Content Repurposing: Don’t Let Your Content Go to Waste!

I hate waste. I guess you could say this is one of my personality idiosyncrasies. If I don’t finish a meal at a restaurant, I’m definitely asking for a doggie bag — and not for my dog!

And around my house, they call me the “leftover king” because I’m always coming up with new ways to reheat leftovers for a quick meal. I’ll also turn the shampoo bottle over to make sure I get every last drop before throwing it away, and I always roll up and squeeze that toothpaste tube tight to try to try to get enough out for one more brush.

My disdain for waste carries over into my business as well. But I’m not talking about reusing old file folders until they’re dog-eared or pulling paper clips off old papers before throwing them away (though I do both of these things, of course!).

I’m talking about content repurposing. To me, putting the time, energy and resources into writing and posting a blog — and then not doing anything else with that blog content — is as wasteful as walking out of a seafood restaurant and leaving a half-eaten lobster tail on your plate.

Filling the Insatiable Content Need

Companies that are serious about content marketing have an almost insatiable need for quality content on a consistent basis. The good news is that there are more different ways than ever to repurpose your content to meet this demand.

My friend Gordon Graham, aka That White Paper Guy, is as passionate about content repurposing as I am. In fact, he wrote a series of articles that talk about the benefits of repurposing white papers and how to do this.

In his career, Gordon has worked on more than 250 white papers and he says that maybe 2% of them were ever repurposed. “Only a tiny handful of my clients ever even thought about repurposing, and even then, usually only after I mentioned it,” Gordon says.

The most obvious benefit of content repurposing is that it stretches your marketing budget farther. “It’s also more sensible than starting every new piece of content from scratch,” says Gordon. You can profit by reusing the same research and valuable marketing materials you’ve already paid to create. “After all, it’s wasteful to trash things you could use again,” Gordon adds.

I wonder if Gordon is the leftover king at his house?

What is Content Repurposing?

Gordon has a useful definition for content repurposing: Recycling existing content in different media for different audiences to access, in different ways at different times.

Take a white paper, for example. Not everybody wants to or has time to read a 3,500-word white paper. “But break it up into five or six short, snackable blog posts and time-pressed prospects will gobble them up,” says Gordon.

According to Gordon, a white paper can quickly be repurposed into at least seven to 10 more pieces of content, including:

  • Five or six blog posts
  • A press release
  • A slide deck
  • A webinar script
  • An audio version
  • A bunch of social media posts and tweets

As I noted earlier, a serious content marketing initiative requires a content pipeline that’s constantly being replenished. Repurposing is the most cost- and time-efficient way to keep your content pipeline full.

Reverse Repurposing

Content repurposing can go in the other direction, too. For example, I’ve created white papers for clients from blog series that I’ve written.

One of my clients recently asked me if we could use a series of blogs I wrote on a timely mortgage lending topic to create a comprehensive white paper that he could post on his website and hand out at trade shows. This proved to be so successful that we did another white paper from another blog series the next quarter.

Next, he created a monthly e-newsletter and used the slightly edited weekly blog posts as the newsletter’s content. In fact, that’s what I do: Each month, I repurpose the content you’re reading here as my e-newsletter. This way, I can “push” my content out to readers as well as post it here where the search engines will help web browsers find it.

The kind of content repurposing we’re talking about isn’t difficult — a skilled writer can easily do this for you. If you work with an outside freelance writer, ask what he or she would charge to do some repurposing like this. For white paper repurposing, you might spend $200 per blog post or per press release or $100 per slide for a slide deck.

Reduce Content Waste

You might not be as fanatical about waste as me, but you owe it to yourself and your organization to look into how content repurposing can help you reduce waste when it comes to your content pieces. Now excuse me while I go see what kind of leftovers there are in the fridge that I can throw together for lunch!

5 Tips for Improving Your E-Newsletter

One of the first things on my to-do list when I went full-time self-employed about eight years ago was to launch an e-newsletter. I’d spent my career writing newsletters, both print and electronic, so I knew first-hand how effective they were as a marketing tool.

Since I launched my e-newsletter The Writer’s Block in 2011, it has become my best lead generation tool. I also really enjoy taking a break once a month from writing for my clients to write something for myself and my readers.

A Bedrock Marketing Tool

I’m not going to bore you with data and statistics about what a great marketing tool e-newsletters are. Instead, I thought I’d talk about some of the things you can do to make your e-newsletters more successful.

I recently came across this article and info-graphic that details a number of different keys to e-newsletter success. It points out that even with the rising popularity of social media as a marketing channel, e-newsletters remain a bedrock marketing tool for most companies.

Here are 5 e-newsletter success tips from the article that I thought were the best:

1. Set goals for your e-newsletter. “Everybody else is doing an e-newsletter” isn’t a good reason to publish one. Neither is: “I read such-and-such article telling me we need to do an e-newsletter,” the article you’re reading now notwithstanding.

The most common e-newsletter goals for most companies are generating qualified leads, boosting awareness and building brand recognition. Note that I’m talking about e-newsletters, not e-blasts with more hard-sell offers that are designed to generate sales directly.

The best way to generate leads and build awareness and brand recognition with an e-newsletter is to publish quality, value-added and non-sales content on a consistent basis. This content should position you and/or your firm as knowledgeable experts in your industry. Then when recipients need whatever it is you sell, they’ll think of you first.

2. Build a solid e-mail distribution list. There are no easy shortcuts to building your e-newsletter list. The best lists are built one quality recipient at a time. Stay away from bulk email distribution lists offered for sale — they usually aren’t worth the money.

One good way to gather names and email addresses for your list is to offer additional value-added content to website visitors, like whitepapers and e-books, in exchange for their name and email address. In fact, using an e-newsletter, whitepapers and/or e-books in this way is a common content marketing strategy.

3. Craft your content carefully. There’s both an art and a science to writing effective e-newsletters. The most important thing to remember is that the main goal of your e-newsletter content is to educate and inform, not sell.

If you come from a sales background, this might sound counter-intuitive. After all, why wouldn’t you want to try to sell products and services with your e-newsletter? Isn’t that the ultimate goal?

Of course, making sales is the end goal of any marketing strategy. But an e-newsletter is best used to build relationships with recipients over time by sharing your knowledge as a subject matter expert with them.

This is sometimes referred to as “drip” marketing. Like dripping water on a stone, over time your e-newsletter will yield results in the form of qualified leads and higher business and brand awareness if you consistently deliver information that’s of value to your readers and don’t try too hard to sell to them.

4. Decide on the right frequency. This will vary considerably depending on your goals and your industry. In some industries, weekly or even more frequent e-newsletter publishing is appropriate, while in others, monthly publishing is fine.

In my experience, I’ve found that a publishing frequency of once or twice a month is usually ideal in the business-to-business realm. In certain business-to-consumer industries, more frequent publishing can be effective. The most important thing is to decide on a publishing frequency and then stick to it.

5. Analyze e-newsletter reports and data. All e-newsletter publishing platforms offer a plethora of reports about your e-newsletter on everything from open and click-through rates to bounces and opt-outs. These reports are a goldmine of data that, if thoroughly analyzed and properly utilized, can help you tweak and improve future issues of your newsletter.

The open rate is probably the most important metric to gauge and track over time. Is it trending up, down or staying about the same? If it’s dropping or stagnant, try changing things up a little to see if you can get it moving in the right direction. That’s one of the great things about e-newsletters: You can always experiment and try new things to improve the results you’re getting.

No-brainers? Hardly

Some of these tips might seem like no-brainers, especially if you’re a marketing veteran. That’s kind of what I thought as I was writing them. But then I remembered all the e-newsletters I’ve seen that don’t do these things — including newsletters from big-name, Fortune 500 companies with e-marketing budgets of hundreds of thousands of dollars.

So print out these five tips and keep them somewhere handy. There’s a reason why they’re no-brainers: They work.

10 Tips to Improve Your Copywriting Skills

As a professional copywriter, writing comes pretty easy for me. But that doesn’t mean I’m not constantly striving to improve my copywriting skills.

So I really enjoyed an article my friend and colleague Gordon Graham, aka That Whitepaper Guy, wrote recently that detailed 10 tips to improve your copywriting skills. Gordon was summarizing tips that were shared at a copywriting bootcamp last year by keynote speaker Alexander Green, an accomplished business-to-business copywriter,

Before sharing his top 10 writing tips, Green emphasized three things that any professional copywriter must do to be successful:

1. Think clearly.

2. Write plainly.

3. Argue persuasively.

Wow, talk about hitting the nail on the head! I’m constantly amazed at how much copy I see that isn’t well thought out, plainly written or persuasively argued. If you don’t read anything else here, write these three things down and stick them on a note next to your computer monitor.

Top 10 Copywriting Tips

Here are Green’s top 10 tips for becoming a better copywriter:

Tip #1: Write, write and write some more. There’s simply no substitute for practice and experience. The more you write, the better writer you’ll become. If you want be a better writer, make it a practice to write something … anything … every single day.

Tip #2: Check your ego. This tip applies specifically to professional B2B copywriters. Here’s how Green puts it: “The idea when you’re writing copy is not to draw attention to yourself, to your own words. Your job is to see things from your client’s point-of-view and argue the best case you can possibly make.”

Tip #3: Believe what you’re writing. It’s hard to fake it as a professional copywriter. “Unless you believe in what you’re writing about, you won’t do your best work,” Green said.

Tip #4: Strive for pitch-perfect tone. In other words, make sure you’re using the right diction, the right phrases and the right arguments for your audience. “To keep your readers engaged, keep every sentence moving and strike the right tone,” Green said.

Tip #5: Remember that good writing is rewriting. Green uses the analogy of polishing a stone: Every time you polish your writing, it gets better. My caveat here: Know when it’s good enough so you can finish a writing project and move on to the next one.

Tip #6: Don’t reinvent the wheel. I really like this tip — it’s something I practice every day. Once you’ve mastered a certain style of writing, stick with the formula that has brought you success. You’ll increase your writing productivity exponentially.

Tip #7: Make a $5 investment. Green is referring to the classic writing book The Elements of Style by William Strunk and E.B. White. This was required reading for me as a 22-year-old editorial assistant and it should be for any professional copywriter, regardless of age.

Tip #8: Prioritize your day. I like this tip, too. If you have a writing deadline today, get started right away, first thing in the morning. This will relieve some of the deadline pressure and give you more time for rewriting and polishing.

Tip #9: Don’t multi-task. Multi-tasking is a misnomer. People say they’re good at multi-tasking when, in reality, they’re not really doing any particular task well. This goes double for writing: You simply can’t write well while you’re also trying to do two or three other different things at the same time.

Tip #10: Show, don’t tell. “The secret of A-plus copywriters is they tell a story and let the facts speak for themselves,” Green said. “You don’t want to tell people about the product — you want to show them.”

Good Writing … Is Good Writing

These tips are obviously geared toward professional copywriters. But Green said he doesn’t see a big difference between good, clear writing for editorial purposes and good, clear writing for promotional purposes.

I agree wholeheartedly. Whether you write marketing and promotional copy, fictional books and short stories, or journalism copy, you can glean a few tips from here that will help you become a better writer.

Content Marketing: Resolve to “Just Do It” In 2017

If you’re the type to make New Year’s Resolutions, here’s one that, as a marketer, you’d do well to put at the top of your list: Create and share content. Because in my opinion, content marketing is the most tool available to marketers for generating quality leads in a cost-effective way.

As I discussed in my last blog, content marketing really took off a few years ago when Google’s Panda search filter update forced marketers to earn high SEO rankings by publishing quality, user-focused content. Since then, the demand among marketers for high-quality content has gone through the roof.

Still Sitting on the Sidelines?

But some companies are still sitting on the content marketing sidelines. This is understandable because creating quality content on a consistent basis takes a lot of time, money or both. Consider blogging, for example.

The frequency at which you should blog depends on your industry (I wrote in detail about this here) but let’s just say you decide to blog once a week, which is pretty typical. That’s 52 original pieces of quality content you’ll need to come up with in a year.

For starters, what are you going to blog about? You’ll need to come up with an editorial calendar so you’re not staring at a blank computer screen every Monday morning thinking, “What on earth am I going to write about this week???”

Next, who’s going to write these blogs? You could divvy up writing responsibilities among managers and department heads, but the task will inevitably fall to the bottom of their priority list and they’ll be late submitting blogs, if they submit them at all. And since department managers aren’t trained writers, the quality of the blogs might not be very high.

Ideally, you (as the marketer) or your staff will write the blogs. In this case, you’ll need to create a blog-writing schedule and assign specific writing responsibilities and deadlines to staffers or yourself. Don’t forget to include time in the schedule for routing, review and editing of each week’s blog.

Hiring a Professional Writer

If your marketing department isn’t staffed to handle weekly blog writing or you don’t have time to do it yourself, you can hire a professional writer to do it for you. Personally speaking, blog writing has become one of my main focuses, accounting for at least half of my current workload. I write weekly, biweekly and monthly blogs for clients on a wide range of financial and business topics.

Your first step, of course, is to find the right writer. There are LOTS of freelance writers today who do blog writing, but you should try to find a writer who specializes in your niche industry. This will significantly reduce the learning curve required for the writer to get up to speed while increasing the chance that you receive the high-quality, industry-focused content you need.

For example, I have written about the business and financial industries for my entire 31-year career, so all the writing I do is focused in these areas. If someone were to ask me to blog for them about travel or food or home repairs, I’d suggest they look for a writer who specializes in these niches. But if they need a business or financial writer, then I’m probably their guy.

Once you’ve found your writer, you’ll need to go through the same exercises noted above: creating an editorial calendar and blog-writing schedule and working out your internal routing, review and editing process. Your writer may be able to help you with the editorial calendar, especially if he or she has the kind of industry expertise you need.

Of course, there’s a cost involved in hiring a professional writer. Fees charged by blog writers will depend on such factors as their level of experience in your industry and the frequency and length of your blogs.

Warning: This is not an area where you want to pinch pennies. Your blog writer will become an extension of your marketing team. Therefore, you should hire a true professional with extensive industry experience and a demonstrated ability to meet deadlines. Require candidates to provide you with samples of relevant industry content so you can gauge their knowledge and writing abilities yourself, and also get a couple of references you can ask about their ability to meet deadlines.

A Comprehensive Content Marketing Program

Blogs are just one component of content marketing. Whitepapers, e-books, newsletters, case studies, info-graphics and social media posts are other types of content assets that comprise a comprehensive content marketing program.

If you’re just getting started with content marketing, don’t let all of this overwhelm you. Start off slowly, focusing on one or two of these types of content first in order to get the ball rolling. For example, you might start with a twice-a-month blog, and then use your first six blogs to create a whitepaper or e-book.

The most important thing is to be consistent with your content marketing initiative. A lack of consistency is the dagger that kills many content marketing programs before they can start to produce real results in terms of generating quality leads and driving new business.

How SEO and Content Marketing Go Hand in Hand

I remember when the Internet first started to become mainstream in the late 1990s or so. I had recently started working as a writer/editor for a custom publishing company in Atlanta and was using the Internet more and more for the kind of research I used to have to do at a library.

As a fairly new Internet user, I was learning how to find the information I needed online using a tool called a “search engine.” A number of different search engines were battling with each other to become the go-to resource for the growing number of people who were using the Internet, but the main ones were Excite, Yahoo! and Google.

My Intro to SEO

A year or so after I started working for the publishing company, I attended a seminar session about something called “search engine optimization,” or SEO for short. Here, I learned that marketers were using techniques to ensure that their companies’ websites appeared high on Internet users’ search engine results pages.

Thus was my initial introduction to SEO nearly 20 years ago. Over the past two decades, SEO has become one of if not the most important disciplines in marketing. And the pace at which SEO has changed and evolved since these early days is astounding when you consider the relatively short history of this marketing discipline.

For example, during the primitive days of SEO, online marketers were able to use black-hat SEO tactics like keyword stuffing, excessive tagging and link schemes to achieve high rankings. Over time, these techniques have been rendered ineffective (and even counter-productive) as the major search engines (primarily Google) adjusted and tweaked their algorithms to penalize websites for these practices.

Content is King!

The real tipping point marking the end of these primitive SEO practices was the release of Google’s Panda search filter update in 2011. Panda forced marketers to earn their high SEO rankings by publishing quality, user-focused content instead of relying on gimmicky tricks like they did before.

After Panda, most Internet marketers (or at least the ones who kept their jobs) realized that the days of keyword stuffing and link scheming were over. This gave rise to another new marketing discipline that has become just as important as SEO: content marketing.

In fact, SEO and content marketing go hand-in-hand. The best way today to achieve high SEO rankings is to consistently publish high-quality, user-focused and shareable content on your website. This content usually takes the form of articles, blogs, whitepapers, e-books and other materials that offer value-added, useful information to website visitors. When shared throughout the Internet and on social media, such content creates natural backlinks that build user engagement and thus help boost SEO results.

The Content Challenge

Of course, knowing they need valuable online content and generating this content are two different things for marketers. Most marketing departments aren’t set up or staffed to produce the kind of consistent, high-quality content that’s required for a serious content marketing campaign.

There’s no way I could have known it at the time, but when I decided to become a full-time freelance writer in early 2009, the whole content marketing thing was just about to kick into overdrive. In fact, this article I found tracing the evolution of SEO over the past 25 years marks 2010 as the beginning of “The Enlightenment Period” of SEO — when marketers were forced to “earn rankings through quality, user-focused content or face penalties in search,” as the article puts it.

As marketers search for solutions to keeping their content pipeline full and their content marketing engines humming, many are turning to freelancer writers to produce their online content for them. This makes sense for a lot of different reasons, the main one being that outsourcing content creation doesn’t commit a company to the high overhead required to hire a staff of content writers full-time.

Hiring freelance writers also gives companies more flexibility to hire writers during peak content cycles when they need them — and not have staff sitting around bored with nothing to do during non-peak content creation times.

Finding Good Freelance Writers

So how do you go about finding the right freelance writers for your content marketing needs? Well, I recommend starting with (surprise!) an Internet search. But be specific with the search terms you use because you’ll be better served if you look for a writer who specializes in your company’s particular industry niche.

For example, if you just search “freelance writer,” you’ll currently get 11.3 million results — running the gamut from freelance writing job sites to general interest freelancers. But if you’re looking for a freelance writer who specializes in the financial services industry like I do, enter “freelance financial writer” instead. This will narrow your results considerably and help you zero in on a writer who specializes in this niche.

And what about those freelancer job sites? I urge you to use caution here. On many of them, writers will bid for your content writing projects. You can usually find low-cost writers this way, but you will probably get what you pay for.

Also ask other marketers for recommendations of high-quality freelance writers they’ve worked with — especially other marketers in your industry or niche. Good freelance writers work hard to build solid relationships with their clients in order to ensure ongoing streams of content creation work and generate positive word-of-mouth referrals.