Repurposing content is an easy, often time-saving practice, that brings a plethora of benefits

Are you making the most of your content? Repurposing content – i.e. finding new ways to re-use your content – is an easy, often time-saving practice that brings a plethora of benefits: from reaching a new audience to saving time creating new content and improving your search engine optimization (SEO). [si_guide_block id="34016" title="Download our Premium Resource – Evaluating Content Marketing ROI Guide" description="This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you through a range of techniques to help marketers evaluate and prove their content effectiveness."/] In this short guide, I’m going to show you how exactly you too can repurpose your content.

Audit your content

If you’re going to repurpose any of your content, you should ideally start with the best, most popular pieces you’ve already created: Blog posts and resources from…

When you're not joining your social media and blogging efforts, you aren't benefitting from their full potential impact

Everybody knows that your blog and social media accounts are essential parts of building an online presence for your brand. Both social media channels and blogs are powerful mechanisms for helping marketers analyze their audience and communicate with them. However, people usually separate these two things and use them to reach different goals. The case is that when you're not joining your social media and blogging efforts, you aren't benefitting from their full potential impact. In this article, I won’t suggest sharing your blog posts on your Twitter and Facebook accounts, as I hope it goes without saying. Instead, I’ll provide you with advice on how to make your marketing even more efficient by making your blog and social media work together.

Why you need to integrate your social media marketing and blogging

You’re most likely to…

Reaching readers on multiple channels while still optimizing for online advertising is difficult

No matter what size you are, all publishers face significant challenges today. Reaching readers on multiple channels while still optimizing for online advertising is difficult. As your business scales up, these challenges get increasingly more complicated - and technical. The UK publisher DailyFeed.co.uk recently faced this challenge as it attempted to scale its audience, engage readers and better manage its online advertising. Companies looking to grow can learn from the specific tactics DailyFeed used to scale its content offering to over 500 million page views in the past six months. In addition, it achieved scale in terms of readership, site engagement and usability for the workforce. Most of the hurdles DailyFeed faced are common among all growing publishers. You also most likely face challenges with: Need for a scalable content management system to allow the site…

Making people click through your ad is just a small part of the whole marketing process, you also need a great landing page to get them to convert

Paid campaigns are considered to be the best choice if you want to drive quick results, as they really do get those results. However, paid ads aren't all about simply bidding on the right keywords. There are some other things you need to. Making people click through your ad is just a small part of the whole marketing process. The next thing they face is your landing page – a web page you should create for the purposes of your advertising campaign. The effectiveness of this page will influence whether or not you achieve your business goal. Quality landing page creation doesn’t require titanic efforts but it does need some research. The approaches you have to use will depend on your target audience and the…

Chart of the week: 98% of B2B marketers now accept that content performance justifies its cost, with the main goal for content marketing being conversion

Content has become a huge part of marketing in general, which has resulted in 98% of B2B brands now recognizing that the performance of content justifies its cost. This is according to a new report from Walker Sands Communications. However, few B2B brands have got everything about their content marketing strategy perfected with marketers reporting that they need to work to improve all aspects of their content within the next year. The biggest area to need improvement is content production, which 83% of B2B marketers are looking to address in the next 12 months. This was followed closely by strategy and ROI tracking, both…

Understanding differences in culture can help you build more effective content to reach beyond borders

You only need to travel abroad or spend time with people who don’t come from the same place as you to see the impact of culture. The way a person acts, interprets or responds to different situations will be, to a great extent, influenced by their own cultural context. There are many examples of brands trying to take culture into account and unfortunately, the results are not always positive. Whilst some receive industry appreciation and sales uplifts, some are left writing official apologies. [si_guide_block id="39230" title="Download our Individual Member Resource – Marketing campaign planning guide" description="This guide and the companion Campaign planning template are designed to enable Smart Insights members to review and refresh their existing approach to campaign planning in order to develop a more structured process which integrates the latest digital marketing techniques better."/] Toyota went to…

Nearly 43% of all e-commerce traffic is organic, while just 26% of traffic comes from ads

"We don't need SEO. We use Adwords. It works better for us." I’ve heard this phrase countless times over in the e-commerce space, but it couldn’t be further from the truth. Nearly 43% of all e-commerce traffic is organic, while just 26% of traffic comes from ads. If you are focusing on PPC over SEO, you are missing out on a massive chunk of traffic. Plus, as sites at the top of Google get 36.4% of search traffic, your e-commerce SEO strategy needs to be top notch. [si_guide_block id="5750" title="Download our Individual Member Resource – Successful SEO guide" description="Our comprehensive guide to Search Engine Optimisation best practices isn't just for SEOs, the clear explanations mean that it can be used by marketers to ask the right questions to…

Content marketing includes more than articles. Videos can help increase engagement and leads, which is why you need to make the most of them

It used to be that content marketing meant just that - just content, with perhaps static images. Then along came infographics and animated gifs, which enlivened our visual experiences. Well, those ‘static’ days of the Internet are now behind us, thanks to the growing popularity of videos in general, and video marketing in particular. According to a recent Cisco study, by 2021 82% of consumer internet traffic will be video. That’s a lot of bandwidth-sucking streaming. Here are more compelling statistics from Demand Metric’s report 'The State of Video Marketing 2018,' courtesy of a recent post by Smart Insights' managing editor, Joanna Carter: Some 67% of respondents use video on YouTube, while others use them on landing pages (57%), recorded webinars (55%) and…

Chart of the Week: Almost half of marketers now use to content to drive over 50% of their marketing campaigns, showing that content really is still king

Content marketing is being viewed as the future of marketing, according to research conducted by the World Media Group. Marketing that’s driven by content is on the rise with almost half (45%) or marketers saying that over 50% of their campaigns are content-led. On top of this, 78% of all respondents and 85% of agencies said that they see investment in content marketing growing over the next few years. With so much focus being put on SEO performance, these findings make sense, as more marketers aim to increase their rankings through the use of targeted and SEO-focused content.

Most popular content for investment

The survey revealed that the next 12 months will likely see…

Chart of the Week: 64% see increasing leads for their business as being the primary objective for their marketing strategy

When it comes to marketing strategy goals, increasing the number of leads or sales prospects is the primary goal for the majority of marketers. According to new research from Ascend2, 45% of marketing influencers believe that the primary objective for a marketing strategy is to provide sales with more leads. Other popular marketing strategy objectives according to the survey ‘Marketing Resource Effectiveness’ were to improve brand awareness and increase customer acquisition, which both came in at 61%. Just over a third (34%) of respondents thought that improving engagement and nurturing was a primary objective for a marketing strategy to achieve. At the bottom of the table of objectives were improving user experience…

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