Adapting Content for Your Brand

Let's face it. Today's web audiences want fresh content that relates to other ideas they consume in the popular media. They click on headlines and read for less than a minute if something grabs their attention. If your website or blog has stale headlines, readers will find better sources of information. To get fresh content with high relevance to prospects, you don't need to start from scratch. Seek inspiration from content out there on the Internet — the stuff you think people will want to read.

The good news is there are ethical ways to repurpose, or borrow, content ideas from other sources. Writers and artists have been doing it for hundreds of years. What's more, people have written about almost everything under the sun already, and so there's a high probability your idea isn't original.

The key to repurposing content without violating ethics for web marketing is using creativity with keywords and information. First, try to generate high-interest headlines, one's that incorporate your most important keyword phrase. Second, pack the most interesting information into the first paragraph; typically, that's because readers aren't likely to read the entire article or blog post. This is a common practice used by newspaper and magazine writers. Third, put supporting information in the subsequent paragraphs and the short marketing blurb about your organization near the end. All paragraphs must be short and easy to read. Essentially, chunk the entire piece for easy skimming.

Every piece of fresh content you will deliver to your web audience should relate to your market, even if you're discussing themes that have been covered online a thousand times before. Some content might be similar in subject matter to that of other web properties, but it's stand-alone information when you spin it your way. Content must be entirely in your own words, and ideas of others must be cited.

Before you repurpose content, remember it must fit your brand and never seem unrelated to what's on the mind of readers. A brand is a representation of your company, or a set of concepts that make your company different from competitors. Audiences resonate with a brand and will keep buying goods or services from the brands they trust the most. There's no point in generating repurposed content and posting it online if the subject matter conflicts with your brand. Also, most topics that would cast your brand in a negative light or create doubt in the minds of readers are best avoided.

Finally, remember your most creative headlines and those of competitors are a way to find topics for future articles, blog posts, videos, forum posts, and more. These are headlines that grab people's attention and maybe even provoke a healthy debate. Here's what you do. Pick a high-interest article and scroll down to the bottom. Read through the comments of readers, especially ones in which they take different positions on the issue. They're making comments and asking questions you can answer in future pieces. They're telling you what they want, and you're going to create written works that respond to their needs. Use headlines and well-written pieces to keep them informed and interested in your brand.

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