Business Internet marketing is an art form. There are numerous online routes through which you can promote your business and many platforms to which you can post valuable content and redirect Internet traffic to your business website.

One of the hardest thing to do is have good unique content to post to all of these platforms as posting the same content on all them could potentially hurt your ranking efforts, your promotional campaign and will become a mundane activity. This post discusses some tips to help you bring variation to each platform of your content by repurposing it.

Concept of repurposing

The aim of repurposing content is to bring some variation to the way a message in an article is conveyed in different places online. The overall intent of the message may remain the same but it should be presented in different forms so as not to kill the interest of visitors or make search engines see your site or articles as spam.

The variation can be in simple things like textural changes or images. There can also be variations in the message delivery by use of video or audio as well. The objective of repurposing your content is to promotionally market your Internet business to a wider audience area in the hope that it will develop interest among your target audience on those platforms to visit your website and be a part of your business.

Using variations to change your article format

An article can be in the form of text, video, audio or images. Depending upon the media habits of the audience visiting any chosen platform on which you are going to promote an article you can choose the appropriate format to change the article into.

If you are promoting your website on video sites like ‘YouTube’, you should try to do either a short video promoting the article or better still do a video article post where you actually read (naturally of course, this is not the 10 o’clock news) the article and use a bit of ad lib –ing.

This is great as you can record the audio as well and use that later for audio sites. You can also use simple PowerPoint presentations you read over which always work well instead of just displaying simple text on video. You can also post these PowerPoint presentations on websites like ‘scribd.com’ to help your Internet marketing efforts.

Promotion on social networks like ‘Facebook’ can be effectively done by participating in discussions and posting links of your website. The message can again be conveyed in a more personal way and can also incorporate video, audio text and images. When discussing an article or topic try not to go in guns blazing but get a feel for the people who might be interested the best way is to offer advice for free on the topic or ask a question that will allow you to bring the topic into play.

Text articles are best promoted through various article directories like ‘ezineArticles.com’ remember to either spin or change the wording in these articles so as to have variation. The audio version can be uploaded on sites like ‘BlogTalkRadio’. The important thing to remember is that content on your website should be different from the ones which you post on other forums. Any kind of offer or additional information you want to give free (i.e. an ebook) should always direct prospective customers back to your Internet business website.

Variations possible in the content of message

Apart from changing the format of your article, you also need to look at moulding the message content to suit each different platform. If you are promoting on discussion forums, then you should try to make use of questions and answers to engage people.

Likewise, an article, which is posted on article directories, must be in the form of informational content to help show your expertise in a particular area while the content posted on your webpage must be focused on self-promotion and sales of your Internet business products and services.

One of the easiest ways to repurpose content particularly textural content is to take small snippets, and expand on them by writing around the snippet to generate a whole new mini article which refers to the full article on your site. These snippets can also be posted on social networks like twitter and can be used on forums and places like LinkedIn to start discussions. These discussions can be great as you can use feedback from them and expand on them to create new content for your website, which can allow you to rinse and repeat the process again.

Search engine variations

Search Engine Optimisation is necessary for increasing visibility of your website. You can bring in variation of the SEO parameters as well. The variation can be done in the anchor text that is visible in the search results. Since different search engines have different algorithms for page rankings, you can customise your web content accordingly i.e. for some search engines you must highlight your backlinks; some search engines automatically navigate to your website only on the basis of keywords. These variations can also help with generating traffic to your Internet business website.

Whichever techniques of variation you use for your business Internet marketing, the basic objective of the content remains one and the same, and that is-’generate more traffic to your website’. This process is supposed to help generating interest about your Internet business products and services to prospective customers and hopefully goes on to engage them in a long term relationship.

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