Let's read some blogs!

Updated: Mar 3

You’ve got a big fat orange. You work hard to squeeze every last drop of juice from it. You use that juice for a whole host of delights: a zingy salad dressing, a glaze for roast chicken and some tangy muffins – Mary Berry eat your heart out! Like the orange juice, you can get maximum mileage out of your marketing content by ‘re-purposing’ it; using items in multiple ways so you get as much bang from them as you can.

For example, a blog post. First up, you post it on the blog section of your website. But it doesn’t have to stop there. You can re-purpose that blog content into an infographic to post on your social channels. You could take key quotes or statistics from the blog and design them into a stand alone image to feature in eye-catching social media posts.

Got multiple blog posts on a similar theme? Package them up to create a bumper pack. For example, pull individual orange recipes together to create a ‘Complete Guide to Cooking with Oranges’ PDF. With that kind of resource, you’ve got yourself a great tool for lead generation.

Here are our top tips for re-purposing…

Choose relevant content

If you are bringing old content out again, make sure the subject matter is still relevant. At the height of coronavirus, re-purposing an old video tutorial you did on how to do make-up for a big night out wouldn’t have been the wisest choice.

Choose popular content

Go through your analytics – the Google Analytics for your website and the analytics in your social channels and email service provider – to find out what’s getting the most engagement. If the subjects of the popular pieces are still relevant, that’s the content you should be looking to wheel out again – either in the same format or a new one. For example, did you do a video interview that performed really well? Transcript it out for a blog post.

Build content with re-purposing in mind

The best way to make re-purposing content easy, is to plan and build your content with re-purposing in mind. That way it won’t be too difficult or time-consuming to slice and dice it into different formats.

A live webinar can be a really fruitful piece of content with lots to squeeze out of it if you plan its structure, speakers and content carefully. By having clear, digestible sections you could easily re-purpose the content for a series of blog posts. But don’t simply regurgitate the webinar verbatim in the blogs; use it as the foundation. With a well-structured webinar it will also be easy for you to edit the recording of the webinar down into a series of shorter videos, which can then be used across your channels.

Put the recording in its entirety on YouTube as an ‘on-demand’ piece of content too – then link to it on your website, emails and social. Pull out key quotes or stats from the webinar and use those as standalone items on social. Or string them together to create an interesting newsletter for your email database.

You can also make use of the user generated content from the webinar. For example, did you get questions from the audience in the webinar? Ask one of the speakers to do a follow up blog answering them or put a FAQs style blog together yourself. Did the participants make comments or post about watching the webinar? Re-post the best ones on your social channels.

Re-purposing really is a great way to squeeze out all you can from the content, without too much financial investment. The important investment is that initial planning period; taking the time to research and plan your content carefully is the key ingredient for repurposing success.

Want to build content that you’ll get maximum marketing mileage out of? Please get in touch at hello@marketinnhospitality.co.uk

Updated: Nov 27, 2020

LinkedIn is the world’s largest professional network with over 690 million users worldwide. As a platform focused on professionals, with a wealth of features to facilitate networking, there are multiple ways to use your Personal Profile to promote your business. Also having a Company Page is important; using it in partnership with a Personal Profile can provide effective promotion and increase your Company following. Here’s what you need to do.  

Create a Company Page to have a LinkedIn space dedicated to your business

The Company Page is focused on the business and the business’ target audience. Having one gives your organisation a fantastic opportunity to present itself, communicate and interact in a forum which is purely professional and business-focused. The content on your Company Page needs to be relevant and valuable to your business’ audience on LinkedIn (which, as a network for professionals, will most definitely include prospective employees). 

Examples of relevant content: blog posts on topics of audience interest; new product, campaign or partnership launches; information on events; videos/images of behind the scenes action; coverage of your business in the media; introduction of new hires; listing of job vacancies etc.

‘My business seems too small for a Company Page?’ you may cry. Well, what about your business’ growth in the future? If growth is a business goal, start building that Page and use your Personal Profile to boost its exposure. Your employees can help too; if you have a Company Page employees can link to it when they list your business as their employer. Through this, your business gets visibility in their networks too. 

Share Company Page content on your Personal Profile

Your personal profile is all about you and your professional life. In our previous article on the importance of honesty on social media, we highlighted how much people value interacting with the humans behind businesses. Your Personal Profile on LinkedIn is a fantastic opportunity for doing just that. 

A really good way to use your Personal Profile to promote your business: share on it content that has been posted on your Company Page. Only choose content from your Company Page that is relevant to your personal following. Be sure to share the original post made on the Company Page rather than creating a fresh new post on the same content on your Profile. This way you can help drive traffic to your Company Page, and potentially gain followers. 

When you share a post from your Company Page it is important that you also add your own comment to it. This personal touch will help show the human side of your business. It’s also an opportunity for you to add additional context or information to the post. For example, if you’re sharing a post from the Company Page of a video for a new campaign, you could add a comment such as, ‘I am so excited to launch this new campaign for Banana Bread! It’s been 60 minutes in the making. Thank you Eggs and Flour for rising to the challenge!’ You should encourage your employees to share content from the Company Page too; it’s a great way to increase its reach and tap into their networks.  

Use your Personal Profile to keep in regular contact with connections for your business

Through your Personal Profile you can make connections with people relevant to your business. When you send Connection Requests, be sure to add a personal note e.g. why you’d like to connect. Once connected don’t let the spark die out; engage with them on the regular. It’s as simple as commenting on a post of theirs or dropping them a quick message to say hello. Nothing salesy. Should a time come when they need your products or services, those little interactions will help them to remember you.

Use your Profile to join Groups relevant to your business

Joining Groups will help increase your business’ visibility and expand your network. Relevant Groups could be those based in your locality (e.g. Lincolnshire Businesses Group) based on your industry (e.g. Agriculture UK & Europe Group) or based on your discipline (e.g. World Finance Network Group). Joining Groups isn’t about spamming them with posts about your business; it’s about interacting with its members and hopefully making useful connections.  

Update your Profile regularly to stay visible 

When you regularly update your profile and post content, more people in your network will not only see you, but they will also see information on your business. But don’t make it a daily flurry of updates; it’s generally recommended you post at least twice a week, and definitely no more than once each business day. 

Want to learn more about making the most of LinkedIn? We can help you out. Get in touch with us at hello@marketinnhospitality.co.uk