subject: Repurposing Content: Make Those Articles Work [print this page] Repurposing Content: Make Those Articles Work
Repurposing content can save your business both time and money.
If you have an original consumer-friendly article, then make it dance a few jigs; load it on your website, upload it to an ezine article bank, put a summary or the whole article in your enewsletter, and load it onto your Facebook page.
This is where social media feeds have become helpful to marketers. Onlywire.com is a useful tool for those who have multiple social bookmarking accounts, as it loads up your article automatically on various sites, e.g. it adds a link on twitter if you provide your username and password. You can use it, or HootSuite or TwitterFeed, to feed your latest blogs out to all your social media accounts - automatically and for free.
If you have a good news release, then many choices arise. Approach the news media directly with a cover email and a release attached (remembering contact details always), post it to PRWeb.com for global visibility (or if its only of local relevance choose your media on www.seekingmedia.com.au). Most news release distribution services do provide a way to include social media tags, which are picked up in Technorati, DIGG, del.icio.us, etc., increasing your impact even more.
Also put a summary into your enewsletter with a link to the full story on your website news/media page. If you have a news section, it takes very little time to establish an RSS feed button so anyone interested can subscribe to your news.
What About the Media?
Remember that a lot of consumers are picking up news directly online these days, so sometimes it's not necessary to have a buddy-buddy relationship with magazine and news editors worldwide.There are many providers of low cost press release distribution to both traditional mass media and online news portals.
But it does help if you want to target a niche industry and an exclusive magazine, to look into what the editors are WANTING to receive. Because they get many, many releases from PR people, and just once they would like to have a real person asking the editor what they want to feature in the issue after next (that's how far they work ahead).
When repurposing your content, remember that you are catching a wider cross-section of audience, by mixing online and offline marketing mediums. Nonetheless, always ensure that your content is not duplicated everywhere online - as it tends to have a watering down effect in the Search Engine Results Pages (SERPs).
