Monday, February 13, 2012

Why Repurposed Content Improves Lead Generation

Quality content can be used as an effective lead generation strategy, but it helps to know HOW content  actually translates to your ROI. You could have the most polished content written by a professional copywriter, BUT how does "content" generate leads and ultimately, improve your bottom line? And don't have to create "new" content every time. That's where repurposed content comes into play with your content marketing strategy. 

I recently wrote a white paper for my marketing agency partner. The white paper topic tackles a very HOT topic in social media -- how to reduce online negative reviews (geared towards the hospitality and restaurant industry). As a result, this free white paper generated over 200 downloads and resulted in sales leads for the agency. The feedback from the decision makers in the restaurant and hospitality industry was positive...with requests for MORE valuable content. And that happened as a result of just ONE free white paper. I then spun the white paper content into a series of blog posts and articles to be used for article/content marketing. 

White papers are just the tip of the content marketing iceberg. Here are three easy ways to repurpose your content and improve your lead generation. People get tired of the sales and marketing spiel..."buy my innovative product blah blah blah." Valuable content is an easy way to open up "real dialogue" between you and your target markets, and could translate into viable prospects and sales leads down the road. 

1. Turn articles and white papers into visually-appealing PowerPoint presentations. Upload your PowerPoint presentation to free content sharing sites such as Slide Share

2. Break up a long white paper or report into a series of blog posts and short social media updates. For example, if you wrote a white paper about "20 easy tax tips for small business owners," break up the information into chunks and share on your blog. Do the same thing for your social media posts, and share a new tip each day. You don't have to reinvent the wheel when it comes to your content marketing...and it allows you to cohesively and consistently brand yourself as a "leading expert" within your social networks and blog readership. 

3. Turn content into a short video or audio podcast. Take key points of your article, white paper or blog posts and create a short (no more than 2 minutes) video or podcast. People love visually-appealing entertainment. You only have to look at the popularity of YouTube videos. Post your videos on free video sharing sites such as YouTube and Vimeo. Make sure to carefully read posting guidelines before uploading videos. Don't forget to include optimized keywords in your video tags so your content can be easily found via search engines. 

Always follow the DMCA guidelines and do NOT plagiarize content. It is against the law to steal content (articles, copy, artwork/images, brand/trademarks, etc.,) and you could be fined and/or your website shut down if you break copyright laws. 

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Therese Pope, Copywriter/Content Developer & Digital Buzz-icist

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