Recycling is great – good for the environment, and good for producing a lot of content in a short period of time.
Creating and maintaining content for marketing your business online can be a lot of work. There’s a certain level of quality that you want to maintain to create engaging, regular content, and then you need to up your game again for your marketing offers, in order to convert leads and bring in more business.
When assessed as singular pieces of work, it can be a lot of content to write. But with a bit of planning, you can cut down on the work to be done, and instead make your content work harder for you. How exactly?The answer lies in the relationship between the content and the marketing offer.
As Twig Is To Branch, So Is Content To OfferAt their core, your regularly published content and your marketing offers are very similar. They’re both created to answer genuine, burning questions that your ideal buyers will have. They’ll be created specifically to meet your buyers where they’re at in their decision-making process, so that at every step towards a purchase, you’re able to support them in their decision.
So, with such a core similarity shared between the marketing offer and regularly published content, what makes them so different?Your offer needs to be of a higher calibre than your content. That’s the essential difference. Your regular content is free to access, and can be found and consumed by everyone. The marketing offer, though, is gated, and needs to be of high-enough value (as perceived and confirmed by the buyer) to warrant the buyer trading their contact details to obtain it.
This handy relationship actually means that we can turn the marketing offer into different pieces of content, and pieces of content into a marketing offer with little effort. Let’s have a look at that, shall we?
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