content via that medium to invoke a
specific result. It can be a very effective lead generator and it builds social
proof. As with You Tube videos, consider including a specific action step
and then measure the results.
While we’re on this idea, you
should consider the syndication of
your content throughout different
social media websites. For example, in
LinkedIn, you can have content from
your Wordpress™ blog and SlideShare
syndicated automatically. Similarly, you
can have your blog posts and You Tube
video content show up in Facebook.
If you’re using an email management
program, such as Constant Contact or
Aweber, there are features that allow
you to send out automatic notifications
to your lists when you post a new blog.
The question to ask: How can I share
my content with as many people as possible in my industry or target market?
I’m all for repurposing content, but
some strategies may backfire when it
comes to Google rankings. If you’re
writing and posting your articles on
your website, don’t submit them to be
posted on other websites or other blogs,
too. Keep the content and articles on
your site as unique as possible so that
Google recognizes you as the
author and authority of
that content.
BEWARE OF
CONTENT DUPLICATION
If you have the same articles on
your website as you have on sites like
ezinearticles.com, magazine websites,
or media outlets, Google gives credit
to the site that it deems is the author,
and that’s weighted by which website
has the most content and other algorithms. You can search Google for
“duplicate content policies” and read
all about it. There are huge benefits in
sharing your content on other websites
and through traditional and online
media sources, but make sure it’s as
targeted as possible.
To repurpose my articles for different industries, I change the headline,
customize it to another industry, and
change the structure so the content and
flow are at least 30 percent different.
Repackage your content and
increase your revenues. This concept
covers several areas, from updating outdated content to creating new
content to repackaging it into different
formats or new markets. We touched
on this earlier, so to expand on the
topic, review your product titles and
target markets.
As you look forward into 2011 and
beyond, think about how you could
customize your existing products into
new products by changing the title and
adding a few new segments. Here’s an
example from one of my consulting
clients, who will remain anonymous for
confidentiality. She hired me to help
her increase non-speaking revenues
and residual income. Speaking drove
her consulting and product
sales, and she wanted to
leverage an upcoming
speaking event.
The meeting planner
allowed her to sell prod-
ucts tactfully, and not
pitch from the plat-
form. She didn’t have
any product other than
a book for $20. After a
short brainstorming session,
There’s a lot of hype about social
media, so you should look for ways
to share your insights and use your
expertise in different formats, such
as video, to build relationships and
generate leads for your business.”
we created a new product targeted to
the needs of that particular audience
and it was priced over $1,000.
At first, the speaker said that no one
in the audience would buy a product
for that much money. But I say, let the
marketplace decide! Sure you have to
plan, test and know your market, but
as long as you can deliver value and
price it based on value, people will
find the money to purchase. Again, it’s
a value for value proposition, not a
question of price.
The event was only two weeks away
and there was no time to master and
produce the product, so we used the
sample-selling method. We created a
special one-sheet promotion with a
product mock-up and benefit-oriented
sales copy with a specific action step
and a special offer if the product was
ordered at the event. The flyers were
included in the back of the speaker’s
handout and didn’t interfere with the
keynote presentation.
Although there were only 400
attendees, she sold more than 90 units.
Not bad for a couple of hours of work!
Yes, we had to produce it, but it was
her content packaged into 12 new
video segments and a study guide. If
you collected credit card charges for
over $90,000, couldn’t you master a
few video segments and create a new
product to sell to future prospects?
So what are you waiting for? Put
down this magazine and start making
your plan for repackaging and repurposing your content to generate more
sales from your speaking, training,
products and consulting services.
Ford Saeks is president of Prime Concepts Group Inc., a business growth communica- tions firm that specializes in helping businesses attract a
constant flow of customers and increase
profits. Subscribe and read to his blog at
www.PrimeConcepts.com/blog
March 2011 SPeAKeR | 23
