Dealer Keys to Success
by Joe Mills
June 4th, 2018

Using Your Content as an Asset

Do you know what a curator at a museum does? By definition, he or she oversees the tangible assets of the museum.

Once you head down the content-marketing path, you are a curator of even more assets in your business. After all, things that you create that drive potential buyers traffic to your website, and continue to do so over time, are definitely assets.

We ended up our last conversation on business blogging talking about how to develop topics and promised to talk about other types of content you can use to drive results.

Of course, the first question that raises is, “So now I’ve got to come up with even more topics?”

This is where you move from being a “curator” to doing “curation.”

Content curation is about taking some of your existing content and repurposing it for another use.

Here are just a few of the possible ideas for other types of content, and how you might repurpose some of the ideas we talked about during our last visit…

InfographicsYou’ve seen these before. They’re graphical depictions of information that people love. What about one titled “The Eight Critical Areas of a Replacement Window”? If you’re not graphically inclined, or don’t have a designer on staff, here’s a free infographic designer that anyone can use.

Video—It’s an undeniable fact. People buy things as a result of video. According to Hubspot, 81 percent of people have been convinced to buy a product or service by watching a company’s video. A testimonial video is exponentially more powerful than just a standard review and can be captured with a cellphone in a couple of minutes.

Social media—Remember the blog post that we talked about last time, “The Top Five Things That Will Determine the Cost of Your Windows”? Each one of these “things” could become a Facebook post.

Long-form content—This is kind of the opposite strategy from the social media one. Take three or four blog posts and combine them into an eBook (each post is like a chapter) or an educational email series like “The Seven Things That Will Determine the Cost of Your New Windows.” Long-form content has a higher perceived value, and often a researching homeowner would opt in to an email list to get the information. That allows you to continue to market to them until they’re ready for you to come out.

The main difference in this strategy and the business blogging one is while the blog lives on your website, all of these reside somewhere else.

Since we want all of our marketing efforts to lead back to our 24/7/365 lead-capture mechanism, it is key for you to always link these back to your website, and specifically, to the original piece of content that you curated the piece from.

Like any other asset in your home-improvement business, content should be strategically used to maximize the return on your investment.

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