3 easy ways to save time and money on your company’s content marketing

Communications, Copywriting, News, Strategy

I never get tired of saying that.

Daylight savings is another matter. (Can we keep our daylight hours year-round, please?)

But I digress.

This past weekend, I started to prepare my little home garden by tilling the soil, cleaning up debris left behind from winter and basically getting things ready so that my annuals have a great place to begin their growth.

While I was sorting things out, I noticed that a few of my perennials started to poke out from under the dirt. How nice that I don’t need to re-plant these.

Which, believe it or not, got me to thinking about this month’s topic for Bounce Ahead, the repurposing of your social media content.

As business owners, it is important to make sure that you show up, consistently, on your social platforms. But sometimes, it can get too costly and too time consuming to create content from scratch.

This is where your evergreen content comes into play, to work for you to minimize the time (and money) you spend on creating new content.

Repurposing content may not be as easy as plants that return with the seasons but read on to learn some practical ways to make it a bit easier.

With love,

Ada
Bounce Marketing & Consulting

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Something to Consider

Blogs. YouTube channels. Facebook stories. TikTok videos. Instagram posts. Not to mention white papers, corporate videos, and LinkedIn pages. You get it. There is an overwhelming number of channels available for sharing content with your audiences. (And don’t forget e-books, webinars, podcasts and infographics, too!) Whether you struggle to come up with enough content, or simply how best to deploy it, here are 3 simple “R’s” to remember ways to extend the life of your existing content.

Repurposing existing content: Let’s start with the idea that you don’t have to come up with brand new, original content for each and every channel.

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That Facebook post about the award your medical practice won? You can repurpose it for Instagram and LinkedIn and…in fact, Facebook can reformat it and post it there automatically for you. And if you build your content in a platform like Canva, it’s also easy to reformat that Facebook post for your LinkedIn feed. Did you record a 60-minute webinar you held as part of a recruiting campaign for your adult learning program? Give it new life by hosting it on your site or, better still, by editing interesting snippets of it and turning them into a series of 15- or 30-second videos. Post them to your social media feeds, YouTube, etc. so the content can drive new leads to your site to learn more.

Refreshing existing content: if you’ve been creating content for a while, you have an archive of material you can revisit. This is called ‘evergreen content.’

Did you write a blog post about the future of lifelong learning in 2021? Update it for 2022. You already have the structure of the article, so you can focus on slotting in the latest information or an update perspective on your initial piece. The same holds true for infographics, where you can update data points or colors, or switch from a chart to a graph. Repurpose your refreshed content, too, even if it’s just excerpts, by posting it on other channels your prospects frequent.

Recycling existing content: we saved the easiest for last: content you can simply repost.

Does that sound like cheating? Well, let’s say you produced a video last spring featuring tips for staying healthy during allergy season. Why not post it again, assuming all the information is still accurate and valid? The same could be true for factual content, like a feature about your company’s origin story. You can recycle it for a number of years, perhaps on the anniversary of your founding or another significant date that makes it relevant. Some companies can’t figure out what to say in all the content channels available to them. Others can’t figure out what to do with all the content they have. But for all of them – and for anyone – the most practical, efficient, and effective way to manage content is to purposefully reuse it. Whether you struggle with what to say or not. Still looking for more perspective on this topic? Send us a note and let’s have a conversation.

Don’t let your content planning get you down.

Armed with a strategy, readily available data, a point of view and a consistent approach, you can carve out distinct messaging that aligns with your brand to broadcast your messages, where your clients are and with content they are interested in receiving.

But you’re busy juggling so much.

How do you manage your time and budget, to help you keep things moving forward?

We can help.

Schedule a complimentary 30-minute consultation with us and let us take on some of the work.

Bounce at work

True or not, trying to sell a car called the ‘No-va’ in a predominantly Spanish speaking part of the world is truly a no go.

With each technological innovation, our world gets a little smaller and the need to effectively market your product to new audiences increases by the day.

The good thing is that Bounce is here to help you develop a marketing and communications approach to reach your target audience. (Send us a note!)

But what if you are planning an expansion into a Spanish speaking market?

Your snappy tag line, sales copy and beautiful images work in English sure, but when you want to sell to the Hispanic market, using Google translate in Spanish just won’t cut it.

When you need your marketing messages to land—on message, on brand and on point– Bounce can help you with our translation and transcreation services.

“But Bounce, why do I need to market in Spanish if my business is in the US?”

That’s a great question, glad you asked!

The numbers

According to the US Census Bureau, there are 62.1 million Hispanics in the US, in 2020. That’s 18.7 percent of the US population.

Latinos are growing 6 times faster than the non-Latino population and driving more than half of the US population growth. Projections indicate, Latinos will account for 27.5 percent of the US by 2060, one of four Americans will be Latino in forty years.

Did someone say buying power?

And a 2020 Forbes report shows the Latino contribution to the US GDP reached $2.6 trillion and is 53 percent higher than what it was in 2010. And according to Entrepreneur, “…over the past 6 years in the USA, Hispanics accounted for 75% of all U.S. labor force growth. Their purchasing power is expected to reach $1.9 trillion by 2023, which is higher than the GDP of countries such as Australia, Spain, and Mexico.”

If you are planning to expand your products and services to the Hispanic market, send us a note, we can help you get from no-va to vamonos!

Small Businesses we love

Bounce has a new home away from home!

After more than 2 years working side by side from our home in Queens, we felt it was time to get out of the house by leasing business space locally. But in Queens, our options were limited to locations more than 30 minutes away.

Not ideal.

So, you can imagine our surprise when we found a great space to work from and just a few towns over at Queens College, CUNY.

The Tech Incubator at Queens College (TIQC) is supported by the New York City Council as a business incubator for entrepreneurs. TIQC aims to help companies and entrepreneurs build successful companies, which in turn creates more job opportunities and drives innovation and technology development, locally.

Bounce has been camped out at TIQC since the start of 2022 and we have been so warmly received.

Thank you, Ying, Selena, Phil, Manny and all of our wonderful hosts at Queens College, CUNY!!!

Things worth sharing

“As with any part of your business—from accounting to product development—content strategy is an ever-evolving endeavor. Take time monthly to analyze your best content and find new ways to repurpose and reuse it,” says Dawn Alcot, Contributor at CO.
“What happens with all the content you’ve created after it has stopped being read, listened to or watched? So much effort went into creating that two-minute video and five-minute read, it would be a shame to just let them fade into nothingness, doomed to exist only in the darkest regions of Google search,” says Maria Bellissimo-Magrin from CEO Magazine.
“No matter how large your team, repurposing can be the solution to lighten the content creation workload. It’s also a good way to get your content in front of more people in formats they might prefer better,” says Nadya Khoja from the Content Marketing Institute.
Check out the latest edition of “It’s in Queens!” showcasing the best cultural, arts and food events happening all over our beloved hometown!

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