How to Repurpose Your Written Content

How to Repurpose Your Written Content

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We at Spokal are willing to bet every marketer understands two challenges when trying to engage audiences with informational and relevant content:

  1. How do you reach the most people with your content before it becomes irrelevant?
  2. How do you make older, yet still valuable, content relevant for today’s audience again?

Enter in repurposing your content, defined as the reformatting of your content to work across multiple marketing and social media channels. According to a recent study conducted by the Content Marketing Institute, 57% of B2B content marketers listed “Finding More/Better Ways to Repurpose Content” as their top priority over the next year. This figure is as encouraging as it is intriguing. On one hand, marketers recognize the importance of incorporating repurposed content into their content marketing strategies. On the other hand, this number shows that marketers aren’t always sure of the best ways to go about repurposing their content. Sure, there’s a lot of posts out on ways to repurpose content, but how do you actually execute? Using the recent Spokal blog post Why Case Studies Are Great Marketing Tools, we’re going to walk you through examples to demonstrate best practices for repurposing your written content.

Brave the Blank Page: Overcome Self-Doubt and Tackle Writer’s Block

tackle writer’s block

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Public speaking is the number one fear in America. This fear, known as glossophobia, affects 25% of the population. With these statistics, it’s no wonder why so many of us are plagued with doubt when we open up a notebook or blank document.

Whether writing blog posts, newsletters, or a book, your writing allows you to speak to the public on behalf of your company, employer, and yourself.

“Yeah, I know! That’s why I’m freaking out!”

Sometimes this responsibility can feel like the world is placed on your shoulders. You’re creating something that others will read and critique. Your words will be imprinted on the screens and in the minds of other people.

A lot of people don’t want to write because they don’t want their words (aka their thoughts and ideas) to be rejected. Or argued. Or mocked.

That fear of criticism can be a big deal if writing isn’t your cup of tea. It can be a big deal even if writing is your cup of tea.

Ultimately, this fear leads to self-doubt. And self-doubt is the root of writer’s block.

Why Case Studies Are Great Marketing Tools

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Did you know that humans spend half of their waking time daydreaming? Our brains wander by nature, jumping from one thought to the next. If there’s nothing important for our minds to focus on, whether it be a conversation with a friend or the latest episode of Game of Thrones, they simply slip back into their daydreaming state. The question then becomes this: what’s the best way to capture a wandering mind? 

Simple, by telling stories.

Marketing is all about sharing your product or service to customers, and storytelling is a great way to accomplish this. Enter in the case study, an in-depth analysis that tells a story about a customer and your company. In fact, 92% of customers prefer that media message sound like a story. Nobody wants to be sold to, but a convincing story helps consumers understand a particular problem and feel the rush of relief when everyone lives happily ever after. Keep on reading to learn how you can use a case study to market your business.

Examples Of The Good, The Bad & The Ugly Of Customer Service On Social Media!

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We all know that criticism can sometimes be hard to take, but we also learn very early on that it usually makes for a stronger and better business. 

But today, the stakes have gotten even higher. 

Now, customer complaints are increasingly being channeled through the oh-so-public social media platforms, such as Facebook and Twitter. This means that companies have to get on board fast, or risk the wrath of their unhappy customers’ complaints and criticisms going viral. 

A 2013 study by Simply Measured showed that 30% of brands have a dedicated customer service handle on Twitter, with the average response to a complaint being 5.1 hours. Only 10% of companies answered within the hour.  

And the numbers haven’t gotten any better since then.

In 2015, a study by brandwatch showed that most retail brands still don’t listen to customers on Twitter. They discovered that 46.6% of brands engaged with any tagged @mentions (which were categorized as neutral, questions or complaints). 64.6% responded to questions within 5 days and only 11.2% responded within one hour.  

To help you figure out how to handle customer service on social media the right way, I’ve compiled some examples of the good, the bad and the ugly so you can learn what you should and shouldn’t be doing!

4 Deadly Product Description Mistakes

Product description mistakes

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10 to 20 seconds. That’s the average amount of time a person will spend on your website, according to Nielsen Norman Group. That’s not a lot of time to capture their attention. If you have something to sell them, you have to wow them in that 10-20 seconds. Otherwise, you just lost a potential customer.

Pictures are great. But they are not enough. First of all, not everyone can see that wonderful picture. There will be people who are browsing your website who are visually impaired. That is why you need product descriptions.

There are good product descriptions and bad ones. Good product descriptions will grab visitors’ attention. Bad product descriptions will make them go somewhere else.

Below are 4 deadly product description mistakes that can cause you to lose sales.

The Five Stages of Grief When Your Content Fails

when your content fails

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There’s a lot riding on your content.

For each blog article, infographic, white paper, and ebook that you share, the company is counting on you to generate a certain amount of brand engagement and ROI. The more you invest in the creation process, from hiring designers to contracting a copy editor, the more pressure you will face to make sure it succeeds.

What happens when it doesn’t?

At best, content fails keep your blog in relative anonymity and wastes the time over everyone involved.

At worst, it costs the company hundreds of dollars and makes the department head question the use of your budget.

There’s good news for the content marketing managers who can’t afford to fail. With the right planning, you can reduce the risk of missed KPIs and have backup plans in place to make sure everything you post at helps the business a little, even if it’s not a home run.

Make ‘Em Laugh: The Funny Twitter Bio and Why You Need One

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We’re all online looking for someone. Our next fan, follower, employee, lover, business partner, critic, cheerleader, investor, mark, or exorcist (that last one is admittedly rather specific to my needs this week).

Everyone’s searching for something. And we’re turning to social media in snowballing numbers to do so. A full 78% of Americans have at least one social network profile in 2016, and there’s currently about 2.2 billion social media users worldwide.

With those kinds of numbers, you’re sure to find what you’re looking for (unless you’re U2, in which case you still haven’t found what you’re looking for). But the onslaught can work against you, too.

How do you stand out in a crowd of 2.2 billion?

You can’t. Not really. But you can work smaller. One platform at a time.

Take Twitter, for example. Good old Twitter (can something started in 2006 really be called “old”?). It’s got a respectable 310 million active users, but that’s a far cry from Facebook’s 1.65 billion. So how do you stand out in a crowd of 310 million?

As Danny Kaye would say, make ‘em laugh. Everyone loves a comedian. And your Twitter bio is the perfect opportunity to give ‘em a chuckle and make a quick connection. Bios have a cap of 160 characters; not a lot, but certainly more than you need to make an impression.

Flying the Coop: 9 Reasons You’re Losing Twitter Followers

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It’s the fourth largest social network in the world, behind only Facebook, Google+ (according to Google at any rate), and Instagram, with over 300 million active users.

From humble beginnings on March 21, 2006, it now boasts an average of 6000 tweets per second, 500 million tweets per day, and 200 billion per year.

It’s penetration among U.S. social media users is a healthy 29.2%, with 42.6 million Americans using the app on their smartphone.

All hail Twitter!

Remember Twitter? It doesn’t get the attention it once did (everyone has moved on to Snapchat…and Peach, although no one can explain that one), but it still has a place of honour at the Social Media table. Facebook may be the Godfather, but Twitter is Sonny.

Okay, maybe not Sonny. But at least Fredo. And you need to show it proper respect.

I Need A Website – What Do I Choose?!?

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WordPress, Wix, Weebly, Website Builders oh my. 

When it comes to building a website – there’s no shortage of options open to you.

Most business owners just won’t care, and will go with whatever their web developer/designer recommends.

But you should know – even just a little bit – so when you’re discussing it with them – you understand at a high-level what advantages and disadvantages come with each. After all – a shiny new website can be built on any of them – but you’re the one who is going to rely on it to bring you new traffic, leads and customers for a few years to come (when your developer may well be long gone), and your choice now *will* make a difference in what you can do down the road.