How Small Business Marketing Benefits from Repurposed Content

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Image via SalesForce.com.

By Gina F. Rubel, Esq.

You’ve spent countless hours researching and writing an article that has been published in an influential media outlet. After you’re done celebrating this achievement, do you wait to see what happens and hope that everyone reads it? Absolutely not.

After the article is published, it is time to repurpose your content and get it into the hands of your target audience.

The Rule of 7

The Rule of 7 is a marketing principle. Prospective buyers of your goods or services need to hear your message at least seven times before they typically notice and act. Your company is one of many vying for the attention of the target market. Strategize on how to reach your audience seven (or even more) times to stand out in the clutter.

12 Ways a Small Business Can Repurpose Content: C.O.P.E. (Create Once, Publish Everywhere)

There are many digital platforms available to help you repurpose content such as published articles, blogs, white papers, industry reports, presentations, surveys, and other types of content.

  1. Post a recently published article on your website as a media mention with a teaser and link to the full story on the publisher’s website (for copyright purposes).
  2. Share your website’s media mentions on your various social media platforms such as Facebook, LinkedIn and Twitter to help drive traffic back to your website and establish thought leadership.
  3. Share your media mention in an electronic newsletter or alert driving traffic back to your website.
  4. Create a podcast on the topic.
  5. Take the main points from your article and write a guest post for a customer or blog.
  6. Create a video on the same topic as your article and upload it to YouTube. Videos support SEO, build trust, and appeal to mobile users.
  7. Create a PowerPoint presentation using statistics, quotes and thought leadership. Share on SlideShare for additional opportunities for engagement.
  8. If you have data in your presentation, create an infographic. For the non-designers, Piktochart and Canva are useful tools to help break up your article into data and talking points.
  9. Start a media clips binder (a.k.a. brag book) and include copies of all of the firm’s media coverage in reverse chronological order – keep one in every office.
  10. Include a link to the article in your email signature for a few weeks: “Read my latest article on…”
  11. Consider hosting a webinar that will allow you to present your topic and engage your audience in conversation.
  12. Write an expert Q&A relating to the topic of your original article. Ask several experts to answer a question about your topic, then publish their answers as a blog, linking to your original article.

As long as you have added value to your original content, you can utilize these suggestions to repurpose it. Adopt a C.O.P.E. mentality – create once, publish everywhere.

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Gina Rubel is the professional that corporate and law firm leaders call upon for high-stakes public relations, media training, crisis planning, and incident-response support, including high profile litigation media relations. An attorney and public relations expert, Gina leads Furia Rubel Communications, Inc., an agency supporting business with their growth through integrated marketing, PR, reputation management, and content marketing. Contact her at gina@furiarubel.com or @GinaRubel.

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