inboundli Marketing Picks (Issue #11) – The Power of Repurposing Content

inboundli Marketing Picks (Issue #11) – The Power of Repurposing Content

Looking at content marketing this week, we decided to focus on reusing content and shedding light on gating content. From a social media perspective, we found a good resource to get you started on social as a small business. We also covered how to build strong visual presence across your social channels. Finally, as with every issue, we added an infographic (this time one of our own) about crafting social posts that get noticed.

Content Marketing

12 Great Examples That Prove the Power of Repurposing Content

There is a constant push by large companies to create more content to populate their website and social media channels with fresh resources. This seems like a necessity in content marketing but it in many cases it isn't the best strategy, especially when it comes to B2B companies.

Most B2B content tends to be concentrated on professional advice and not on current events. Such advice has a long shelf life because industries don't change over night and there is little room for sensationalism. This means that B2B audiences care much less about content freshness and existing resources can be reused.

This is good news for SMEs who can't produce as much content as industry leaders. As long your piece of content offers value, you can continuously distribute, syndicate, re-purpose and republish existing resources to drive your content marketing engine. This HubSpot article provides 12 great examples of how content can be reused.

You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.

Should You Gate Your Content?

There is a lot of debate lately whether to gate your content and earn more leads or to leave it open and earn more engagement and links.

As with every debate, there are proponents who raise good points for and against gating content which leaves many companies confused as to which advice to follow.

We decided to pitch into this debate with this article by Julie McCoy. It has a measured advice which will help you to make your own mind about gating content and deciding if, how, when and why to it.

People who trade personal information for your content may find it more valuable.

Social Media

How to Use Social Media for Small Business (Beginner's Guide)

Social media is maturing and social strategies are becoming more sophisticated and complex. If you are just getting started on social media, it is important to answer a few critical questions such as which social channels to be active on, what content to share and what to measure. This beginner's guide to social media helps to find the answers to these questions and get you off on the right foot.

Three in five SMBs say they’ve gained new customers by using social media.

6 Kinds of Images to Get Traffic from Social Media

"One image is worth a thousand words" unless it's the same stock image all over again. Stock photos are made to be neutral and as such convey no message and can't be used to build a strong visual brand for your company. They might be a necessity when you are just getting started but it's a good idea stand clear of stock photos once the resources are there.

This article on Leadpages examines six types of images that you can create to replace stock photos and to deliver a unified message and a consistent brand presence online.

Twitter reports that tweets with images average 3 times more engagement than plain-text tweets. Using images on Facebook boosts likes by 53% and comments by 104%, HubSpot research found. Pinterest and Instagram are entire social media platforms based solely on image sharing. According to the Emogi team, Emojis are used by 92% of the online population.

In other words, we’re using images to express ourselves more than ever.

Infographic

8 Best Practices for Social Posts That Get Noticed [Infographic]

Until now we always closed an issue of our marketing picks with an infographic. This time is no different except that this time the infographic is ours. We used our internal data about social media posts to understand what makes one post more engaging than another.

Interestingly, it's fairly easy to increase engagement just by optimizing a few aspects of your annotation. We collected our findings into a concise infographic.

Putting just a bit of extra effort into optimizing your post will result in a significant boost to your reach and engagement as you make your posts searchable, visible and targeted.