How to repurpose content across multiple platforms
SMXWest 2013 The Veg-O-Matic approach to smart SEO writing
About SuccessWorks First SEO copywriting agency (established in 1998.) Help B2B companies tell their stories, boost their leads and drive more profit. Train companies in SEO content best practices. Established the SEO Copywriting Certification training for freelance and in-house writers.
Once upon a time... It was all about your Website...
Today, the pressure to create anddistribute content is high...
We know content is important...but content creation is challenging...92 percent ofsurveyed marketerssay that contentcreation is “very” or“somewhat” effectiveas an SEO tactic...But it’s the mostdifficult toimplement...
The unfortunate result? Learned helplessness. Companies don’t know what to do next (or they feel like they aren’t doing enough.) So, they do nothing and miss opportunities.
The secret to staying sane...Strategically repurpose your contentStrategically repurpose your content
Write big pieces of content you can sliceand dice into parts
One piece of content can have multiplebenefits. - Good search positions for a variety of keyphrases - Lead generation - Build awareness - Start a conversation - Support other marketing initiatives
These “parts” can be distributed acrossdifferent mediums White paper/Ebook Blog post Sales pages/ case studies- Create a blog series - Tweet something - Have videobased on the white from the post, and link testimonials? Sharepaper. back to it. them on FB or Google +.- Tweet a stat and link - Aggregate relatedback to the white blog posts and turn - Tweet somethingpaper. them into an ebook. from the case study and link back.- Post a fact on your - Create a video thatFacebook page or links back to the blogGoogle + post.- Pull out excerpt for - Post on LinkedIn/FBan enewsletter and start a discussion.
Tips from the trenches... - We are a small company - I’m very hands-on (read: I do a little bit of everything...) - Time is precious
I feel the pressure too. That’s why Ideveloped a process.
Goals - Connect with freelance and in-house writers and start conversations. - Build product awareness. - Connect with companies that need SEO copywriting services.
Standard procedure... - Tweets/posts are pulled from blog posts, the Certification training materials and the Business Bootcamp training materials. - We post at least five times a day (or more). - Most posts are informational - not promotional. Interesting tidbit: Pulling “tweet snippets” from older posts brings them back to life.
We customize posts for each networkThis promptspeople to visit thesite and start adiscussion.
Turn popular posts into a downloadable white paper...Conversion goal: encourage newslettersignups
Turn video posts into a “how to” guide... People who want more information about how to start a freelance business will be given a video guide with 10 videos. Upsell - the Business Bootcamp.
Turn old blog posts into an ebook...Can sell on Kindle, give away - or both!Upsell - Certification
Update old blog posts... Updating posts (and keeping the URLs the same) can save tons of content production time. GREAT resource by Michael Gray (Graywolf) http://www.wolf-howl.com/blogging/blog-less-update-more/
Answer FAQs by blogging I can point people to the post rather than answering the same questions over and over... The post is also part of my Certification training materials
Weekly posts are highlighted in anenewsletter (with a CTA every week.) Bonus: Tuesdays (when the newsletter is released) tends to have the most site traffic. Plus, the posts are re- tweeted and shared.
The biggest key to success? Planning inadvance.
Questions to ask before creatingcontent... - What would reinforce the sales cycle (in a non sales-y way). - What questions do we get from readers/prospects? - What can we update/tweak? - How many ways can the content provide value? - What tools can we use to streamline the process? - What is realistic for our company?
The Veg-O-Matic approach works! Repurposing content across social networks and emails drives most of my product sales (and about 75% of my writing sales, too)
Questions? Here’s how to reach me. SEO copywriting services, SEO Copywriting Certification training and customized training Heather Lloyd-Martin CEO, SuccessWorks SEOCopywriting.com firstname.lastname@example.org Twitter: @heatherlloyd