One Article: Many Channels; How to Repurpose Content for Marketing

Cliche as it is, content is king these days. In a sea of Tweets, Facebook updates, press releases and online ads, content seems to be the only thing getting through to consumers.

You likely use Google or other search engine every day to find out something. Maybe you want to find out how to “get out a wine stain” or whether it’s better to “rent or buy a home.” Whatever you’re looking for, someone has probably written an article or blog post on the topic.

As a business owner, you’ve got a lot of knowledge in your head. This is knowledge you can use to market your business. In fact, that’s exactly what a blog does: it’s a platform to show off your expertise and draw traffic to your site. But did you realize that a single article can be used in many ways to market your business?

Let’s Start with the Blog
Here’s a quick overview of what your blog should be doing. Your posts should be 300-600 words long (it’s difficult to hold people’s attention spans much longer) and should be published at least two times a week. The more frequently you publish posts, the more traffic you get. But being realistic, I know that most people won’t blog every day. Aim for two or three times a week.

Use keywords in each post. What do people search for to find your business? If you run an online sewing shop, you could use these keywords to drive more traffic to your blog:

  • sewing supplies
  • online sewing patterns
  • where to buy a Brother sewing machine

The keywords should fit naturally into the text, but don’t forget them, as they’re what help search engines find you.

Chopping it Up
You can take one blog article and do so much more with it. Article distribution websites are a great way to reach more traffic than your blog would otherwise get. Take your article and make a few changes to the copy. Move a few paragraphs around and reword a few sentences. Essentially, search engines can’t recognize it as the same copy.

Next, create accounts on sites like eZineArticles and IdeaMarketers and upload your article. Be sure to include an author’s bio that has a link to your website. You can do this on as many article distribution sites as you want. The great thing is, the more places that host a link to your website, the better you rank on search engines!

Bookmark It
Another great way to boost traffic to your blog and then to your site is to use social bookmarking services. BizSugar, StumbleUpon and Digg are sites that let you share a link to an article or blog post. Others can see the link, and if they like it, they can vote for it. The more votes an article gets, the higher it ranks in popularity. The more popular it is, the more people see it. You get my point.

Share it Socially
Twitter, Facebook and LinkedIn each give you a way to automatically post the RSS of your blog to the social media channel. So people browsing your Twitter stream might see a blog post published, click on it, then decide to subscribe to your content.

Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and blogs for several sites, including The Marketing Eggspert Blog, as well as Mashable, Small Business Trends and Lead411. Follow her on Twitter @eggmarketing.


One response to “One Article: Many Channels; How to Repurpose Content for Marketing

  1. I'm still including article marketing as one of my activities but I heard that in the last while, it's effectiveness in generating web traffic is not like it use to be as social media is getting more attention these days.

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