Content Marketing:Ways To Repurpose it To Boost ROI
Seasoned marketers know that quality content is a key pillar of any well-rounded search engine optimization (SEO) strategy. But often great content is published and forgotten, making it old and outdated.
Fortunately, there are ways to work smarter versus harder when it comes to your content marketing. With a little planning and out-of-the-box thinking, you can refresh, reuse, and rework your content to give you more traffic and ultimately a higher ROI.
1. Update the content regularly.
The longer a blog post or other piece of content exists, the more page authority it can build on the search engine results page (SERP). However, you don’t want to drive traffic to a page with information that is outdated or no longer accurate.
One way to avoid this is to make a plan to update your content regularly. It’s a good idea to review your content every six months to a year, depending on your bandwidth. During this process you can check whether all links still work, all data is still correct and all facts are still relevant and current. In most cases, it’s just a matter of making a few adjustments or adding a few new paragraphs instead of starting from scratch.
2. Create useful downloads and templates.
All the keywords, meta tags, and other SEO tactics in the world won’t do much if your content isn’t providing readers with real value. With that in mind, don’t feel like you should limit yourself to just publishing blog content.
Explore additional content types such as downloads, infographics, and templates that are relevant to your audience. For example, if you sell event management software, you can create an event planning checklist that users can download and print.
3. Tease content through videos.
From images to audio clips to videos, multimedia content often outperforms text alone. It makes sense: visuals help grab our attention and can add context to topics, especially for explainers and how-to texts.
Teaser videos can serve as an example that entices your audience to click through and read the post you’re promoting. You can use teaser videos in your email marketing, website, or through your social media. Plus, you don’t need a professional videographer if it’s not within your budget — platforms like Adobe Spark, Animoto, and Rocketium make creating and uploading short videos a breeze.
4. Consider using robust content.
The marketing industry is quite divided on the existence of postal marketing materials. However, if you’re experimenting with longer, more valuable content and focus on goals like using and expanding your contact lists, I’d say it’s worth a try.
If you save the content (usually with more robust captions like white papers, market research, and e-books), the piece is “blocked” and needs someone’s contact information to block it, such as your phone number and Your name. Or e-mail address. email address.
Tip: Closed content should have its own landing page that you can promote organically and through paid efforts to promote the download.
5. Promote new content through online advertising.
Speaking of paid businesses, creating online ads is another great way to increase ROI through content. Do you have unique data from a recent study? Planning a webinar on a hot topic in the industry? Investing in a small targeted promotion can help a lot if done right.
This allowed us to promote our upcoming webinars via LinkedIn Targeted Ads. This makes sense because you can target certain jobs and industries. It’s a winning strategy – you get more grades and more people learn about a resource that is relevant and useful to them.
6. Start a newsletter with your content.
We started our newsletter a few years ago to keep people informed about the latest digital marketing trends, news, and other useful information. We also use these monthly emails to share our latest blog content with readers.
In addition to optimizing your content and promoting it through organic social media posts, an email is a great way to get the word out about your content marketing. It finds people where they are (check their email, of course) and gives you the power to drive more traffic to your site while following your brand.
In terms of content, it’s about quality and quantity. Fortunately, you don’t need a team of a dozen copywriters to come up with a content marketing plan that delivers outstanding results.
Ensuring that the news you post is up to date, accurate, well-executed, and well-promoted can improve your search engine rankings and get the results you want.