Blogs Help 85% to Make Decisions

85% of people now use content in blogs to help make a decision.

If you do a Google search of current blogging statistics, the numbers overwhelmingly support the need for both B2B and B2C companies to have blog content. 85% of people prefer to use content in blogs to help them decide over even testimonials. 

There are some best practices to maximize your return on the investment of time and or money outsourcing what can be time-intensive work.

Blogs share 

I worked in the spa niche for well over two decades. I traveled, enjoyed experiences and visited lots of spas and resorts. 

In the UK, I have my own private native guide, my husband, to take me on discovery trips. In big cities, people are more cautious, guarded. Get away from them and people tend to be more friendly.

UK roads are unique. M-roads are freeways. A-roads are mostly divided highways. B-roads are narrow 2-way roads. However, one lane may disappear unexpectedly. The only way to pass is the tiniest of pull-outs. Driving a road no wider than your car with little visibility on either side is quite an experience.

You never know where you will end up. 

A tiny thatched-roof village where the main activity is the village pub that dates back hundreds of years. If you’re adventurous enough to find them, they’re happy to regale you with history as you listen to the locals’ gossip.

The top of the Welch hills with a view for miles…clear to the sea. This while you stand among neolithic burial stones whose only company is a neighboring pasture of cows.

A 5-star spa, Manor House or Castle with experiences as diverse as their locations.

It was natural to share experiences.

I’ve been writing blogs for years. What start out as journal notes, become invites to leave home, experience something different, and renew.

If your blog is shared on a dedicated Facebook page, you’ve tapped into the power of social media and a place people like to relax and read.

Marketing blogs for myself. Content blogs for my clients. Experiences, information, success stories. All designed to help someone.

What many don’t know

Blogs are not static.They have changed and are evolving.  Most used to be 500-900 words. Now those with 2250-2500 words show the highest engagement and readership. While you can create a short blog in 1-2 hours. Long blogs can take six hours or more.

Longer blogs have caused frequency to drop. Where bloggers used to put out multiple blogs a week. The longer formats, take more research and writing time. They may only be published semi-monthly.

3 Best Blog Practices

Relevant

Blogs can be a stand-alone website. They can also be a column or featured tab on your business website. For the most readership, blog content should tie into the purpose of your business.

Take time to think about topics that make sense to include based on your offer. Health, alternative health, fitness, nutrition, wellness, relationships, kids, life events like retirement, or getting married.

Whatever your website’s purpose is, include topics that support it.  Your goal is to become their information resource. Reliable, relevant, knowledgeable…and trustworthy.

Diversity in your niche

Within your niche, have a little fun and offer diversity.  If you’re offer supplements, nutrition or fitness, consider adding helpful recipes. If your selling supplements for kids, offer simple parenting tips. 

Share things that will make readers’ lives easier/better.

Offer the latest findings.  A major part of my fitness routine is walking. I just had to replace my shoes and the first thing I noticed they weren’t as sleek. Rather broader and boxier. Fortunately, I had a sharp associate helping me. He educated me on the changes in shoe structure to better protect ergonomics and reduce the risk of plantar fasciitis.  

Look for changes or innovations that relate to what you offer. A new ingredient. A new method of formulation that works better. Problem-solution specific. Every reader has a different goal, yet most will read to be better informed.

Keep blogs casual

Blogs are conversations with a friend. Keep them informal.  If you have scientific articles on your site, your blog may be the ideal place to convert that to reader-friendly information.

If a topic is complex, your blog is the spot to break it into easily scannable, digestible chunks. 

Most of your readers are going to skim-read. Help them out with a friendly style where there is plenty of white space and subheadings.

Make sure the reading level is in the 7-8 range or lower. The higher the reading level, the more mental energy is required and the more quickly readers leave.

Relevant, diverse and casual will keep your readers coming back for more. Mix up short blogs like recipes or quick content with longer reads.


Judith Culp Pearson is a wellness relationship marketer. She puts those skills to work helping businesses increase client retention with web content and strategies. Blog content is always something she recommends to clients. If they don’t have the time or desire to do it, she handles it for them. 

Relationships First for 2021

To maximize your business success in 2021, you need to look at how you connect with your prospects and customers.  Think of them as family, treat them as the best possible version of a family. It’s about building relationships first.

I recently had an experience on a social media channel that you might have had yourself.  

Pitch forward marketing

Someone reached out to me to connect.  It was a woman whose interests were in my niche. Her message said, “I think I have something you might be interested in.” How could she know that? She didn’t know me.

Being someone who is generally friendly and open to networking, I accepted her invitation. My acceptance triggered another message from her that was a pure pitch.  And it was the type of offer that I always steer clear of.  A business opportunity that doesn’t resonate with me.

In her response, she asked, “are you familiar with XYZ? They are the company I work with”

I responded, “Yes, I’m familiar with them. I’ve had numerous people try to get me to participate in this. Not interested. Thank you.”

She didn’t try to get to know me nor build a relationship. If she had, she might have picked up this isn’t my direction. She took afront at my lack of interest. She lost the opportunity for a relationship. While it isn’t something I would do, she will never learn if I know someone who might be interested.

I’ve practiced relationship selling for years

I’ve always practiced treating people with respect and TLC. This is essential to earn their trust and long term business.  I’ve practiced this for over 25 years. 

Recently, I had the opportunity to participate in a virtual summit where some of the greatest minds in marketing shared their best thoughts for 2021. Marketing giants you might recognize. Bob Bly, Brian Kurtz, Kevin Thompson, Eric Partaker, and more.  

Each had their own version of the “One Thing” to keep in mind for 2021. Yet, they were unanimous in their conviction on the importance of relationships as we move forward. 

Relationship versus transactional selling

We shouldn’t ignore…relationships are opposite of transactions.

Transactions are all about the short term sale. Relationship selling is about connecting, engaging, and focusing on helping the buyer find what they want and need. The differences are huge. 

Think traditional used car salesmen, versus an automotive consultant.  Used car salesman were pushy. The don’t listen, they sell.  Get the deal no matter what. It got them a terrible reputation.  

Our automotive consultant doesn’t show the prospect anything until they have listened to the customer.  They actively listen and then help the prospect find what they are looking for.  

If we have a great buying experience, we are far more apt to return to that business the next time we have a need.  We look forward to hearing from them because they “took care of us.” they didn’t try to rip us off and sell us what we didn’t want or need.  Customer-focused.  

3 Techniques for relationship marketing

Once you have embraced prospects as an online family, you’ll engage with them differently. They aren’t just names or emails, they are people you want to help. For the best success, you need to be very clear on your purpose and your goals.  From there you need to give, be open and sincere, and see every touchpoint as a relationship event.

Give abundantly

Focus on how you can help/serve others. Give abundantly. Information, inspiration, and value. People respond when we give our best.  Focus on connecting with people who want what you are offering and give them your best.

Peloton has this down perfectly. Peleton offers high-end fitness gear. Their focus? Athletes committed to fitness. They know exactly what their customer wants. Peleton makes sure they provide it.  They focus on reaching their target market. Targeted quality versus quantity in marketing responses.  They only want the very committed in their inner circle.

This is an expensive brand with a high entry bar. This means members are more committed. The more we have to pay to access what we want, the more committed and engaged we become. The more we will connect and use the “value” the business has provided. 

Their customers are more successful in reaching their goals and more apt to stay with them long term.  They have a much higher lifetime customer value. 

Be real, open, and sincere to build relationships

If you aren’t real, open, and sincere with your audience, they will know it. In today’s world, people look for businesses that are supportive and transparent.  They don’t try to hide things by withholding or dodging issues.

Customer service quality is paramount in the mind of today’s customers. Let them know how to contact you and when they can expect a response.  

2021 will have continued unique challenges. We have to be nimble and quickly adjust to rapidly evolving situations.  Being open and honest with your audience will keep them with you as you have to make changes. 

As a consumer, I don’t mind that your business had to change my packaging due to shortages. Please, just let me know. If the regional weather or other issues are impacting shipping and delivery, let your customers know.  Customers like to be in the loop.

Social and environmental positions are also something that most customers respond to. They want to know how you’re helping others and helping the planet.  If you haven’t added them, share them via social channels and on your website.

See touchpoints as relationship events

Every time you reach out or connect with your audience, it’s important to think of it as a relationship event. Don’t think list building, think relationship building. Don’t think transactions, think connectivity and engagement.

Relationships encourage a two-way conversation. Invite them to respond and interact with you. 

Be aware of what competitors are putting out there. Look for a way to present your message a little differently to increase engagement.  Keep in mind that members are much more engaged than a general audience.  The easier the access, the lower the level of active engagement.

Businesses that make relationships their focus have the most loyal clients and fan base to help share their message. Their ROI and lifetime customer value will be higher than any transactional approach can achieve.

When I work with clients

I start with a review of what they publish on their website and social channels.  I look for the level of relationship building. Then help them see opportunities to increase value to customers. This always converts to an enhanced lifetime customer value.

One Simple Trick for Copy to Boost Sales

Readability is reduced when paragraphs are long, as in a novel, or full of complex sentences

Readable copy is a big key to sales!  People today don’t want to wade through information that reads like a dull textbook.  Most of us skim-read, instead of word for word. We are such multitaskers and so many choices that we aren’t patient with reading. 

Recently, I received an email promoting a new product from a spa supplier.  I knew the product was a performer, but the description was hard to read. So, I copy/pasted it into an analyzer. The readability was at the post-college level.

This prompted me to go online and look at descriptions of the same type of product marketed by department store brands. Their descriptions were much easier to read and focused on what their customers wanted to know. What it would do for them. 

Readability sells and lack of it loses sales.

Readability refers to how easy a sentence is to read and understand. There are several formulas, that’s another article. The important thing to remember is to keep it simple. The harder it is to read, the quicker your reader may hit the delete key or leave your website.

Originally, it was used to evaluate training materials.  Today it is used by smart marketers.

In today’s world, we are bombarded by electronic marketing. Junk mail, emails, newsletters. We go online; lots more marketing.  Sensory overload.  We are in a hurry. We want what we are looking for quick and easy.  Your potential customers want the same thing.

Every written piece put out there needs to be easy to read.  Website pages, emails, newsletters all need to be visitor friendly and quick to read.

Get their attention fast…

In 2014, Hubspot Marketing reported that you have less than 15 seconds to engage your reader. A surprising 55% of them will click off your page in that period.

If the reader is on a page that doesn’t answer their question or meet a need – they are going to be gone. They are in the wrong place.  

However, if they are looking for what you have, we need to help them stick around and find it.  We need to make sure our message is clear, simple, and easy to skim read.

Think about opening your email box first thing in the morning. There are probably at least 50 new emails waiting. Most of us, scan for the obvious ones to delete.  Check, check, check, delete – done.  Then you start with the rest.

3 Tips for more readability

You don’t actually read most emails completely. You quickly skim them to see if you’re interested. If they are hard to read, it bogs you down. The more you have to “work” to read information, the more apt you are to think, just stuff it, and hit delete.

Ever been caught in a loop and realize you’ve been rereading the same sentence over and over?  Simple words, short sentences, and white space make a huge difference. The combination of words plus sentences is the basis for how easy something is to read.

Simple words

Once you have your first draft complete, read through checking word choices.  The more syllables a word has, the harder it is to read. It mentally takes more energy.

“Harder” is easier to read than “more difficult” or “more challenging”. It has fewer syllables and doesn’t require a support word. 

Choosing a shorter word won’t make it sound like you have a limited vocabulary or it was written by a grade-schooler.  It’s only about that mental energy use.

Sometimes you can’t avoid complex words. Technical materials or say medical topics need their specific words.  

Short sentences

The longer and more complicated a sentence, the harder it is to read. Look for ways to break them into shorter sentences.  

A good tell is to read the segment out loud.  If you have trouble speaking it, people will have trouble reading it.  Run out of breath in the middle of a sentence…shorten it.

There are lots of readability analyzers out there. This is good because most document creators don’t include it.

Grammarly uses a straight Flesch score system that the lower the number the harder it is to read. You’ll need a paid version to get the function. 

Hemingway uses the Flesch-Kincade US grade scoring system so the higher the number the harder it is to read. A 14 would be post-graduate. Seven would be 12-13-year-old students. Most of the time, you want to have your text at nine or lower.

The unique part of Hemmingway is when you paste your text into the system, it renders it color-coded.  

Yellow text is hard to read. Red text is very hard to read. Green is passive voice and purple is words that may have a simpler option.  It’s very quick to see where the problem is and hone in on it. 

As you shorten sentences, your red or yellow disappears and your grade score drops. It can also be used as a document creator with marking turned off in the write mode.

I find using one of the many analyzers speeds up the editing process and gets the job done.

White space

If you have a solid page of text it is hard to focus on let alone read. Look for ways to break up long paragraphs.  It’s like letting the reader take a breath.

Another good way to evaluate your white space is to look at your document in mobile format. If your document creator doesn’t let you see desktop, laptop, mobile views, a WordPress Post will.  

If your reader has to scroll, and scroll, and scroll to get to the end of a paragraph…or a sentence, it’s too long. 

Even product descriptions are not immune. Bulleting key benefits are good. However, lumping all of the description into one paragraph takes more mental energy to read. Give the reader a break. Break it into shorter paragraphs to make it more readable. 

Word choices, shorter sentences, and white space make reading your offer a breeze and increase the ease of buying.

When I work with clients

Part of my get-acquainted process is to look at the existing content and email funnels. Is it recent, relevant, and readable? Copy plays a big supporting role in buying decisions. If I see readability issues, I show them how much more effective it could be.

Empathy Marketing – 3 Steps to Engage

We need the buyer’s “why”

In today’s world, it is important for your brand’s success to engage customers with empathy marketing. You need to employ empathy and communicate your understanding and caring about your customers, your staff, and your planet.  

It’s what today’s buyers want and are increasingly coming to expect from those they do business with. Yes, back to the pillars of wellness – personal, social, and global. 

Initially driven by millennials, it’s being embraced cross-generational.  Less transactional, more emotional connections. It puts what the customer values over business sales.  

Route.com said it well… “What empathetic marketing should always boil down to is that tried-and-true Golden Rule. Treat others how you want to be treated.” 

Business Empathy in 2020

I’ve seen some great examples of this in action this year from a broad range of businesses.  

Major companies

In May, Twitter announced all employees would be allowed to work at home permanently if that was their preference.  

They had been moving toward more remote work for some time and testing it.  Now, if staff need or want to go in, they can… pandemic restrictions allowing.  If they prefer to work remotely, there is no discrimination, no pay cuts, no commute.

The benefits? Staff morale boosted, and equal or better productivity.  A demonstration of taking care of people.

Verizon and Fios gave customers free data so they could stay in touch with those they couldn’t physically connect with. They also provided 60 days of free resources to help parents and students with at-home learning. Demonstrating customers and staff before sales.

Statewide businesses jumped in

In Oregon, there are hundreds of boutique businesses in the hemp, beer, and distillation niches. They diverted resources to make hand-sanitizers. It kept staff working, even if the products were donated to those who needed them the most.

Larger companies, like Intel, provided medical workers with PPE and joined with others to accelerate research for treatment and cures.

Then on top of the coronavirus, Oregon was hit with the worst wildfires in the state history. Thousands of people were evacuated from their homes. Some rural cities were totally wiped out. It will take years to deal with the aftermath.

Even small businesses stepped up to help out.

One very small mom and pop Chinese restaurant here in Eugene put a post on Facebook on September 10th. 

“Donating food to fire relief camps for the rest of the week. We will be closed. Thanks for your patience. 🙏🏽🙏🏽

“Thanks for your support,

“Twin Dragon”

They denied themselves income to give their resources to others. Other restaurants and caterers joined them to make sure the firefighters and relief camps had food and water.  

Local people raided their personal stores of food, clothing, pet needs, and every other medical and household item you can imagine to donate them to relief centers. 

It’s been a year of helping others as I’ve never seen before.

As a customer and marketer…I know it’s about the buyer’s problems

While everything has shifted online, not all businesses have adapted.  I’ve seen businesses struggle because they weren’t mentally or technologically prepared.  As a marketer, the solutions are clear. To thrive, businesses need a digital presence. They also need empathy marketing.  

The changes we have experienced aren’t going to go away anytime soon. People aren’t going to give up the convenience of online shopping. However, they also want more.

You need more than demographics, you need psychographics. I find they help me dig deeper and find the aspects of emotions and empathy best suited to prospects.

Brands need to embrace empathy marketing 

It’s not enough to have an e-commerce site. With all the shysters and scammers out there, buyers are becoming more discriminating.  

They are looking for things to improve their life. They want transparency to know your brand can be trusted. And they want to know how you are helping other people and the planet.  

Embrace all techniques of empathy for engaged and loyal customers.

Three steps for empathy marketing

There are three key techniques you can use for empathy marketing.  Start by “walking in their shoes.”  Discover their emotions: problems, pains, views, beliefs, values.  Then craft your communications with transparency and openness.

Be Them

It’s critical to do more than try to think like your target customer. You need to be them, assume their perspective without judgment.  Understand their emotions and motivations.  What makes them buy? Also, discover the things that make them resist.  

How are they feeling now and how do they want to feel? What do they want to be different and how can you make their life better?  Do they recognize their problem or that a solution exists? 

These things together will guide you in where you need to start their journey and the steps you need to include.

By knowing their views and beliefs you can smooth out your buying pathway so they don’t get derailed.

You want to connect with them on shared social and planet-friendly values.

Take salsa. There are lots of choices out there and we all have taste preferences.  My go-to brand donates all the profits to charities. That made my buying decision easy.

Emotions

This where we need psychographics. We also have to recognize how men and women buy differently. Men are more transactional by nature. Women are more emotion-driven in their buying decisions.

Women influence 85% of all consumer buying decisions. That makes them an obvious choice to nurture. It’s important to value them and tap into the emotions – and empathy that will make them loyal customers.  

Deadlines like a limited time offer can trigger a buy. Grocery stores use this all the time with their in-store announcement of a special price for the next 10 minutes. Limited quantities are equally powerful.  We don’t want to miss out and we love to feel we got bonus value.

Benevolence or altruism are also female buying stimuli. They may feel they are better off and want to help others. Or it may be part of their social values. Humanity and giving back.

Belonging is important to both men and women. We like being part of something, a tribe, a team of like-minded people. 

There is also “empathy-response.”  When people get positive feedback from giving or doing something it creates an empathy response. 

In buying the perfect gift, women share the recipient’s joy emotionally. When her daughter squeals for joy over her birthday gift, she gets a surge of endorphins, the feel-good hormone. She gets the same feel-good hormone for problem-solving.

Men get the empathy response when they do something successfully, or the female in his life is pleased with him, or when their team quarterback scores a touchdown.

Communications

Once you have this information you can use it to craft your messages with transparency and openness to build trust in your relationship and brand.  You want to make them feel heard and acknowledged.

Once women make the emotional decision, they need you to provide logical information to back it up. This validates their decision. Science, facts, and social proof. Sharing other’s success stories from problem to solution and how they have improved their life is powerful.  

Use caution with success stories so they don’t come across in a pushy or sales-focused way. They need to stand on their own merits as validation of problem and solution.  What their life was like before and what it is now. Share what they had tried that didn’t work, their failures. How they found your solution and their experiences on the journey to a better quality of life. 

When I work with clients…

I start by learning what they are currently doing and what isn’t working. Then, taking another look at their target, I dive deeper to find a different way to connect and engage with emotions and empathy marketing.  Need help? Reach out to me. judith@jculpcreativecopy.com.

Intra-pandemic Customer Mindset

We have been dealing with the pandemic for seven months. New research numbers are starting to emerge. Key is the shift in the customer mindset. This impacts our society, our businesses, and our marketing.

One thing for sure…we aren’t past this.  We’re intra-pandemic.  

All the marketing guides prior to the pandemic are out the window…useless.  

GlobalWebIndex specializes in consumer data for marketers. Recently they reported on the changes to the consumer mindset that all marketers need to be aware of.  

Their report is based on a global study, interviewing  688,000 internet users aged 16-64.  They share five key takeaways.

Personal data concerns are down

During the lockdown, or just staying home to reduce risks, people moved to online.  Online ordering groceries, home supplies, virtual or phone shopping assistants. However, when you shop online…you pay online.  

What changed is people are less concerned about online shopping risks.  They are less concerned with personal privacy loss. And less concerned about businesses using their personal data to market to them.

It had to happen.  You can’t get help if you don’t share anything. That would be like going to a doctor because you don’t feel well, but refusing to share your symptoms.  

This is not to say they have abandoned their concerns…just suspended them. They are shopping online, however paying attention to how companies use their information.

In the new customer mindset, relevancy has changed

Things like exclusivity, status, and reputation have dropped in relevance as much as 25%.

Consumers are less likely to want to stand out. Instead, they are looking for solidarity, feeling a part of the group.  

Their focus has shifted to values, purpose, and how brands contribute to the common good. 

For those who sell exclusivity, the challenge will be to showcase practicality. 

Life has slowed down

Staying home, being unemployed, or working from home have a different life pattern…and a different sleep pattern. People are sleeping in longer. 

For our normally fast-paced lifestyle, this is profound. It’s the first time since the Industrial Revolution that we have been “unchained” from an alarm clock.  

We are discovering more free time and a slower life pace. 

People are streaming more and gaming. They are also balancing this with offline activities. 

I live in a neighborhood conducive to walkers and from my office, I see my neighbors pass by.  Over the past seven months, the number of regular walkers has tripled..  

It’s not just seniors out for a daily walk.  It’s moms and/or dads with their kids…bicycles, scooters, tricycles, wagons, and strollers. Don’t forget the dog.

People have adopted more pets. Another healing wellness boost and incentive to get out and exercise.

Businesses should look for opportunities to enhance/support a more relaxed lifestyle. 

We also need to be aware of what they call “media fatigue.” Discover ways to help them look away from their screen.  

Both McDonald’s and Heinz released branded jigsaw puzzles to capitalize on the new trend.  They are using the need for offline entertainment as a marketing opportunity. They have released dozens of versions across 17 countries.

Financially, the customer mindset is more cautious

People across the globe are beginning to understand the impact the pandemic will have on their personal income long-term.  

GlobalWebIndex shares “the number of consumers expecting a big/dramatic impact on their personal finances from COVID-19 has increased by 43% since our first wave of research.”

Discretionary spending will take the hardest hit. The report shares that consumers see themselves as less affluent.  They are less willing to put wealth on display.  

Just because they see a brand advertised consumers aren’t dashing out to buy it.  Expect them to take more time to consider a non-essential item as we move forward.

Vendors of non-essentials will be looking for ways to market them as a necessary item rather than an extra.

More local focus

International travel has come to a near halt.  My husband’s family lives in the UK.  We have no idea when we may be able to visit them again.  

I’ve heard similar thoughts from other Ex-pats. You are where you are.

Destination Analytics released statistics covering through October 16-18. The US is split on their thoughts about travel.  

The number of COVID-19 cases is soaring, those ready to travel is dropping. 55.5% of the people say they are ready to travel. This is down from a 2020 high of 57.8% just a week before.

Locally, our tourism bureau shifted its marketing focus from national to regional.  They promote visit local and local staycations. 

Result: higher occupancy rates than anticipated. More people using local outdoor spaces.

People are concerned about where they live

With the pandemic cases on the rise, people are more concerned with their local environment. 

They’re concerned about global issues. However, they are more concerned with how their country, their county, their town are handling things. 

As we move forward expect to see more local and regional focus. 

When international travel becomes an option, security and health issues may determine a destination over cultural attractions.

New customer mindset takeaway

As marketers, we can expect more shifts and changes.  I work with clients to create the best possible user experience to keep them loyal, buying… and businesses making money.. 

Our buyers are there. 

We need to position our offers as customer-focused and relevant.
For the complete article or others by GlobalWebIndex, visit https://www.globalwebindex.com/hubfs/Downloads/The_New_Consumer_Mindset.pdf

The Magic of Repurposing Content

When we repurpose content we update, revise and put it back to work.
Repurposed content is recycled, refreshed and resused.

Consistently creating quality content is something every business needs to do. It keeps the customers and prospects happy, the search engines happy…and SEO ratings up.  

Great content helps your customers and validates your market position.  However, repurposing content that’s been there for a while, can accomplish many of the same things. In addition, it can also share your topic with new readers.

“Can you update this article for us?”

Requests like this aren’t uncommon.  I’ve been involved with an international organization for over 25 years. Most of their article submissions are by members. There is often a shortage, especially for complex articles.

I responded to the email asking when they needed the article. 

“By Friday?”  

I sighed. It was late Tuesday.  As the original author, I knew the topic well.  The content was good, but it needed a fresh look and an update. 

I was one-week post total knee replacement and had scheduled a slow time because I knew I’d be on pain medications. I also knew my contact wouldn’t have asked if she wasn’t desperate to meet her deadline. 

What I’ve observed over the years…

As a teacher in the wellness sector, I’ve had a lot of experience at repurposing.  You need to make sure the information is fresh and interesting for each group you work with. 

Information and technology have changed. Your content needs to be current with the latest developments. 

Above all, you need to resist being in love with the words you have written and focus on creating/sharing the precise message you are trying to get across.

One secret to keep in mind…

In addition to extending your audience reach, repurposing content also reinforces your message. Those new prospects typically need seven or more contacts before they buy. They need the same consistent message repeatedly.

Repurposing content helps to keep your message in front of them.

3 Techniques for Repurposing Content

Always start with an update. Make sure the information is current and reflects any changes or discoveries. This is particularly important if you’re in a niche where information or technology is rapidly changing.  

Next, consider how the content can be best repurposed and if it has several potential uses.

Republishing repurposed content can expand your audience and get new readers.

Take that refreshed content and look for different graphics or images that are in line with your message.  Consider keywords, categories, links, and backlinks.

You might start by republishing your content as a new blog post. Then look for other ways to put it to work. If it’s great content, it deserves to be featured and read.

Next, look for additional places to post your content. You might start on your website blog, then cross-post it to appropriate social media channels like Facebook and LinkedIn.

Convert it into a podcast or video. Then post it to your YouTube channel. Next share the link on social media or website.  Not everyone learns well reading.  If you convert it to a video or podcast, you give visitors choices. 

Offer to do an interview on a topic you’re knowledgeable on…repurpose that content and share why it’s valuable.

Convert old blog posts to a guide for marketing

If you have a group of blogs on related topics, they can be updated and repurposed as an in-depth guide.

This makes a great offer to increase your list. People are happy to share their email…if they get something relevant and useful in return.  

Be sure to enhance value with graphics, charts, or any other visuals helpful to the reader.  

Some businesses develop a collection of guides that they offer for sale on their website. 

One of the marketing greats, Robert Bly has over 90 published books, many of them still available on Amazon. His prolific writing helped to make him a self-made millionaire while still in his 30s.

Repurpose images/graphics

If your articles use a lot of great graphics, consider repurposing them in posts for Pinterest.  Tweak them and convert them to updated social media posts. 

Infographics are very popular and another great way to use graphics, charts, and other visuals. 

If you haven’t tried your hand at infographics a template that helps you build them can be invaluable.  Google “free infographic templates,” or check out what’s available on Canva.

They are simple to use and don’t require graphic design expertise.

Not sure what to repurpose?

Trying to make the decision on what content is worthy of repurposing can be challenging. Is the message strong?  How could it best be used? Is it current or out of date?

Often as an outside writer, I note what someone closely connected to the content doesn’t see. I make sure it matches your tone, message, and is persuasive. You want it to guide your prospect to the next step. 

When I work with clients, I update and repurpose much quicker than is possible when creating original content. That makes repurposing content budget-friendly. It also gets you fresh content in a calendar-friendly manner.  Message me: judith@jculpcreativecopy.com

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