3 Ways Your Copywriter Can Leverage Content To Maximise Return On Investment

Today Black Coffee Communication is proud to host guest blogger Caylie Price on her 21-day Blogging for Growth Tour

You made the choice to invest in a copywriter and the results have been brilliant. Your copywriter has saved you time; saved you money; improved your search engine rankings as well as attracted and converted new clients for your business.

Previously your copywriter has written your annual report, sales page, white papers, blog posts and newsletter broadcasts. You might be thinking ‘what more could I want?’

Let’s answer that with so much more!

The brilliant thing about all the content previously produced is that you can leverage and repurpose it. Your message will never achieve 100% saturation of your target audience but you can certainly increase the percentage without major expense hikes. Given the content has been generated once, repurposing will cost less or may even form part of a package.

Further, repurposing content is excellent for improving search engine optimisation as related keywords are employed across the various platforms.

Following are three options your copywriter may suggest depending on the characteristics of your audience and where your audience are found online.

1. Info Products.

Your copywriter has distilled your expertise into white papers and blog posts. Your voice and authority can be experienced throughout. You now have the opportunity to expand or divide the content into e-courses, e-books and mini-resources thereby creating additional income streams.

2. Presentations.

Are you targeting small or micro business owners? If you are, Slideshare is the best place to upload your presentations. With 60 million unique visitors per month it is a great option to reach new audiences.

Your copywriter will rewrite your content to suit Slideshare. Users can then embed your presentations from Slideshare into their blogs providing you access to their circles of influence. Further presentation platforms you may wish to consider include Mural.ly and Prezi.

3. Pinterest.

Your copywriter may not be an expert in graphic design however they are likely to have basic image editing skills or a graphic designer in their network.

Why is this important? Well, try these Pinterest statistics on for size.

• Pinterest referrals spend 70% more money than visitors referred from non-social channels.
• 80% of Pinterest users are women… important unless you have forgotten which gender makes the majority of purchase decisions.
• 69% of Pinterest users have found an item they’ve wanted to buy or have bought compared with 40% of Facebook users.

Source: Expanded Ramblings

Ask your copywriter to extract the best quotes, key messages or statistics from your existing content and package it with branded images. As the images are pinned and re-pinned, your exposure and brand awareness will increase.

Bonus Repurposing Option 1 –  Other Social Updates

Those same quotes, statistics and facts can be used as status updates on more social media platforms. Think Facebook, LinkedIn, Google+ and Twitter. Again, before posting consider which platform is most appropriate for your audience.

Bonus Repurposing Option 2 – Autoresponders

Once you have subscribers on your email list it is essential to follow up and offer value regularly or they will unsubscribe. This is the perfect opportunity to dig into your blog archives and share the best of with your new fans. You can almost guarantee your new subscribers won’t have read those posts and will be seriously impressed as each email pops into their inboxes.

The Final Word

You now know the opportunities and tactics associated with repurposing your content. Talk to your copywriter for the best way to apply this concept for your audience. Your business will thank you for it.

Caylie Price, owner of Better Business Better Life, is currently working her way around the interwebs with her 21 day Blogging For Growth tour. She is also co-author of How To Host A Swingin’ Blog Challenge. Download the first chapter FREE to learn more.