In a fast-paced digital landscape, content is more important than ever. The creative efforts you've put into developing engaging content are commendable – but now it's time to elevate your content strategy. How are you packaging and presenting your content? More importantly, are you leveraging it across all channels to maximize its reach and impact?
Your website should serve as the central hub for all of your digital marketing content. It's the place where potential clients and customers can delve deeper into what you offer. But to truly maximize the ROI from your content, it's crucial to reuse and repurpose it across various platforms—social media, blog posts, videos, and emails—all of which should ultimately lead users back to your website. There, they can engage more deeply with your brand, whether that’s purchasing a home or exploring your services.
Here are a couple of examples of how you can further stretch your content to reach more people and lengthen its shelf life:
Video Content: Captivate, Engage and Repurpose
Video content has surged in popularity over the past few years, and for good reason. It's an incredibly engaging medium that allows you to showcase creativity, evoke emotion, and share your unique voice. However, producing videos can be costly and time-consuming. To ensure you get the most out of your investment, it’s essential to find low-cost ways to repurpose and extend the reach of your video content.
Strategies for expanding your video content:
- Centralize Your Video Content: Make sure your videos are easily accessible on your website. A dedicated video gallery is a great way to showcase all your visual content in one place. Additionally, embed relevant videos on specific pages to enhance user experience.
- Create Short-Form Content: Break down your long-form videos into multiple short clips. These highlight snippets are perfect for social media, where attention spans are short. Always link back to your website so viewers can watch the full video.
- Incorporate Videos in Email Campaigns: Embedding videos in your emails and newsletters can significantly increase engagement. Whether it's a quick teaser or a full-length video, including visual content in your emails keeps your audience interested.
- Expand and Transcribe: Videos offer content that can easily be expanded into blog posts. You can either summarize the key points or transcribe the entire video–then embed the video within the article to provide a more comprehensive experience for your readers.
- Leverage Your Sales Team: Encourage your sales team to share video content with leads. It’s an excellent way to re-engage old prospects and provide them with valuable information that might tip the scales in your favor.
- Recycle Content: Don’t hesitate to pull clips from older videos to create entirely new content. This strategy not only saves time but also gives a fresh spin to previously successful material.
Blog Posts: Drive Traffic and Educate Your Audience
Blogs are a powerful tool not just for improving your SEO, but also for educating potential buyers or clients. They allow you to dive deep into topics that resonate with your audience– whether it’s about community amenities, events, local attractions, or detailed home and floor plan features. However, don’t let your blog posts get lost after just one social media post.
Enhance the impact of your blog posts with these strategies:
- Link Within Your Website: Make your blogs accessible by linking them in the descriptions on your community or product pages–this not only enhances user experience but also keeps them on your site longer.
- Include Them in Email Newsletters: Include links to your blog posts in your monthly emails. This keeps your audience informed and drives traffic back to your site.
- Repurpose for Social Media: Pull key points from your blog to create a series of social media posts. Each post can link back to the full article, driving more traffic to your blog.
- Create Visual Infographics: Transform blog content into an easily digestible infographic. Infographics are highly shareable and can be a great way to present complex information in a simple, visual format.
- Equip Your Sales Team: Provide your sales team with links to evergreen blog posts that are relevant to their clients. These posts can be valuable resources to include in follow-up emails, keeping the conversation going.
Content Calendar: Keep Your Strategy Organized
Utilizing a content calendar can help you effectively manage and repurpose content across multiple channels. This tool helps you plan out each piece of content, determine which channels it will be posted on, and schedule when it will go live. A well-maintained content calendar ensures that your messaging remains consistent and that you stay in front of your audience, no matter where they engage with your brand.
Refresh and Reuse: Don’t Let Great Content Go to Waste
Not every piece of content needs to be brand new. If something performed well in the past, don’t be afraid to reuse it. You’re likely reaching new users who haven’t seen the original content, and even for returning users, a little refresh on the creative or a few updates to an old blog post can breathe new life into it.
By implementing these strategies, you can significantly extend the life of your content, increase its reach, and ensure that your digital marketing efforts are not only effective but also efficient. Remember, the key to successful content marketing is not just in the creation but in how well you can repurpose and leverage that content across various platforms.
