{"id":400317,"date":"2020-05-27T15:23:49","date_gmt":"2020-05-27T13:23:49","guid":{"rendered":"https:\/\/businesstech.co.za\/news\/?p=400317"},"modified":"2020-05-27T15:23:49","modified_gmt":"2020-05-27T13:23:49","slug":"a-top-trick-for-great-content-marketing","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/industry-news\/400317\/a-top-trick-for-great-content-marketing\/","title":{"rendered":"A top trick for great content marketing"},"content":{"rendered":"

Content marketing is a powerful tool – with sponsored articles and reviews the most trusted<\/strong><\/a> form of advertising among South Africa professionals and executives.<\/p>\n

Creating new content consistently for a sustained marketing campaign is often viewed as difficult, however, and can put companies off the idea.<\/p>\n

Fortunately, there is a simple trick which makes a content marketing campaign quick and easy to implement: repurposing.<\/p>\n

“Many clients we speak to are intimidated by taking up a content marketing campaign, as they think they do not have the skills required to write or approve articles on a regular basis,” said BusinessTech’s Kevin Lancaster.<\/p>\n

Lancaster said he suggests the following two steps to companies who are interested in content marketing.<\/p>\n

Use existing content<\/strong><\/h3>\n

Many companies have content on their website or blog, or in their press release archives.<\/p>\n

“This content is often a perfect fit for a marketing campaign, and with a few tweaks a press release can be repurposed as an online article,” said Lancaster.<\/p>\n

“The added benefit of using existing content is that it has been approved by the powers that be, which is important for large corporates and listed companies.”<\/p>\n

Create a base article, and repurpose it for multiple uses<\/h3>\n

Companies also often feel they have to use a new article every week or month as part of their marketing campaign.<\/p>\n

“If you have the capacity to create or approve new content every week, that is great,” said Lancaster.<\/p>\n

“For companies which cannot do this, it is perfectly fine to use one article multiple times, and just tweak it where necessary.”<\/p>\n

“For example: If an ISP launches new fibre packages, creating a single article highlighting their features and pricing and then publishing this article regularly over the duration of their campaign can work well.”<\/p>\n

Lancaster said companies must not forget that content marketing is still an advertising activity – and articles can be used in a similar way to a display banner or YouTube advert.<\/p>\n

“If you launch a new product, it would not be strange to create a single YouTube advert and serve it repeatedly to your target audience.”<\/p>\n

“An article can work in a similar way – with a headline change and a few tweaks to the body the only things required to see one article lasting you the duration of your campaign.”<\/p>\n

The result speak for themselves<\/h3>\n

When it comes to repurposing content, Lancaster said it is a good option for companies who want to get into the content marketing game.<\/p>\n

“It is unlikely that every person in your target audience will see your sponsored article the first time it is published.”<\/p>\n

“This means it makes sense to repeat the message over a period, allowing it to be seen by as many people as possible.”<\/p>\n

“We have several clients who have approved a single piece of content, which we then repurpose and publish on a monthly basis.”<\/p>\n

“The great results these campaigns deliver speak for themselves,” he concluded.<\/p>\n","protected":false},"excerpt":{"rendered":"

Content marketing is a powerful tool – and can be quick and simple to implement for your brand.<\/p>\n","protected":false},"author":57,"featured_media":400329,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10459],"tags":[9982,14947],"class_list":["post-400317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","tag-businesstech","tag-content-marketing"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/400317","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/57"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=400317"}],"version-history":[{"count":7,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/400317\/revisions"}],"predecessor-version":[{"id":400335,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/400317\/revisions\/400335"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/400329"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=400317"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=400317"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=400317"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}