You don't have to start from scratch when it comes to your content marketing. I read an interesting content strategy today by Joe Pulizzi on Content Marketing Institute - take one idea/topic and repurpose it into 20 new pieces of content. Obviously, this won't work for every topic (or industry), but it's a great idea and makes perfect sense. This helps strengthen your brand across multiple digital and offline channels, and reinforces your online reputation and industry expertise.
Choose a topic that relates specifically to your industry and resonates with your target markets, customers, and clients. Don't be afraid to dive deep into the minds of your audiences--give them what they want! Not every content channel I listed below will be appropriate for your industry or niche, so be mindful of what works and doesn't work when it comes to your target markets. Remember to focus on just ONE idea or topic.
As I read Joe Pulizzi's article, I thought, hmm, where and how could I take one topic and produce content in 20 new and interesting ways? These are the 20 content pieces I came up with--off the top of my head.
1. Write content for your website
2. Write and publish a blog post - if you don't have a blog, it's easy to create a WordPress blog.
3. Create a video and upload to YouTube and other video sharing sites
4. Upload a Powerpoint presentation on SlideShare and other free multimedia presentation sites
5. Create and publish an ebook focused on this topic (i.e. CreateSpace) - take your most popular blog posts or articles and turn them into an ebook
6. Write articles - contribute to article marketing sites such as Ezinearticles
7. Write a white paper/report or case study - offer as a free download on your website or blog
8. Share information in your e-newsletter. Write a short article centered around the topic or take key highlights from your blog post (cross-promote and include a link back to your blog)
9. Guest blogging & industry sites - reach out to bloggers and writers in your industry for guest blogging/writing opportunities
10. Be a guest on a podcast or online radio station - search out podcasts related to your topic or industry and pitch your topic idea. You can reach a wider audience by sharing your expertise and knowledge via online radio stations and podcasts.
11. Share content on social media. Take key points from other articles and highlight them in your social media posts.
12. Create an online course or webinar focused solely on your topic.
13. Connect with other industry experts and participate in online teleconferences that compliment your topic.
14. If appropriate, speak at local industry/business networking events and clearly focus on the topic. Hand out supplemental materials (repurpose a blog post or article tied to this topic)
15. Answer questions on LinkedIn or Facebook that relate to this topic--share your expertise and knowledge.
16. Join or start a group on LinkedIn or Facebook that centers around your topic/idea. Be active in these groups and share your content--just remember not to spam social media groups with advertisements or blatant promotions.
17. Use topic-related hashtags when tweeting i.e. #howtoattractcustomers, #socialmediamarketingtips, #socialmedia, #Internetmarketing etc.
18. Write online editorials, reviews, and helpful comments on other industry blogs, websites, and ezines that tie back to your topic.
19. Create visual infographics related to the topic - share on Pinterest and Instagram.
20. Create and share a useful tool, template, or content freebie. Make sure it is "user-friendly" and easily accessible to your target audiences. For example, I have a free social media editorial calendar template that I share with my colleagues and clients. This is a handy tool and those I have shared with appreciate the fact that the work has been done for them. It helps them stay organized and focused on the big social media marketing picture.
Whew! That should give you plenty of ideas on how to get started with repurposing content in new and exciting ways. If you have other content marketing/repurposing tips that I missed, please feel free to share!
Showing posts with label article marketing. Show all posts
Showing posts with label article marketing. Show all posts
Monday, July 1, 2013
Tuesday, December 13, 2011
How to Protect Your Brand With Ethical Content Marketing
This weekend I was disappointed to see that TechCrunch included a "shock jock" article by a writer who I feel is a poor representation of entrepreneurs. I choose not to name her as I don't want to give her the added exposure. Although she has a right to her opinion, I don't understand why TechCrunch has partnered with her. I felt the article tarnished TechCrunch's usually spot-on solid reputation.
I enjoy reading TechCrunch's articles, but it makes me wonder what's happened to the editorial team at TechCrunch? Is TechCrunch THAT hard up for traffic? There are brilliant tech writers out there, and it makes me scratch my head as to why they passed over reputable tech experts for an annoying shock jock ranter (who is NOT a tech writer, by the way).
Yes, I know - shocking rants sell and brings in traffic by the boat load. But at what price? The article was sexist, biased and poorly researched. Is that the reputation TechCrunch wants? To be known as a site that publishes biased juvenile rants?
As an internet marketer, I understand that content marketing is a numbers game. But I only had to scroll through the negative comments to see that not only was the writer being called on the carpet (by fellow entrepreneurs) for her poorly researched biased article, but TechCrunch was also named for their lack of poor judgement.
This article made me stop and ask myself the question: what's happened to ethical content marketing and why are reputable sites like TechCrunch publishing such drivel? It all goes back to online reputation - the kind of content you post on your site can have a negative, detrimental impact on your brand. And in this digital age when we can push a button and tweet to our hundreds of thousands of followers and they can tweet to their followers, it only takes one tweet or post to do serious damage.
The TechCrunch articles also reminds me of the very reason why I opted out of Copyblogger. With all due respect to Brian Clark and his team, Copyblogger published an article by a non-copywriter who snubbed copywriters and the profession of copywriting. Ironically, Copyblogger's main target audience IS COPYWRITERS! It was offensive and I tweeted my displeasure with Copyblogger's lack of quality content (which is usually very good!)
Word to the wise: Before you align your brand or your articles with an external website or blog, do your homework first! If you answer YES to the following questions, then the website/content channel is probably an "ethical" content marketing match for your brand:
1. Do you resonate with the articles/content published on the site? Is it a good match for your industry and company brand?
2. Do the writers portray themselves in a professional, respectful way via their content/articles?
3. Is the site well-respected and well-known by fellow colleagues and/or people in your industry?
4. Would you feel comfortable recommending this website as a "trusted" information source? Would you publish this link on your social media channels or pass along to colleagues, clients and friends?
5. Review the comments and feedback from their readers. Do the readers LIKE the articles (check out the social media "like" buttons)? Do writers receive positive comments and is free of "spam" comments?
My mission in 2012 is to be proactive with my content marketing for Zenful Communications...and to continue to align myself with sites and writers/bloggers who resonate with my brand and my professional ethics.
I enjoy reading TechCrunch's articles, but it makes me wonder what's happened to the editorial team at TechCrunch? Is TechCrunch THAT hard up for traffic? There are brilliant tech writers out there, and it makes me scratch my head as to why they passed over reputable tech experts for an annoying shock jock ranter (who is NOT a tech writer, by the way).
Yes, I know - shocking rants sell and brings in traffic by the boat load. But at what price? The article was sexist, biased and poorly researched. Is that the reputation TechCrunch wants? To be known as a site that publishes biased juvenile rants?
As an internet marketer, I understand that content marketing is a numbers game. But I only had to scroll through the negative comments to see that not only was the writer being called on the carpet (by fellow entrepreneurs) for her poorly researched biased article, but TechCrunch was also named for their lack of poor judgement.
This article made me stop and ask myself the question: what's happened to ethical content marketing and why are reputable sites like TechCrunch publishing such drivel? It all goes back to online reputation - the kind of content you post on your site can have a negative, detrimental impact on your brand. And in this digital age when we can push a button and tweet to our hundreds of thousands of followers and they can tweet to their followers, it only takes one tweet or post to do serious damage.
The TechCrunch articles also reminds me of the very reason why I opted out of Copyblogger. With all due respect to Brian Clark and his team, Copyblogger published an article by a non-copywriter who snubbed copywriters and the profession of copywriting. Ironically, Copyblogger's main target audience IS COPYWRITERS! It was offensive and I tweeted my displeasure with Copyblogger's lack of quality content (which is usually very good!)
Word to the wise: Before you align your brand or your articles with an external website or blog, do your homework first! If you answer YES to the following questions, then the website/content channel is probably an "ethical" content marketing match for your brand:
1. Do you resonate with the articles/content published on the site? Is it a good match for your industry and company brand?
2. Do the writers portray themselves in a professional, respectful way via their content/articles?
3. Is the site well-respected and well-known by fellow colleagues and/or people in your industry?
4. Would you feel comfortable recommending this website as a "trusted" information source? Would you publish this link on your social media channels or pass along to colleagues, clients and friends?
5. Review the comments and feedback from their readers. Do the readers LIKE the articles (check out the social media "like" buttons)? Do writers receive positive comments and is free of "spam" comments?
My mission in 2012 is to be proactive with my content marketing for Zenful Communications...and to continue to align myself with sites and writers/bloggers who resonate with my brand and my professional ethics.
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