If you’re responsible for marketing to lighting representatives, electrical distributors, electrical contractors, lighting designers, contractors or A/V specialists, you know that those professionals are always looking for new developments and new ideas to help them do their jobs better. And when they look, they are going to be looking online.
That means if you want to reach this audience with products, services and ideas, you need to be online where they’re looking. That’s part of the beauty of regular blogging for your business. It’s a great way to pull potential clients back to your website, where they can learn about what you have to offer.
Naturally, the more valuable, helpful content you have on your blog, the better your chance of attracting your target audience. Unfortunately, coming up with regular content is one of the biggest challenges for businesses that blog.
One way to solve that problem is to repurpose your marketing messages. I’m not talking about reposting something word-for-word. Instead, take commonly asked questions and frequently voiced issues and find fresh new ways to talk about them. Repeating a message can be very important. According to the Online Marketing Institute, it takes between seven and 13 touches to produce a qualified lead (much more so a sale). So even if your potential customer has heard some of what you’ve said before, telling him again (in a fresh way) can only help.
Here are a couple of ways you might do that:
- Updates: Talk about a familiar topic in your blog, but mention industry developments or changes in regulations that might impact your customers.
- Break it Down: Instead of covering a broad topic again, break that topic into smaller (more detailed) components.
- Change the Perspective: Tackle a topic you’ve already covered and present an opposing opinion.
- Say It Differently: Sometimes you simply need to describe something in a new way. The topic may be great, but it needs to be re-written—maybe from the customer’s point of view.
Those are just a few ways you can repurpose content you’ve already used. The key is keeping the information current and fresh. We all know recycling is a good thing, but who knew it could be applied to marketing messages?