Articles Tagged ‘Blog’

29 Ways to Integrate and Reuse Your Marketing Content

Thursday, December 6th, 2012

Reuse your content to save!

Sometimes, coming up with new content for your website, blog post or other marketing can be downright exhausting. As an outsourced marketing copywriter for my Indianapolis clients, I’m always trying to find ways to re-purpose existing content and marketing tactics in order to save my clients time and resources. So I put together 29 ways that you might reuse your existing marketing materials:

1.Turn an effective print ad campaign into a landing page or email blast.
2.Shorten your whitepaper into a blog post.
3.Turn a page of web content into a sales letter or brochure.
4.Use your blog posts for email marketing content.
5.Re-write customer testimonials into a longer case study or add them to your website.
6.Use social media to share your (old or new) blog posts and drive people to your website.
7.Recruit subscribers to your eNewsletter through your social media pages.
8.Recruit social media followers through your in-store display, sales letter or email.
9.Post your press release on your website or blog.
10.Send your blog post, whitepaper or case study to a publication for earned media coverage (PR).
11.Print out relevant blog posts or media coverage and send them to a prospect with a sales letter.
12.Gather your press releases, press coverage and blog posts into a media kit to post on your website or to send to reporters and editors. Use at trade shows as handouts for prospects and media.
13.Have your customer read their case study or testimonial in a video format to post on YouTube and your website.
14.Perform a customer survey and send any relevant results to your industry trade journal or to the local media.
15.Send a blog post or educational article to a local or trade media editor for inclusion as a column.
16.Print out a copy of your latest print ad campaign and use it as a flyer or handout at a trade show, golf outing or other event sponsorship.
17.Send flyers or offer letters with your billing statements to customers to remind them of additional products or services.
18.Re-run your radio advertising or customer testimonials as your on-hold message on your company’s office telephone line.
19.Post your television advertising on a company YouTube account and on your website.
20.Use social media to promote an upcoming trade show, open house, sponsorship or other event.
21.Package leftover promotional products and materials from trade shows or events and include them in prospect mailings or gift packages for clients and vendors.
22.Create a blog post about your company’s events over the past year, and document with photos and videos.
23.Write a blog post about your company’s most popular blogs or social media posts of the year.
24.License your blog content for others to use and promote on their websites or blogs (with permission and a link back to your site, of course).
25.Post a sales presentation PowerPoint slide on SlideShare and include on your social media pages.
26.Share a relevant blog post to a local or industry LinkedIn Group page.
27.Create a whitepaper or eBook out of blog content, surveys or old eNewsletter content. Offer it for downloading on your website in exchange for signing up for your newsletter or requesting information.
28.Convert a blog post into an audio or video file for your website.
29.Tape-record your speaking engagements and offer them (for sale or download) via your website.

These are just a few ideas for re-purposing content — off the top of my head. How many more could you add to this list?

Susan Young, President
AimFire Marketing
(317) 858-7669 office/fax
(317) 414-3623 cell

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Can Blogging Really Help Build Your Business?

Thursday, September 20th, 2012

Blogging is the highest form of customer service.

Last week, I spoke at Schenectady Downtown Improvement Corporation, the topic, “Using Social to Build Your Business.” It was a great turnout, and the participation was interesting. Even businesses that are working with social media are still asking tons of questions. Most of the questions were about blogging.

Questions like why should I write, what will I write and do I have to do the writing? (Perish the thought that you should have to write about your business.)

I went out to look for information on all of these topics. It’s always interesting to ask the “experts.” There’s lots of evidence to support blogging for your business.

I think the big question is why bother to blog at all and what can blogging do for your business?

Over the years businesses have provided information through advertising in traditional places such as newspapers and television. All of these places provided a venue for letting the customers know who you are. One of the differences was the content was provided by the media rather than the business. The media would “spin” the information to make the business look good. Everyone knew that; including the potential consumer.

Did the consumer believe you? The answer to that question is open for discussion. For instance, how can you tell someone you provide great customer service? You really have to show them.

Blogging is a way for a business to get close to your customer.

Blogging is a way for a business to get close to your customer.  This is a link to Flokka, where women in business blog; it has good ideas.

Blogging is a low cost-alternative to having great web presence. Having someone else in command of your web site is costly. If you want the information posted to be relevant, you will still have to provide the content. Why not do it yourself and make it more personal?

Updating your blog is quicker, easier and cheaper. We’re back to the price issue again. This is really a chance for you to show the customers your knowledge and expertise as well as share it with a larger audience. Since the purpose of the blog is to connect with your customers, you can invite your customers as guest bloggers. Your employees can also blog.

Wegman’s, a family owned market has created a blog that has lots of loyal followers. The blog is called “Fresh Stories” and features employee bloggers who share recipes and ideas with their customers. Mary Ellen Burris started writing for Wegmans in 1971 as the voice of the consumer. She began a weekly column that is published regularly in Wegman’s newsletter. The content is upbeat, fun and very useful. Wegman’s president writes regular blogs as do the employees.

The key to making it work is being consistent and understanding the purpose of your blog.

Ask yourself these questions: who knows more about my company then I do?

Do I really care about my customers?

Who is more hungry for business; me or my ad company?

By the way, blogging with your customers is one of the highest forms of customer service. A blog is a way to get feedback from your customers. It provides great information, engages potential customers and says, “we care.” Building your business is all about building relationships.

After all, whose customers are they?

Lisbeth Calandrino
Fabulous Floors
Associate Publisher & Director of Consumer Research

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