Tag Archives: Manual
Making your web content work harder – Part 2
On Tuesday I related the case of a copywriting client who wanted to know about recycling an article I had written. This question then led me to create a list of ten uses for a single item of copy, five of which were covered in the previous post. Here in this second part of the series I outline another 5 uses which will help ensure a maximum return on your copywriting investment:
6. Sales materials and brochures
If your business thought a subject was important enough to secure professional copywriting services, then it is almost certainly the sort of content which you would pass on to would-be customers. Why not “cherry-pick” key stories and phrases for publication on your sales literature? 
7. Social media teasers
A quick quote lifted from a blog post can make excellent linkbait for use on the Twitter microblogging platform, drawing more visitors to your website as they seek more information. Sites like Facebook and Google+ accept longer posts, so you can create a shortened version of your blog post for submission on a company social media account.
8. An eBook
Electronic books are rapidly gaining in popularity thanks to lightweight, cost-effective ereaders. As such people are always looking for content and, best of all, many are willing to pay for these ebooks.
Obviously a single blog post will not make a great ebook, but if there are several entries on a related topic, why not combine and edit them carefully to create a multi-page document? If you feel the content is particularly valuable, you can even put the ebook up for sale through an online marketplace like the iBook Store, Google Play or Amazon.
9. Guest posts
Long recognised as a great way of creating backlinks and increasing your search engine rankings, re-written blog posts can be “donated” to other sites which are relevant to your industry. The website which receives your guest post benefits from some free content and you benefit from some free publicity – a great return on your initial copywriting project.
10. A Wikipedia article
Wikipedia do not condone self-promotion by businesses, but there is nothing to stop companies adding general information, or adding to existing entries. Your blog may well reference pertinent information which can be used to update Wikipedia – you can even create a reference back to your site when quoting facts and figures.
And that completes the list of ten additional uses for a blog post helping to ensure you get the best from your paid-for content. And if you are concerned that you are not getting a satisfactory return on your copywriting projects, try putting a few of these techniques into practice.
If you are looking for a blogger or need some professional copywriting services, don’t hesitate to get in touch.
Making your web content work harder – Part 1
Recently I was asked by a customer whether it was OK to post an article which I had written for them in multiple locations. Obviously duplicating content across the web tends to cause trouble with search engines and so I advised against it. However the question led me to ask one of my own – how can my clients make better use of the content which they have commissioned me to write thereby maximising the return on their investment in my copywriting services?
So I came up with ten ways to rework and repurpose an initial blog post or article without having to request more content. Here are the first five (the second set will appear on Thursday):
1. A press release
If the initial article was about a new product, service or achievement, why not turn it into a press release? There are thousands of publications and blogs looking for content and press releases help them meet their needs. With a little work, the press release can be pitched at industry publications or commentators with a view to gaining extra brand exposure. Alternatively you can submit the news item to an online distribution site as a way of gaining backlinks.
2. A white paper
Try expanding the original article with some relevant research and pertinent quotes to create a multi-page document. The completed white paper can then be offered as an incentive to would-be mailing list subscribers or made available for free download from your website.
3. Newsletter content
If your company sends out a periodic newsletter, chances are that you often struggle for content with which to fill the pages. Cut down on the time and effort usually associated with writing a newsletter by repurposing some of the content from your blog.
4. A forum topic starter
If your company maintains a forum somewhere (like LinkedIn), you can use a cut down article to start a new thread, thereby stimulating debate. Even better, give a brief rundown of the article along with a link back to the original article on your website. You can then pose a question based on the article to get people talking about your business.
5. A manual
Often overlooked, manuals are still very important to some users and should not be completely neglected in favour of self-help forums. You can collect together related blog posts for compilation into a manual which can then be made available for reading online or download from your website. Much cheaper than having someone write one from scratch.
So there you have the first five. Don’t forget to check out the next 5 examples of Making your web content work harder.
If you need assistance with a copywriting project in the meantime, please don’t hesitate to drop me a line.
