5 ways to get more from your content with repurposing

In content marketing, creating a great piece of content is just the beginning. If you’ve put together an absolutely fantastic blog post, video or email, then you should be getting as much benefit from it as possible. Repurposing your content means that you can take the best elements of what you have created in one format, and use it to easily create new content for other formats, platforms and audiences. In today’s post, I look at five ways to repurpose your content to increase your audience and gain more traffic.

1) Extract key data

If you have created a piece of content that leans heavily on statistics and data, consider ways that you can take the key points from that data and re-use them elsewhere. Solid data makes a great basis for infographics, or can be extracted to use as a tweet or facebook post that focusses on one or two important takeaways.

2) Replay video content

If you’ve hosted a webinar or similar live content, then you have a chunk of long-form video content that can be used elsewhere. You can use that as the basis for a number of shorter pieces for video on demand, from a long-form cut of the event that can be used on platforms like YouTube, to quick highlights that you can post on TikTok, Facebook or Linkedin.

3) Turn blogs into podcasts

This is one of the easiest ways to convert content into other formats. If you have a high-performing blog article, then you have an almost complete script for a podcast. All you need to do is record it (or find someone with a voice for radio on a platform such as Fiverr), maybe making some adjustments to make the tone less formal, and you’ll have an excellent piece of audio content.

4) Find new audiences

Sometimes, you don’t even have to change the content in order to repurpose it. Turning a presentation into a slideshare deck, taking video content you’ve run on YouTube and reusing it on Facebook or Linkedin, or re-posting infographics on Twitter all make use of content you already have without any changes being necessary. Always consider what platforms you haven’t made use of, and see if you have content that would fit their format.

5) Turn long form pieces into guides

Whether you’ve put together a script for a video or podcast, a series of blog articles or a newsletter article, long form content can form a great base for an eBook. eBooks are appealing because they condense a lot of information into a format that can be read at the audience’s leisure, and asking your audience to register with you in order to download the book means you have a way of collecting the contact information of people you know will be interested in your content.

John Rowbottom Design and Marketing help businesses across Australia make the most of their content. If you would like to know what we can do for you, visit us online at jrdm.com.au.

Five SEO quick wins

Search Engine Optimisation is one of the most powerful marketing tools available to a business. Good SEO means that it’s easier for customers to find your site online, leading to more inbound clicks, more leads, and more new customers or sales. All this, without costing you anything other than time. Getting SEO right, however, can be a tricky task. There are a lot of factors that go into how a search engine ranks your page. In this article, I look at five quick tips that you can use to step up your SEO game and increase your website’s visibility.

1. Increase your speed

Page speed is one of the largest factors determining how Google rates your page, meaning that slow pages won’t just frustrate your users, they’ll also stop your page from ranking as high as it should. It is well worth using a tool such as Pingdom to analyse your site’s performance and identify problems areas that can be improved.

Be sure to always follow good practice in terms of your page load. Avoid unnecessarily large images, video files and plugins that can slow down the responsiveness of your site and lead to sluggish performance for your users.

2. Check your analytics

Services such as Google Analytics are invaluable for identifying user behaviour on your site, and for helping you to determine which content is driving the most traffic to you. This is data that is valuable in helping you create the right kind of content to resonate with your audience, driver user engagement, and improve your page ranking. As with everything in marketing, never assume that something is working – test, test and test again!

3. Take advantage of meta descriptions

Meta descriptions are still an important part of your search engine performance. A page’s meta description is what a search engine will provide as your page’s description in the search engine results. If the meta description doesn’t accurately describe the content of the page, both your users and the search engine’s algorithms will be confused, and your page’s rank will suffer. Ensure that the meta description for each page is unique, and that it is accurate.

4. Use the right keywords

Keywords are the core of how search engines operate. If your potential customers are carrying out a search for “Tyre Store Janalli”, then you want to be certain that your page will show up when they do. Identifying the right keywords and using those words within your site will make sure that you show up in the searches that you need to. Tools like Google’s Keyword Planner can help you identify the right keywords to use for your site. Once you know the terms you should be using, make sure that you include them in the correct places, including within your page’s title and within its meta description, to help make sure that your customers can find you.

5. Make the most of links

Technically, this isn’t a quick win – but it remains one of the most important aspects to improving your page rank. Google put a lot of weight behind the number and quality of external links that your page generates. The more sources that link to you, and the more trusted by Google those sources are, the higher your page will rank. This is the digital equivalent of word of mouth; if a lot of people are willing to vouch for your website, then Google will assume that its content is valuable. Don’t be afraid to reach out to the people running other sites. If your site is good and its content relevant, then people will be willing to link to your pages.

Effective SEO is a never ending, and often changing process, but the advice above will help you get started the right way and begin building up your online reputation. If you would like to take your SEO efforts further, john Rowbottom Design and Marketing can help. To find out more, get in touch with us at jrdm.com.au.