In my last column I wrote about why you should use content marketing.
That by providing people with valuable articles, infographics, videos and so on, you are building trust with your target audience and establishing authority. And while many people agree with that in principle, they have not added content marketing to their toolbox. Why? Because they feel it is too hard, or too much work.
What if you could write one article (on your blog, for instance) as the source for several other pieces of content? This would allow you to multiply your results without creating a lot more work.
So what can you do with that one blog post? Well, you could turn it into a slideshow video or an info-graphic. These can be shared on social media, posted onto your website. The infographic could be used as a postcard for direct mailing.
The slides from your slideshow video can be used on LinkedIn’s Slideshare.net. You can use the slides as the basis for a webinar, Google hangout or a 5 to 10 part video series. You can promote the recording of your webinar on your website and in social media. Perhaps make people opt in before they can see it; then you can send them follow-up email messages.
By taking one central piece of information and re-purposing it for several audiences you can connect with people in different environments, where they will have different mindsets. This helps build trust and awareness, resulting in higher traffic, better conversions and a great return on investment.
For more information: contact your web developer, or website optimizer Nardo Kuitert at www.asknardo.com or 519-787-7612. Nardo has written the On The Web column on behalf of the Centre Wellington Chamber of Commerce since 2006.
