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Blogging, Email Marketing, Marketing, Social Media, Video

Constantly producing high-quality content that is desirable is quite challenging, so make it a little easier on yourself by repurposing that content — turning it into other formats! We call this a content repurposing framework.

Studies reveal that while half of marketers struggle to produce enough content, only 29% repurpose content strategically.

Sounds like a huge area for opportunity right?

You are correct!

So consider spreading your brilliant content as far as possible and learn how to maximize its use to maximize your traffic!

Here’s how to repurpose your content:Canva for content repurposing - How to repurpose content marketing - Forge Digital Marketing | Naperville, IL

1 – Create content with the idea of repurposing it for something else.

This will make it easier to divide and mold it the way you want for another medium.

In addition, creating something with the idea of ultimately using it for something else gives rise to all around better content.

Content can be longer and more in-depth, dividing into sections as needed. This way, your audience will not feel like you are cutting corners.

It is equally important to create graphics with the intent of repurposing. They need to be embedded inline with your post and go along with your social channels.

If you lack resources of a professional graphic designer, consider using an online tool like Canva which allows you to create one image and size it for multiple applications like social media channels, blog images, and more.

 

2 – Make scroll-stopping content

Make that content (on whatever medium) really awesome.

Like, 10X content–ten times better than anything ever produced.

So it will probably be pretty lengthy.

Start with strong keyword research (obviously). You don’t want to spend a lot of time creating something no one really cares about or will search for on the internet.

Implement the Skyscraper Technique, coined by Brian Dean of Backlinko, so your content is extra mind-blowing.

Study similar content that ranks for your chosen keyword  (check out Neil Patel’s free tool, Ubersuggest) and fill in any missing information and/or offer new ideas to make your content extra desirable. Stay relevant and scatter keywords that will harness good traffic throughout.

Neil Patel - Ubersuggest
3 – Use convenient tools to help you repurpose content

Repurpose, repurpose, repurpose!

There are tons of tools to make turning your pre-existing content into something else more seamless: 

PrintFriendly will transform your blog post into PDFs. Just paste a URL and click a button. It is free!

SlideShare is also free and turns any article content into a slide deck.


4 – Turn written word into easily consumable video

 

Turning written words into video clips can be a lot more tricky if you don’t have an in-house video editing person. However, it’s very worth investing in video editing or animation services as it often takes a while longer to read something than to watch it. 

Did you know? Customers who watch video from your company are 2-3x more likely to convert than those who do not.

Consider creating explainer videos or star on screen yourself! Work on a condensed script so that you do not appear clueless in front of the camera.

Videos are a great way to show, not tell. You can further repurpose videos on different platforms. Publish on Facebook or on LinkedIn, or even make a YouTube mini-series with strong calls to action at the end of each clip to attract traffic.

 


Do you repurpose your content? If so, leave a comment below with your best tip or hack!

Need help boosting your content marketing strategy? Request your free discovery call with the Forge team now.


 

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Marketing
Have you ever thought the best way to market your newest product is to launch it into the freakin’ cosmos with the help of Rob Lowe? In what seems like an ever-higher standard to do the craziest, wackiest thing one can do to grab millennials’ attention, KFC is boldly going where no chicken sandwich has been before: space. Whaaaaat? I can think of a million things that may be more beneficial to launch into space, but hey, I’m not a multi-million dollar chain with money to blow on Chicken Sandwich Space Expeditions™. So what exactly is the plan, anyway? According to Kevin Hochman, KFC’s chief concept officer, “I have no idea how we’ll launch a chicken sandwich into space, but the marketing team thinks they can do it…” Well, okay. Good enough for me! In the playful advertisement, Rob Lowe, who is officially the newest Colonel Sanders (Yeah, I know, how much are they paying him?), gives an inspiring speech about how they’re taking the Zinger sandwich to – ahem – new heights.
If there’s one thing to be taken away from this, it’s that KFC is trying its darndest to get back in the spotlight. Nobody really talks about KFC anymore, at least, I know I don’t. So, what’s a chicken chain to do but dream up a huge publicity stunt starring their new, wildly popular chicken sandwich: The Zinger? Wendy’s has their “never frozen” beef, Chipotle has GMO-free food, Burger King has their flamed-grilled burgers (what does that even mean?) and KFC has, uhh… a chicken sandwich in space? Despite the hilarity of it, it’s actually proving effective in providing plenty of media coverage and exposure for the brand. Millennials and Generation Z are eating this kind of off-brand marketing up. Gone are the days of advertisements extolling features, benefits and wholesome family fun. Nope! We’re launching things into the freakin’ galaxy now. I wish I wasn’t serious, but I do believe this is the direction advertising is going. Nothing is too ridiculous, too unfeasible, for our industry giants to try. Advertising spending is only going to increase, and as consumers are forced to filter through more and more options, brands and their agencies are going to have to get very creative in their schemes to get consumers hooked. Robe Lowe sums up the feelings of this campaign quite nicely: “There is one question that will be able to answer with certainty very soon: Can you actually launch KFC’s world-famous Zinger chicken sandwich into space? The answer is: We certainly hope so. Our entire marketing campaign depends on it.” Craving more marketing knowledge with your Zinger? Check out these articles!
Why Advertising Has Shifted From Product Features to Brand Persona
That One Time Don Draper Collaborated With David Miami
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Creative, Marketing
I hate to be cliche and start an article about organization by saying, “In today’s crazy world…” but, well, in today’s crazy world it is hard to keep everything straight. It’s difficult to be productive when you have Santa Clarita Diet queued up on Netflix, an ever growing list of unanswered emails, and a venti double red eye coursing through your system. How do you boost your productivity and get through your workday without your brain melting? Hint: the answer is not snorting coffee beans, although I’ve been close – real close.

Tip Numero Uno: Get a Planner and Treat That Shit Like a Bible

I have a really pretty Lily Pulitzer planner that I bought one day on a whim. Little did I know that this small planner would save my life on multiple occasions. How many times have I thought to myself, “Oh man I have nothing to do today, awesome! Let’s go longboarding, let’s get coffee, let’s watch Netflix!” only to casually flip open my planner and see what my lovely past self left for me: a laundry list of things to do. Thanks, past self! I kind of hate you, but I love you at the same time. Tumblr GIF - Find & Share on GIPHY The takeaway here: Stick to your planner. Your planner is now your only friend: tell it everything, and don’t leave any details out! (It’s your only friend, after all.)

Stay On a Consistent Sleep Schedule

Early bed and early to rise makes a man healthy, wealthy and totally boring (here boring meaning actually functioning). Alright, I’m not trying to be harsh – but from Monday to Friday getting the same amount of sleep a night is critical. Last year I went to bed at 11pm and woke up at 7 am everyday. It did wonders for my productivity. Even if there wasn’t a reason to get up so early, I would. By 8 am I was dressed, had eaten breakfast, and could set my mind onto the day’s priorities. Work GIF - Find & Share on GIPHY

Read More, Text Less

No, really. Invest in magazines like Advertising Age, read up on Business Insider – devote thirty minutes of your day to running through the latest marketing news and you’ll have those references to fall back on when you’re in dire need of an idea. Another great resource is Hubspot for all your digital marketing needs. Rather than spend time looking at dogs on Instagram, take your minutes of free-time and turn them into Advertising 101. The Office GIF - Find & Share on GIPHY I have never regretted learning something new about this industry – whether a client or a agency member, there’s always something new to find out and utilize. And that’s a wrap! Stick to your planner, get some rest during the week and devote some time per day reading up on what’s happening in Advertising. 80S GIF - Find & Share on GIPHY Peace. Speaking of reading up on Advertising, check out these articles for your 5 minute daily dose of digital marketing: http://www.forgedigitalmarketing.com/2017/02/22/microtrends/ http://www.forgedigitalmarketing.com/2017/02/17/brand-gap/
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Marketing
Today’s topic you may or may not have heard of before: Microtrends. What are they, who are they, and most importantly – how can we apply microtrends to building our brand and bringing up sales revenue? Well, buckle up because I have a few thoughts on this: In 1996 Bill Clinton’s chief political advisor, Mark J. Penn, identified “soccer moms” as a crucial Microtrend that helped win him another term. “Soccer moms helped Bill Clinton win another election? The van-driving, Surburban-living, Starbucks-drinking Moms of the Midwest are the golden ticket?” In former-President Clinton’s case: yup. Microtrends are groups driven by their identity. They pop up and have a good run for three to five years, before deciding if they’ll man up and become a Macrotrend ( a long- running trend ) or disappear for the good of society. Crocs anyone? Low-rise jeans? *shudder* So what’s an advertising firm to do when it comes to cashing in on these fleeting “trends”? (Twisted mustaches, fedoras, suspenders… Microtrends are often a hipster’s paradise.)

Identify How Your Brand Fits with the Microtrend

Identity GIF - Find & Share on GIPHY Knock-knock! Who’s there? It’s an advertising executive coming in to reap the benefits of your Microtrend addiction! Often times your brand may not be centric to the Microtrend. For example, what’s an insurance company going to say to the people demanding trendy sneakers? Often times Microtrends speaks a lot to the emotional side of consumers. Qualitative research would reveal just exactly these consumers want emotionally from the Microtrend – and then you can offer it to them, via that sexy insurance package. Perhaps they are craving effortless style – why not effortless insurance? Although this may seem far-fetched, think of all the products you view as partners to more centric things in your life. Crop tops with your brand new Adidas Superstars, KIND Bars with your health-kick, trendy insurance to go with your fine, trendy self. Science GIF - Find & Share on GIPHY

Finding the Perfect Microtrend

Alright, maybe you really can’t think of any way you can incorporate a particular Microtrend into your brand. Great news! You don’t necessarily have to – Microtrends abound. As a small business, you do not have the luxury of shelling out hundreds of thousands of dollars to conduct research on what Microtrends are happening now. That’s fine – ask yourself what’s going on in your general area – what are you seeing often? This is where the power of social media comes in – what are people talking about, what kinds of pictures are being posted? Dig a little deeper and you can often identify some Microtrends yourself. For instance, the retail revolution – malls are on the downfall, online shopping is up – how can you position your brand to succeed as the retail scene changes? Another Microtrend: the desire for independent living. “Tough” brands are making a comeback: LL Bean Boots, Timberlands… perhaps people want to reject the Suburbs a bit? Get in touch with that Alaskan wild side we all know we have? Rupauls Drag Race All Stars GIF - Find & Share on GIPHY

Just Have Fun, Kid

Don’t stress if you’re getting the Microtrend angle just right – tap into the market and start having fun with your marketing and branding! Even fleeting things such as this month’s most popular meme can garner attention and traffic to your brand. Trash Dove GIF - Find & Share on GIPHY Trash dove + your brand = true love. Microtrends are useful because they can indicate bigger trends coming. They help you garner an audience and create relationships with consumers. Advertising can be quite flaky in this way – a certain style may remain true, but the characters and phrasing may change depending on society’s latest distraction. Want more info on how to get started attracting your target consumers online? Read more about getting started with Inbound Marketing practices for your business! Click here to read on. Got questions? Hit us up!
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