Getting the Most out of your Business Blogging: Re-purpose your Content
If you’re like most companies, you produce a lot of content for your media marketing – but creating content is not your primary business objective. You blog, you have newsletters, email marketing, whitepapers, direct mail and other marketing materials. The problem is your core business is selling products and services – not producing content. How do you keep up with it all?
Try re-purposing your content.
If you are running dry on your business blog, take a look at past newsletters and web marketing materials. Is there anything you can leverage? Perhaps you can take the content of a newsletter and tweak it with minimal effort to make it into a blog post. Email campaigns can be a great source of blog content. Comb through your past emails to see what content can be leveraged. If you use an email system such as iContact, ConstantContact, MailChimp or BlueSky Factory you have access to open rates and conversions. Start with your most successful emails and use content from those campaigns to develop blogs.
Some other places you may look for blog marketing content include internal newsletters (be careful), information from trade shows, Product guides and manuals and customer service logs. If customers are calling with questions or problems, use these as springboards for blog posts – other customers likely have the same questions and problems.
On the flip side, you can use your blog as a test bed for content. If you are planning to write a whitepaper, why not test out some of the content in a blog post or two? Perhaps you will get comments on your blog that will help you improve your whitepaper. I met a guy once who was writing a book and he used his blog to vet portions of chapters he was working on. What a fantastic idea! Real-time feedback while writing your book!
The next time you’re running dry with content to blog about, look around, you may be surprised at what already exists.
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