Ask Haley: What are the best ways to leverage content?

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Q: I have an email newsletter, where I usually feature an article each month.  What are the best ways to leverage my content, besides just sending articles through the newsletter?

A: Content is king! 

It can help set you apart from your competition by helping you position yourself as an expert. But it’s not worth much if you don’t know what to do with it.

The first step of creating relevant content in your email newsletter is a step in the right direction. However, to get the most out of each piece of content, you need to be creative.

Here are fourteen more ways to leverage your content:

  1. Include photos and contact information and print out your article and use as drop offs or leave behinds. Inside tip for HaleyMail clients: These tools are free for you, so if you’re not using them yet, contact your Marketing Advisor. We can also customize the articles to your firm.
  2. Group articles on similar topics to create toolkits. Have them professionally bound, group them in an ebook, or link to the content on your website.
  3. Post to LinkedIn groups.
  4. Select clients/prospects that you know are having specific staffing/HR/management issues and send articles that offer solutions.
    Helpful hint: Offer to help your prospect brainstorm more ideas to help with such issues.
  5. Use nicely formatted versions of your articles as hand outs at trade show events. Make sure to include your logo and contact info.
  6. Send a list of topics to your Chamber of Commerce and offer printouts they can use in new business handouts, information packets, their newsletters, etc.
  7. Turn your best content into an informative Power Point presentation. Offer to do onsite presentations or “lunch and learns” on the topics of your content.
  8. Use snippets of each article as blog posts or responses to other articles on outside/industry blogs
  9. Create a blog on your own website. Make it a goal to post something new at least once a week. (Leverage articles as a way to generate blog content for the entire year.)
  10. Post articles or link back to articles on your blog and allow candidates/clients to respond to articles with real life case studies or examples illustrating the theme of the article.
  11. Use Twitter to inform your followers that you’ve just released a new article or newsletter and link back to the content on your website
  12. Use article content as guides for brainstorming/team building events with your own team.
  13. Create a resource center or a collection of your best articles on your website. Inside tip for HaleyMail clients: Make sure the Staffing Resource Center and Candidate Resource Center are installed on your website.
  14. Send articles via the good old fashioned postal service with a personal letter from you. Inside tip for HaleyMail clients only: Ask your Marketing Advisor if letters are available with your program.
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