On the coronary heart of practically each skilled providers advertising and marketing division exists a unprecedented dilemma: Those that are greatest outfitted to put in writing the sharpest and most related content material are sometimes those with the least quantity of bandwidth to sit down down and accomplish that.
It hardly issues whether or not writing comes simply or not! High quality writing takes treasured time to provide. And when a enterprise chief or subject material skilled is confronted with a alternative between responding to a scorching lead or beginning a brand new weblog publish, it’s nearly a assure that the writing will transfer to the again burner.
However skilled providers corporations who’re revitalizing their advertising and marketing efforts by producing a gradual stream of keyword-driven weblog posts, articles, and different items of content material want their specialists to contribute to the circulate of content material. So is there a greater strategy to help them?
In case your workforce finds itself struggling to churn out contemporary content material week after week, take coronary heart. There’s a confirmed strategy to get nice outcomes by doing much less work.
I’m speaking about repurposing and rewriting content material you might have already produced. This implies utilizing present articles as a basis for precious, new content material items – avoiding sq. one every time somebody places pen to paper.
Rewriting content material doesn’t imply that you simply change a number of phrases in an article and republish it. (That’s a totally different technique, completely.) When rewriting content material, you’ll need to take the essential concepts out of your unique article and put a brand new spin on them. Listed here are some simple methods to try this.
1. Convert an inventory right into a sequence of particular person items of content material.
What number of instances have you ever encountered blogs or articles which have headlines that embody a quantity? Numerous, proper? This formatting approach is commonplace however it’s nonetheless efficient. Articles written with a numbered record assist readers set up and retain the data you’re presenting.
So that you or your workforce might have already written articles like these “7 Methods to…” or “7 Causes You Ought to Put money into…” In that case, you’ve created the premise for seven new articles. Take every level in your record and switch it into a person article. This offers you the chance to construct on and increase your concepts, demonstrating deep information of the topic. Take into account including background data or case research to make every weblog publish extra substantial.
2. Take a number of associated posts and mix them right into a single abstract publish.
Maybe you’re an accountant who has written a number of weblog posts on methods to arrange for the busy tax season. Otherwise you’re a lawyer who has been running a blog in regards to the evolving developments of an vital authorized challenge. Take the important thing level from every article, summarize every in a paragraph and publish an all new article equivalent to “Prime Ideas for Tax Season” or “What Each Enterprise Must Know In regards to the XYZ Regulation.” (You could have observed that this strategy turns Tip 1 on its head.)
3. Draft a Information or Whitepaper
Maybe the thought of whittling down a weblog publish to a single paragraph appears unimaginable — there’s an excessive amount of related data to chop out. If that’s the case, contemplate turning a number of associated weblog posts right into a precious information or white paper. Evaluate and edit the content material you might have, add transitional textual content to make sure that the articles circulate collectively and write an introduction. Then package deal the entire thing collectively.
If you need it to look nice, rent a designer to develop a canopy and a elegant structure. You’ll be able to share the information with purchasers and prospects, put it in your on-line library or place it behind a registration kind and use it to construct your e-mail record. And when you have an upcoming talking engagement or sponsorship occasion, you may distribute hardcopies of your information as a reminder of your experience.
4. Revise an previous publish for a brand new viewers
Right here at Hinge, our target market is the skilled providers. Whereas the industries we serve have lots of distinctive points, in addition they share many challenges. Take into account frequent issues amongst your personal consumer base. In the event you’ve written an article that’s geared to your non-profit purchasers, as an illustration, may you rewrite the article to talk to related challenges confronted by the small companies with whom you’re employed? In case you have an energetic media outreach program, additionally, you will be capable of goal a broader vary of publications with minimal additional effort. Substitute tales, anecdotes, and knowledge and you need to have a brand new weblog publish able to go very quickly.
5. Replace an previous publish with new data
Regardless that change occurs at a fast tempo in at this time’s world, many points confronted by skilled providers corporations, equivalent to enterprise growth and worker retention, stay the identical. That implies that a weblog publish you wrote three years in the past should still be related. Evaluate previous posts to find out when you can replace them with contemporary statistics and new case research in order that they have interaction readers at this time.
High quality content material will play an vital function in skilled providers corporations’ advertising and marketing methods for the foreseeable future. Studying the right way to rewrite content material with out sacrificing high quality is a ability whose advantages shall be realized for a few years to come back.
How Hinge Can Assist
Hinge has developed a complete plan, The Seen Agency® to handle these points and extra. It is the main advertising and marketing program for delivering higher visibility, development, and earnings. This personalized program will establish probably the most sensible offline and on-line advertising and marketing instruments your agency might want to achieve new purchasers and attain new heights.