You own or manage a small business that depends on internet lead generation. You know content is king and quality content increases your rank authority in search – therefore, more lead potential. You began a company blog last year and wrote three posts, then you just didn’t have time to continue writing. Is there a way out of this catch 22?

Re-purpose, Rethink, and Repeat

A friend of mine who markets to a younger demographic for a B2C recently shared some frustration. She was hired to lead the way with social media marketing. However, the staff resisted her call for a blog. What was she supposed to share to bring visitors to their site? The answer was right in front of her. The site has more than 50 articles sharing advice, tips, community service campaigns, product information, and green initiatives. Although it would be beneficial to write a blog, she doesn’t have to. There’s enough information available to share for quite some time. Take a hard look at what you already have. What can you share?

Where Do You Find Existing Material to Reuse?

I’m going to offer a few suggestions, but the first step is your thought process. Every piece of marketing material you create about your business should be shared online. Preferably hosted on your site or a social media network. Don’t waste your offline marketing efforts by not sharing them online.

Meetings and Presentations — Meetings and presentations lend themselves to being re-purposed. Reformat your meeting outline for a post – or easier – do a video of the presentation, post some of it on YouTube, and share it on your blog. Here’s a three minute video taken from part of a meeting I gave.

Emails — Many emails can be used as the backbone of a blog post. For example, if a customer asks a product question, frame your answer as an FAQ with the customer’s question and your answer, concluding with a call to action to contact you. A 150 word post is fine if it’s helpful. Emails answering how-to, customer service, customers thanking you (with their OK to use it), company policy, and culture all have the potential to be blog posts. Here’s an FAQ developed from a customer’s emailed question.

Images — Use Instagram and share them on Twitter and Facebook. Post the image on your blog and share a few sentences about it. Images can be products, services, equipment, or employees. With permission, it can also be customers and work you’ve completed. Here’s an example of an image taken on a phone and used in a blog post.

Video — It doesn’t have to be super slick, professionally done, or expensive. Use Vine, start a YouTube channel and shoot short video from your phone. Re-purpose the video in a blog or vlog by writing a little about the video or transcribing it. We use the video editing service, Candidio, and we can’t say enough good things about their product and service. Here’s an example of a video shot on a little flip camera, and posted on our blog.

Guest Posts — Open the doors to others writing for you. Set up a guest post guidelines – you’re welcome to copy ours (PDF). Beware of blackhat bloggers who’d use your blog strictly to promote their products or worse. There are trustworthy people who would appreciate the opportunity to write for you.

Here’s the most important take away from this post. You have time to create content because you’re already creating it. Whether it’s a meeting, email, or photo – take a few minutes to reformat it and reuse it on the inter-webs. Nearly every piece of information you generate about your organization can be re-purposed, and it doesn’t have to take a lot of time. What tips do you have for generating quality content?

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