6 WAYS TOAMPLIFY YOURCOMPANY'S CONTENT

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Introduction

Content is what drives lead generation and many timesconversions, but marketers constantly find themselves

stuck. Problems like: “I’ve written about that content twentytimes before! How am I possibly going to come up with newblog post topics?” plague us as soon as we sit down at our

desks.

Introduction

Content is what drives lead generation and many timesconversions, but marketers constantly find themselves

stuck. Problems like: “I’ve written about that content twentytimes before! How am I possibly going to come up with newblog post topics?” plague us as soon as we sit down at our

desks.

We all find ourselves faced with these conundrums because our job as contentmarketers is an important one for our brands—those leads won’t just find

themselves—and after awhile, it’s normal for anyone in this predicament to feeluninspired. There are, however, several things you can do to make the most ofthe content that you already have and gain a plethora of “new” content that will

keep the leads flowing in and keep business booming.

1. WRITEEVERGREEN

ARTICLES

It is certainly tempting to write the “best of2015” type stuff and things along those lines;

after all, all the big brands do it! Mimicking thestrategies of Forbes and the Huffington Post

may seem like the right plan, but smallbusinesses don’t have the same kinds of

advantages.

Once this year is over, no one will be interestedin those “best of 2015” pieces anymore. For theHuffington Post, that’s perfectly fine. They have

a plethora of experts at the ready to providethem with new and engaging material, which

keeps their content machine moving 24 hours aday, 7 days a week. Plus, their audience alreadygoes to them automatically for the informationthey need. The Huffington Post can certainly

go chasing leads, but they don’t really have to.

Small businesses don’t have the luxury ofbeing a household name in most households.They need content that is going to be relevant

to their buyer personas both three monthsfrom now and three years from now so that it

draws in traffic over and over again regardlessof when it was first published.

2. RE-PURPOSEYOUR OLD

STUFF

W h e n y o u p u t i n t h e e x t r a e f f o r t t o m a k es u r e y o u r c o n t e n t i s a l w a y s e v e r g r e e n , y o uc a n u s e i t t i m e a n d t i m e a g a i n . H o w i s t h i s

p o s s i b l e ?

W h e n y o u r i d e a s , a d v i c e , e t c . t r a n s c e n dt i m e , y o u c a n a l w a y s o f f e r t h e n a g a i n .

S m a l l b u s i n e s s e s c a n c r e a t e m o r e c o n t e n tb y r e w r i t i n g t h e i r o l d p o s t s t o m a k e t h e m

“ n e w ” w h i c h w i l l s a v e y o u t i m e a n d h e l py o u g e t m o r e c o n t e n t w h e n y o u a r e s t u c k .

N o o n e w i l l k n o w b u t y o u .

D o n ’ t m i s u n d e r s t a n d , t h i s i s m u c h e a s i e rs a i d t h a n d o n e . O n c e y o u h a v e f o u n d a p i e c et h a t y o u w a n t t o b r e a t h e n e w l i f e i n t o , r e a d

i t t h r o u g h f r o m s t a r t t o f i n i s h . I n s t e a d o fp r e p a r i n g a n o u t l i n e , d o t h e f o l l o w i n g : W r i t ed o w n t h e m a i n p o i n t s a n d f i n d a n e w a n g l e ,i d e n t i f y n e w k e y w o r d s , s o u r c e n e w i m a g e s ,

a n d s t a r t w r i t i n g !

I t ’ s l i k e l y t h a t i f y o u a r e t h e o n e w h o w r o t et h e o r i g i n a l p i e c e , i t w i l l b e s u p e r c h a l l e n g i n gt o r e w r i t e i t . ( Y o u s a i d e v e r y t h i n g y o u w a n t e dt o s a y t h e f i r s t t i m e ! ) T r y t o f i n d a n e w a n g l ef o r t h e m a i n p o i n t s , a n d i f t h a t i s i m p o s s i b l e ,h a n d i t o f f t o s o m e o n e e l s e i n t h e o f f i c e a n d

t a c k l e o n e o f t h e i r a r t i c l e s t o r e w r i t e . A f r e s hp e r s p e c t i v e i s a l w a y s u s e f u l f o r t h i s p a r t i c u l a r

t a c t i c , a n d y o u o r y o u r c o - w o r k e r m i g h t h a v es o m e n e w w a y o f t a c k l i n g t h e a r t i c l e y o u

h a d n ’ t c o n s i d e r e d b e f o r e .

3. START APODCAST

Some people simply don’t have

the energy or time to sit down and

really dig in on an article, so the

best way to engage this segment

of your audience is to provide

audio. Read through your article or

tackle the main points in a more

conversational manner—just be

sure to record it.

This will give youanother piece of

content you can share

to offer your audiencevalue from your

business.

4. MAKE AVIDEO

Take that blog post that you love so much andbreak it down for your audience while the

camera is rolling. It’s not unusual to feel a bitcamera shy, but don’t let that deter you. Speak

as if you were chatting with a close friend.Visual content like this gives the brand a faceand a voice, ultimately making your businessmore trustworthy in the eyes of consumers.

Throw your video up on social media, andbetter yet, start your own YouTube channel. As

YouTube is actually owned by Google, you’llhave a better chance of drawing in more traffic

this way if the insight you offer is trulyvaluable.

5. SHARE ANINFOGRAPHIC

Pictures speak louder than words. (No, wait! That’s actions.Forget it. Pictures do actually speak louder than words.)

Stellar graphics intrigue potential leads and draw them into discover more.

Pictures speak louder than words. (No, wait! That’s actions.Forget it. Pictures do actually speak louder than words.)

Stellar graphics intrigue potential leads and draw them into discover more.

If you are in a business where statistics are important oryour main points are easily illustrated, the infographic is

for you. Plus, they are incredibly easy to make with asimple web-based design solution.

6. SHOWCASEYOUR BEST

WORK

IF YOU HAVE SEVERAL GREAT BLOG POSTSTHAT COMPLIMENT ONE ANOTHER, YOUCAN USE THOSE PIECES TOGETHER TOCREATE SEVERAL NEW PIECES OFCONTENT THAT WILL DRAW IN NEWCUSTOMERS.

IF YOU HAVE SEVERAL GREAT BLOG POSTSTHAT COMPLIMENT ONE ANOTHER, YOUCAN USE THOSE PIECES TOGETHER TOCREATE SEVERAL NEW PIECES OFCONTENT THAT WILL DRAW IN NEWCUSTOMERS.

Compile your best stuff intoan ebook that will help turnsite visitors into leads.1.

IF YOU HAVE SEVERAL GREAT BLOG POSTSTHAT COMPLIMENT ONE ANOTHER, YOUCAN USE THOSE PIECES TOGETHER TOCREATE SEVERAL NEW PIECES OFCONTENT THAT WILL DRAW IN NEWCUSTOMERS.

Convert your knowledge intoa presentation to use onSlideshare2.

IF YOU HAVE SEVERAL GREAT BLOG POSTSTHAT COMPLIMENT ONE ANOTHER, YOUCAN USE THOSE PIECES TOGETHER TOCREATE SEVERAL NEW PIECES OFCONTENT THAT WILL DRAW IN NEWCUSTOMERS.

Since you’ve already createda presentation, why not host awebinar? Consumers aresearching for more thoughtleadership content on theweb than any other type.

3.

by Derek Palizay and Shauna Armitage

This has been a presentation of

www.dpamm.com

For more marketing and advertising advice, visitThe Modern Marketer Blog!