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The Secret Gold in Your Business

Tuesday, 01 October 2019 Posted in Insights

The Secret Gold in Your Business

Did you know that your business owns marketing gold, and that it’s in plain view? All of that content on your website, blog and social media pages were time-consuming and costly to create. So why not repurpose it and earn a higher level of return on your investment?

Here are a few reasons why it might be time to revisit the content you already have, instead of spending more time and money on new material:

Reach a new audience.

Some people like watching videos and others like reading blog posts. So, try reworking your content for different mediums to reach each facet of your audience. For example, turn a video transcript into a blog post, or vice versa.

Improve your SEO.

Publishing multiple pieces of content on the same topic will allow you to use a specific keyword repeatedly. Also, if you submit your content as guest posts on other websites, you will gain valuable links back to your website. Both will improve your website’s SEO.

Stay competitive.

Today’s consumers are spending about a third of their day engaging with digital content, according to Adobe’s 2018 Consumer Content Survey. And not just any old content will do. They want personalized material delivered to them instantly through their channel of choice. The easiest way to keep up with consumer demands is to reuse and repurpose the content you already have.

Multiply your investment.

Turn one piece of content into many, or combine a few into one valuable lead magnet. Here are a few ideas:

  • Create an ebook using several blog posts.
  • Turn your FAQs into an all-inclusive guide.
  • Republish your content on a third-party website as a guest post.
  • Convert your internal data into a case study.
  • Capitalize on your old webinars by publishing the slides on SlideShare, uploading the full version onto YouTube, promoting short video clips on social media, publishing the audio as a podcast, posting the transcript as a blog post, and using the information to create an email series.

If you want to stay competitive in this digital era, it’s time to capitalize on the investments you’ve already made into your business. As you can see, with a little planning, it’s easy to repurpose and add value to content you already have in your library.

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