Content: recycle and reuse

Content: recycle and reuse

It’s readily acknowledged that the more content you produce, the more engagement you’ll drive. Maintaining a steady stream of content establishes your chambers as an authority in your specialist areas, solves problems for your audience and raises brand awareness.

But, none of us have a limitless list of ideas and endless time in which to write new content. So, recycle and reuse instead.

It isn’t cheating. In fact, it’s a good opportunity to put a fresh coat of paint on an old – but highly reliable – machine, and make sure new audiences see past content at more convenient times or places.

Here are some ideas of how to get started with recycling content:-

E-books and white papers
Larger content pieces such as these are robust enough to get you through a quarter before having to push out another one. If you’ve got a lengthy resource in this format, release it at the beginning of the quarter then use it to fuel the rest of your content strategy for those months.

Pull segments, paragraphs or sections and repurpose them into shorter blog posts or emails. All you’ll need is a new headline, introduction and conclusion plus perhaps a few minor text alterations. Link these shorter content pieces to your e-book or white paper as a call to action.

Blog posts and emails
As an opposite tactic to that suggested above, instead of distributing your e-book or white paper at the beginning of the quarter and using it to write shorter content, do the reverse. Use your shorter content to write your longer content, and release the lengthier piece at the end of the quarter.

Pick out the posts or emails related to the larger topic umbrella, connect together like a puzzle and revise accordingly so the content flows smoothly.

Another way to repurpose these shorter content pieces is to simply share them again. To re-share, include an “ICYMI” (“In Case You Missed It”) tag and create a new caption. This tells your current audience that they’re seeing something they have already read, and informs your new audience that this is an important piece of content that’s worth sharing again.

Social media
Social media platforms don’t let your entire audience see each one of your posts, not without paying for coverage anyway, so it’s in your best interests to recycle the content that you post. Again, re-post on a different day with an “ICYMI” in the title or caption.

A few words of parting advice:-

  1. Don’t post the same content twice on the same day.
  2. Don’t re-post to the same channel or page with the same caption.
  3. Don’t post on a business page and then re-share on Facebook from your personal page on the same day.
  4. Don’t forget to tweak the language for different platforms. 140 characters for Twitter, no hashtags on Facebook and LinkedIn etc.

Keep recycling to really see the fruits of your labours. 

 

 

 

 

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How to amplify your email click-through rates

How to amplify your email click-through rates

Click-through rates vary industry to industry, customer to prospect, opt-in to purchased database. An oft-quoted baseline is 15%. We receive more and more emails each day and have ever-diminishing time in which to read them.

A decision is made in only 2 seconds as to whether or not to open and read items in our inbox. That’s reliant on three attributes of your email – from address, subject line an preview header.

Here’s how you can make the most of them and get your emails noticed:-

1. From address
This is all about your chambers’ brand on an individual relationship level. Even if recipients know your chambers, however, they’re likely to ignore info@ email addresses. Emails from personal email addresses are far more likely to be opened.

2. Subject line
In short (6 words or less), you need to show recipients what’s in it for them if they read your email. The more relevant your title, the more opened your email will be. Including the words “you”, “your”, “how to” and numbers will all encourage the reader that the email is about and of use to them.

3. Preview header
Your preview gives a sneak peek into your email. From there, recipients can decide if they think what you’re offering is personal and meaningful. It’s essential that your first sentence is enticing, to the point and matches your subject line.

Play around with these key attributes and see your nurture stream increase to up to 15% click through. 

 

 

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Don’t just email, nurture!

How to schedule posts and monitor conversations

Not everything in life can be rushed. Some things take time. Your sales pipeline’s one of them. A long-term commitment to communication is what’s required. You need to nurture your database; not just send a constant barrage of emails in the blind hope that, if you submit enough of them, some messages will be the right one, reaching the right audience at the right time.

The term ‘lead nurturing’ is a relatively new phrase in marketing circles. Done properly, it can increase conversion rates and speed up the sales cycle. Music to your ears?

Because us marketers love our acronyms, here we demonstrate how to implement a nurture programme using the iMAPS structure:-

  • i is for iteration and testing. Get started with your next piece of content by producing different variations on the same theme and apply varying test methodologies such as day of the week, time of day, subject line, pre-header text, header height, images, colour scheme, links, testimonials… the list goes on! Track what works, what doesn’t and keep going onwards.
  • M is for marketing and sales alignment. As anyone with a marketing or sales role will know, the two departments go hand in hand. Invite your clerks into a meeting to agree the purposes and definitions of the stages of your sales process. With proper collaboration, you can establish a jointly defined lead nurturing plan.
  • A is for accelerators. These are, effectively, factors which strongly influence success. Listen, monitor and learn accordingly.
  • P is for personalised content. Despite all the major advances to marketing technology and overhauls in marketing theory, content is still king. Where possible, personalise for your audience as this is more likely to touch a chord. You may wish to consider a content calendar for this purpose.
  • S is for segmentation and scoring. Apply all the usual segmentation criteria such as geography, area specialism, role, vertical markets, sales cycle stage etc to set up your target group. Measure which are most receptive to your messages with some nifty analytics.

Our closing comment is this: nurture beyond just email because you can’t communicate with someone who’s unsubscribed. Multi-channel nurturing is the best approach.

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Achieve your 2016 content marketing resolutions

Achieve your 2016 content marketing resolutions

As April draws to a close, how many of your New Year’s resolutions have already fallen by the wayside? Expensive gym membership wasted? Healthy eating plan abandoned? Not forgetting your professional resolutions…

If you’re a marketer, your promises may (indeed, should!) involve content marketing. After all, without good content, your marketing plan will come to a standstill. You can’t be in front of every customer and every prospect representing your chambers face-to-face, so you have to rely on content to carry the torch for you.

By generating better and more regular content, you can engage your target audience in your brand. But it doesn’t necessarily have to mean more work for your already-busy clerks’ room. Here are some pointers to ease your workload and help you stick to your resolutions:-

Make content personal
Content overload can render your audience blind to your message. The trick isn’t making more content, it’s making smarter content by delivering personalised, hyper-relevant messages to the right people, at the right time, in the right place.

Get the most mileage out of your content
Take the concept of “waste not, want not” to another level. One way to ensure you get the most out of your expertly written content is to repurpose it in as many ways as practicably possible. For example, turn your research into infographics, white paper or another valuable resource.

Encourage sharing to make content matter
According to figures, only 10-20% of your readers will make it to the end of your content piece. To tackle the issue, simply put the best information right up top and make sure you’ve installed social sharing buttons (if it’s a digital resource) to reach a wider audience, even if your readers don’t read every word religiously.

Plan, write and edit
For the actual copywriting process itself, divide your time into three stages. First, plot your ideas. Second, write the first draft. Third, edit meticulously. Allocate sufficient time (and concentration!) to do the task justice.

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