Depending on where you stand and look at “The Bean” in Chicago, you’ll see different reflections. [image credit: the social lens] The skyline is the same, but the sky and the people are different. Content works the same way. You produce it and it’s up to the reader or viewer to take it and reflect on how it looks to them. In June 2007, I wrote an article called “Recycling PR: 30 Ways to Repurpose/Reincarnate/Reuse Product Information, Marketing and Publicity Articles”

Today, we’ll fold social media into the mix. Find out how to reduce your writing workload with 40 ways to repurpose, reincarnate and reuse existing articles or information to save you time and build your brand.

Choose just a few of these ways to recycle your writing and you’ll expand your reach with minimal effort. And the next time you start to write a signature piece, pull out this list so you can write with the future in mind.

Article Marketing: 40 Ways to Repurpose with Purpose

Whether you publish a blog or an ezine – or even host a web site, writing about what you do is a requirement. And, the more you write, the more fresh content you create, which keeps the search engine’s love affair with your work going.

But, sometimes writing can be a chore. Coming up with a brilliant masterpiece every week is challenging even for the most talented writers.

Because you want your writing to be relevant and interesting, it makes sense to think about the article’s afterlife beyond the single blog post or the ezine article.

You may have a few signature articles right now that people request or read over and over again. If not, think about the most common questions you get, answer them and turn the dialogue into an article.

1. Vary the length from a short description to a white paper
2. Set up a Google AdWords campaign and give it away in exchange for email addresses
3. Send the ezine article to your list
4. Submit to article directories
5. Post to your blog
6. Add to your site in an articles section
7. Include testimonials from customers about how the article helped them
8. Mention the article in forums with a link to the location
9. Collect a series of articles for your book
10. Share the article with friends
11. Distribute the article at networking events and trade shows
12. Turn it into a white paper and offer it for free on your site
13. Tie the article into today’s news and send out a news release
14. Add a link to the article on your professional online profiles
15. Refresh the tone and update it annually, quarterly or even monthly
16. Slightly shift the focus to appeal to a different audience
17. Build an AdWords sub-site around on the article
18. Condense and send on a postcard
19. Add on to a trilogy or a series of articles as in serial novels
20. Search for similar topics and suggest your article to site hosts or bloggers
21. Offer to contribute the article to lifestyle publications
22. Record the article as an mp3
23. Produce a simple video with you reading the article for Google Video and YouTube
24. Add a link to the article in your email signature
25. Extend the article into a book
26. Ask others to comment on your article and include their quotes
27. Apply your findings and publish a case study
28. Submit to an industry trade publication
29. Follow up with a prospect
30. Use in an advertorial
31. Excerpt in LinkedIn updates
32. Reference in LinkedIn profile
33. Quote in LinkedIn answers
34. Use as a platform for discussion in LinkedIn groups
35. Include as reference for new connections
36. Pull out key points and post each one as a twitter update
37. Share the link and the summary with friends on Facebook
38. Target newsletter and blog editors to republish
39. Create a “best of” list and include your article
40. What would you add?

Type in online pr speaker – no quotes – and this is what comes up. Does your screen look like my screen?

Click on the image to enlarge.

My Unscientific guesses as to why these online pr speaker results rank the way they do

Exact keyword match in page title and URL with mentions in the content as well.

Online PR Speaking Program | Virtual Thanks to NACE DC | Wired PR …

Dec 20, 2007 … View the Online PR and New Marketing PowerPoint presentation … Topics: Barbara Rozgonyi, Public Relations Speaker, Online PR, …
barbararozgonyi-wiredprworks.com/2007/12/20/online-pr-speaking-program-virtual-thanks-to-nace-dc/ – 52k

Exact keyword match in page title.

PRofiting from Publicity: Online Public Relations

Using free and low cost public relations techniques to promote your business.
www.cyberspeaker.com/nsapress.html

Exact match of two out of three terms in URL.

Marketing&PRresources

Where you upload press releases to the PR Newswire Secure Site, www.businesswire.com … Speakers on-line, www.cmmol.net/ Celebrity Model Management …
www.online-pr.com/markpr3.htm – 55k

Exact match in page title.

Website Marketing Strategy Online PR & Blog Expert Speaker | Sally …

Sally Falkow is a website marketing strategy, online PR and blog expert. She is a national speaker on blogs, RSS, search optimization and online PR.
www.falkowinc.com/inc/media.htm – 10k

Yes, I know I am linking to other people who do the same thing I do – here’s hoping that amongst us we’ll generate so much interest in online pr speakers that this will become a top search term. Because right now, there’s not enough traffic to estimate and right now it only costs $.05 to buy a Google ad.

Your Turn

How do get top-ranked for your search terms?

Given the title “Wired PR Works,” you might think this blog is about marketing, social media and public relations?

Not really, it’s mostly about RSS and search engines – at least that’s what Google says.

How does Google review you and your site? What keywords does Google suggest you use? What terms should you bid on – or use in your online marketing?

You can find out when you test Google’s revamped keyword search function that now includes volume data.

Cool Tool Profile

Challenge: Constructing a keyword list that resonates with your audience

Solution: Target successful sites and mine keywords

Tool: AdWords Keywords Search

Option One: Find out what Google thinks your site is about

To save you the time of trying to track my success code – I know you have much better things to do, I ran Wired PR Works through the keyword tool and got these results:

Showing keywords grouped by these terms:
rss feed reader (5), rss feed (15), search engine (13), internet marketing (7), email marketing (4), marketing (31), rss (10), blog (16), email (9), pr (12), advertising (4), website (5), Miscellaneous keywords (20)

What do my AdWords keyword search results tell me?

Clearly, I need to work on my keywords. Do readers come here looking for rss information? Even if they do, that’s not what I write about.

CoryWest Media, my company site fares better:

Showing keywords grouped by these terms:
online business (4), pr firm (7), small business (7), business plan (2), market (54), business (16), pr (22), blog (7), Miscellaneous keywords (13)

Next step: select keywords and drill down based on search volume and competition, then develop a list of keywords to use in online marketing efforts.

Option Two: Let Google suggest keywords for in this case, iPhone

Here, you can see how the new reporting format works. You get real numbers. What surprised me is that the only keyword that came back was: iphone. [Ten minutes later, a follow up search turned up multiple suggestions, but I like the pristine simplicity of one singular result so I kept the screen shot.] To see how the term comes up on Google and to find out who’s bidding on it, enter the keyword in Google’s search box. Here’s what you get:

With over 233 million search results, would you expect more than three ads?

In addition to this post, you might also want to check out these resources:

SEO Design Solutions tells you how to use Google AdWords keyword tool for gap analysis. Welly Mula walks you through how to identify a popular niche using Google Adwords.

Your Turn

What do you think will be most helpful about this cool tool for you?

Talking about online marketing and public relations is one of my passions. Every chance I get, I share my knowledge.

Thanks to Dr. Pauline Wallin for selecting me as her online virtual publicity expert in her upcoming “Marketing with Authority” distance learning course. Find out how Pauline promotes her programs using slideshare videos like this one in this week’s Cool Tool feature.

View Market with Authority on Slideshare.

When Pauline put out a call for speakers, I responded right away. We first met through Teleseminar Buddies, a group for students and grads of Alex Mandossian’s Teleseminar Secrets [affiliate link]. Pauline organized the group and we’ve been chatting via the forum for two years now.Pauline is a psychologist, coach, author and Internet search expert. Her unique style of marketing has landed her interviews with the New York Times, Washington Post, Consumer Reports, Newsweek, CBS, CNN and other major news media.

We recorded our call in December – I’ll be back on live for a question and answer session. Participants will hear from top-notch guest experts, including:

* a Chicago publicist (yes, me – Barbara Rozgonyi)

* a blog specialist

* a social networking strategist AND

* a former Google employee who helped design their popular pay-per-click program that brings visitors to your website.

The course format has 2 components:

1. A self-paced narrated slideshow – learn any time during the week that’s convenient

2. Fridays: live Q&A session via conference call.

If you can’t make the live call it will be recorded. Whether you’re an auditory or a visual learner, this course will suit your style. Register here: http://findnewaudiences.eventbrite.com << SPECIAL DISCOUNT FOR YOU >> ==> Pauline is offering Wired PR Works readers a 15% discount. Use this code during the checkout process: BARBARA

If, after the first class, you find that the course is not for you, you’ll get a complete refund. Class starts the week of January 14.

Update 01.17.08

To produce the class, Pauline uses a program called Flashspring, which installs as a plug-in inside PowerPoint. She says it’s more flexible with more features than Slideshare and converts to Flash faster. Flashspring starts at $199.00.

Update 01.27.08

Embedded video changed to a link for faster blog loading time.

Contact Barbara about a project or speaking opportunity.

Technorati Tags: Marketing,Seminars,Blogs,Public Relations,Publicity,Barbara Rozgonyi,Speaking,Professional Business Development,Business blog

Routing customers through a sales process is a necessity – the more clear the direction to their desired destination, the better the probability that they will see your ad, find you in a search, click on a link and then find a match. Landing pages welcome visitors and let them settle gently into new territory.

Many pay-per-click advertisers face the same problem we’re working on for one of our clients: lots of clicks, but low click-throughs and zero data capture.

The gaping hole in the process?

No landing page. Seth Godin’s landing page definition is simple: the first page a visitor to your site sees. When the visitor lands, Seth suggest five actions the landing page visitor may take, including clicking, buy, registering.

When you insert an optimized landing page between the ad and your site/blog, you enhance your visitor value – and you open up an opportunity to let them decide to get to know you better.

At Optimize and Prophesize [love that name!], Jonathan Mendez proclaims 2008 as the year of Landing Page Optimization [LPO].

“Most industry experts agree that fewer than 10% of Google’s 5000 largest advertisers are doing any form of advanced testing or content targeting. I expect this number to at least double in the next year and likely be at 50% by 2010.”

Read Jonathon’s post to find out why you’ll want to make landing page optimization one of your top 2008 marketing priorities.

From a virtual branding and an online PR perspective, think of your landing page as the front door or storefront you want your visitors to encounter. You want to optimize every page to match not only your pay-per-click keywords, but your branding, your community and yes, your culture. To get you started, here’s a landing page outline profile along with Google’s Guide to Landing Pages and 11 Ways to Improve Landing Pages from Digital Web Magazine.

Define Prospect Profile

Who they are: income, interests, location

How they got here: clicked on an ad, followed a link from your bio box

What they want: information to make the decision to get more information

What’s next: a thank you email and them . . .

Action to take: fill in customer information

Purpose: build your database

Elements

Grabber headline coded in a header one format includes . . .

· Keywords

· Benefit

· Problem solved

Data capture box with

Intro: here’s what you get – free access to report or more information about how to make a decision

Place for name and email address OR all client information [best option] that includes address and phone number

Privacy notice reassuring them that their names will stay with you – works only if you are not going to sell the leads.

Submit button that sends them to either the home page or a thank you page

Note that the coding for the subscription opt-in information, button and forward to the thank you page is provided by the email management service

Benefits Bullets

List 5-7 reasons why the viewer will want to take the offer

Images

Simpler is better

Left Column

Hottest eye tracker spot on any site – use for alternate data capture, links to news and product updates

SEO/Links

Weave in keywords throughout, minimize the number of links – we want them to take one action: sign up.

Multimedia Options

Audio with Audioacrobat.com [affiliate link]

Video loaded on YouTube and fed back

Platform: HTML or Blog

Publish as a web page for easy updating

Drop in custom-designs

URL

Buy or use an existing domain name such as www.powerprsecrets.com

Other places to use

All new entry points, keeping in mind that you will pick up viewers outside of a local market

In local ads to get people to stop here first

Add a link from current homepage to the offer

Other ways to gather customer information

• Drop in current database
• Mail a postcard to a zip code with the subscription offer
• Mention in editorial interviews that the offer exists
• Revise call to action in ads to direct to the gathering point
• Hold a contest to get more names

Testing

Comparing results on two variations improves results – easy to do split testing with Google AdWords

Building a keyword-specific landing page will raise conversion rates

My LPO experience

In April 2006, I set up my first landing page with audio using Marketing Makeover Generator, an all-in-the box and fairly easy to use system. But, I didn’t like the monthly fee, which included tools and systems that either overlapped or duplicated my existing set. And, I think landing pages are migrating from a simple, clean and obvious format to a more sophisticated user guide that often includes multimedia. Each of my company’s web pages now performs as a stand-alone landing page. Visits to the home or index page are minimal in comparison to specific pages for marketing consulting; blogging consulting and workshops; and professional marketing and motivation speaking programs. There’s lots of room for improvement on every one of them. That’s why I’m making LPO one of my 2008 marketing priorities.

Contact Barbara about a project.

Your turn: questions, comments, case studies?

Technorati Tags: landing page optimization,pay per click,Google AdWords,Internet marketing,business blog,PR tips,customer conversion,online data capture,small business marketing,Barbara Rozgonyi,CoryWest Media