When you publish a monthly print or electronic newsletter that targets an important audience segment, you probably invest heavily in generating the content that will make this newsletter relevant and valuable to its readers. You can dramatically increase the impact of your content marketing by thoughtfully reusing the information and resources you develop. Without significant additional expense this will consistently deliver dramatic increases in the reach of your content to prospective customers—and the impact it has on them.
- Be certain that each newsletter story links to a dedicated page on your website or blog. You want your readers to find their way easily to your online home so they can discover lots more about your company, its products, and its people. In addition, try to link to more related stories on your site or blog from the original article.
- Record the audio and video of interviews you do for your newsletter for later repurposing. Post videos of interviews to YouTube; upload audio to your website and blog. Research podcast directories that may be relevant to your industry. Many of us would rather watch or listen to critical content.
- Develop a news release schedule before your newsletter comes out. Target three or four key topics that affect your customers and the industry (based on the newsletter content). The release link should take them to the newsletter subscription page. Consider offering a free whitepaper or report as an incentive.
- Discuss the newsletter and its content on your business blog. Post some of the key findings/issues.
- Send out news releases through a keyword-optimized service such as PRWeb. If your news really is newsworthy, you’ll be surprised at your reach beyond your static newsletter readership. You’ll be picked up in the blogosphere and even by traditional reporters who are always looking for news stories.
- Continue the news release program after your newsletter is published, pushing the audience to videos, an eBook, or key articles. Your newsletter content can still be the foundation for newsworthy stories weeks or sometimes months after it hits the virtual street.
- Be sure to make RSS feeds available for your newsletter and for all of your web content. This is an easy and free way of syndicating your news stories that will extend your newsletter subscriber base dramatically.
- Be sure each article integrates social media sharing capabilities so that enthusiastic readers can tell your stories to their colleagues and friends on Facebook and Twitter. If you’re lucky, a great article may go viral and be spread across the Web.
- Provide something remarkable and different on your website or blog for download (a free eBook about the 10 trends in your industry, perhaps, or a free white paper on a new, cutting-edge technology). This does two things: continues the conversation with your current customers and gives you information on prospects so you can begin a conversation with them.
