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Content Marketing: It’s a Discipline


Content Marketing requires persistence

Inbound marketing continues to make inroads as an effective method of drawing viewers to websites. Like a road cyclist on a cross-country marathon, the challenge with content marketing is that it is a time consuming strategy that requires perseverance, dedication and discipline.

Marketers find that regularly creating and sharing quality content is often “a matter of life or death” for their brand.

Opting for a content strategy is one of the best ways to:

  • Direct traffic to your websites and convert visitors into leads;
  • Position yourself as an expert and increase your influence;
  • Optimize your website’s ranking on search engines.

Content Marketing: The tough part means creating new content everyday

The challenge to content marketing is that it is a time consuming strategy that requires perseverance, dedication and discipline. It can easily become difficult to accommodate with other daily obligations of your business; this is especially difficult for small businesses that can not afford to delegate tasks.

In fact, depending on your objectives in terms of traffic or lead conversion, you could very well be forced to create content several times a week, maybe even every day. And sometimes the blank page syndrome arises.

Sounds familiar, right? Well, you are not alone. According to a study by the Content Marketing Institute, 64% of marketers believe that their biggest challenge is producing enough fresh and original content.

Want to produce more content? Recycle it!

To “feed the machine” that is your blog, try giving your existing content new life.

One of the simplest and most ingenious ways to keep up with the demand for content is to recycle what you already have. We are not talking about any copy-paste action, but rather a way to bring added value to content you have previously published, for example by changing the original format or creating a new updated version with up to date information. In other words: out with the old, in with the new.

Recycling posts can be very useful because it will allow not to only produce content quickly and with minimal effort, but it will also offer the opportunity to rethink your content and adapt it to either a different media and/or audience.

5 ways to recycle your content and generate new ideas for your blog:

1. Update and revise blog posts

As time passes, some of your articles will become obsolete. If you want to make changes to an old article, do not be afraid to do it! Sometimes the central idea of the topic is still relevant, it just takes a few adjustments to refresh its content and make it new once more.

2. Make an eBook

Some of us tend to write mostly around a certain topic. Are you an expert on Twitter, Facebook? Or have you conducted several interviews on a specific topic?

Put all your content together and use them as the basis for an eBook. This will help increase your conversion rate with little work while giving a second life to your content.

3. Create cool info graphics

An infographic that combines attractive graphics and original information is the best way to increase incoming traffic on your website. Take the test: find that one article you thought to be great but did not get the acceptance and success it deserved and turn it into an infographic. See what kind of new and renewed interest this content gets!

For all of us who lack in the graphic design department, visual.ly is here to help.

4. Insert a video

Did you know that YouTube is the second most popular search engine after Google? By converting your articles into video, you are making your content accessible to a new audience. You can also embed your video to an existing article to create a new, original post.

5. Make use of  Slideshare presentation focused on your articles

Some articles, such as case studies or reports of activities, can sometimes be hard to digest. To make it easier for your visitors to read, consider converting it to a clear and concise presentation using Slideshare.

Have you ever given a second life to your content?
What results did you get?

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