Creating useful content on a topic as technical and specialized as construction takes a lot of effort, but it doesn’t have to be an unending slog. When you reuse existing content, you get more value from your work and more ways to reach new leads.
- Put it on video – Video helps you reach potential clients who’d rather sit back and listen than read through your website. Instead of creating new content for your videos, base them on the blog posts and articles you already have. End each one with a call to action that encourages viewers to get in touch. Then share your videos on sites such as YouTube, Vimeo, Facebook, and Instagram to reach leads who haven’t found your website yet.
- Develop a mini-course – A blog post series covering a complex topic can be overwhelming and off-putting to some prospects. By breaking that information down into a three- or five-part minicourse delivered by email, you’ll have a better chance of getting through to them. You’ll also have a new lead magnet that encourages your visitors to hand over their contact information.
- Build guest posts – Having your content published on other construction industry blogs and sites is a time-efficient way to reach a new pool of potential leads. Think of a few topics you know well, contact blogs that cover those topics and ask if they’d be interested in a guest post. When you get a bite, reuse existing content by mixing and matching to put together a top-notch post fast.
- Create infographics – Few things are as shareable as infographics. An eye-catching infographic packed with useful, interesting data can extend your reach on social media and get your name in front of new potential leads. Choose a topic you’ve already written about and pull some related statistics, facts, and tips from your content. There are online services that let you make simple infographics, but a graphic designer can create images that better express your brand identity.