On the coronary heart of practically each skilled providers advertising division exists a unprecedented dilemma: Those that are finest geared up to write down the sharpest and most related content material are sometimes those with the least quantity of bandwidth to sit down down and achieve this.
It hardly issues whether or not writing comes simply or not! High quality writing takes valuable time to supply. And when a enterprise chief or material professional is confronted with a selection between responding to a scorching 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 consultants to contribute to the circulation of content material. So is there a greater solution to help them?
In case your staff finds itself struggling to churn out contemporary content material week after week, take coronary heart. There’s a confirmed solution 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 totally different technique, totally.) When rewriting content material, you’ll wish to take the fundamental concepts out of your authentic article and put a brand new spin on them. Listed below are some simple methods to do this.
1. Convert an inventory right into a collection 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 method is commonplace however it’s nonetheless efficient. Articles written with a numbered record assist readers set up and retain the knowledge you’re presenting.
So that you or your staff might 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 premise for seven new articles. Take every level in your record and switch it into a person article. This offers you the chance to construct on and develop 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 organize for the busy tax season. Otherwise you’re a lawyer who has been running a blog concerning the evolving developments of an vital authorized situation. Take the important thing level from every article, summarize every in a paragraph and publish an all new article akin to “High Ideas for Tax Season” or “What Each Enterprise Must Know In regards to the XYZ Regulation.” (You could have seen that this strategy 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 unattainable — 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. Evaluate and edit the content material you’ve, add transitional textual content to make sure that the articles circulation collectively and write an introduction. Then bundle the entire thing collectively.
If you’d like it to look nice, rent a designer to develop a canopy and a cultured 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 electronic mail record. And you probably have an upcoming talking engagement or sponsorship occasion, you may distribute hardcopies of your information as a reminder of your experience.
4. Revise an outdated put up for a brand new viewers
Right here at Hinge, our target market is the skilled providers. Whereas the industries we serve have lots of distinctive points, in addition they share many challenges. Take into account widespread issues amongst your individual shopper base. In the event you’ve written an article that’s geared to your non-profit shoppers, as an example, might you rewrite the article to talk to comparable challenges confronted by the small companies with whom you’re employed? In case you have an energetic media outreach program, additionally, you will be capable to goal a broader vary of publications with minimal additional effort. Substitute tales, anecdotes, and information and you must have a brand new weblog put up able to go very quickly.
5. Replace an outdated put up with new info
Although change occurs at a fast tempo in right now’s world, many points confronted by skilled providers corporations, akin to enterprise improvement and worker retention, stay the identical. That signifies that a weblog put up you wrote three years in the past should be related. Evaluate outdated posts to find out if you happen to can replace them with contemporary statistics and new case research in order that they interact readers right now.
High quality content material will play an vital function in skilled providers corporations’ advertising methods for the foreseeable future. Studying learn how to rewrite content material with out sacrificing high quality is a ability whose advantages might be realized for a few years to return.
How Hinge Can Assist
Hinge has developed a complete plan, The Seen Agency® to handle these points and extra. It is the main advertising program for delivering better visibility, development, and income. This custom-made 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.
