6 Lesser-Known Content Promotion Hacks to Try in 2016

When you finish creating a piece of content, it’s tempting to sit back, relax, then wait for the praise to pour in. Unfortunately, that’s not the way content marketing works.

As more and more content gets published on the internet, it’s become important for us marketers to find clever ways to get our content in front of an audience. That means coming up with clever content promotion strategies, ones that are different from what everyone else is doing.

Over the past few months, I’ve been experimenting with different ways to promote content. Some strategies have worked, while others have fallen flat. All in all, my experiments haev helped me determine what could get results moving forward.

Here are 6 lesser-known content promotion hacks to try in 2016:

1. The Intercom Message

Ever heard of Intercom? Intercom is a revolutionary customer communication platform in whatever way you see fit. Customer engagement experts use the service to talk to their customers via email, chat, inside apps, and in tons of other mediums.

Typically, Intercom is used to help people convert or overcome objections during the buyer’s journey (i.e. do you have any questions about our product?). But I’ve discovered that Intercom is actually a great way to promote content.

I recently used the tool to promote one of our best new blog posts: How To Manage Millennials In The Workplace. It’s a 4,500+ word guide packed full of actionable tips, tricks, and tactics that business owners can use to manage their employees.

Screen Shot 2015-11-10 at 9.44.17 AM

One of Intercom’s best features is its segmentation tool. That is, you can segment your list in a multitude of ways to make sure the right audience is getting a particular kind of communication. It’s especially useful because of the amount of segmenting you can do to your list.

2. The Plain-Text Email

When email first came out, plain-text messages were the only kind we got. I still send plain-text emails to my friends and family, but I’ve begun sending them to my readers, as well.

These days, email marketing clients push shiny templates so hard that many marketers have forgotten the power of a good ol’ plain-text email. Sure, these flashy emails serve a purpose, but they’re not always a direct route to the heart of your reader.

Additionally, most businesses have automatic RSS emailing set up so that people get emails as soon as a new blog post goes out. When you stop to think about it, these automated emails aren’t very personal. They feel like they’re coming from a large corporation, rather than a trusted friend.

Here’s a typical email I’ll send out every so often to my subscribers in place of the typical automated email they are used to receiving from us:

Screen Shot 2015-11-10 at 9.48.44 AM

I’ve found that plain-text emails can be a lot more impactful, mostly because they read like they’re coming from a friend, rather than a large brand.

3. The Influencer Round-Up

When you start thinking about creating a piece of content, think about promotion at the beginning of the process. If the content is promotion-driven from the start, you’ll have a lot more luck getting out there once it’s published.

For example, I recently published a post on content marketing trends I think we’ll see in the coming year. When I was researching that post, I asked a bunch of experts what they thought. I knew their insights would help my audience, but I also knew the audience would share the post once it was published.

Here’s the other thing– this tactic ONLY works when you have a good topic and a TON of value in the post itself. The post has to be great enough so that the influencers are excited to be included in the post, and the average reader finds it insightful enough to share.

It’s not enough to interview a few experts and include some quotes. You need to carefully choose a topic, and only share quotes that are truly helpful to your readers.

When you publish your post, make sure to personally email every person mentioned in the article letting them know it went live and asking them to share. If your group is small, do this outreach manually. If it’s bigger, use my friend Sujan’s tool, Content Marketer. It will save you tons of time.

4. The Promotion Army

You’re only one person, so if you share a post on your own social media accounts, it may not have much impact. That’s why I recommend building a network or community of people that are interested in what you have to say, and will, in turn, help share your content.

For example, I might ask a question about hiring content marketers on a forum, such as Inbound.org, and my question might spark a debate with a large group of people. When I write a post about that topic, I’ll be able to promote it within the forum’s thread. I also work with a lot of content marketers, freelancers, and business experts that have a history of sharing my content. When I write something I think they’ll enjoy, I’m able to personally reach out to them and share what I’ve created.

Your promotion army can come from communities like Inbound or GrowthHackers, Facebook groups, or private Slack groups. Remember to help others in these groups too, even if they don’t take the time to help you.

5. The Help Section Article

If you manage content for a software company, chances are, you’re going to have a help section with a host of articles on how to complete different tasks.

But when someone comes looking for an answer to a question, they may be willing to read more content that’s useful to them. You can go beyond answering a user’s questions, and include links to blog posts in relevant help section articles. For example, if someone has a question about how to use your email feature, you might link to an article on how to write great email subject lines.

Don’t just include a spammy CTA at the end of a help section article. You can either try to work your article into the body organically, or create a bulleted list at the end of the post with a few helpful articles.

6. The Free Email Course

Ebooks aren’t as popular as they used to be because consumers are wary of forking over their email addresses only to get a so-so eBook.

Instead of writing eBooks, many marketers are beginning to create free email courses to help their audiences. The idea here is to slice and dice 7 to 10 of your most popular blog posts and turn them into an email course.

Basically, you send subscribers an email once per week with new content that can help them with their pain points. You might create a guide to creating a sales funnel, and each week send an email addressing a different aspect of this task.

Here’s one of my favorite recent examples of an email course. In this course, Buffer helps people get up to speed on being successful on social media.

Click here to see a sneak peek of day one email from this course. What you’ll hopefully notice is that the content in their day one email looks very similar to a blog post—that’s likely because they are actually repurposing content from one or a few of their best blog posts and repackaging them into a convenient, value-packed email course. It’s a great and incredibly effective content repurposing strategy.

To create an email course, I recommend these tools:

Promotion Tactics That Work

As a content marketer, you always want to be moving forward and trying out new tactics. Content promotion will remain a focus in the coming year, and it’s best to think about what strategies to try now.

The Biggest Content Marketing Trends To Focus on In 2016

Ever hear the term “content fatigue?”

It’s the idea that there’s so much content that people can’t even consume it any more. There’s too much to read, too many social media posts, and too many articles that appear when you Google something.

The amount of content out there is overwhelming.

But the fact is— content marketing works. It drives traffic to websites, builds authority, and can drives leads down sales funnels.  But as we move towards 2016, we need to find ways to blow past content fatigue so that we’re consistently impressing, educating, and delighting our audiences.

In the coming year, we can beat content fatigue by challenging ourselves when it comes to how we think about marketing. To that end, I’ve outlined 6 content marketing trends you should be prepared to capitalize on in 2016. 

I’ve also reached out to a number of my marketer and entrepreneur friends and asked them to share their thoughts on 2016 trends. You’ll find great information and insight from them throughout this post.

1. Beyond The Blog Post

Blog posts are the perfect vehicle for relaying information quickly and succinctly. You can read a blog post while you’re waiting in line. Unfortunately, the traditional 500-800 word blog post isn’t compelling enough to people anymore.

These days, content marketers need to think beyond simply publishing blog posts week after week. You need to think bigger in terms of the purpose behind the content you create, the repurposing opportunities that exist, and the life and evolution of the content itself.

“Your content needs to bring something new to the conversation in 2016. It’s not about simply producing content and having a blog anymore– you need to be a unique voice with powerful insights if you want to stand out from the noise.” — Kaleigh Moore, Freelance Copywriter at KaleighMoore.com

“Instapage focuses heavily on content marketing. We believe that it a primary element in raising brand awareness. Interactive content and GIF’s will prove to be a powerful trend. Our use of interactive content has already improved our engagement and we foresee this continuing through 2016.” — Kieran Daniels, Director of Business Development at Instapage

“I really think that companies that will move away from the standard “must-publish each day/week” approach and choose the “Opposite Framework” will win. Creating & promoting long-form 10x content that provides real value not only to the target audience, but also to influencers will make the difference.” — Alin Vlad, Director of Online at Heimdal Security

Before you consider producing a blog post, you need to think about how you can promote that content and re-use it in different ways (ebooks, graphics, emails, social media updates, etc.).

For example, when I created Team Building Games for When I Work, I wasn’t ok with coming up with a link-baity title and throwing together 5 or 6 lame ideas. Instead, I planned and strategized and packaged 7,000+ words into an awesome, compelling content hub.

2. Deeper Personalization

Ever feel like an article or ad is speaking directly to you? It doesn’t happen often, but when it does, you find it extremely compelling.

Content marketers need to be more specific with the topics they come up with if they want to actually connect with customers. General topics are boring. Personalized topics that readers can actually relate to and use will be much more valuable and effective.

“People are getting smarter about how they get information, and are weeding out things that don’t apply to what they want when they want it, so I think personalization is going to be a lot more critical in the coming years. Success will derive from TRULY understanding the customer journey and targeting messages that speak to needs at whatever stage they’re in.” — Katrishia Velez, SEO and Content Manager at Kroll

“Businesses should understand the importance of going after the “long tail” when it comes to content marketing. Niching down won’t help you target your demographic, it’ll help you HYPER-target them.” – Dan Scalco, Director of Growth at Digitalux

For example, if I was heading up content marketing at a customer support SaaS company, I wouldn’t just publish general topics over and over again about customer support. Instead, I might publish something more personalized and specific to the needs of my audience.

Consider the difference between these two posts:

  • 15 Ways To Become a Better Customer Service Pro (yuck)
  • How To Use Language & Communication Psychology To Put Out Fires & Delight Your Most Challenging Customers (better)

One is a simple click-baity article, though it could be full of good nuggets, while the other specifically targets the type of language a customer support pro would need to use to excel in their job.

3. In-Line Content Upgrade Offers

When was the last time you clicked on a Call-to-Action (CTA) at the end of a blog post?

Traditional lead gen CTAS (typically placed at the beginning or end of a blog post) are not as effective as they once were. People skip over them. You can’t just slap on the same ebook CTA to the bottom of all your blog posts and expect to grow your list.

“If your content marketing lead gen tactics are on auto-pilot, you’re doing something wrong. As a content marketer, it’s your job to test and implement new tactics that can fuel sign-ups and growth. Don’t just rely on the same old blog RSS opt-in form that you’ve always used and expect your list to grow dramatically. Instead, think of new ways to fuel list growth. My favorite new tactic that I’ve been testing is simple: create additional resources (checklists, worksheets, templates, etc.) and bake them organically into blog posts. Make sure they are uber specific and relate directly to what you’re writing about. They don’t have to be complicated or require a lot of additional resources to create…they just have to offer a bit more value than what you’re offering in the post itself. Give them away for free in exchange for email addresses and promote the hell out of them.” — Sujan Patel, Founder at Content Marketer

You have to do more work to develop content upgrades that relate to your blog post. Then you have to offer those content upgrades naturally within the text of your blog posts. CoSchedule does a good job of this – they are constantly offering checklists and templates that you can download that add even more value to their blog posts.

4. Promotion-Driven Content

In addition to developing high-quality content that actually helps people, it’s also important to develop promotion-driven content. This simply means strategically developing content that you can actually promote.

You can do this by including quotes from influencers, mentioning people or tools, or making giant lists that include a lot of people. If you do these posts right, you should be able to email a handful of people within seconds of your post going live to let them know you included them.

For example, if you’re writing a guide on how to plan an employee holiday party, you can create a list of company culture experts and event planners.

Then, you can email each person on this list, and ask for some insights, which you include in your guide. When the guide is published, you can email those who shared their insights, and encourage them to share the guide with their audience.

“I think outreach is pretty crucial if you want your content to gain traction.  By contacting companies/individuals that you mention in your articles, as well as industry blogs, you can really get a huge boost to your content’s exposure.” — Kane Miller, Founder at DoSocial

“B2B content and marketing teams need to work more closely with account management and sales in two areas: topic development and distribution. Client-facing teams are instant, untapped distribution channels that are currently underutilized. Practical tips: integrate content marketing with cold emails and lead nurturing campaigns, to build relationships at scale.” — Ritika Puri, Founder at Storyhackers

When creating content that’s promotion-driven, I recommend making it 80% educational, value-based content, and 20% promotion-driven. BUT it’s important that the promotion-driven content that makes up that 20% is still valuable and authentic. It can’t be overly promotional or disingenuous. It has to be real.

5. Education-Focused Content

When you want to know something, how often do you turn to Google? I do it all the time.

Educational content has always worked. When you create something that solves people’s problems, it’s likely to be successful. Additionally, Google likes to give people answers, so if you’re able to create a post that provides the best possible answer to a search query, you’re likely to get some organic traffic.

“Old standbys, like email and educational content, will still work as we move into the future. People are still checking their email, and they’re still Googling around for articles that can answer their most pressing questions. When I want to know which curling iron to buy, I want to read a great article that gives me information on my options.” — Emma Siemasko, Founder, Stories by Emma

“Companies should stop going after high traffic keywords with their blog posts and switch their strategy to go after more long-tail search traffic. In doing this while at ThinkApps, I was able to increase their organic traffic from 0-12k unique visitors a month in just 6 months. It’s less competitive and if you focus on matching content to search intent, it will also drive qualified leads for your company. For example, when I was at a software development company, one article we wrote that proved valuable for us was content about iOS vs. android development. If you think about a buyers search intent when they’re searching for something like this, they have typically decided that they’re going to build an app but they just need help deciding which platform to build on first. By providing valuable content early on in the decision making process, that person is more likely to come back to you for your services because you built trust with them by helping them weigh the pros and cons of each platform.” — Benji Hyam, Director of Growth at Everwise

“The trend is for people to produce more low quality content – which gives smart content marketers the ability to cut through the crap with really strong, authoritative, helpful content.  Throw away the rubbish and write stuff that genuinely helps people.  I’m reading more and more comments about how articles are providing nothing more than regurgitated information and not enough new content.” — William Harris, VP of Marketing & Growth at Dollar Hobbyz

In 2016, content marketers have an opportunity to produce some really awesome education-focused content in the form of email drips, courses, and other types of advanced media.

Tools like GetDrip, ConvertKit, and Teachable make it easy to create educational content that will resonate with your audience.

6. Email Marketing

Email marketing can help you reach everyone. In fact, according to Pew Research, 92% of adults use email.

Additionally, people like receiving emails from companies. According to Nielsen, when asked to opt-in to receive updates from a company 90% of people chose to receive those updates via email, compared to 10% that wanted updates via Facebook. 

Email is still one of the best ways to communicate directly with people, but you have to be strategic and proactive in your efforts. You have to commit to building your list, but you also need to be ready to consistently communicate with the people that sign up to receive your updates.

Of course, you also need to have something to say. Email requires that you get back to basics, creating well-designed emails that are easy to read.

Tools can help. Email marketing tools like GetDrip and Campaign Monitor can help you easily create all kinds of email campaigns.

7. Content Repurposing

As we enter 2016, many of us will have built up an immense library of content. Instead of automatically creating new content, we should ask ourselves how we can improve on what we already have. Maybe we can refine an article so that it’s more likely to appear in Google search results. Perhaps we can turn an eBook into an email course.

“If content is a coveted business asset, then try to imagine ways you can get the most mileage from it. One great topic can provide the foundation for a multitude of content. A webinar or podcast can be transcribed and turned into various blog posts and posts that are perfect for Facebook, Twitter, and LinkedIn. A long video can be edited into short-form content that is published to Facebook, Twitter, and Instagram.

Many organizations complain that they have the lack of resources or budget to create content. And while there is such a thing as too much content, or a lack of quality content, businesses that think about re-purposing material on various channels have a better shot of extending their brand and ending up in the never-ending cascade of content in a social stream.” – Taylor Pipes, Content Writer, Evernote

In 2016, take a look at content that’s already performed well on your blog, and figure out ways to repurpose or reuse it. Maybe it can become an email course or an eBook. Look at content that didn’t perform well, but has potential. See if you can find opportunities to improve how it ranks in SERPS, or if you can repromote the content on social media.

Tactics to Beat Fatigue

As we approach a new year, we need to take a step back and look at where our content efforts currently stand, and where we want to go in the future.

We don’t want people getting tired of our content. We want to make sure that we’re continuing to be innovative. We want to use tactics that lead to results.

What do you expect to see in 2016? What content marketing trends should we incorporate into our strategies?

17 Content Marketing Tips For Boosting Traffic, Engagement, & Shares

In an online world that has more than 1.2 billion websites, you may think it’s impossible to rank on page one of Google.

Buy, hey – the good news is only a small fraction of those websites are active and have a strategy for boosting traffic to their sites. While it will take a lot of hard work, it definitely is not impossible to compete online.

Here are 17 content marketing best practices to boost traffic, increase engagement and shares:

Boost Traffic By:

1. Blogging

If you want to increase traffic to your website then you have to give people new (and good) reasons to visit it. You do this through blogging consistently. Don’t believe me? Check out these stats:

  • Brands that create 15 blog posts per month average 1,200 new leads per month.
  • Blogs give websites 434 percent more indexed pages and 97 percent more indexed links.
  • Blogs on company sites result in 55% more visitors.

2. Creating content offers or lead magnets

Another way to increase traffic through content marketing is through, you guessed it, creating more content. Lead magnets or content offers are big pieces of valuable content, such as ebooks, white papers or templates that you give readers in return for their email address. Usually, these types of offers become “evergreen” pieces of content on your site. Evergreen content means the content is so good that people keep revisiting and may even bookmark the page hosting this content offer.

 3. Social media marketing

Now that you have a blog and content offers, it is time to drive traffic to your site through social media marketing. Share your blog posts on Facebook, Twitter, LinkedIn or Pinterest – whichever platform works best for your audience.

4. Social Bookmarking

While social media is great, social bookmarking is better. On average, 24 hours after a link is shared on Facebook, it gets 5 percent more likes, while after a link is shared on StumbleUpon, it gets 84 percent more stumbles. Share your posts and content offers on social bookmarking websites, such as StumbleUpon, Digg, Reddit and Inbound.org or Growthhackers.com.

5. Email marketing

Have you ever heard the saying: “the money is in your email?” If you haven’t, now you have. The money is in your email. I felt that was worth retyping. Once you collect those email addresses from your content offers and lead magnets, consistently email your list new and ONLY good content that they will find valuable. This may include links to your blog posts and new content offers that they may like depending on where they are in the marketing funnel.

 6. Comment marketing

Most people view comment marketing as an easy way to gain links and exposure in a spammy way. Of course, it’s only spammy if you make it. According to B2C, when utilizing comment marketing, you should:

  • Add to the conversation with valuable insights or comments.
  • Keep it personable, not robotic.
  • Mention someone by name to establish a connection(s).

7. Newsjacking

According to Newsjacking.com, newsjacking is the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement. For example, let’s say the Apple Watch is trending across the Internet on multiple platforms right now. It would be the perfect time to write an opinion piece on why you think a $10,000 price-tag is ridiculous (or not) for the gold Apple Watch. This would, hopefully, get you traction to your website.

Drive Engagement By:

8. Asking a question

Asking questions on social media platforms or at the end of blog posts are extremely easy ways to increase engagement where you want it. Here’s Post Planner’s advice on asking questions to drive the most engagement:

  • Keep it short.
  • Create polls with a short list of choices (Y/N or A/B/C).
  • Keep it entertaining and light.

9. Including a call-to-action (CTA)

Lead users to the next action you want them to complete by providing a CTA at the end or in the middle of blog posts. The right copy, color, button sizes and fonts are known to dramatically increase conversion rates, which you can read more about here.

10. Writing killer headlines

On average, eight out of 10 people will read headline copy, but only two out of 10 will read the rest, according to Copyblogger. Your goal as a content marketer is to get your audience to click on your article then keep reading all the way through to your CTA. This doesn’t mean create clickbait. If you need help writing headlines, read this, use this and read this.

 11. Including optimized photos

Tweets with images receive 18% more clicks, 89% more favorites and 150% more retweets, according to Buffer. Always include an image with your posts, and clearly, your Tweets. Make sure you optimize an image for every platform. What I mean by that is: resize your image based on the photo dimensions of each social media platform. Canva.com is a good tool to use to to do this.

12. Writing about a controversial topic

People love reading controversial posts so jump on a hot topic and input your opinion. Before you do though, I suggest you read this post before hitting publish. If you need a few (or 200) prompts for controversial posts then check out this list by NY Times.

13. Utilizing influencers

Influencers are industry experts and community leaders, who tout a large (and active) social following. When 92 percent of consumers trust their friends and family more than ads, it’s a great time to utilize the “f-factor” – that’s ‘f’ for friends, fans and followers who influence a consumer’s buying decision. You can utilize influencers in a few ways, including:

  • Interviewing them on your blog
  • Partnering with them to write an ebook or guide
  • Building a relationship with them by sharing and retweeting their content

14. Captioning this photo

It doesn’t get any easier than “caption this” photo posts. Simply find a funny baby or cute animal picture; write “caption this” and share on social media. Boom. Instant engagement.

Increase Shares By:

15. Adding social share buttons

This is a no-brainer. If you want people to share your content then you must make it easy for them to share it. Sign up for addthis.com or SumoMe, and install the code or plugin (if you’re using WordPress) to get free, social share buttons on the side or top of your website.

 16. Creating shareable images

No, I don’t just mean create awesome photos. What I mean is, literally, make your photos easily shareable. I recommend trying Slingpic. Slingpic is an image widget that instantly makes your photos easy to share for your website visitors, which means more visitors to your site.

17. Just asking

My last tip is pretty simple. Just ask your audience to retweet, reply or like to your post. If you have trouble coming up with creative ways to ask then consider purchasing Post Planner. I used this when I started out managing social media accounts, and it really drove engagement and increased shares for my clients. You may want to give it a try yourself, if you’re a newbie, like I was. 

Which content marketing best practice did I miss? Let me know in the comments below.

How To Write Email Copy That Actually Converts

Have you ever stared at the blank screen, waiting for inspiration to write an email to your list? You know it needs to be good to get sales. But you realize at that point you’re great at a lot of things, but sales is not one of them.

Not to worry. There are a few things you can do to ensure that you write not only a great email, but a great email that converts.

Preliminary Research

Most articles that offer advice on how to write email copy that converts jump right into tips on how to write the email. For those of you that need more than just directions, here is how to get some actual inspiration.

Start with your competitors. Go to their website and sign up for their email list or lead magnet (free ebooks, white papers, etc.). Check out the top marketers and do the same. Also, look at what your favorite big brands are doing when launching a major product (hint: Apple).

The next step: sit back and read some emails. Label the emails that you find the most effective. The more you save, the more inspiration you will have for your own emails.

Write the Email

Before you start writing your email, run through your favorite pieces of email copy inspiration. Then follow these steps.

1. Determine your goal.

What is the ultimate goal of your email? Is it to get people to read your latest blog post? Is it to get free trial users to sign up for a paid account? Is it to get people to purchase your products or services?

Whatever your goal is, focus on that goal. It should be the only thing that your email sets out to do.

2. Outline your story.

Storytelling has a powerful effect on conversion rates. Think of a story that your ideal customer can relate to and outline how you will tell it in your email, leading your ideal customer from a pain point to a solution (your call-to-action).

3. Focus on the subject line.

You can’t convert your subscribers if they don’t open your email. So your first job – and likely your most important – is to craft a brilliant subject line. Go back to your inspiration emails for this.

Which subject lines did you like the best out of your subscriptions? Which ones would you have skipped over if it weren’t for research purposes?

Find a couple of different subject lines that relate to your email story, customize them, and do some A/B testing to see which ones get the most opens with your subscribers.

4. Don’t forget the preview.

Many email services offer a preview of the email in the inbox. It follows the subject and shows your subscribers the first bit of text in your email. To ensure that you don’t waste this space, make the first sentence of your email count.

5. Write the story.

Now, you’re ready to write your story. It doesn’t have to be excessively long. It doesn’t have to be an award-winning piece of prose. It just needs to be something that will help your ideal customers relate to you, your products, or your services.

It needs to be something that lets them know that you understand their needs and that you can help them.

Don’t think about writing to your audience at large – think about writing a letter to one person. Ideally, if you have segmented your email list well, you can write a letter / story that caters to specific buyers in each segment for increased personalization.

Write to the small business owner. Write to the marketer. Write to the work colleague. Write to the mom. Write to the friend. Put yourself into each of these roles and write the story that would speak directly to them.

6. Sprinkle in calls-to-action.

There’s a good chance that, by the end of the email, you have created one call-to-action. Since you have subscribers who might not make it to the end of your email, you will want to give them your call to action early.

The best scenario would be to include a call-to-action after the first sentence or two so that your subscribers don’t even have to scroll to see it.

It’s More Than the Copy

No matter how well you write your email, there are a few things that can keep the best email copy from converting. One is an email that is not mobile friendly. 48% of email opens happen on mobile devices according to Knotice.

If your email isn’t mobile friendly, the people who open your email may not be able to read your message or click on your call-to-action.

With mobile in mind, the landing page you send your subscribers to must also be mobile-friendly. You want all of your subscribers to be able to read your message, click your call to action, and complete the conversion without technology being a negative factor.

Having a mismatched email and landing page combination can also lower your conversion rate. The story, the theme, the colors, and the copy should transition smoothly from your email to the landing page. This will ensure that nothing distracts jars your subscriber out of the conversion state of mind.

To summarize, the main keys to writing email copy that converts are research, storytelling, and mobile optimization. Get inspired, inspire your subscribers, and don’t let anything come between them and your conversion goals.

12 Creative Ways To Repurpose Content From An Old Blog Post

When you invest in a content marketing strategy, you will want to get the most value and mileage out of your content as possible. Don’t let a great piece of content be a one-hit wonder. Here are 12 creative ways to repurpose content from your old blog posts to keep your best content alive.

For the best results, find out what pieces of content have performed the best for your business and repurpose those pieces first. You can use tools like BuzzSumo to search for your domain and see your top socially shared content and Google Analytics to see your top visited pages using the All Pages report under Site Content in the Behavior section.

1. Update a blog post and repost it on your blog.

One of the easiest ways to repurpose an old blog post is to update it  and repost it on your blog. An update should include refreshing the images, making sure the information is current, and optimizing the title of the post. When reposting, you will want to keep the original URL for SEO purposes or create a new post and add a link to the old post directing visitors to the newer one.

2. Update a blog post and submit it as a guest contribution on another blog.

This will require a little more updating as you will want to create a unique piece of content for your guest contribution. In addition to refreshing the images, making sure the information is current, and creating a brand new title, you will want to add a few new paragraphs or sections to the post. The goal is to not have to think of a whole new idea, but to reinvent an old idea into a new one.

3. Break a list post into detailed, smaller posts.

Did you write an awesome list post of the top 50 tools you use for this or the 25 best ways to do that? Take the paragraph or two that you wrote for each item in the list and expand it into some short posts on each of those items. Then link the new posts back to the main list and the list items to the new posts.

4. Take a lengthy post and break it into a series on LinkedIn Publisher.

If you have LinkedIn Publisher, or the ability to post blog posts to your LinkedIn professional profile, you need to take advantage of it sooner than later. Until they change the settings, LinkedIn will notify everyone in your network that you have published a new post. So take your older, lengthy posts off of your blog, break them up into a series, and start posting them on LinkedIn.

5. Compile your top posts into a list post.

At the end of each month, you can compile a list of your top posts for a monthly recap. This gives you one extra post per month that is easy to create and drives traffic back to your older posts.

Example From When I Work: Our Top Posts For Bosses and Managers

6. Compile posts on a similar theme and turn them into an ebook.

Ebooks can be great to give away for free to build your email list or to publish as a Kindle book to tap into the Amazon audience. Find older blog posts that all fit a specific theme and compile them into an ebook.

7. Turn posts on a similar theme into an email series.

Assuming you don’t give them away as the lead magnet, you can take a series of older posts on your blog and turn them into a series for your email list.

8. Turn a tutorial post into a video.

If you enjoy writing tutorials, consider using your tutorials as scripts for videos. You can add the videos to the tutorial posts for those who would prefer to watch than read. You can also add a link to the tutorial post everywhere you distribute the video for those who would prefer to read than watch.

9. Turn a thought piece into a podcast.

For posts that don’t need a lot of visual accompaniment, you can use them as a script for a podcast. This repurposing will allow you to tap into the iTunes audience. You can also add a link to the podcast to your post for those who prefer to listen than read.

10. Take comments from a controversial post and argue them in a new post.

You don’t only have to rely on the content you create on your blog for repurposing. Consider repurposing lively discussions in your blog post comments to create new content. If you replied to the comments when they were originally posted, all you have to do is reformat the comments and the replies into Q&A style.

11. Take main points from a blog post and turn them into a presentation for SlideShare.

If you are comfortable creating presentations, you can take the main points from your old blog posts and turn them into a presentation that you can upload to SlideShare. You could even turn that presentation into a webinar.

12. Take data from a blog post and turn it into an infographic.

You don’t need to be a designer to make an infographic. Tools like Piktochart allow you to plug information from your old blog posts into templates. Add the infographic to your old post or in a new one along with some embed code to create new, linkbaitable content.

By repurposing your content, you will not only get more bang for your content marketing buck, but you will also get the chance to increase exposure for your business with new audiences!

29 Proven Copywriting Tips You Can Use To Convert More Customers

Are your landing pages converting visitors into customers? If not, the copy on those pages might be to blame. Here are 29 proven copywriting tips that will help you increase conversions on your website.

1. Write for people.

This one should be obvious, but sometimes we get so immersed into search optimization that we forget about something that is more important for conversions: people optimization. Yes, you need to optimize for search. Otherwise, you won’t have traffic to convert. But if your copy doesn’t sound natural, it’s not going to convert as well. Read yours aloud to make sure it sounds good for humans.

2. Get specific.

Create multiple landing pages and write copy that focuses on a specific product or service and how it helps specific customers. Dell created over 1,000 landing pages for specific purposes and increased their conversion rates by 300%.

3. Speak to one person.

Writing your copy focused on one person as opposed to a larger, general audience helps you build a relationship with your prospective customer.

4. Focus on the headline.

Your landing page’s headline is the first thing that a visitor is going to read. Only 2 out of 10 people make it past your headline. Test your headlines again and again using tools like Visual Website Optimizer to choose a conversion winner.

5. Define your unique selling point.

One of the top mistakes made on landing pages is leaving out the USP. Make sure that people know what makes your product – and your business – stand out from your competitors.

6. Put the important stuff first.

Statistics show that 55% of visitors spend an average of 15 seconds on your page before they bounce. Assume that your visitor might not get beyond the first paragraph before wanting to leave. Think about what you can put in that first paragraph to keep them around.

7. Craft a story.

Highlight the benefits of your products and services in a way that readers will want to consume by weaving them into stories.

8. Focus on benefits, not features.

Benefits have a stronger impact on conversions than features.

9. Convert features to benefits.

If you have a hard time writing benefits, use this approach to convert features into benefits.

10. Highlight benefits in list format.

Our brains love lists for a variety of reasons. Putting the benefits of your product or service in a list will help visitors consume and recall them easily.

11. Include numbers.

Numbers are powerful and can increase sales. Depending on your product or service, the numbers you include in your copy could number of users, number of downloads, number of reviews, number of pounds you’ve helped people lose, number of revenue you’ve helped generate, and so on.

12. Experiment with pronouns in calls to action.

The simplest changes, such as going from “create your account” to “create my account” can increase click-through rate by 90%. Of course, contradicting studies have shown going from “create my account” to “create account” can increase conversions by 38%. So it’s all about experimentation.

13. Write simply.

You can alienate readers by using words that go above a fifth grade reading level unless your product or service caters to a highly technical or academic customer base. You shouldn’t make visitors feel like you are talking down to them, but you also shouldn’t require them to need definitions for every other word on your page.

14. Get technical.

If you are aiming for a highly technical audience, get technical in your landing page copy. This approach will prove your expertise and increase consumer confidence in your product or service.

15. Avoid overused words.

Your prospective customers have likely come across plenty of state-of-the-art, best-in-class, next-generation products and services. Make your landing page stand out by avoiding overused, cliché, and borderline sleazy words and phrases.

16. Use power words.

Connect with visitors by creating emotion through the use of power words that invoke fear, encouragement, sexiness, controversy, safety, and satisfaction.

17. Create action-focused copy.

We don’t want to just put our customers at ease. We want them to feel like they must take action to achieve a result. One study found an increase of 38% when changing their headlines and copy to include action verbs.

18. Keep sentences and paragraphs short.

The recommended average word count per sentence ranges from 15 – 25 words, depending on what resource you consult. You should keep paragraphs under four to five lines.

19. Increase readability.

79% of visitors to your page will skim the content while only 16% will read it all the way through. Increase readability with meaningful subheadings, bold keywords, one idea per paragraph, and bulleted lists.

20. Create perceived ownership.

Write your copy in a way that helps your visitor experience the feeling of getting results from your product or service.

21. Create a sense of urgency or scarcity.

Psychology proves that letting people know that an offer won’t last forever increases the likelihood that they will buy.

22. Let others write your copy.

Include testimonials and reviews from your customers. Social proof is proven to increase conversions. Make sure that your social proof is highly relevant to your product or service.

23. Overcome your customers’ objections.

Don’t let a visitor leave your page without making a purchase because they decided that they could do things just as well on their own or that your solution wouldn’t work for them. Include copy that overcomes those and other common objections to close the sale.

24. Add live chat to counter objections.

What’s better than static copy? How about dynamic copy that answers questions in real time. Try adding a live chat to your landing pages so that people can get answers to the questions that determine whether or not they make a purchase. One company found that live chat improved their conversion rate by 211%.

25. Add a guarantee.

Adding a guarantee to a product landing page has been shown to increase conversion by 41% and overall order value by 6%.

26. Include the price.

Are your prices top secret? Simply adding your price to your landing page can increase lead signups by 100%.

27. Test the small stuff.

Especially when related to pricing, experiment with different phrases. Changing “a $5 fee” to “a small $5 fee” resulted in a 20% increase in conversions.

28. Proofread your copy.

If you can’t get someone else to do it, use editors like Grammar.ly to ensure that your spelling and grammar are correct. Errors can be distractions, and you don’t want your visitors to get distracted from your page’s purpose and call to action. In addition, lack of attention to detail on your landing page will make customers feel that the same lack of attention could apply to your products and services as well.

29. Write copy in the form of a video script.

Video has been shown to increase the conversion rate of a landing page by 86% in case studies. In addition to writing the copy on your landing page, write a version of it that can be used in video.

What other tips have worked for you? Leave a comment for me below.