the case of the nail salon, a typical customer may be preparing for a big event, and getting her hair done and buying a new dress may be part of the preparations. A customer may also be looking for a day of pampering or relaxation, so a health spa, a hair salon, or a clothing boutique would be the next stop after the manicure. If you’re not a nail salon, consider businesses that customers use with your services, services that customers often ask about, or products that compliment what you offer.
Create Content Covering Local Laws and Ordinances
Most local businesses, although not all, have to work with local regulations and laws in order to conduct business and to serve customers appropriately. An excellent way to build local SEO is to create content about these laws and ordinances, educating customers and fellow business owners about what they need to know in order to do business with you or what goes on behind the scenes in order to create your product or service.
Much like the “best of” lists, these topics and keywords usually aren’t very competitive, so covering them makes it easy to get your business at the top of the results. Also, this information is typically tough to find, so clearly explaining it in a user-friendly, accurate, and comprehensive format will generate plenty of attention, links, and traffic — all of which help your search rankings.
River Pools and Spas, a pool installation company in Virginia, used this tactic as part of their geographic SEO strategy. They wrote a blog post covering the zoning and permit laws for pool installation for every county in which they did business. Not only were they able to rank for niche SEO keywords, but they also reached many potential customers who were thinking about installing a pool but may not have heard of the company yet. These potential customers were still considering the purchase of a pool period, let alone evaluating a contractor to install it, and now they have a provider in front of them addressing a critical need in the buying process. Who do you think they are going to trust when it comes time to hire someone to put in their pool?
This illustrates another benefit of covering local laws and ordinances. It allows you to reach potential customers who are further up the buying cycle, who may not have started researching specific companies yet but are still only evaluating whether or not the entire product category is a good choice for them. By providing helpful resources to prospects this far in advance of the purchase decision, you can establish your reputation with them before your competition and close more sales as a result.
Invest in FAQ Content
The biggest change with Google’s latest update to its search engine, nicknamed “Hummingbird,” is that the search engine will now deliver results that encompass the “intent” of the query and not just match words on a webpage to words in the search box. Therefore, a search query like “how to fix a ceiling fan” will deliver more results of local businesses, instead of just finding pages that have those 6 words on them, because Google will understand that you probably have a ceiling fan in your home that needs fixing, and will most likely need a local home repair company to fix it. Creating FAQ content will allow your business to capitalize on this type of search traffic.
The best way to present your FAQ content is to give each question its own page or blog post. An FAQ page with the answers listed in sequence or a dropdown menu won’t be as effective, since having only one page with many different questions and keywords on it can dilute it’s impact. You want multiple pages to match up with multiple searches because search engines evaluate the “quality” of a match based on how completely the page addresses the search criteria. More pages also means more ways for local customers to find you online and more keywords for which you can rank.
This strategy also requires you to list questions that your customers actually ask and care about the answers to, instead of just posting your boilerplate sales pitch in the form of questions. For example, don’t bother with questions like:
- What is [insert product]?
- How much is [insert product]?
- Will [insert product] be a good fit for me?
- How do I contact [insert company]?
If you need help coming up with good questions to list in your FAQ, then the best place to start is with your sales team. Ask them which questions potential customers most frequently ask. If you’ve already gone through those questions, then move on to those that aren’t specifically related to your product, but the entire category or field your business works in that would be asked by prospects in the earliest stages of the purchase process. Inbound marketing software firm HubSpot has an excellent blog post series like this, answering questions such as, “What is social prospecting?” It’s an informative post that covers the entire field, without digressing into why you need to purchase HubSpot’s marketing software to help your business improve its social prospecting activities.
Local SEO is about establishing your business’ online reputation in your geographic area. You do that by creating content that will show up in your neighbor’s search results and demonstrate that you care about the town where you do business. It’s through content and genuine local SEO rankings that you prove your company offers quality service and is the best in the area, which will cause you to rise up the search rankings and generate more business organically.
What has your business done to increase local SEO traffic?
One of the key transition points of the sales process for businesses is closing warm leads and converting them into customers. Your business could be generating volumes of traffic to its site, capturing most of them as leads, and building demand through direct outreach, but if your business struggles to close these leads and turn them into paying customers you won’t have much success no matter how strong your pipeline is. Get more of your top prospects to agree to review a proposal from your company, with the intention of making a purchase, using the following script in an email or letter.
Here are the different segments of the script, followed by what it would look like put together:
Section 1: Headline
The headline is what captures the prospect’s attention and gets them reading. It should be less than thirty words, and it should speak directly to a problem or pain point they have. This section gets the prospect to think to themselves that your product or service just might be the solution they’ve been looking for to reach a key business goal, and makes them want to find out more. If you can get the prospect to think to themselves “How did they do that?” or “I would love to be able to do that,” then you’re on the right track
Section 2: Tie-In Paragraph
The tie-in paragraph transitions from the headline to the purpose of the correspondence, and creates some type of social context for the message. This makes the prospect feel comfortable that your business is well-known, reputable, and trustworthy, so they start to trust the claims you present in the next section of the pitch letter.
Section 3: Benefit Bullets
The benefit bullets are a series of short statements that further explain the advantages using your product or service can provide for the prospect. Again, the prospect needs to see doing business as a way for them to reach their goals, not as a list of features and specifications that don’t mean anything without context.
Section 4: Closing Paragraph
This paragraph has one purpose, to make it extremely easy for the prospect to reply to you with a one-word answer — yes — and have that give your company the opportunity to submit a proposal for their business.
Now that you have the explanations of the different parts, here is how they would look when you put them together. For reference, the beginning of each section is noted with a superscript number corresponding to the section number above.
1Another manufacturer in your industry increased revenues by 26% and reduced operating costs by 31% in just 4 months using our proven system. How would you like to achieve these or even greater results?
Hi [Prospect Name],
2During the past 12 years, we have worked with 16 of the top manufacturing companies in your industry. Are any of the following achievements on your list of goals, plans, or objectives for this year? If so, the good news is that we have created a proprietary, repeatable process that we guarantee to deliver results such as:
- 3Up to 30% increase in sales volumes and faster product shipments by as much as 65 days.
- Lowering inventory and improving product availability by detecting supply descriptions early and responding with cost-effectiveness in mind.
- Increase shareholder value and protect company’s existing market share.
4We can discuss the details of course, but first I wanted to make sure that results like these would be something that interests you. If so, would it be okay if I followed up with a few more specific ideas about how we could help you achieve these and possibly even greater results?
Notice at the end of the message all the prospect has to do is respond and say “yes” in order to agree for you to follow up with specific ideas about how you can help? Once the prospect says “yes,” you can put together a proposal for new business with them, and then either send it to them or schedule a meeting to present it to them. Either way, this script will help you get out of the endless sales cycle and get right to the proposal phase to close more new customers for your company.
This script is based partially on material from Anthony Parinello’s book Selling to VITO: The Very Important Top Officer. What book do you think has the most effective marketing or sales templates?
Over half of all businesses engaging in content marketing, small and large, say producing enough content is a challenge. It takes a lot of time and effort to create even one piece of great content, where smaller pieces like blog posts and checklists can take a few hours. Unfortunately after all that time and effort, most companies only wind up with one piece of content to show for it. However there’s no rule stating you can only create one piece of content per idea. If you plan strategically, you can repurpose your ideas so that one marketing message can be presented and distributed across many pieces of content. This allows you to be more efficient so you can stop feeling stressed about publishing enough material for your company. Here are five creative ways to get more mileage out of your message by planning ahead and repackaging it into new content to share in new places:
1. Turn Several Blog Posts into a White Paper or eBook
If you’ve been blogging for a while, then it’s likely that you have many posts dedicated to one topic. For example, if you’re a law firm, then you may have several posts regarding tax law, or estate planning, or traffic law. Since the content is already created, all you would have to do to create a white paper on estate planning is organize all those posts into a logical order and think of a good title for the white paper or eBook. You may also have to add things like a new introduction, a table of contents, a conclusion, a cover page, a list of references, or redo the layout and the formatting, but the majority of the content will already be there. After taking the time to edit and to clean up the presentation, you will have a brand new piece of content that you can promote and use to convert web visitors.
This repurposing method can also go the other way around. You can take an eBook and turn each chapter into a blog post or guest post to gain exposure. Better yet, with each chapter/article, you can include a call to action at the end of the blog post leading visitors to download the complete eBook, capturing their email address in the process for lead generation. If you want to use this strategy for the approach from the last paragraph, where you combine multiple blogs into an eBook, just go back and add a call to action to download the eBook on the blog posts you used as the source material.
2. Combining Several Pieces of Long-Form Content into a Resource Kit
A resource kit is a set of materials that are bundled together to share an idea with your audience that is too advanced or detailed to be fully explained in a single piece of content. This is one of the easiest ways to repurpose content because you don’t necessarily have to redo or reformat anything to put it together. Creating a resource kit is a matter of putting different materials into an all-in-one package that makes it easy and convenient for your audience to find and act on your advice. The demand generation success kit is a good example of a resource kit, comprising of webinars, blog posts, a podcast, and a few worksheets outlining best practices. You can have one piece of content discussing demand generation, but to successfully explain a concept as advanced as this it’s more effective to create a resource kit.
With a resource kit, it’s often a good idea for you to use a variety of content types, since this allows you to present each concept using the medium that most clearly communicates the idea, keeps things engaging for users, and also accommodates the different ways people learn. However, you should balance the number of unique pieces inside your resource kit based on the complexity of the message, realizing that too little information will leave users feeling like your offering was inadequate and too much information will cause them to become overwhelmed and never even start.
A good rule of thumb is the more things you include in your resource kit, the more important creating some sort of order or sequence becomes. This way, even when there is a lot of material, users know exactly where to begin and can proceed in order. This makes the amount of material a lot less daunting.
3. Posting Your Webinar Slides on Slideshare
Webinars take a long time to put together, so why do all of that hard work just to present the information once and then forget about it? Slideshare is an often-under-used content sharing platform, but with over 60 million views monthly, if you have slides from a presentation just sitting around you’re missing out on a lot of potential exposure by not posting them. In order to maximize the value of your exposure, make sure that your presentation has an appropriate call to action at the end, so that you can carry the attention from the slideshow to your website, increasing visitors and leads. First, you may need to update the call-to-action that you used for the end of the webinar because it’s not the best choice to use on Slideshare, where a visitor is unable to listen to the presentation that’s supposed to accompany the slideshow and is not participating in real time. Second, you may have different objectives for people attending a live webinar, who are more engaged, compared to people browsing slides on Slideshare who are more passive.
Another great thing about posting to Slideshare is you can embed Slideshare presentations into your blog posts. Consider this a bonus way to repurpose your content or to further engage your reader once they’re at the end of a post!
4. Turn Your Webinar into Blog Posts
While creating a blog post summarizing your webinar and including the SlideShare presentation at the end, like the last section suggested, is not a bad start, because of the high level of effort for hosting a webinar there is much more you can do with that content. Your webinar probably had an agenda, which most likely was divided into sections or subtopics. You can turn each of those sections into its own blog post, or combine two or three if they can’t stand on their own, and illustrate each one with the graphics and/or quotes from your slides. The Recruitment Process Outsourcing Association does a good job of turning its webinars into blog posts, and posts like this one often generate a lot of traffic because it contains information their audience finds valuable.
A way to make your webinars more helpful and accessible is to hire someone to transcribe the webinar so that you have a transcript to accompany the audio and/or the video of your webinar. Doing this not only allows people to read along with the recorded webinar, but by adding a click to tweet option next to quotes and statistics, the material is much more engaging and is further divided into shareable bits. The transcript, if placed underneath the video on YouTube, Slideshare, or on a web page, also provides SEO benefits. If keywords are mentioned throughout the video, then the page can now rank for those keywords. Search engines have a hard time “seeing” that a video or slideshow is on the page.
One final benefit is that some people just prefer to read an article than listen to a webinar, and having the transcript makes your webinar accessible to that group.
5. Create an Infographic from a Tip Sheet, Checklist, or How-To Article
Variety is another common content marketing challenge, and visual content is one area where many businesses struggle. Granted, it takes more time and effort to create a video or a series of charts versus an eBook a series of newsletters. But if your business wants to offer more variety in its content marketing, then consider adding an infographic to the mix. Infographics are attractive, compelling, and easy for the reader to scan for the most important insights. They’re also an outstanding way to get more mileage out of your smaller pieces of content, or out of certain types of content that can be harder to repurpose. It’s difficult to turn a checklist into an engaging webinar, or to stretch that information out into a sizable white paper, but creating a decision flowchart out of it is a fun, visual way to reuse that material.
If creating visual content still seems like a lot, then use these infographic templates to get you started. Color schemes and icons aren’t for everyone, and every business doesn’t have a graphic designer in the building to do an infographic for them, but there are free resources out there that will allow you to test the waters to see if the ROI is worth investing in paying someone to help you in the future.
By repurposing one piece of content into many different forms, you don’t have to start from scratch every time you need to create marketing material for your campaigns. Instead of constantly stressing about what materials to create for your brand, reuse the content archive you already have and repurpose it for a different audience as a new content type in order to turn new people on to your company’s message!
Does your business effectively repurpose its content? Tell us how you do it in the comments!