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.

Getting Hyped – four ways to use anticipation in your marketing

At some time or another, everyone has had an event they’re counting down the days they have left to wait for. Whether that’s a new Apple product, a movie premiere, a holiday or an event, we all know that as the days go closer our minds wander back to what we’re anticipating time and time again. Who wouldn’t want to get their customers to be that excited about their business? In today’s article, I look at four ways to use anticipation to boost customer engagement with your campaigns and your business.

1) Tease what’s coming

The first step in building anticipation for an event is letting people know what’s coming. You’ve seen media companies do it for movies and videogames; a simple, short teaser trailer letting you know just enough about a coming product to whet your appetite. The same tactics can be used in your own campaigns. Letting your customers know a little about the event or product you want to promote lets them know what is coming down the line, the first step in building excitement and intent for what you have. Don’t let all the information out at once – put out just enough through your social media channels to pique the interest of your audience and make them curious to know what comes next.

2) Let your audience spread the word

Anticipation for a product spreads the more people are talking about it. If you are running a large campaign this is the point that you would reach out to influencers whose audience matches the market you’re trying to reach, to share key information about the product with them for them to discuss and promote to their followers. If you’re running a smaller campaign, a similar effect can be had by reaching out to the customers you know are most active within your community. Sharing information or product samples with these local-scale influencers will let the people that your customers know and trust help to spread the word about is coming up for your business, making sure that your audience will stay engaged and interested.

3) Build excitement

The closer you come to the big event, the more your audience should know about what to expect. Just as you released a teaser at the start of the process, you should release information about what is coming up on a regular basis, letting the product come into greater and greater focus throughout. This slow build of information will let your audience piece together what to expect themselves, keeping them involved and building their hype as they get closer and closer to the final date.

4) Drop the mic

When the day comes for the event you have been building to, make sure that all of your customers know it. Send out information on every channel you use, on every platform. Offer incentives to make sure that your audience will engage with what you are promoting right at the start; offer discounts, add-ons or promotional items for the first customers to engage. Make the event you have been promoting an event, and your customers will channel the excitement they have been building for your product into attention, business, and strong word of mouth.

John Rowbottom Design and Marketing is a Sutherland Shire based marketing agency helping companies across Australia to get the most out of their campaigns. If you would like to find out more about what we can do for you, visit us at jrdm.com.au and speak to us today.

Funny business – using humour in your content marketing

When you work on your content marketing, what tone of voice are you using? For many businesses, its easy to fall into the trap of creating volumes of dry, corporate content that might sound good in the boardroom, but will leave your customers cold. In today’s article, I discuss ways that you can use humour and tone to make your content connect with your audience.

1) Don’t be afraid of humour, especially on social media

How much should you be using humour in your content? To a great extent, that depends on the platform you are using. Social media is one of the most natural homes for funnier content, with users looking for bite-sized, entertaining content more than in-depth solutions or stiff corporate communication. A more informal tone when communicating with your customers is ideal here, and helps them to feel that they’re connecting with a person, not just a company. Short-form video content that showcases your business in an amusing way works well here too, helping you to stand out from the crowd and win audience attention.

2) Don’t ignore the power of memes

Memes are about as far from traditional marketing and communication as you can get, which means that many businesses shy away from using them out of a fear that it will make them look ‘unprofessional’. But used well, memes can connect with your audience on a personal level, and their easily-sharable nature means that a meme that connects with your customers will go on to be shared with their friends and family, widening your reach without any further effort – the holy grail of content marketing!

3) Be natural

Like everything else in content marketing, humour needs to feel genuine and natural. Whether you’re creating memes, email headlines or social media posts, forced humour will turn your audience away just as fast as fake enthusiasm or unnatural language would. Don’t reach for jokes. If something isn’t offering up easy humour, or if humour isn’t your strong suit, then don’t force it. But if you or someone in your business has a gift for comedy, take advantage of it!

4) Make the content fit the context

It goes without saying that humour isn’t appropriate in every context. While most products and services can benefit from occasional humour, there are a few that would never touch it. Trust that you have a good enough idea as a business owner of your company and your customers, and go with your instincts. Additionally, remember that some situations – customer complaints chief among them – are not good times to use humour no matter what your business provides.

If you want to widen the ways you promote your business, John Rowbottom Design and Marketing can help. To find out what we can do for you, visit us at jrdm.com.au.

Five reasons content marketing is perfect for small businesses

If you’ve spent any time investigating the marketing options available to you as a small business, then you will have heard about content marketing – and of course, I’ve mentioned it plenty of times here on this blog. Unlike traditional marketing, which embeds your advertising into or alongside a website, video, or other medium that your customers are engaging with, content marketing works by creating relevant and interesting content that will benefit or interest your customers. That means that customers will come to your marketing voluntarily, rather than only seeing it because it has been pushed in front of them. In this article, I look at five of the reasons that content marketing is ideal for small businesses, and the benefits that it can provide.

1. It builds trust in your company

Content marketing offers an opportunity for you to show the knowledge and expertise your company has in its field. By creating content that helps to explain complex aspects of your business in a way that your audience will understand, or by putting together how-to guides or answers to your customer’s questions, you can demonstrate your ability to solve the problems that your customers are facing, which shows your customers that they can rely on you to handle their needs.

2. It gives more bang for your marketing buck

Content marketing is one of the most cost-effective methods of marketing available to a small business. While outbound marketing relies heavily on paid placements to drive user engagement, content marketing is driven by creating material that will draw users to your blog and to your website organically. Because of this, content marketing typically costs around 62% less than traditional marketing methods.

3. It raises your visibility

If there’s one thing that search engines love, it’s content. Regularly publishing high-quality content will help raise your online visibility, helping you to appear more often in search results. In addition to that, high quality content is something that your customers will share with others in their social network, introducing you to new potential customers. A good piece of content can continue to do its job for months or even years, drawing in new people to your site and raising the profile of your business with little to no further input.

4. It helps to educate your customers

There’s almost always more to a business than can be explained in a single image or a thirty second video. Content marketing lets you create longer form pieces that can educate your customers about how your business operates and how it can help them.  If you find that many of your customers don’t understand the best solutions to their problems, or the best ways to approach a situation they are struggling with, content marketing can help to make your customers more informed.

5. It nurtures your leads

Most customers don’t make purchases based on a snap decision. Before they commit to a purchase, most customers will research a business, research the products they are looking for, and evaluate the options that are available to them. By offering content that can educate and inform your customers, you help to move them through that process, providing them with the information they need at each step of the process and helping them make their decision. Good content can help a small business reach more customers, more effectively, for less money.

If you are ready to get started creating top quality content, John Rowbottom Design and Marketing can help. To find out more, visit jrdm.com.au today.

Collecting better customer feedback

To create better marketing campaigns, to improve customer service, and to grow your business, you need to understand your customers. Customer feedback is the best way to learn about what they want, but getting good quality information can often be tricky. In this article, I look at five methods you can use to get quality feedback from your customers.

1. Surveys

Surveys allow you to get in-depth information about a customer’s experience, potentially getting you a lot of useful data. Tools like SurveyMonkey and GetFeedback make setting up and directing users to your surveys simple. As with anything that involves a customer filling out a form, be cautious about the length of any surveys you set up. Like all forms, every additional step means that fewer people will complete the survey, so it’s best to make sure you are limiting your questions to the ones you need the most.

2. Online feedback

Online feedback options make it easy for your customer to come to you with any thoughts or suggestions that they might have. This type of feedback is ideal for catching any issues that a customer is experiencing that aren’t serious enough for them to make a formal complaint. Having a customer feedback option on your page that is easily accessible (without being obtrusive) will let you capture useful information on your sites UX, your sales processes and the general customer experience that can help you pinpoint ways to improve and streamline your operations.

3. Live chat

Live chat is a one-on-one conversation with a customer that has a problem they need to be solved, and so is a great resource to mine to discover more about the needs of your customers. Be especially aware of trends over time; if several customers using your live chat have the same issue, you can be sure that your wider customer base does too.

4. User activity

There are some issues that most customers won’t report – things like site navigation, page content and poorly optimised checkout systems. Rather than complain, most customers will simply click away, leaving you with problems you know nothing about. This is where analytics come into play, letting you look at the ways your customers behave on your site. Analytics tools such as KISSMetrics or Google Analytics will reveal the ways your customers use your site, letting you know when people bounce from a page after a few seconds, or when people abandon your checkout process, letting you focus on improving problem areas of your site.

5. Social media

Monitoring social media – both on and off your official pages – will help you to understand the wider conversation around your business. Tools such as Hootsuite or Google Alerts can be used to alert you whenever someone mentions your business online, so that you can keep an eye on what is being said about you.

One advantage to social media is that opinions will be candid, especially when people post on platforms other than your official page. The raw feedback can be valuable, but bear in mind that any major complaints will need to be addressed to prevent any possible damage to your reputation.

Regularly gathering information is the best way to keep on top of your business and to continuously develop it to better serve the needs of your customers. John Rowbottom Design and Marketing can help you gather the feedback you need to capitalise on your opportunities. To get started, book an appointment at jrdm.com.au.

Dealing with customer complaints on social media

No matter what business you are in, and no matter how hard you work to perfect your customer service, sooner or later every business will have to deal with a customer complaint. Social media has made it easier for businesses and customers to communicate than ever before, but it also means that any customer complaints become a very visible part of your business’ online presence. This means it’s more important than ever to have a strategy in place to deal with your customer’s complaints and make sure they come to a satisfactory outcome. Today, I’m going to look at the best steps to take to deal with customer issues on social media.

1. Respond quickly

When dealing with customer complaints, time is of the essence. Nothing says ‘poor customer service’ like a visible complaint that hasn’t been dealt with for days, or, God forbid, weeks. Ideally, you should try to respond to customer complaints within one hour of the complaint being posted. That doesn’t mean that you need to sit at your desk, constantly monitoring your social media feeds; tools like Hootsuite or Google Alerts can be set up to send you an alert when your business is mentioned, letting you know when to take action.

2. Listen to their issues

The first thing a customer with a complaint wants is to be heard. Take the time to listen to their concerns and to try to understand their position. In some cases, a customer wants nothing more than to vent, and demonstrating that you have understood their concerns will go a long way to helping them to feel you care about their position.

It’s also important to not waste the opportunity that a customer complaint can give you to help improve your processes. Companies can spend a lot of money in trying to solicit customer feedback to improve their processes – in that sense, a customer complaint can be a golden opportunity to look at ways to improve the customer experience.

3. Take the discussion away from social media

Dealing with a customer’s complaint is a complex process. The issue could escalate, the customer may well be angry or upset, and fixing the issue could require private information. For all these reasons, any discussion of the customer’s issue should be done through private channels – emails, direct messages, phone calls – rather than as public posts. Move the issue to private communication as soon as possible, and keep it there until the issue is resolved.

4. Deal with the issue

Once you have fully understood the customer’s problem, you can work on providing a solution that will address their issue. First, you should apologise for whatever problem the customer has undergone, focussing on the apology and an explanation for why it occurred. Then work to provide a solution that will help the customer, whether that be a refund, a future credit, or work done to fix the issue they are experiencing. This may well include offering service beyond that which they originally asked for, but the return on your investment will be worth it if it satisfies the customer.

5. Change the feedback

Once you have successfully dealt with the customer’s issue, ask if they would be happy to change their feedback, either by changing their review or leaving a positive comment following on from their compliant. Most customers will be happy to do this if their problem has been solved, and them doing so will carry a lot of weight with other customers.

Whether the customer does or doesn’t leave a positive comment, you should still follow up on the thread, politely thanking them for their feedback and stating that you are happy you could deal with their concerns. Need help managing your business’ social media presence? John Rowbottom Design and Marketing can provide social media management services tailored to meet your needs. For more information, visit jrdm.com.au and book an appointment today.

Get results from your social media

Social media is a great tool for business that want to connect with their customers and attract new clients – and who doesn’t? But setting up an effective social media presence can seem daunting, especially for small business owners who have limited time and resources to dedicate to the job.

But social media doesn’t have to be a challenge. In this article, I share a few tips to help any business build up a successful social media presence.

1. Start with a plan

Like any part of your business, a successful social media presence starts with a solid plan. Before you do anything else, consider what you are looking to achieve with your social media page, and set goals based on that.

Don’t be distracted by ‘vanity metrics’; building up likes and shares is a good thing, but increasing your sales, leads and profits are the results that should matter most. Base goals on the results that make the most difference to your business, and make sure you can track your progress towards meeting them.

2. Choose the right platform

It won’t matter how good the material you post online is if it isn’t reaching the right people. As you build your social media plan, think of your audience and identify the social media platforms they are most likely to use. Research companies regularly publish statistics on social media usage, which will help you to identify where your audience is spending their time.

As with any part of a social media plan, don’t fall into the trap of checking this once and then assuming it’s set forever. Social media usage changes all the time, and the best way to reach your specific customers may not always match the standard demographic patterns. Keep talking to your customers, measuring your results, and checking published research to make sure you’re communicating to the right group of people.

3. Make time to post

Social media can be a time sink, and as a business owner it’s almost certainly not your number one priority. To help keep you on top of your social media game, it helps to mark out a specific part of each week that you will use to focus on putting together your week’s content. Putting together a content calendar can be a big help with this, as it will both help you to schedule your time, and to have a plan of what content you are looking to create each week.

It’s also worth setting a little time aside each day to check into any comments or posts you have received through social media and respond to them. Making a distinct time each day for this will help prevent you being constantly distracted by each new comment, while still meaning that you are active in responding to your customers.

4. Send traffic to the right place

In step one, you will have identified the ways in which you could use social media to help drive your business goals. Whatever those goals are, it’s likely that they’ll need your customer to interact with more than just your social media presence.

The content you post on social media should lead your customer to a destination where they can convert into something meaningful for your business – a lead, a sale, an enquiry. Make sure that you provide links to the right destination. This might be as simple as a link to your blog or your website, or as specific as a custom landing page, designed to follow on from a specific piece of content. Whichever it is, remember that social media is a step in the customer’s journey, not an end point to itself.

If you want to take your social media marketing to the next level, John Rowbottom Design and Marketing can help. To set up a meeting to discuss your business needs, visit jrdm.com.au and get in touch today.