On the coronary heart of practically each skilled providers advertising division exists a rare dilemma: Those that are finest outfitted to jot down the sharpest and most related content material are sometimes those with the least quantity of bandwidth to sit down down and achieve this.
It hardly issues whether or not writing comes simply or not! High quality writing takes valuable time to provide. And when a enterprise chief or material skilled is confronted with a alternative between responding to a scorching lead or beginning a brand new weblog publish, it’s nearly a assure that the writing will transfer to the again burner.
However skilled providers companies who’re revitalizing their advertising efforts by producing a gradual stream of keyword-driven weblog posts, articles, and different items of content material want their consultants to contribute to the stream of content material. So is there a greater strategy to help them?
In case your workforce finds itself struggling to churn out recent content material week after week, take coronary heart. There’s a confirmed strategy to get nice outcomes by doing much less work that doesn’t depend on instruments like ChatGPT. Whereas generative AI platforms can actually play a job in growing new content material, the probabilities are excessive that you simply’re sitting on a gold mine of content material that you could be not even understand is there.
I’m speaking about repurposing and rewriting content material you’ve gotten already produced. This implies utilizing present articles as a basis for precious, new content material items – avoiding sq. one every time somebody places pen to paper.
Rewriting content material doesn’t imply that you simply change a number of phrases in an article and republish it. (That’s a completely different technique, totally.) When rewriting content material, you’ll wish to take the essential concepts out of your unique article and put a brand new spin on them. Listed here are some simple methods to try this.
1. Convert a listing right into a sequence of particular person items of content material.
What number of instances have you ever encountered blogs or articles which have headlines that embody a quantity? Numerous, proper? This formatting approach is commonplace however it’s nonetheless efficient. Articles written with a numbered listing assist readers manage and retain the knowledge you’re presenting.
So that you or your workforce might have already written articles like these “7 Methods to…” or “7 Causes You Ought to Put money into…” In that case, you’ve created the premise for seven new articles. Take every level in your listing and switch it into a person article. This offers you the chance to construct on and increase your concepts, demonstrating deep data of the topic. Take into account including background info or case research to make every weblog publish extra substantial.
2. Take a number of associated posts and mix them right into a single abstract publish.
Maybe you’re an accountant who has written a number of weblog posts on methods to arrange for the busy tax season. Otherwise you’re a lawyer who has been running a blog in regards to the evolving developments of an essential authorized subject. Take the important thing level from every article, summarize every in a paragraph and publish an all new article corresponding to “High Suggestions for Tax Season” or “What Each Enterprise Must Know Concerning the XYZ Legislation.” (You could have seen that this strategy turns Tip 1 on its head.)
3. Draft a Information or Whitepaper
Maybe the thought of whittling down a weblog publish to a single paragraph appears unattainable — there’s an excessive amount of related info to chop out. If that’s the case, take into account turning a number of associated weblog posts right into a precious information or white paper. Evaluation and edit the content material you’ve gotten, add transitional textual content to make sure that the articles stream collectively and write an introduction. Then bundle the entire thing collectively.
In order for you it to look nice, rent a designer to develop a canopy and a elegant structure. You may share the information with purchasers and prospects, put it in your on-line library or place it behind a registration type and use it to construct your e mail listing. And you probably have an upcoming talking engagement or sponsorship occasion, you’ll be able to distribute hardcopies of your information as a reminder of your experience.
4. Revise an previous publish for a brand new viewers
Right here at Hinge, our target market is the skilled providers. Whereas the industries we serve have numerous distinctive points, in addition they share many challenges. Take into account frequent considerations amongst your individual consumer base. Should you’ve written an article that’s geared to your non-profit purchasers, for example, might you rewrite the article to talk to comparable challenges confronted by the small companies with whom you’re employed? If in case you have an lively media outreach program, additionally, you will be capable of goal a broader vary of publications with minimal further effort. Substitute tales, anecdotes, and knowledge and you must have a brand new weblog publish able to go very quickly.
5. Replace an previous publish with new info
Although change occurs at a fast tempo in in the present day’s world, many points confronted by skilled providers companies, corresponding to enterprise improvement and worker retention, stay the identical. That implies that a weblog publish you wrote three years in the past should still be related. Evaluation previous posts to find out in the event you can replace them with recent statistics and new case research in order that they have interaction readers in the present day.
High quality content material will play an essential function in skilled providers companies’ advertising methods for the foreseeable future. Studying the way to rewrite content material with out sacrificing high quality is a talent whose advantages shall be realized for a few years to come back.
How Hinge Can Assist
Hinge has developed a complete plan, The Seen Agency® to handle these points and extra. It is the main advertising program for delivering higher visibility, progress, and income. This custom-made program will determine essentially the most sensible offline and on-line advertising instruments your agency might want to acquire new purchasers and attain new heights.
