On the coronary heart of almost each skilled providers advertising division exists a unprecedented dilemma: Those that are greatest outfitted to write down the sharpest and most related content material are sometimes those with the least quantity of bandwidth to sit down down and accomplish that.
It hardly issues whether or not writing comes simply or not! High quality writing takes valuable time to provide. And when a enterprise chief or material skilled is confronted with a selection between responding to a sizzling lead or beginning a brand new weblog put up, it’s virtually a assure that the writing will transfer to the again burner.
However skilled providers corporations who’re revitalizing their advertising efforts by producing a gentle stream of keyword-driven weblog posts, articles, and different items of content material want their specialists to contribute to the stream of content material. So is there a greater strategy to help them?
In case your workforce finds itself struggling to churn out contemporary content material week after week, take coronary heart. There’s a confirmed strategy to get nice outcomes by doing much less work.
I’m speaking about repurposing and rewriting content material you’ve already produced. This implies utilizing present articles as a basis for useful, new content material items – avoiding sq. one every time somebody places pen to paper.
Rewriting content material doesn’t imply that you simply change just a few phrases in an article and republish it. (That’s a completely different technique, completely.) When rewriting content material, you’ll need to take the essential concepts out of your authentic article and put a brand new spin on them. Listed below are some simple methods to try this.
1. Convert an inventory right into a sequence of particular person items of content material.
What number of occasions have you ever encountered blogs or articles which have headlines that embody a quantity? Numerous, proper? This formatting approach is commonplace however it’s nonetheless efficient. Articles written with a numbered checklist assist readers arrange and retain the data you’re presenting.
So that you or your workforce could have already written articles like these “7 Methods to…” or “7 Causes You Ought to Spend money on…” If that’s the case, you’ve created the idea for seven new articles. Take every level in your checklist and switch it into a person article. This provides you the chance to construct on and increase your concepts, demonstrating deep information of the topic. Take into account including background info or case research to make every weblog put up extra substantial.
2. Take a number of associated posts and mix them right into a single abstract put up.
Maybe you’re an accountant who has written a number of weblog posts on methods to arrange for the busy tax season. Otherwise you’re a lawyer who has been running a blog in regards to the evolving developments of an essential authorized difficulty. Take the important thing level from every article, summarize every in a paragraph and publish an all new article corresponding to “High Ideas for Tax Season” or “What Each Enterprise Must Know In regards to the XYZ Legislation.” (You could have seen that this method turns Tip 1 on its head.)
3. Draft a Information or Whitepaper
Maybe the concept of whittling down a weblog put up to a single paragraph appears not possible — there’s an excessive amount of related info to chop out. If that’s the case, take into account turning a number of associated weblog posts right into a useful information or white paper. Assessment and edit the content material you’ve, add transitional textual content to make sure that the articles stream collectively and write an introduction. Then package deal the entire thing collectively.
If you would like it to look nice, rent a designer to develop a canopy and a elegant structure. You may share the information with shoppers and prospects, put it in your on-line library or place it behind a registration kind and use it to construct your e-mail checklist. And in case you have an upcoming talking engagement or sponsorship occasion, you possibly can distribute hardcopies of your information as a reminder of your experience.
4. Revise an previous put up for a brand new viewers
Right here at Hinge, our audience is the skilled providers. Whereas the industries we serve have a variety of distinctive points, in addition they share many challenges. Take into account widespread issues amongst your personal consumer base. When you’ve written an article that’s geared to your non-profit shoppers, for example, might you rewrite the article to talk to related challenges confronted by the small companies with whom you’re employed? When you’ve got an energetic media outreach program, additionally, you will be capable to goal a broader vary of publications with minimal further effort. Substitute tales, anecdotes, and knowledge and it is best to have a brand new weblog put up able to go very quickly.
5. Replace an previous put up with new info
Despite the fact that change occurs at a fast tempo in in the present day’s world, many points confronted by skilled providers corporations, corresponding to enterprise improvement and worker retention, stay the identical. That implies that a weblog put up you wrote three years in the past should still be related. Assessment previous posts to find out in case you can replace them with contemporary statistics and new case research in order that they have interaction readers in the present day.
High quality content material will play an essential function in skilled providers corporations’ advertising methods for the foreseeable future. Studying the best way to rewrite content material with out sacrificing high quality is a talent whose advantages might be realized for a few years to come back.
How Hinge Can Assist
Hinge has developed a complete plan, The Seen Agency® to deal with these points and extra. It is the main advertising program for delivering higher visibility, development, and earnings. This personalized program will establish essentially the most sensible offline and on-line advertising instruments your agency might want to acquire new shoppers and attain new heights.
