{"id":326,"date":"2011-12-15T14:17:55","date_gmt":"2011-12-15T14:17:55","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=326"},"modified":"2011-12-15T14:17:55","modified_gmt":"2011-12-15T14:17:55","slug":"how-to-re-purpose-your-content-to-maximize-visibility-and-grow-your-audience","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/how-to-re-purpose-your-content-to-maximize-visibility-and-grow-your-audience\/","title":{"rendered":"How to re-purpose your content to maximize visibility and grow your audience"},"content":{"rendered":"<p><a href=\"http:\/\/www.dreamstime.com\/register?jump_to=http%3A%2F%2Fwww.dreamstime.com%2Fstock-photography-content-management-word-cloud-image17781402\" target=\"_blank\"><img decoding=\"async\" title=\"Content Management Word Cloud\" src=\"http:\/\/www.dreamstime.com\/content-management-word-cloud-thumb17781402.jpg\" alt=\"Content Management Word Cloud\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong> <\/strong><strong>Re-purposing your content across platforms<\/strong> &#8212; print, online, social media and tablet apps &#8212; maximizes its  visibility and builds your audience.\u00a0 Make it a standard practice in  your group.<\/p>\n<div><strong>Catering to the increasingly mobile content consumption habits of your customers<\/strong> and prospects builds your readership and drives visitors to your site.  What you need to know is how your audience of readers is segmented<strong>:<\/strong> where and how they would want to consume the content you&#8217;re offering.\u00a0  As a technology marketer you are in the business of attracting and  building a following; and as any publisher can attest, good editorial  content in any form or medium creates strong readership no matter what  platform \u00a0\u00a0it&#8217;s on.<\/div>\n<div><strong>At <a href=\"http:\/\/write-angle.com\">Write Angle<\/a>,<\/strong> we think of &#8220;good&#8221; or &#8220;compelling&#8221; content as anything  that would encourage a customer to share with associates.\u00a0 And we think  that thoughts brought to our attention last week by <a href=\"http:\/\/www.foliomag.com\/2011\/get-your-content-right-and-rest-will-follow\"><em>Folio Magazine<\/em> blogger Kelley Damore <\/a> should resonate among technology marketers responsible for publishing  compelling content aimed at diverse purchasing decision-makers and \u00a0buyers,  from content management software to IT security to clean tech.<\/div>\n<div><strong>Creating the kind of content readers eagerly share is all about knowing their wants and needs.<\/strong> Offering it up on a variety of platforms conducive to wider consumption  will always trump trying to game the search engines.\u00a0 (Which, we should  \u00a0note, is getting harder by the day.)\u00a0 Your content should strive to  \u00a0inform first and advocate second, but to inform anyone you must first  engage them with subject matter most on their minds and described in  page-turning terms and powerful anecdotes.<\/div>\n<div>\n<p>&nbsp;<\/p>\n<p><strong>Two principles should guide your efforts:<br \/>\n<\/strong><br \/>\n<strong>1.<\/strong> It always begins with the customer\/buyer, not with your offering.<\/p>\n<p><strong>2.<\/strong> You&#8217;re in the <em>publishing<\/em> business today as much as the business of your tech category.<strong><br \/>\n<\/strong><\/p>\n<\/div>\n<div>What is it that makes, or is making, your web pages stand above and apart from the competition? How are you capturing and \u00a0conveying your  value prop?\u00a0 What is it that makes your audience (read: customers) want  to share it with their associates? In the short-attention span world  of technology customers, there&#8217;s no substitute for knowing how to hit  and penetrate the target.\u00a0 Get this right, and where you designate the  next destination for a re-purposed case study, white paper, video or  slideshow can further amplify your presence.&nbsp;<\/p>\n<p><strong>It&#8217;s your job to reach readers in the location of their  choice<\/strong>, whether it&#8217;s Facebook, Linked In, Google+ or wherever subsets  of buyers might gather.\u00a0 Knowing what makes them tick is fundamental.  Making the right content regularly visible in \u00a0the right places is bound  to grow site visitors and revenue-generating activity. And the way Damore sees it, there is a greater opportunity for B2B on the today&#8217;s new platforms than there was in the era of either online or print. <em>&#8220;Apps  allow your readers to become \u00a0very sticky and access content anywhere,  at any time. Social media \u00a0allows your engaged readers to share content  with networks that may not \u00a0be in your database&#8221;.<br \/>\n<\/em><br \/>\n<strong>How do you segment your audience<\/strong> of customers and prospects  according to your Facebook friends looking \u00a0for industry discussion  forums, or Linked In groups looking for thought leadership, or other  platforms and the particular interest associated \u00a0with them?\u00a0 How would  you monitor how much traffic mobile platforms are \u00a0delivering to your  site?\u00a0 Above all, what are you doing to ensure your \u00a0content is worth  sharing?<\/p>\n<\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Re-purposing your content across platforms &#8212; print, online, social media and tablet apps &#8212; maximizes its visibility and builds your audience.\u00a0 Make it a standard practice in your group. Catering to the increasingly mobile content consumption habits of your customers and prospects builds your readership and drives visitors to your site. What you need [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,52,36,9,5,10],"tags":[14,26,38],"class_list":["post-326","post","type-post","status-publish","format-standard","hentry","category-competitors-content","category-content-marketing","category-content-strategy","category-online-content","category-readers","category-website-content","tag-branding-content","tag-content-creation","tag-content-strategy-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to re-purpose your content to maximize visibility and grow your audience - The Write Stuff<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.write-angle.com\/thewritestuff\/how-to-re-purpose-your-content-to-maximize-visibility-and-grow-your-audience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to re-purpose your content to maximize visibility and grow your audience - The Write Stuff\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Re-purposing your content across platforms &#8212; print, online, social media and tablet apps &#8212; maximizes its visibility and builds your audience.\u00a0 Make it a standard practice in your group. 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