If you have been building your inbound marketing presence for a time, you probably have learned a good bit about what your customers and clients appreciate. You’ve also likely collected a lot of great content archived on your website.
While that content archive might not be visited frequently, it does three things:
1.The deeper the archive, the more expert you appear (longevity builds credibility and trust)
2.Keywords and SEO within the articles can still pull search queries, and
3.The content is original, paid for and can be reused (caveat: make sure it is still current and accurate)
A worthy content cache can become a white paper or an ebook.
You may have heard of people who publish their blogs as ebooks. Think of the recent movie Julie and Julia. Julie blogged about her “tour” through Julia Child’s gastronome of French recipes.
Why can’t you do the same? Harness selected posts, format them artistically and present them as premiums to download for your customers or clients.
White papers are always accepted because they show how you successfully solved a dilemma for a client or customer (maybe more than one). It is a subtly accepted pat on the back. Though you’re
tooting your own horn, no one minds.
Another way to repurpose that content cache is to repost an article on occasion, especially one that received good feedback or click-thrus (CTs) the first time round. Just announce that it is a repost from such and such a date. Also, repost it with an update, especially if new information has been released which by comparison will make you appear even more expert.
Don’t forget to engage your social media networks to let them know about your ebooks, white papers or reposts.
ASJ Partners provides original content.
Need assistance updating your brand or building an inbound marketing strategy? ASJ Partners can talk about growing your business with customized inbound marketing plans including SEO, emails, blogging and content development.
Contact us or call 610-930-5300. We’ll be glad to answer your questions.
