Category

Content Marketing

HOW TO REPURPOSE BLOG CONTENT FOR GREATER REACH

By | Content Marketing

Smart marketers know that businesses need to create consistent, compelling content. Both to make their brand discoverable on search engines and to position themselves as a leader within the industry. Yet many don’t repurpose blog content to increase reach and generate leads.

Our clients constantly come to us with the challenge:

“We are spending LOADS of time creating great content, but we just aren’t seeing the benefit of it”

We get it. There is a great frustration in investing resources in creating useful, entertaining content, which just doesn’t seem to perform when it comes to helping you achieve your business goals.

A big part of this problem is that we spend too much time creating the content and very little time leveraging that content to generate greater reach. In fact, in many cases, we discover that businesses are putting almost zero effort into promoting a piece of content.

As a general rule, we spend roughly 30% of our allocated content marketing time creating content and then 70% of our time looking to increase the reach of that content. After all, it doesn’t matter how incredible your content is, if it doesn’t reach anybody there is very little point to it at all.

In this article, we cover some tips on how we can repurpose blog content to increase your business’s reach. O, and it will save you a tonne of time in the process.

Repurpose blog content socially

Before we dive too deep into some smart tactics, let’s start with the fundamentals.

Yes, it’s shocking, but some business actually fail to complete this step.

RULE #1: When you publish new content, share that with your network.

social media blog content

This is super easy, all you need to do is write a short update highlighting the benefits/relevance of reading the content and then share it across all your platforms including social media and mailing lists.

It’s simple but effective. People are part of your audience because they care about what you have to say. These are the best and easiest way to repurpose blog content…so DO IT!

Re-share

We admit, it is pretty rare that businesses don’t share new content with their network (but it does happen). Yet it is commonplace that once they have shared that content once, they never mention it again.

This, my friends, is INSANITY.

“After all that work, it seems silly to share a post just once. Nobody crumples up an oil painting and chucks it in the trash after it’s been seen one time — and the same goes for your content” Moz.com

Most don’t re-share content at the risk of being ‘spammy’. This is a very real concern and can be the case when not done carefully.

When re-sharing content you need to follow three simple rule:

  1. Because you re-share doesn’t mean you stop creating new content
  2. Every time you re-share you should take a different approach
  3. Do not re-share content too often

What we mean by taking a different approach is that each time you post you should change the captions and/or image to ensure no repetition.

Re-sharing is particularly powerful when that content becomes timely or newsworthy. For example, we often re-share our infographic on how businesses can spot fake influencers as this topic comes in and out of focus in the media.

Speaking of infographics…

Infographics 

Another great way you can repurpose blog content to create more compelling assets which works perfectly on social media is through the use of infographics.

Infographics allow you to communicate key information through the use of engaging and eye-catching graphics. In the case where your blog content is long form, creating a snapshot of the most important points in an infographics acts both as a reminder of key information and as way to drive traffic to your original blog piece to ‘find out more’.

Probably a good time to share this then…

blog content infographicMicro-blogging

People are inherently lazy. So, even though long-form content is a crucial part of your SEO strategy, as well as an excellent way to position yourself as a thought leader with those that matter to your business, on its own it will not always secure you great results.

People want answers and they want them fast. That is a huge part of the reason why social media is so popular – because it gives people access to super quick information.

Using a micro-blogging approach to content leveraging is an excellent way to increase your reach and give yourself a huge amount of social media content easily. For example, you may re-share a link to a piece of long-form content, but instead of simply highlighting what is included in the content you give a snapshot of a key point within the content.

By providing value in the social caption you create intrigue in the wider article and can create large amounts of traffic to your site. 

Video clips  

Video is an awesome way to up engagement on your social media channels.

In fact, one study suggests that 90% of consumers say that video can help them make buying decisions. With those sorts of stats, can your business really afford to not be using video as a way to repurpose blog content?

video blog content

Video creation can be a little daunting, but as a small or medium sized business, you really do not need to think too much about the production value of your social media videos. Some of the best performing videos online are simply recorded on a smartphone and create a real personal connection between the business and the viewer.

For example, next time you publish a blog post, try creating a short video covering some of the key points or even asking additional questions you get about the blog post. This can take as little as 30 minutes and generates content (not factoring re-sharing) across a number of platforms, including:

  • Instagram story
  • Instagram post
  • Facebook story
  • Facebook post
  • Twitter post
  • YouTube video
  • Podcast (just audio)
  • and much more.

Go deep

 If you create a piece of content and it does particularly well, you may decide to leverage that attention and go even deeper. For example, creating an accompanying podcast or webinar which touches on the subject and allows you to generate even more value, using your written content as a base.

Doing this also allows you to involve thought leaders and influencers from within the industry which not only generates great content but also allows you to leverage their audience and extend your reach.

 

Blog content should indeed make up the pillars of your business’s content marketing strategy. However, by not leveraging other techniques and tactics you are only tapping to a tiny percentage of its potential. By spending an equal or higher percentage of your content marketing time generating and leveraging the tips we have highlighted above will save you time, create a higher engagement and ultimately generate more leads for your business.

5 TRICKS FOR CREATING CONTENT YOUR CLIENTS WANT TO READ

By | Content Marketing

As an agency that produces a lot of content marketing for our clients, we will be the first to hold up our hands and say:

“Consistently finding new and interesting topics that your clients want to read about and learn from can be a BIG challenge”

This dilemma is also probably the biggest reason why businesses stop the important task of creating copy that boost search engine rankings, positions them as industry leaders and brings in valuable sales.

The relentless re-hash of old topics into new content is a drag, so people simply give up.

But worry not! In this article we call on our experience and outline 5 hacks that can be used for creating highly compelling, unique content.

 

Use Content Pillars

 

Inbound marketers LOVE pillar content.

To put it simply, pillar content is usually a large piece of content which focuses on a main theme for your business. This may be a particular service or product you offer, or a challenge that your customers regularly face.

 

content-pillars

For example, at Make It Mana our content pillars include influencer, social and content marketing.

Best practice usually dictates that businesses create pillar content, for example an eBook or whitepaper, and then break that content into smaller chunks, which can be used across social media, blogs posts etc.

However, we have also found that working backwards can work well in the development of pillar content. This works by deciding on which topics would be key pieces of content for your brand and then breaking those topics into the smaller chunks which make it up. By systematically creating content covering those smaller chunks, you can then create a directory of those as your pillar content.

Take for example influencer marketing. We may create shorter blog posts on influencer selection, influencer outreach, leveraging influencer content, building influencer relationships and the laws and regulations around influencer marketing. Once that is done, we could create one piece of pillar content which either contains or hyperlinks to each piece of individual content.

 

Survey Customers

 

One of the biggest mistakes we ever see being made with content marketing is marketers trying to use every tool and trick in the book to work out what their customers want to learn about.

But they never actually ask their customer. This is an incredibly quick win when it comes to creating unique ideas for content marketing. Simply by asking clients what they want to read or which challenges they are facing you put yourself in a great position to create value.

Of course, using some other methods in this article will be useful as customers do not always know their pain points until you help them find them. However, this is the quickest, easiest and most valuable win.

If you don’t think your customers have or will give you the time to find out what content would be useful, try offering some incentive such as a donation to charity in their name for some of their time.

 

Jump on Trends

 

If you have ever attended a presentation where the presenter was attempting to prove the increasing popularity of something, whether that be prosecco flavoured popsicles or hair styling for dogs, they probably used a graph from Google trends.

The tool is used to show the number of searches for a particular phrase or keyword over a given amount of time, therefore highlighting its growing popularity.

However, the tool also has a lesser used feature which is a gold mine for those looking for new and untapped topics which your target audience want to hear about. By typing a relevant keywords (perhaps one of your pillar topics), the results allow you to see ‘related topics’ and ‘related queries’.

By simply selecting the ‘rising’ tab you will bring up a whole list of up and coming searches which are related to your topic. For example, we ran this for ‘influencer marketing’and found that rising queries included ‘what is influencer marketing’ and ‘Instagram influencer marketing’, so we may choose to create some content in those areas – focusing directly on what people are searching for in the area of our expertise.

BuzzSumo is another good toolwhich can be used to identifying up and coming trends in your industry. This option is certainly worth exploring if you have some budget put aside for content marketing tools as it also fulfils some other needs such as influencer identification.

 

Go James Bond

 

Ok, this is a loose analogy, but we had to slip the British icon in somewhere.

 

content-marketing-spying

For a moment you will need to forget the explosions, bond girls and evil villains and focus more on the spying element. One of the greatest sources of content ideas should be your competition. This is especially true if you have much larger competitors who have large marketing departments who can invest a lot of time into market research.

But when we say spy, we don’t mean copy. Instead you should use your competitors content as inspiration. What questions have they not answered? How can you add more value?

You can also check what questions their customers are asking, either in the blog comments or on social media. This allows you to helpfully answer their questions and gently encourage them to choose you instead.

 

Add Value

 

For content marketers the fear is real. You don’t want your customers to think you are simply stealing others ideas and re-presenting it as your own. But this shouldn’t put you off touching on the same subjects as your competitors.

Instead of avoiding the same subject matter you should ensure that for every piece of content you produce you are adding value to the conversation. This may occasionally be in direct contrast to your competitors. For example, you may offer a completely different view point on a subject. However, it may also be aligned with your competitors view, instead adding depth and breadth to the conversation.

If the reader isn’t learning anything new by reading your content, then you need to rethink your strategy.

 

Finding new, engaging and worthwhile content ideas can be hard work, especially in industries where the scope of products and services are small. However, using a few trialled and tested methods such as those we have outlined above can keep great new ideas flowing.

For some business owners and marketers, their time is better spent focusing on the wider picture and leveraging the time and expertise of others in the formulation of content. Make It Mana work with a number of businesses to maintain the the flow of valuable content, from ideation through to publication and promotion.

Get in touch to find out more.

MAKE IT MANA: OUR COMMITMENT TO INBOUND MARKETING

By | Content Marketing

We rarely talk about ourselves on the Make It Mana blog, but we have some pretty cool news which we want to share with you regarding our commitment to our customers and delivering expert inbound marketing.

Why inbound marketing?

With the advent of GDPR and other government regulations on data collection and use, inbound marketing has just become significantly more important to you and the success of your business.

Inbound Marketing

No longer will generating leads be as simple as purchasing some data, sending some emails and collecting the cheques (as it ever really was). Now, businesses must generate substantial value for their customers as a way to earn their attention, getting their permission to subtly explain the benefits of your products and services.

…but you likely already knew that, so time for the news…

HubSpot’s Content Marketing Certification

In our noble quest to help businesses achieve the best results from their marketing efforts, last week Make It Mana was awarded the HubSpot Content Marketing Certificate.

Content Marketing Certified

For those that do now know, HubSpot are leaders in the inbound marketing space. They provide savvy marketers with the tools and platform they need to succeed in a digital world. They also provide industry recognised certification in everything to do with inbound marketing, from content strategy to social media.

This certification has no affiliation with HubSpot’s products, but instead uses their industry expertise as a framework for providing education and proving marketers competence in the latest, greatest and proven inbound marketing methods.

We are delighted to have been awarded this certification as proof of our commitment to delivering the highest quality service to our clients.

A future outlook

As an agency, it is all very well saying you are experts in digital marketing.

Earning industry recognition like the HubSpot Content Marketing Certificate works in partnerships with our relentless pursuit of knowledge and countless examples of the great work we do with our clients to prove our position in the industry.

This certification is just the start of our longer-term plan to remain at the cutting edge of digital marketing best practices. We will continue to strive for excellence and are already working on a number of other certifications and awards.

 

Want to get more out of your content marketing? Get in touch to discuss how we can help you create a killer content plan and help you deliver every aspect.