If you occasionally dabble in the odd blog post, send out a newsletter, or even brave the world of Facebook live, are you maximising the delivery of that content?
Content marketing is often overlooked by independent retailers. Embracing the use of content marketing into your retail store – usually the domain of online entrepreneurs – not only allows you to become the go-to retailer in your niche. It’s fun, and it allows you to showcase what you know best, to build trust with your customers, and it can go a lot further than just the original intention.
So what is content marketing?
a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
You may not realise it, but every blog post you write, every social media post you create and any hints, tips or guides that you share, are all part of your content marketing platform. It doesn’t take a lot to turn what you already have into a content marketing strategy.
Repurposing content for maximum exposure
People learn and absorb knowledge in different ways. Some people are great listeners, others need to see what’s happening, and then there are the people who need to DO for it to make sense.
How we learn, has been grouped into four separate streams: seeing (visual), hearing (auditory), reading/writing, and doing/touch (kinaesthetic).
When you can take one piece of content and re-purpose it into all of these channels, not only will you get be reaching more potential customers, you’ll also be building trust and authority in your niche of the retail world.
Let me give you a real-world example …
Each week I host a Facebook Live, where I introduce a single business strategy that independent retailers, just like you, can put into action.
So the original piece of content is a live 10-15 minute Facebook video.
From there, I use a virtual assistant (VA) to transcribe the audio, which then goes up on my website as a blog post.
The video gets downloaded and sent over to my YouTube channel, and will also be uploaded back onto Facebook over the next few weeks (because Facebook loves video).
Where possible, I create a 1 page cheat sheet, or infographic. I’ll also add that as a newsletter opt-in in exchange for people signing up to my email list.
And then there’s the audio. Again, my VA strips out the audio, which only takes a few minutes, and uploads those to my podcast.
So now, the original 10 minute video is available in 3 separate formats. Video, audio and written. There’s a more compelling way to get people to join your newsletter, by creating a simple download or cheat-sheet, or you can use the video and written version as your newsletter.
The content is now also able to be consumed by many more potential customers, on multiple platforms, including YouTube, Facebook, Pinterest and Instagram.
Creating a content marketing strategy can at first appear overwhelming. By taking what you’ve already created (you can go back and do this for any of your existing blog posts or videos), and re-purposing it in various forms, you’ll be well on your way to filling out your social media marketing strategy, with ease. Best of all, re-purposing is a task that can easily be outsourced and delegated, because you’ve already created the original content!
Re-purposing your content is an easy way to reach more customers, to convert potential customers into sales, and to stand out in a sea of sameness.