Given the amount of content that’s published online every day – be it on blogs, websites, or social channels – and the amount that must be created in order to keep up with demand, it can be easy to forget all of the always-relevant, “shelf stable” evergreen content you have at your disposal. This content is “old” in date only. You can easily make it new again by creating visual, share-worthy pieces for your social and other content distribution channels.
— MoreVisibility (@MoreVisibility) December 15, 2014
The information buried deep in your blog posts can easily become bite-sized snacks for your social media channels.
If you don’t already have branded image templates sized for your various social channels, you should have them created. This way, you can easily re-share the tips, statistics and pull-quotes that are buried in your blog posts on social media, and re-share the link. This is a great way of driving traffic to, and creating renewed interest in your seemingly “old” content.
Many marketers believe that they have to create new newsletter content whole cloth. That couldn’t be further from the truth. By sharing your blog posts in your newsletter, you enable them to reach a wider audience, while reminding the individuals on your distribution list of all the great information to be found on your blog.
There are a variety of ways to include your top blog posts in a newsletter. This includes highlighting your experts, highlighting a single blog category, or a particularly strong, popular, or seasonally relevant, blog post.
Similarly, you can take the information from a blog post and turn it into a PowerPoint presentation to be shared via SlideShare. If you’re going to do this, it’s important to refine the information in your blog posts so that it is at its most basic and salient. You might also want to use a free image creation tool to create images for each of your slides. This way, your presentations are easy-on-the-eyes and the information is easy to digest.
Your seasonal (yet still relevant) blog content can be returned to again and again by re-sharing it via any of the above methods or creating a new blog post from the older, but still relevant information. To do this, comb through your older content each year looking for holiday-specific, or seasonally-specific, blog posts and resurface them to be shared with your followers who are likely eager for seasonal information.
So far we’ve talked about how you can repurpose blog content for your various distribution channels, but you can also repurpose older relevant information on your blog itself. Simply write a completely new blog post sharing much of the same information and updating it as needed. You might start by sharing new technologies or ideas and rounding the post out with the older relevant information that’s buried way back in your blog.
But, and this is important: “Fresh voice” means fresh words so don’t copy and paste. Doing so could confuse the search engines, making your “new” content look like duplicate content, which could hurt your SEO efforts.
Imagine if your ads could be smarter. Imagine if they could identify your audience for you, and learn about them as they browse the web. This is exactly what programmatic advertising does – it gains intelligence about your audience and serves them ads designed to get them to convert.
Unlike traditional display advertising – where you choose the audience based on specific websites you want to advertise on or demographic targeting you want to accomplish – with programmatic advertising, you allow tracking pixels on your website to help define your advertising placements and audience. The programmatic advertising platform uses artificial intelligence (AI) that gets smarter as your site visitors browse your site and the web, learning what drives individuals – and those like them – to convert. Then the platform serves display ads to folks (new prospects or those who’ve visited your site before) that are personalized to behaviors that are likely to lead to conversion.
Programmatic advertising combines big data with AI to synthesize millions of data points in order to create a picture of who your audience is, where they spend their time online, and what drives them to act.
As an advertiser, all you have to do is identify your goal (do you want to find new customers / prospects, remarket to users who have already visited your site, but not converted, or do you want to target both?) and create display ads that speak to the messaging / campaign you want to deploy.
By personalizing the targeting of ads and pinpointing what drives site visitors to convert, advertisers can improve the ROI of their display, mobile, social and video advertising campaigns.
Your uses are always online, but they’re not always likely to convert. One of the biggest benefits of using programmatic advertising is the ability to target your users not only when they’re online but when they’re apt to convert. This helps marketers save their impressions for when they’re most likely to be acted upon.
One of the biggest challenges that marketers face when beginning a programmatic advertising campaign is letting go of a bit of control in order to let the platform gather intelligence about their audience (since, rather than telling the ad platform who your audience is, the platform tells you.) This takes a lot of guesswork out of the process, but challenges marketers to let go of their assumptions about who their audience is.
For example, a luxury car dealer might find that their audience is two vastly different women – an early-thirties marketing manager and a recently retired scientist. These women are going to browse vastly different content online, and react to vastly different ads. Programmatic lets you find them, learn about them, and target them both with ads individualized to their tastes and sensibilities.
MoreVisibility has partnered with Rocketfuel, a programmatic marketing platform designed by two former NASA scientists – hence the name, and the serious AI. We recently conducted a webinar in partnership with Rocketfuel to help our clients learn about the magic of programmatic advertising. You can find it here.
If you’re waiting for someone to come ‘round and declare the end of content, today is not that day. Rather, today is the day to come to terms with the simple truth that content isn’t going anywhere. It can’t. Otherwise, what would anyone read, watch or listen to?
See? This stuff we call content, and this thing we call content marketing, really isn’t going away, so it’s time to make peace with it. To put a content marketing strategy in place. To show the world you really know a thing or two about… what ever it is that you do.
Ready to get started? OK, here’s how:Read More