It has been documented that people these days ignore traditional banners. Click-through rates have dropped drastically, and online businesses have been looking for new methods to grab your attention. The problem is that the internet has changed how people discover and shop for things. People do research on Google, find out what their friends think on Facebook, and browse possibilities on Pinterest.
So, how does a business get attention these days? Many are turning to content marketing -- with great results to show -- in a crowded online advertising world.
The great thing about content marketing is that businesses -- big and small -- can get started and become part of the conversation. They can make true connections with consumers and, more importantly, drive sales and leads for their products and services.
Anyone can get started without spending a penny, and great content produces long-term results. I've seen marketers bring in tons of business from articles written years ago. The only things you need are commitment and drive to build a content marketing strategy.
Still, it takes a long time to create content. There is no sense in creating great content to use only once and never see it again. Recycling content makes it easier to supply all the different channels you have to fill on a daily basis. I'm using the term recycle and not reuse. With recycling, you'll be taking existing content and adding to it to create something slightly new. For SEO reasons, you don't always want to reuse the same content everywhere -- that's duplicate content and you can get a penalty for it.
Here are tips for recycling content.
Hosting a meetup? Record the speakers and post the videos online. Take plenty of pictures and make sure to tag everyone.
Use an existing chapter from your training material as the basis of a blog post. Use slides from training and post them for everyone to see.
Record your webinar and slowly release short two-minute highlight clips.
Answer a question from Twitter in a blog post. Have an interesting Twitter conversation? Repost screenshots on your blog.
Speech or keynote address
Write about your event before it happens and make it the subject of a keynote. Record the speech and release it on YouTube. Get the audio and make that into a podcast. Release your handouts on slideshare.net.
TEDTalks are great videos posted from the TED Conferences around the world that are recorded and broadcasted online (recycle #1). These long form presentations are informative and engaging, but TED understands that not everyone has 20 to 30 minutes to watch an online presentation. For the TEDblog, they reedit their videos and condense them to less than three minutes (recycle #2). An excerpt from the TED Talk: "Frans de Waal: Moral behavior in animals," which runs less than 3 minutes, has 36 percent more views than its full-length counterpart.