If you're looking for some new lead generation material, you don't necessarily have to shell out thousands of dollars on new copy or a new campaign. With a very small amount of time and effort, you can repurpose existing content as exciting new lead-generating material. Here are five great ways to do just that.
1. Whitepaper or Ebook
Most businesses have enough written content to create several whitepapers, ebooks, or special reports―yet this opportunity often passes them by! You likely have enough blog posts, email messages, or web content to make multiple longer-form lead-generation content.
You don't have to put it together yourself. You can outsource the project for a fraction of what an original ebook , whitepaper, or report would cost. Then, you can offer it as a bonus for people who sign up to your email list, cross-promote with other lists, or use it in other ways as a lead-generating device.
2. How-To Guides
Your content marketing likely includes how-to material that can easily be turned into lead generation content. Most blog and article how-tos are overviews of the “quick & dirty” variety. Filling out this content and making it more in depth and intensive is one way to produce good inbound lead generation material from what you already have.
You don't have to stick to a single topic, though. If you have produced enough how-to content, you can throw together a mini-book that covers how-tos on several different (but preferably related) topics. You won't even need verbal “connective” tissue, as you will with an ebook or report. Just a table of contents, an editorial introduction, and perhaps a half-page close that carries a call to action.
3. Video Success Stories
Video success stories are a great way to put a living, breathing face to customer testimonials. If your business is in the B2B space can make it a win-win for you and your customer if you tape them live, reading their testimonial, and then explaining how your product or service helped them.
This way, it acts like a free commercial, where your client or customer gets to tell they world how much more they are able to offer now! It's easy enough to do this with a B2C business as well. After all, people enjoy telling their personal stories, and most people would jump at the chance to appear on video. All you have to do is ask―you'll likely find plenty of volunteers to choose from.
4. Instructional Videos
Instructional videos are relatively easy to make, if you already have how-to content in written or audio form. While it's good to show the task being completed (either in-person, via screencast, etc.), it isn't always 100% necessary.
What is necessary is that the content be read or played over the video. As long as your content remains authoritative and useful in video format, it'll work great for inbound lead generation.
5. Other Ways to Change Format or Redistribute
There are several different ways you can deliver repurposed content: posting on Scribd.com or Web 2.0 sites for SEO purposes (or linking to these pages in your emails), giving them away as incentives for prospects to join your email list, giving them away to current subscribers, even packaging them on DVDs or as small, mailable booklets to inform potential customers.
Whatever you do, it's important to be aware of all the valuable content you have sitting right at your feet―and then let the world know about it!
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