A picture may be worth a thousand words, but an article can be worth even more, if you know what to do with it. Content is the hottest marketing tool right now, but there are some secrets about how to use it that many marketers don’t want you to know.
1. Start With an Article
There are many ways to use a single article, but your blog is the best place to start. The more content you put out, the more search engines like you, and the more reason people have to keep coming back to your blog. Aim to write 300- to 600-word posts as often as you can, but no less than three days a week.
2. Repurpose It for Article Marketing
Now take one blog post and re-write it for article distribution websites like eZineArticles. Make sure you choose reputable article distribution sites. The benefit of having your content on the higher-ranking article distribution sites is that people who don’t already know about your blog may find you when searching for a topic, as these sites rank high for results. For example, if you search for “updating your investment property,” one of the first search results is from eZineArticles. That could be your article.
The key in repurposing content for different sites is to make changes — perhaps come at it from a different angle. You might lengthen it (some sites require a minimum of 1,000 words, so you’ll have to make it longer for these sites).
With each article you publish on article sites, be sure to include an author bio with a link back to your site so people can learn more about your business.
3. Convert It to Video
Another way to get extra mileage out of a single piece of content is to turn it into a vlog (video blog). Simply talk about the topic you wrote about and enhance it in a brief video. Upload to YouTube and Vimeo and you’ll get even more traffic.
4. Perfect the Presentation
Even converting your content into a brief slide presentation and uploading to Docstoc and SlideShare can put you in front of new potential customers. If the content is valuable enough, you can even charge people to access it.
5. Share Socially
Now you can use Facebook and Twitter to share your content, wherever it lands. Post your blog’s RSS feed to both your company’s Facebook Page and your Twitter stream. But also create conversations around the content. If you’ve written an article on common mistakes businesses make, tweet the question “What’s the biggest mistake your business has made?” with a link to the post. You’ll not only get eyeballs, you’ll get engagement.