Tag Archives: Content Marketing How-to

July 1, 2021 · 1:07 pm

5 Ways to Repurpose Your Content

Your written assets are invaluable pieces of marketing collateral, often representing a significant investment of time and labor. And yet, all too often, we treat content as though it is disposable. A blog post that takes days of research, writing, and optimization may be heavily promoted for a month, but then it’s all but forgotten.

To ensure you’re getting the maximum benefit from each piece of content you develop, consider some methods of repurposing. Here are just a few tips to improve your content mileage.

Effective Ways to Repurpose Your Digital Content

1. Update your longform blog posts regularly. If you take the time to write 2,000 words about email marketing trends, then you should be prepared to update the post every six months or so, reflecting how those trends change. After all, long-form content can be invaluable, both in terms of SEO and brand authority, but you’ll squander all that value if you allow the content to become dated or obsolete.

2. Use video to tease your content. When you develop a new piece of content, consider making a short video to promote it. For example, you can make a YouTube video or even an Instagram clip to summarize some of the main points of your most recent blog post, and end by inviting your viewers to read the post (and then share it).

3. Summarize your blog posts in email newsletters. At Grammar Chic, our monthly newsletter includes a rundown of all our recent blog posts, along with some short summaries of each. You don’t need to rehash the entirety of each post, but you can definitely use your long-form content as fodder for future emails.

4. Turn bullet points into tweet storms. Sure: Tweets are by their nature fairly ephemeral. But if you have a blog post with plenty of stand-alone points, quotes, or observations, it’s pretty easy to convert them into short blasts to your social media followers, potentially shoring up your thought leadership credentials.

5. Combine shorter posts into an e-book or downloadable guide. One final option to consider: If you have a number of shorter posts on a related topic, work with an editor to combine them into a single document, which you can then promote as a downloadable resource.

Increase Your Content ROI

These are just a few ways to improve your content ROI, particularly for longer and more in-depth pieces. We’d love to talk to you further about how these repurposing methods can fit into your overall content strategy. To speak with one of our writer-editors, contact Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

Improving Your Content Marketing Strategies Means Improving Your Website

Here’s a question for all the small business owners out there: What’s the central component of your content marketing strategy? You may be inclined to say that it’s your blog, your Facebook page, or even your Twitter feed—but in reality, it’s your business website. The website, more than anything else, serves as your company’s virtual storefront; it establishes the first impression that most customers will have of your business. And the point of your content marketing endeavors—whether blogging, tweeting, Instagramming, or whatever else—is likely to point traffic back to your website, where leads can be converted into sales.

Just think: What happens if a potential customer—someone who’s never heard of your company before—stumbles across your blog entry or your most recent Facebook posts, then decides to check out your business website. If the site is professionally presented, easy to read, and concise in its delivery of valuable information, that can only be good for your business. If the site fails to project authority, or to really explain what your company does, then it’s simply a missed opportunity. You will not get a second chance to make that first impression, either.

All of this is simply to say that launching a content marketing strategy before fine-tuning the website is putting the cart before the horse. Ideally, both endeavors should be undertaken promptly. For those looking to get their websites up to speed, here are a few quick tips.

First, remember that people prefer to do business with other people—not with faceless corporations. As such, a strong and compelling About Us page is necessary for any website. Use this Web copy to discuss what your business does, but also where its origins lie, how it came to be, what your values are. You might even include a brief bio of the business owner, along with a photo; making the website a touch more personal is nearly always a good idea.
It is crucially important to have social media buttons—icons linking to your various social media accounts—prominently displayed on your home page. (Actually, it’s best to have them on every page of your website, if possible.) For one thing, this reinforces the fact that your company is truly engaged with social media, that it’s active in offering regular advice, information, and expertise. It’s also a not-so-subtle trust signifier. If a website visitor can easily ascertain that people like you on Facebook, it makes that visitor more prone to like you, as well.
A display of current content is crucial. For some companies, this may be an easy-to-find blog linked from the homepage of your site. For other companies, it may be a newsroom. Whichever method you choose, do something to make clear that your business is active and growing. If visitors to your site question whether your business is even still in business—because, say, the most recent blog entry or press release is two years old—that’s hardly a positive sign.

More than anything, it’s important to critically and carefully survey your online content, ensuring that it brands your company in the best light possible. After all, this content is the spoke to which all of your other online marketing strategies are connected.

The team at Grammar Chic specializes in a variety of professional writing and editing services. For more information about how we can help you, visit www.grammarchic.net or call 803-831-7444. We also invite you to follow us on Twitter @GrammarChicInc for the latest in writing and editing tips and to give a “like” to our Facebook page. Text GRAMMARCHIC to 22828 for a special offer.

Ten Content Marketing Mistakes Even Social Media Pros Make – PART TWO

In my last post, I detailed some major content marketing mistakes that you may be making without realizing it. Now that you know how to steer clear of those blunders, it’s time to cover some other unintentional faux pas that professionals frequently make when it comes to their content marketing strategy:

Lack of support from management: You may have the best content marketing strategy on the planet, but if the rest of your organization doesn’t get behind it, it will probably fail. Company marketing efforts need to be cohesive, and require support from all levels of management in order to ensure success.

Inconsistency: If you only update your blog every few months, chances are that this feature is doing you more harm than good. Not only do people lose interest when content is too sporadic, but outdated blogs also give the whole website the impression of being dated and out of touch. If you want to blog, stick with it and update frequently.
Confusion about SEO: Part of getting exposure for your material is utilizing basic SEO principles. There’s no point in publishing material if it’s nearly impossible to find during a Google search. To make the most of your time, get an understanding of SEO basics.
Unapproachable vocabulary: You want your writing to sound conversational. No one is going to look through your work if they need to keep referring to the dictionary to understand what you’re saying. Skip the slang, but also leave the SAT words out too.
Aversion to social media: Users on Facebook, Twitter, and other platforms are looking for compelling content. Take advantage of this captive audience by publicizing your work on these channels.
Ignoring subscribers: In many ways, your company’s subscribers are its most valuable contacts. These are people who have told you that they care about what you have to say. They’re either customers or potential buyers. When you get e-mail subscribers, treat them well. Provide them with useful content or deals.
A boring layout: Humans are very visual creatures. Sure, we like to read words, but we like them much more when there are pictures too. Don’t make your blog a long block of text. Break it up with compelling images. It makes it much easier to read.
Flat titles: First impressions count, even on blogs. If you’re giving your posts snooze-worthy titles, don’t be surprised when no one clicks on the link.
Lack of call to action: Once you’ve got readers spending time on your site, you want to turn them into paying customers. Every blog post on your site should include a call to action. Make it easy for the user to figure out what he or she should do next. Do you want them to download an e-book? Subscribe to your e-mail list? Make that known. Internet users need a little guidance.
Stale content: There’s always a way to put a new spin on a topic, but it’s also important to know when an issue has received plenty of coverage. Readers want to hear your take on a subject, but they don’t want to continue seeing redundant posts. Make sure that the materials you’re creating are fresh and appealing.

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Tagged as Common Content Marketing Mistakes, Content Marketing Advice, Content Marketing How-to, Content Marketing Writing tips, Professional Writing Service

April 17, 2013 · 11:59 am

5 Common Content Marketing Mistakes You May Not Know You’re Making – PART ONE

Every business professional knows the importance of promoting their brand through content marketing, however this action is not always as easy as it sounds. There’s a fine line between a positive contribution and efforts that are misinformed. It’s easy to do damage to your organization simply by the way you handle your content marketing. Here are some common blunders that you may not even realize you’re committing:

1.) You lack a well-defined strategy: Many businesses know that they need to be blogging and interacting with their clients and partners online, but are unsure how to go about doing so. They launch their efforts with no real plan or direction, and end up doing more harm than good. When it comes to your content marketing strategy, make sure you have a carefully coordinated strategy, and that all of your employees and content creators are on board with these goals.

2.) You engage in nonstop self-promotion: In today’s culture, people are resistant to the ideas of advertising. They don’t want to feel like they’re being sold to; instead, they prefer valuable information without a catch. Skip the content that just hawks your products and put the focus on what your audience is looking for. Provide them with useful information that will help to establish your company as an authoritative voice in your field.

3.) You’re not publicizing yourself at all: On the other side of this spectrum, many businesses believe that those who are interested in their information will just stumble across it during their time on the Internet. They may feel that promoting their content is tacky. In reality, the Internet is a busy place. Many people may be interested in your information, but not even know that exists. You shouldn’t feel ashamed about publicizing the content you create, as long as it’s done in a respectful way. Make it easier for interested users to find you.

4.) You’re not providing value to a reader: You have a relatively short amount of time to show a visitor why they should continue to explore your content. If the pages a user visits are packed with nothing but promotional material, they will quickly hit “x” in favor of a company that provides intriguing information. Some businesses believe that giving knowledge away is a risky decision; in reality, sharing relevant facts helps to establish your brand as a leader in your field. Don’t offer up all of your services for free, but provide enough material to become an invaluable resource to your readers.

5.) Your blog is bland: Ultimately, consumers want to hear messaging that comes from other humans. If your blog sounds like it was written by a robot, it will become unappealing. Give life to your voice. Include emotions or funny stories. Incorporating personality doesn’t mean that your marketing materials are not professional, it just makes them much more enjoyable to read.