Creating consistent content is a challenge for most businesses. In fact, less than 50% of all brands have an issue creating content on a consistent basis. Consistency is the key to improving SEO and building trust with your audience.
“You just have to work on getting the content you already have in the hands of more people.”, says Derek Halpern, founder of Social Triggers.
The marketing staff is tasked with writing blog posts, content offers, social media posts, and so on as part of your daily job function. That’s a lot of content to create and can take up to 80 hours per month!
Repurposing content allows you to maximize the value of your content by changing it to serve a different purpose or extracting pieces of it to use on various platforms. The messaging is the same, but the channel or format in which it’s consumed is different, based on the platform or channel in which it’s being shared.
There are at least four benefits to repurposing your content. Here they are:
First, your brand has the opportunity to rank on a search engine’s results page. The same topic covered on multiple distribution channels can benefit your SEO, and help you rank higher for organic searches. If you want to become the expert when certain topics are searched for, make sure you are creating a plethora of content for that topic and posting it on multiple channels in a variety of formats.
Second, it allows you to reach a new audience. “Multi-channel marketing provides the content our audiences are looking for, in all the places they search.”, Michael Brenner, CEO of Marketing Insider Group. Not everyone consumes content in the same manner; make sure you’re getting your content in front of your audience through the way they prefer to consume content.
Third, it supports the consistency of your message. As Donald Miller says, “Marketing is an exercise in memorization”. The Rule of Seven states that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you.
And fourth, it helps you produce consistent content because you never have to wonder what topic needs to be covered.
In conclusion, if you’re ready to “own” the topic you are an expert in, make sure you are creating and repurposing content. This task is burdensome and time-consuming, and requires planning, scheduling, and creating. Plus, you will need to understand keywords and their effect on search results for the content to produce results. If this is a task you’d rather “set it and forget it”, Your Startup Coach offers done-for-you content marketing services. Inquire today.