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The great thing about content is that it can always be revisited, refined, and re-purposed for multiple business and content objectives. In this blog post, we’ll take you through three steps for making sure you’re getting the most out of your cannabis content.
Not all content is perfect as-is for every medium. For example, let’s say you want to let your social media followers know you have a new blog post on the site. It wouldn’t make sense to post the entire blog post directly onto your Instagram, as the goal of a blog post is to get traffic to your site, and if the traffic stays on Instagram, you’re not achieving the blog post’s primary objective. Not to mention most people aren’t coming to Instagram to do a lot of reading, the platform is much more visually focused. And so, in this instance, it would make more sense to post a compelling photo or graphic with a link to the blog post in your bio, and include a short excerpt of one of the most important/interesting bits of the blog post, something that will hook the audience and get them to click to continue reading.
Making small modifications to your content to fit different mediums is pretty easy, and it vastly increases the chance that people in that medium will engage with your content. Don’t overlook the smaller details!
Re-purposing content is one of the easiest ways to be continually developing new and improved content that you know your audience wants. Let’s say you wrote a blog post three years ago that attracts more entrances to your website than your home page. Obviously, your target audience is craving that content, and you’re ranking well for relevant search queries. So, what’s next? How about developing a free, downloadable white paper that expands on the topic? With a downloadable offering, not only can you offer your audience more valuable insight on the topic, but you can also begin to collect contact information for traffic that was previously just coming to read a blog post, and often leaving before you collected any information about them.
Let’s also not forget that more and more audiences are becoming accustomed to having options for how to consume content in the format they prefer. For example, if you have a library of how-to videos, do you also have written step by step instructions to accompany each video for those who prefer to read a manual vs. watch a video? And vice versa, do you have video content that can accompany existing manuals, for the segment of your audience who prefers watching a video vs. reading?
If you’re at all familiar with SEO, then you probably have at least a basic understanding of optimizing metadata for website content. The basics include Page Titles, Meta Descriptions, and URL structure, but if your content is more than just a copy on a page, there are several other areas you need to be optimizing for as well. For example, if the page contains images, you’ll want to make sure each of those images contains an optimized image alt text. If the page includes a video, you’ll want to make sure you’ve optimized that video wherever it is originally hosted (like YouTube), so that search engines can easily decipher what the video is about and show it in relevant search queries. For optimizing videos, the more text cues you can give to search engines, the better. Search engines don’t have eyes so they cannot tell what a video or an image contains without cues from you. Make sure you are filling out every possible cue you can (description, title, transcripts, etc.).
These are just a few ways in which you can utilize existing content to make sure you are getting the maximum impact for your content efforts.