If your business aims to turn out to be a thought leader, it needs to do the following two things:
a. Publish outstanding content, and
b. Distribute that content.
Content can be distributed by means of a variety of organic channels, such as webinars, social media, e-mails, and search engine optimization (SEO), in addition to advertising channels. However, each channel necessitates a different type of content – brief, quick snappers for social media, teasers of medium length for email, and comprehensive and considerate pieces for webinars and search engine optimization. It can be painstaking to write so much content, and therefore, the majority of companies just keep away from doing it.
There is a technique, which is popularly known as content repurposing. It helps to solve this issue by approaching content creation in a more integrated approach. We have created this blog to help you understand everything you need to be familiar with regarding content repurposing in 2023. We will begin with content repurposing, and then the framework for integrating it into the marketing organization. In addition, we will also get you acquainted with the two formulas for content repurposing.
Content repurposing is a tactical removal of several pieces of content from a single, larger piece of source content. When carried out correctly, it allows companies to come up with a lot of valuable content efficiently and lower the cost of customer acquisition.
For instance, your business could come up with an Industry Trend Report that envelops six trends. From that source, it could further put out an article on each trend, on the condition that there is an adequate amount of interest in each trend as a separate idea. It could even take out one email newsletter and seven posts for social media from the original report. All in all, the source content will have produced fourteen additional content pieces.
The technique of content repurposing is usually compared to ideas such as “content spinning” and “content recycling” but those phrases point toward an inferior quality approach than what is expected here. At Dwarika Web Solutions, our aim is to end up with several pieces of compelling writing instead of simply content for its own sake.
For content repurposing to be highly effective, authentic proficiency and effort are required to be put into the original source. In addition, each taken-out piece is required to get individualized attention as well – though not almost as much as it would without the source content. As such, content repurposing is a high effort, high reward technique.
Framework for Content Repurposing
The content repurposing framework is as follows:
- Create an email newsletter
- It should be around 300 words
- It is supposed to draw attention to one overarching insight from the source content. It should state the way the audience will be affected by it and what they are supposed to be doing about it.
- Mentioning the exact names of people or companies entices greater interest
- Within the text, there should be links to a sales page for the company, the source content, and blog posts. This will provide the audience with a variety of chances to convert.
- Take out a social media post using every perception within the original content
- Successful social posts come from people, not companies
- Social media pieces do best when they are either linked to an interesting, original graphic, or personal anecdotes relating an interesting, timely idea.
- Produce a blog post from every segment of the original source content
- The source content is supposed to be linked at the end of the blog as Further Reading
- Graphics and key points can be used in the blog from the source content. However, they should not take any sentence word-for-word.
- Each blog is supposed to stand alone without the source content
- Gate the source content in order to add contacts to the email marketing database
- Track email sign-ups to each piece of source content on the website as a micro-conversion
- Put the content on its own page that encompasses a compelling synopsis of the piece and bullet points its highlights; necessitate an email address to download it
- Link the source content on the home page in addition to the end of blog posts, email newsletters and certain social media posts
- Come up with a long, thoughtful piece of source content that can be split into parts easily
- It is supposed to be around 2,500 words
- There should be at least three visuals per source content, including one that distills the majority of the value of the piece into a single graphic
- Each part is required to map to a keyword that auto-fills in a dropdown list of ten suggestions when you start typing the phrase into Google
- Each part is required to be of distinct interest to prospects
Maintaining an Integrated Content Library
As the marketing team comes up with more and more source content, you will start to gather visuals that can be used again to spice up pieces in the future. An outstanding table, graph, or chart is normally pertinent across associated topics. Repurposing the graphics offers the audience huge value. This is for the reason that it allows you to put several outstanding graphics into a single new piece, joining old visuals with new ones. In addition, the majority of the audience will not have to go through all your pieces so they are unlikely to have encountered previous graphics.
Once you have, say, ten pieces of source content, there will be an adequate amount of visuals to choose from that every blog can be chock full of value.
Managing the Process of Creating Content
The process of content repurposing depends on the capability of coming up with outstanding source content. If you do not have that capability in-house – or if you do, but managing it is too intricate – a lot of companies contract out this process to a thought leadership marketing agency.
Dwarika Web Solutions is one such company that you can always count on. We put together a team of experts – in subject matter, content creation, editing, graphic design, and search engine optimization – to come up with amazing original pieces of source content. Then, we subdivide it as demonstrated above and publish it on your website. The outcome is a stream of keyword-targeted content that Google will promote organically, resulting in a consistent flow of new sales prospects.
Writing the Best SEO Content
The websites that provide the best answers to the questions inherent in the keywords of the searcher are awarded by the Google algorithm. The task of an SEO team is to come up with the best page on the internet for each commercially appreciated keyword they are targeting.
However, what establishes the “best”? Let us check it out!
Defining the word “Best” in the content of SEO content
Have you ever asked somebody a question and they replied “Well, it depends”? That is contrary to what you are supposed to do if you are trying to come up with the best SEO content. The aim is to deal with the query of the searcher with clarity and specificity, plus a sprinkle of originality to keep it thought-provoking.
It refers to how impeccably you satisfy the desire of the searcher for information with your content. In the same manner that a person craving peanut butter does not want to be served dry peanuts, cashew butter, or any other similar-but-not-quite-right food. The content is supposed to satisfy the precise interests of the searcher. There are normally an adequate number of hints in the search query to point to what the searcher actually wants.
Properly interpreting the search intent of a keyword is ½ the battle. The other ½ is creating a page that responds to that search intent. That brings up the question of “form”. How we are supposed to present the information the searcher wants?
Searchers would like the reply to the question as fast as possible. It signifies that the “best content” is everything that addresses their query and nothing more. This is where plain graphics, such as diagrams, charts, and tables turn out to be very important.
As long as you are focusing on a target audience, it is very important to make use of the language of both their industry and their level within the organization. Make use of technical terms, hint at circumstances they stumble upon themselves in, and provide examples they would recognize right away. In general, individual contributors look forward to more strategic information, and executives and managers look forward to more tactical information.
The two most common mistakes in writing for SEO are talking to high level decision makers as if:
- They are involved in the day-to-day minutiae of their direct reports, and
- They are amateurs.
Apart from speaking in the language of the target audience, the key challenge marketers experience in personalizing content is dealing with keywords that do not provide hints regarding the circumstances or industry the searcher is in. the following are the two ways to deal with this issue:
- Present case studies covering diverse circumstances the searcher could be in – Even if the case studies are simply a paragraph long, you will still be creating a valuable prospect for the searcher to see themselves in one of the circumstances. Including a graphic or logo with each case study is even a good idea, both for conversion and skimmability.
- Come up with a section devoted to common use scenarios and/or industries – For the
search HubSpot vs salesforce, after the comparison table you could come up with a section
that recommends one of the two CRMs in a variety of scenarios such as “Best CRM for
sales”, “Best CRM for enterprises”, or “Best CRM for agencies”.
If the keyword being focused on is truly industry-agnostic, it may not be essential to personalize. But more often than not, you will gain valuable trust and engagement from the searcher for putting in the additional work.
- Other technical considerations
The “Benchmarked Time on Page” metric has gained distinction in Google’s algorithm in the last quite a few years. However, it is not the sole factor that Google makes use of in order to find out the quality of a web page. The search engine even “reads” the content on the page, looking for quite a lot of elements, such as:
- Original research in the form of graphs, charts, or tables
- Original language not found (paraphrased or whole) elsewhere on the internet
Google even believes the link popularity of the domain in making a decision on its final ranking. Link popularity is kind of like the reputation of the website in the world of Google. At the same time as content that actually satisfies the searcher is more important to Google as compared to link popularity, the search engine still makes use of it to gain an initial idea of where to rank newly-published pages, and also to settle close cases where two pages are equally satisfying to searchers.
Creating a process around producing the best SEO content for the target audience
You should now be familiar with what is meant by the word “best” in the context of SEO content. The next step is to put a content program into practice at your company that produces outstanding content on a regular basis.
Doing so involves choosing keywords within a framework, and then, for each keyword, breaking down the target audience; recognizing the likely intent of the searcher; going with the keyword to an appropriate page type; and outlining the plan to make the page the best response to its keyword on the internet.
The process is intricate and businesses usually look forward to an SEO partner who can build the strategy and put the program into practice. At Dwarika Web Solutions, we specialize in doing both. If you would like to speak with us to see if we might be a good match for the lead generation objectives and marketing objectives of your company, feel free to reach out to us today.
Dwarika Web Solutions is a leading SEO company in Toronto that can help you outshine your competition in 2023 by performing the best content marketing. Feel free to contact us at +1 (855) 561-4557 to speak with a professional!