I’m a bad cat mom.
My daughter informed me of this yesterday when she opened her closet doors after returning from school… and the cat strolled out.
Since I work from my home office, I’m technically in charge of the cat during work hours.
This isn’t a big responsibility. I merely give her food and scratch her ears when she wants attention.
But mostly, she sleeps in a chair in the living room. And I don’t see much of her until the kids come home.
But on this particular day, the cleaners had come by to clean the house.
Recently, I’ve been writing a number of case studies for one of my clients. This client is a business coach who delivers high quality, personalized training programs to new and established freelance writers.
As with many entrepreneurs, he’s been so busy building his business and putting together his team that he hasn’t had time to create many case studies. But now he’s getting caught up, and I’m happy to write them for him.
This got me thinking about what separates an adequate case study from memorable and motivating case study.
Many years ago, a client gave me a free ticket to attend a local health food expo. During one of the presentations, the speaker asked the crowd, “Who is McDonald’s biggest competitor?” and promised to give the first person with the right answer $50.
A low rumble arose from the crowd as people tossed out ideas. “Burger King!” “Wendy’s!” “Subway!” “Dominos!” they shouted.
I thought for a moment. I figured that since he was asking the question, the answer was probably something unexpected.
I shouted “grocery stores!”—and pocketed the $50!
I always recommend that my clients keep a list of all their marketing articles, such as newsletter articles, blog posts and guest posts.
This isn’t an onerous task when done from the outset. But even if they’ve accumulated several years of posts, it doesn’t take much time to compile a list.
Then, as I write new articles on their behalf, I simply keep adding to the list.
When friends find out I’m a content marketing writer, they guess that I must spend a lot of time researching.
And it’s true. I do spend a lot of time digging into different topics and industries. But probably not as much as you think.
Because here’s the reality: Even if I spend weeks and weeks studying a particular subject area, I’m never going to know as much about it as an expert in that area.
It takes time to create marketing content. So when you (or your marketing team) have time to hash out some content, you want to get as much value from it as possible. And for most businesses, that means reusing content in multiple places.
Here are just a few of the many ways you can repurpose your company’s marketing content:
You’ve been busy with your company’s Internet marketing, putting great content on your blog, Facebook page and in your email newsletter. Excellent. But how are you managing this content? Are you posting on an ad hoc basis, or are you following a strategic plan?
Print media have dealt with the complexities of content management for years. With pages and pages of newsprint to fill, they plan in advance the themes, topics, authors, etc. they’ll use to fill the space. And they keep track of it all via editorial calendars. Today, editorial calendars aren’t just for newspapers and magazines. They’re valuable tools for small business owners or any kind of content marketer. Continue reading