Articles in The 'Content Strategy & Optimization' Tag

November 17 2015

Ultimate Guide to Web Content: Part 1 Simplifying the Writing Process

by Khrysti Nazzaro

Content creation is ubiquitous in your online marketing plan and task list – but you dread it. Why? If you’re like many, then staring at a blank Word document may feel like an insurmountable burden. But, it doesn’t have to. You can simplify the writing process and create better content – more quickly – with just a few basic tips. Read More

September 30 2015

How to Create an Audience Persona

by Kristin Lesko

Photo Credit: “Veterinarian” by Army Medicine, CC BY 2.0

Photo Credit: “Veterinarian” by Army Medicine, CC BY 2.0

Most businesses know the importance of defining their target audiences – and creating content to market to them. But what’s been trending lately is an increased interest in “audience personas” – the concept of creating one person (e.g. “Kat, the veterinarian”) who represents an entire group of people (veterinarians).

Why is this a worthwhile venture? Building audience personas puts you in a better position to fulfill your customers’ needs through your content. Follow these five simple steps to get started.Read More

September 23 2015

5 Ways to Repurpose Blog Content for Wider Distribution

by Lauren Owens

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.

#1: Reshare Tips, Statistics and Pull Quotes on Social Media

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.

#2: Send Your Top Monthly Posts Out as a Newsletter

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.

#3: Turn a Blog Post into a Presentation

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.

#4: Return to Your Seasonal Content Annually

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.

#5: Give Old Information a Fresh Voice

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.

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