Does “content marketing” prompt you to say, But I’m maxed out already, or, I don’t want to be a content marketer?
If that’s you, Virtually Here has you covered. We’ll be bringing you some working-from-scratch content marketing lessons later on in our Email Marketing series, but today we’re focusing on marketing with the content you already have on hand.
Isn’t Reusing News Lazy Marketing?
No–not at all! Not all of your customers are on all of your platforms, or read all of your PR. The truth is, there are so many sources of information in our media heavy world, very few of your customers will be following every piece of news your business puts out into the world. Your email list is the perfect place to funnel already released but still relevant information to your customers. Why? The opt-in.
All of the people on your email list choose to give you their contact information–because they want to hear from you. Whatever their reason for opting in, unlike the rest of your prospects or social followers, your email list wants to keep in touch on a regular basis. Don’t let this marketing channel go to waste because you have an aversion to content marketing! You probably have a lot more content on hand than you realize.
Top 3 Ways to Upcycle Your Content
The most basic way to upcycle content is to notify your list when you put out a new blog. The content and news you post on your blog is the most basic form of content marketing–make it work double for you by funneling it to your email list. You can even add an opt-in button on your site to receive blog notifications via email.
If you’re a little leery of peppering your list with frequent blog updates, consider doing a monthly roundup of everything you posted. Speaking of roundups…
Are you so hopelessly in love with Instagram, Twitter and Facebook that even thinking about writing an email to your customers provokes instant boredom? Turn your aversion to email on its head by making it a little more social.
Take a look at your calendar and pick a twenty to thirty minute time slot once or twice a month. Use this time to pick out the posts that prompted the most engagement or appreciation. Write up a short introduction relating what’s been going on with your business and put them all into an short, fun email update. Don’t forget to add things that aren’t directly related to your business that you shared just for fun, or items that were important to your local community.
Ad Hoc Updates
Promote your business regularly… but not with traditional content marketing? You can still funnel the content and PR you do produce into your email as it comes out.
If you have a checklist for the process of sending out a new promotion or releasing PR, add one last task to it: telling your email list about it after it comes out! But don’t just copy and paste it. Add a short personal note on why this piece of news is important for your business–or keep it casual by opening with a personal anecdote that relates to what you are sharing, or what was going on in your life when the news was released.
Got content, but no time to repurpose it? A Virtual Assistant can help you gather the content you already have to widen your business’ reach via email and other channels. If you’re still a bit fuzzy on whether or not you can repurpose content and PR you’re already generating for your email list, get in touch with Jacqui Davis for a free consultation–Jacqui is Master Certified with Constant Contact and would love to help you widen your business’ reach by drawing on the resources you already have.