On the coronary heart of almost each skilled providers advertising and marketing division exists a unprecedented dilemma: Those that are finest outfitted to write down the sharpest and most related content material are sometimes those with the least quantity of bandwidth to take a seat down and accomplish that.
It hardly issues whether or not writing comes simply or not! High quality writing takes treasured time to supply. 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 put up, it’s nearly a assure that the writing will transfer to the again burner.
However skilled providers companies who’re revitalizing their advertising and marketing efforts by producing a gentle stream of keyword-driven weblog posts, articles, and different items of content material want their consultants to contribute to the movement of content material. So is there a greater approach to assist them?
In case your crew finds itself struggling to churn out recent content material week after week, take coronary heart. There’s a confirmed approach to get nice outcomes by doing much less work.
I’m speaking about repurposing and rewriting content material you could have already produced. This implies utilizing present articles as a basis for priceless, new content material items – avoiding sq. one every time somebody places pen to paper.
Rewriting content material doesn’t imply that you simply change just a few phrases in an article and republish it. (That’s a totally different technique, solely.) 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 straightforward methods to do this.
1. Convert an inventory right into a collection of particular person items of content material.
What number of instances have you ever encountered blogs or articles which have headlines that embrace a quantity? Numerous, proper? This formatting approach is commonplace however it’s nonetheless efficient. Articles written with a numbered checklist assist readers arrange and retain the knowledge you’re presenting.
So that you or your crew might have already written articles like these “7 Methods to…” or “7 Causes You Ought to Put money into…” If that’s the case, you’ve created the premise for seven new articles. Take every level in your checklist and switch it into a person article. This provides you the chance to construct on and broaden your concepts, demonstrating deep data of the topic. Contemplate including background info or case research to make every weblog put up extra substantial.
2. Take a number of associated posts and mix them right into a single abstract put up.
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 concerning the evolving developments of an necessary authorized challenge. Take the important thing level from every article, summarize every in a paragraph and publish an all new article resembling “High Ideas for Tax Season” or “What Each Enterprise Must Know Concerning the XYZ Legislation.” (You will have seen that this strategy turns Tip 1 on its head.)
3. Draft a Information or Whitepaper
Maybe the thought of whittling down a weblog put up to a single paragraph appears unattainable — there’s an excessive amount of related info to chop out. If that’s the case, contemplate turning a number of associated weblog posts right into a priceless information or white paper. Evaluate and edit the content material you could have, add transitional textual content to make sure that the articles movement collectively and write an introduction. Then bundle the entire thing collectively.
If you need it to look nice, rent a designer to develop a canopy and a cultured structure. You’ll be able to share the information with shoppers and prospects, put it in your on-line library or place it behind a registration type and use it to construct your e-mail checklist. And in case you have an upcoming talking engagement or sponsorship occasion, you’ll be able to distribute hardcopies of your information as a reminder of your experience.
4. Revise an previous put up for a brand new viewers
Right here at Hinge, our target market is the skilled providers. Whereas the industries we serve have numerous distinctive points, in addition they share many challenges. Contemplate frequent issues amongst your individual shopper base. If you happen to’ve written an article that’s geared to your non-profit shoppers, as an illustration, may you rewrite the article to talk to comparable challenges confronted by the small companies with whom you’re employed? When you’ve got an lively media outreach program, additionally, you will have the ability to goal a broader vary of publications with minimal further effort. Substitute tales, anecdotes, and information and it’s best to have a brand new weblog put up able to go very quickly.
5. Replace an previous put up with new info
Regardless that change occurs at a speedy tempo in at present’s world, many points confronted by skilled providers companies, resembling enterprise growth and worker retention, stay the identical. That signifies that a weblog put up you wrote three years in the past should be related. Evaluate previous posts to find out in case you can replace them with recent statistics and new case research in order that they have interaction readers at present.
High quality content material will play an necessary position in skilled providers companies’ advertising and marketing methods for the foreseeable future. Studying tips on how to rewrite content material with out sacrificing high quality is a ability whose advantages might 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 larger visibility, development, and income. This personalized program will determine essentially the most sensible offline and on-line advertising and marketing instruments your agency might want to achieve new shoppers and attain new heights.