There’s no denying that content marketing is a valuable tool to promote your wedding business. Publishing content helps to establish you as a thought-leader, it helps to increase your website authority and it allows you to speak directly to your target audience.
Many businesses in the wedding industry fall into the trap of being too busy to market themselves. They want to devote all of their time to their customers therefore their own business marketing hardly gets a look in.
So, what’s the answer?
The best solution to this all-too-common problem is to work smarter, not harder. By adjusting the way you think about the content you produce, you can make your content work much harder. And this means less time spent marketing your business and more time spent keeping your customers happy.
What is content marketing?
We may be getting ahead of ourselves here. You might not even be aware that the content you are producing for your business has a name. Content marketing can take many different forms, including blogs, guides, FAQs, social media content, press releases, infographics, photographs and more.
Content marketing helps to engage current and potential customers. At every stage in the purchase journey, there should be content available that speaks directly to your target customer.
Remember that you’re the expert in your business, and your customers likely have questions about what you are offering. Your knowledge and insight are incredibly valuable to your customers. When you learn how to package up this content and share it online, this is known as content marketing.
Many business owners are content marketing experts without even knowing it. What they often lack is the joined-up thinking that will help them to increase their reach without increasing their workload.
The simple step that most content marketers skip
Once you have crafted an excellent piece of content, you want to share it with the world. So you hit “publish” on your blog and then wait for the world to find it. You might share it on social media once and then assume that it is “old news”.
If you have a well-optimised website, the piece of content could be picked up by search engines and you might have a stream of traffic within a few months. But this is only a fraction of the potential audience.
If you want to get serious about your content marketing, repurposing your content for different platforms will help to boost your reach and amplify your message further.
It's a simple step and far more of your potential customers will see and interact with the piece than if you simply leave it to languish on your blog.
What is repurposing content?
Repurposing your content can mean many different things, including:
· Turning a blog into a video
· Turning a blog into a podcast episode
· Taking quotes from a blog and turning them into social media graphics
· Turning a blog into a press release
· Turning a tweet into an Instagram image
· Sharing a blog to Medium or LinkedIn
· Turning a blog series into an eBook
· Refreshing old content for a new audience
· Turn a blog into a free printable download
As you can see, a lot of these content ideas start life as one format but can easily be adapted to a new style. In the case of sharing your blogs to Medium or LinkedIn, you can make minimal changes to make the content relevant to a new platform.
From a single blog post, you could create a video, a podcast, social media graphics and a press release. This will allow your audience to enjoy and discover your content in many different ways, thereby amplifying your reach.
Why bother with these extra steps?
A customer needs to see your company an average of 7 times before they will make a purchase (according to the rule of 7.) A single blog post might not cut through the noise, but a blog, video, social media graphic and free printable download will have a greater impact.
Adapting your content also allows you to grow your email marketing list. A website visitor is unlikely to hand over their contact details to read a blog, but they might be more inclined to share this information if they can get something out of it.
If you publish checklist-style articles, you could create a free printable that can only be accessed by handing over contact information. And once you have an email address, you can trigger an email journey that lets the customer know exactly what you do and how you can help them.
How to get started repurposing content
Not every piece of content needs to be repurposed. Look at your analytics to determine which content is most popular with your audience. You can also see which content gets the most traction when shared on social media.
If you need help identifying opportunities to adapt your content, we’d love to help you. Please contact us for a free 30 min consultation to discuss your marketing needs.