It’s my pleasure to introduce Kim Digital, who is an SEO and digital marketing expert. She is the Director of Marketing at Presence Marketing. Obsessed with technology, content marketing and Social Media, she is always on Twitter, where you can find her here: @kim_digital.
WORK SMART NOT HARD
Making your content work for you, then work for you again!
CONTENT STACKING: TAKE IT UP A NOTCH
Creating content for your site or campaign can be a tireless, constant and expensive task. Ask yourself: are you getting all the value that you can from it? If a piece does well, don’t let it sink to the depths of the internet, never to resurface.
Repurposing content is a great way to ensure you get as much bang for your buck as possible from each piece produced. Done correctly, it adds genuine value to your campaign. In future, you can consider how “stackable” it is when creating, and maximize the usefulness of each piece by then unstacking it.
RECYCLING – NOT JUST FOR PLASTIC
For example, let’s say you write an article and post it to your blog. Now it needs promoting to get some traffic. You now have a great opportunity to design an image with a creative quote from your article overlaid, using a free online tool like Canva.
Time and time again, images are shown to improve levels of engagement with readers, with higher CTRs.
Images are a great way to showcase a line of your work, and show readers what you are all about. A well-chosen image gives your blog post definition, its own identity, and if the quote you use is inspirational or interesting, there’s always the chance it may get picked up and shared on its own, going viral. For the sake of a few minutes, it’s a great way to add another dimension to your article.
TWITTER- GET SUPER SOCIAL
You can promote that article on Twitter approx. 2 times a day for a week, without annoying people, in my experience as the average lifespan of a tweet is 18 minutes. Twitter feeds move fast, and most of your audience are unlikely to see the post twice. You could even make several different images, with several different quotes from the same article and share it with the same article link. Click through rates via Twitter are fairly low as standard when compared to impressions, so if the first image and quote doesn’t appeal to someone, maybe the second or third one will.
When that’s done, share it on Facebook. But you should only post maximum a couple times per piece, and it must be worded more carefully. There is a definite difference in the way people speak on Facebook and Twitter, partly due to the character limit on Twitter. When cross promoting a piece to Facebook, I like to tag people whos friends may like the article. If I know someone who likes inspirational quotes and images, I tailor a creative quotes image to them and share it on their wall. There’s no need to be pushy- the best thing to do is be genuine when promoting your content on Facebook. Join groups in your niche, share with them and gain traction with people from an already interested pool. As always, when someone comments, comment back, and you will be rewarded by Facebook’s algorithm pushing you to the top of people’s feeds each time, maximizing your reach.
Next, you make an infographic from the article. Create something on Adobe illustrator if you have the program, or Google “online free infographic” if you don’t. Use bold colours and take chunks of text. Make a graph if you have data in the article, or bullet points if you don’t. You can then upload this infographic in a few months time to your site or social media, and you can even go further and add new information to it, using your original article as a baseline starting point, to springboard you into a more in depth analysis of your subject matter.
If you are doing videos, the obvious options are:
- Still shots
Upload your video as normal to your website or YouTube channel (knowing that Google dislikes duplicate content if you have both, choose one and focus on uploading to that medium alone). I prefer to upload videos to YouTube, then you can still transcribe it into an article to share on your blog, with a still shot as the image accompanying it.
Then promote both, using a GIF you can make for free online. Twitter has a maximum GIF size (insert max size here) so compress it to smaller than that. Use giphy and promote it alongside a quote from your video. You can even take stills and share them on Instagram, with your video link in the comments, and a description including relevant hashtags.
Cross promotion on social media is one of the cheapest and best things you can do to advertise your content on a small budget.
BROADEN YOUR AUDIENCE WITH EMAIL
Further down the line, after you have published a few articles/ infographics/transcriptions/still shots, you can use a selection of a few to make an ebook, and send it to your customers or prospects via email marketing. Or you can start building a list, using a call to action button on a landing page on your site, giving it as a free download for those who signup. Edit the content to update it and give it out as a free resource to anyone on your opt in list as a useful resource, which has not cost you much in the way of time, effort or money, but provides genuine value to your audience.
SLIDESHARING IS CARING
As a final way to recycle content, don’t overlook LinkedIn. SlideShares on LinkedIn, can be easily created on PowerPoint. You can use the infographics you already created as slides, and gain a decent amount of traction with like-minded professionals in your industry, who may comment, like and share. If you post infographics after an article you are getting double the value to your content by having the article on your blog and the slideshare of the same content on your LinkedIn. Also, SlideShares can be promoted by LinkedIn so there is always a chance that you will get free promotion just for having it up there. I have seen this happen to a SlideShare that had been up for a year, and got us a boost of traffic that day of 1000 extra visitors to a small site.
“Building out your LinkedIn is always a good idea, in the same way that dressing well is- your online persona is what people will often notice first, so having quality content attached to your LinkedIn serves to enhance your online presence, particularly if you are a b2b company.”
Keeping content evergreen can be a seemingly impossible task, but recycling it is easy. The trick is not to bore people or be spammy. Using these strategies will cut time and provide genuinely useful content for readers so long as it is done correctly.
Have you got any brilliant techniques for adding value to your content? Please comment below if you do!