You don’t need to reinvent the wheel to share your expertise in a new post or article. All the effort you put into a brilliant piece should be repurposed in other forms of content and used another time. Repurposing is not just efficient; it is critical to addressing the needs of prospects at different stages of the buying cycle.

For instance, prospects in stage 2 of the buying cycle are beyond awareness; they want more thorough information to evaluate their options. Within the different types of content, companies need to address:
1) The needs of each target audience
2) Prospects needs within each stage of the buying cycle

Content that informs and educates in combination with an email address form can become a powerful lead generation machine. Learn about the mechanics of lead generation and where it fits into your internet marketing strategy. Imagine, Inc has the tactics in place to execute your lead generation strategy.

Targeted content

Articles formulated to position your company as a solution solving authority, are lead magnets. By themselves, they generally will not convert a prospect into a customer. But when combined with sharable content like eBooks that reinforce your expertise, targeted content can convert prospects into customers.

You’ve probably seen the sales funnel many times, but reminders are always useful. You can also download this article reference for a handy guide, and remember that sharing is caring.

1) eBooks

To Hyphenate or Not to Hyphenate?
I couldn’t help digress on the spelling. eBook vs. e-book vs. ebook: guess which spelling gets twice as many clicks? Then there is whether or not to capitalize Book. Why should spelling smatter? Because details have an impact on conversion rates.

Your choice will depend on what authority you favor. The populist consensus, as determined by Google Trends, suggests ebook or eBook has always been a lot more popular than the e-book. Just choose between a lower or upper case b. According to Google Ngram Viewer, eBook is more prevalent in printed books up to 2008, which is their searchable time frame limit. I expect it’s fair to say the hyphen in e-book has gone the way of the hyphen in email.

As with many things culture, there are often two sides. Sticking with the language of the web as published by Buzzfeed Style Guide would have us favor e-book. Merriam-Webster prefers e-book, as does The Chicago Manual of Style. So there you have it, there’s no right answer. I’m going with the eBook.

Now to get back on track about why eBooks have value. First eBooks are an excellent opportunity to explain a topic authoritatively. This content format is especially useful in the awareness stage of the buying cycle.
• establish your expertise
• share helpful, valuable information
• high-quality perception

Because it takes time to create an eBook, you need to be sure the topic is worthy of comprehensive coverage for your intended audience. When you take the time to describe your target audience in detail, you will uncover a trove of information opportunities for all your content forms.

Defining each segment of your target market is one of the most neglected exercises and yet the most important. The tendency is to believe we know whom they are without defining their characteristics. We just know. My customer mapping eBook will simplify this exercise.

2) Blog Posts

Though blog posts are one of the most common types of on-site content, they require regular publishing is to generate leads. Blog posts can be conversion quality if they include a lead generating mechanism. (again link to my site) Even without an email request form, the search optimization opportunities make blog marketing (link: essential in your arsenal of marketing tactics.
Just below a blog’s SEO value, your blog will benefit by:
• Illustrating your expertise by sharing solutions, one nugget at a time
• Become a trusted resource that builds an audience you can count on

3) SlideShare
SlideShare is a LinkedIn company. SlideShare allows you to upload published presentations and easily share them with your network and the world. That presentation you created for a motivational event now has a public space where it can attract a new audience. All without changing any of its content. Talk about repurposing. Nothing needs to be wasted in the business of communication.

4) Comprehensive Guides
An excellent form of evergreen content (continually relevant content that stays fresh), guides expand on specific topic readers are interested in and are the subject for searches. Choosing a Comprehensive Guide topic requires extensive research to be sure the topic has high interest. Just because you love it doesn’t mean others will perceive a value. In other words, useful information that people want and need.

5) Case Studies
These are a testament to your company’s success. Case studies demonstrate the results you delivered to clients while suggesting you can provide similar results to the readers’ needs. By publishing a diverse combination of case studies, more prospects will be able to find a solution that fits their problem. Adding testimonials reinforces your success.

6) White Papers
Another version of case studies is White Papers. White Papers are an academic approach to content information. Hubspot describes a white paper as “a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.” Readers invested in a topic are most likely to choose White Papers, which gives the content a high perceived value for lead generation. These readers are more likely to share their contact information (i.e., name, email address).

7) Podcasts & Interviews
You will shine as an expert if these offer useful, actionable information. Podcasts, interviews, and Q & A’s are a conversational format for presenting authoritative content. Interviewer questions need to be backed by research on the topic as well as research about your quest. Follow the same rule if you are interviewed. Plan your questions ahead of time. Feedback from colleagues about what you plan to discuss will enrich your perspective.

Podcasts & interviews are sharable only when your audience invites others to join. Instead of downloading your content to review and share, prospects will impress colleagues by their choice of influencer and topic.

Most of these forms of content can become videos which will appeal to different segments of your target market and perform better on various platforms. The robust conversion metrics of video content requires including video format in your marketing content mix. Need video ideas? Look or my next post about video content examples. As that is published, I will update this post with links.

Do you need help creating an eBook or repurposing your existing content? Don’t let your great work go to waste with only one version on one platform. Call us at 954-257-7066 and let us guide you through repurpose process or do it for you.

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