Writing takes time and effort.
What if you could make your efforts count more?
Marketing professional Paige Arnof-Fenn, the founder and CEO of Mavens & Moguls, lends her expert advice on how to get the most out of your existing content by repurposing it.
For starters, Arnof-Fenn says that she and her clients have had the best luck using the following strategies for repurposing content:
Turn a series of articles, blog posts or newsletters into a book or e–book
Turn each chapter of a book/e-book into a series of articles, blog posts or newsletters
Turn every piece of content into a tweet
Share links to content on all social media platforms
Find like-minded groups with a newsletter or website to do a swap and share content with each other’s audiences
"I have also turned articles into infographics and shared talks that have been videoed over social media and on my site," says Arnof-Fenn. "Once you have a piece you are happy with, it makes a lot of sense to get as much mileage out of it as possible."
Consumers need to be exposed to things many times before they notice it. In fact, the "rule of seven" in marketing states that a consumer has to interact with a brand seven times before they make a purchase. "Even though you may think your content is already out there, chances are no one is sick of reading it," says Arnof-Fenn.
If you're considering turning chapters of your book or e-book into articles, don't be afraid of giving too much away. Arnof-Fenn says that you need to give before you can get. "It can be an article, invitation to read a white paper, webinar, podcast, etc.," she says. "Just show that you value the reader and want to build a relationship beyond the transaction."
Arnof-Fenn says to stop selling and start sharing. "If you share what you know--your passion, your war stories, the good, bad and ugly, it will be interesting," she says. "People will remember you and come back for more. It always works well for me; the more I give, the more I get."
If you aren't able to commit to a regular blogging schedule, Paige recommends contributing content to existing, well-trafficked blogs or newsletters in your industry that reach the same target audience as you. "It's is a win-win," says Arnof-Fenn. "They get fresh content, and you get access to relevant audiences through a trusted network."