Entrepreneurs of the Information Age have had to adapt their marketing strategies to suit the times. It used to be that advertising was the bulwark of marketing, but that has changed with the lightning fast development of the king of all Information Age technologies, the internet. Now, one of the staples of your marketing strategy is the development, sharing, and selling of content.
You may have heard or experienced firsthand that generating quality content in blog posts, articles, videos, reports, ebooks, audio files, DVDs, teleseminars, webinars, and so on can revitalize your marketing by helping you:
- Expand brand visibility
- Establish expert status
- Build backlinks
- Increase website traffic
And if you’ve been doing any of that for any length of time, you may have run into a common problem of content marketing — the problem of supply.
It is inevitable that you will run out of new, fresh, never-before-published content, and then what? What happens when you have nothing new to say or write about?
Is it possible to tap into a virtually endless supply of content? Yes! The solution to the problem of content supply is to follow the 4 steps to creating an endless supply of content for your website or blog: recycling, rewriting, redirecting, and repurposing. These 4 words are the secret behind online copywriting that can amp up your content. Now’s your chance to learn how to use them to create an endless supply of content for your marketing:
Step one is to do a little digging to find the material you want to revamp. Identify your oldest blog posts, or the posts that have gotten little or no website traffic (you can see this in your website analytics), but that contain information that would still be valuable to your readers and group them together by topic.
Next, select two or three blog articles on the same topic, find the overlaps and differences in their content, and combine them. Add any new developments or lessons you’ve learned about that topic, and package the revised piece into one super post with a killer, keyword-rich headline.
Once you have your new super post, you have to do some back-end tidying up. Redirect the old URLs for the old blog posts to point to the new super blog post. This will prevent broken links anywhere on your website that pointed to the old article.
Technical tip: Make sure the redirects are set to either “301? or “Permanent” (they mean the same thing). Beginners can use the WordPress Simple Redirects plug-in. Advanced users can write the redirects directly in your .htaccess file. Once the redirects have been completed, you can delete the old posts from your website.
Still need more content? Welcome to the wonderful world of full-blown repurposing. If you need to make changes to your old posts that are significant enough for those old posts to be considered truly new again, you can pull off a complete repurpose. And the great thing about repurposing is that the ways you can go about making the changes are just about as endless as the amount of new content you can create.
Here are just a few of the bazillion options:
- Make a short article longer by developing ideas, adding new examples, demonstrating with anecdotes, and showing your readers how. Then, turn that new, longer piece into a how-to ebook.
- Summarize the key points of a longer article to make it shorter, and include it as a bonus feature “quick tip” in your ezine or newsletter.
- Recycle those new super blog posts you created by combining them into a single document, writing new transitions for seamless flow, adding an alluring headline and satisfying, uplifting conclusion, and voila! You have a value-added free report.
- Script and record that free report and use it as an audio gift or teleseminar.
- Turn your article into a PowerPoint, Keynote, or Prezi presentation and deliver it at your next speaking engagement or offer it as a visually rich online download.
Is your mind sparking with the possibilities? Good! Now get out there and revamp your content to keep that conversion-creating content marketing flowing on and on and on…