Important tips for all busy SME owners.
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As a small or medium business owner (SMB) it is a challenge to develop new marketing concepts. However, reusing existing content is a surefire way to drive traffic to your website and an easy way to amplify your message without having to invest a lot more time or effort. This last part is important because, as an SME owner, you're busy managing everything for your business, including marketing.
Reusing your content increases ROI by converting every first creation into multiple pieces of content. You can reach more potential customers if you publish the content on different websites (e.g. guest posts) or different social media channels. The new backlinks you create will give your SMB website an SEO boost.
Since it often requires multiple touches before someone buys, reuse helps to reinforce your message. It also increases your authority and credibility by positioning your SMB brand as an expert. You are the one you remember when it comes to asking a question or completing a transaction.
Here are some best practices that SMB owners can use when reusing their marketing content to drive more web traffic, demonstrate industry knowledge, and ultimately increase sales.
Related: 5 tips and tactics to carefully reuse content
1. Syndicate your blog posts
Content syndication networks allow you to place your blog posts in front of people reading other related posts. Paid services like Outbrain and ARC present your posts on their blog networks as "recommended reading", and websites like Business2Community and Medium will syndicate your posts for free. This is a good option for SMEs.
2. Use excerpts for social media posts
If you used social media to direct traffic to your SME, you always need a pipeline of content. Reuse your blog posts by pulling out excerpts and posting them on your social media channel. Pull the best sentence or two out of a post, combine it with a suitable picture and publish it on social media.
3. Change the medium of your content
Marketing content can take many forms. Why should you limit your valuable information to one? Here are some quick ideas on how to change the format of your marketing content:
Turn a blog post into an infographic.
Turn a blog post series into a welcome email autoresponder or email newsletter.
Turn a presentation into a downloadable PDF lead magnet.
Create a podcast from a valuable blog post by reading it aloud, recording it and publishing it in iTunes, Stitcher or SoundCloud.
Turn a video or speech into a slide deck and publish it on SlideShare.
Convert a guide to a screencast video and publish it on your website and YouTube.
4. Update blog posts
In order for an updated post to be considered misused, you have to do more than just change a few words. You need to update it with new statistics or data, completely new sections, new pictures and more. Consider tying multiple posts together as part of a series. Update each post with new information and link them together so that readers click in order from one to the next.
5. Write a case study based on a contribution
Use the topic of an old blog post and write a case study based on one of your customers. Write about the problems they encountered and how they solved them with your products or services. Publish the post as a case study on your website and relink it to the old post. Customers and prospects love case studies because they relate to the stories and can imagine solving their problems with your products.
6. Write a guest post
Guest posts on related websites are great for your SME as they increase data traffic, demonstrate your expertise and establish you as an authority. Use an old post as inspiration for the guest post or check whether you can republish it as it is. Some of them do it.
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7. Create a transcript from a video
Videos are wonderful sources from which you can reuse them. The easiest way to reuse one is to make a transcript of the video. You can use a paid service or try Google Docs voice input for a free option. Speech notes is another free option that you can try. Use both tools to turn on your microphone and start reading to create the transcript. These services are simple transcription tools that print your statements word for word. So you have to call them up again to clean them up.
Reusing content is a time-saving way for SMEs to create new marketing content regularly and without much effort. Choose the method that suits you best and start converting today.