How to Make More of Your Marketing
We’re all aware of the environmental issues of rubbish on our planet and the importance of working to reduce waste and recycle where possible. Upcycling or repurposing items to give them a new lease of life is a great way to save precious resources. These ideas are transferable to your marketing to make the most of your hard work.
If you’ve been creating any form of marketing for your business, you’ll know just how much time and effort goes into it. Are you making the most of it by repurposing it in different ways? Or, is it a onetime wonder? If everything you do is only used once, you’re not making the most of your marketing assets.
This is something I’m working on and there’s certainly room for improvement. There are so many ways to repurpose marketing, but I also want to make it as efficient as possible. I’m one person and there’s a limit to what I can do and be consistent with.
As a practitioner, I write a regular newsletter for my clients. I then take the article from it and put it onto the Lightning Process blog. This covers the articles I need to create every month for the clinic with minimum extra work. If the topic is relevant for my personal website, I’ll adapt it to be used there too.
I take the content on my own website a few steps further as I want to build my personal asset. Using my weekly article as an example, I create the following on a regular basis:
- Feature artwork which is used to promote the article on social media. I also pin them to Pinterest even though it’s not in the best format, it still attracts visitors to my website.
- I create picture quote in a square format for Instagram which is also used for Facebook and Twitter.
- The idea and first paragraph or two are then used for my weekly emails.
I’ve also used a combination of posts to create workshops and the materials that accompany them. They’ve formed the basis of email opt-in guides and eBooks. My best repurposing project to date is collating articles to use as copy for my book. This alone has provided me with at least half the draft content saving me a huge amount of time.
The list is endless of other opportunities for repurposing blog posts including:
- Create leaflets to give out at events or talks
- Create a presentation and put it on SlideShare
- Use the slides to create a video for YouTube and social media
- Read or discuss the article and record it as a podcast or video
- Design an infographic to summarise the key points
Why repurpose marketing?
Providing the same information in different formats is a great way to reach other groups of potential clients. Everyone has their preference on how they consume content, some like to read, others like watching videos or listening to podcasts. The more different ways you present your information, the more people you will reach with your message.
Repurposing existing marketing takes less time than starting from scratch with a new piece of content. It’s a great way of working smarter and not harder.
Where to start with repurposing
If you have any existing content, review what you already have e.g. presentations, videos, articles, images etc. From your list, identify which work best for you in terms of engagement or attracting clients. Use your analytics from your website or social media platforms to look for the most popular posts. Pick your most popular two or three items to repurpose into something else.
Do one extra item at a time
Whilst we all want to do everything, you’ll be setting yourself up to fail if you try and do it all at once. Decide what one additional element can create from your original content to give you another piece of marketing material. Once you get into the habit of creating the second piece of content, add to it with something else.
If you need help repurposing your marketing, contact me for a chat to find out how I can help you.
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