New Feature: Playlist Center! Pick a topic and let our playlists guide the way.

Start learning with our library of video tutorials taught by experts. Get started

Insights from an Online Marketer
Illustration by Richard Downs

Investing rather than spending


From:

Insights from an Online Marketer

with Lorrie Thomas Ross

Video: Investing rather than spending

Jeff Layton: Do you have any other gems like that where people could be investing rather than spending their time? Lorrie Thomas Ross: One of my favorite examples, I often go into organizations and do audits, whether it's virtual or on-site, and my favorite thing is when I start to see efforts that people are doing and I hear, "Oh, we take like ten hours a month to get our email newsletter compiled and everyone contributes," and I say, "Great. Where does that email newsletter go once it's sent?" And they say, "What do you mean?" and I say, "Well, after three days, that email newsletter, if it's not opened, isn't going to be read, most likely, by the person in their inbox. We can repurpose that content.

Watch this entire course now—plus get access to every course in the library. Each course includes high-quality videos taught by expert instructors.

Become a member
please wait ...
Insights from an Online Marketer
35m 19s Appropriate for all Nov 05, 2012

Viewers: in countries Watching now:

Make the most of your marketing with tips and tricks from marketing thought leader Lorrie Thomas Ross. An author, speaker, and CEO of her own online marketing agency, Lorrie shares candid advice from her years of developing successful online marketing campaigns, and explains how to personalize your brand while finding new customers and clients. This course, another in our Insights series of interviews with industry thought leaders, covers vital considerations, such as building your brand, working within the confines of a small budget, tackling social media, and knowing when to hire a consultant to conduct your online marketing.

Topics include:
  • What is online marketing?
  • Encouraging online conversations about your business and products
  • Reacting to requests such as "make a viral video…now"
  • Selling a story
  • Finding success through blogging
  • Keeping up with the latest marketing trends
  • Starting a career in online marketing
Subjects:
Marketing Content Marketing
Author:
Lorrie Thomas Ross

Investing rather than spending

Jeff Layton: Do you have any other gems like that where people could be investing rather than spending their time? Lorrie Thomas Ross: One of my favorite examples, I often go into organizations and do audits, whether it's virtual or on-site, and my favorite thing is when I start to see efforts that people are doing and I hear, "Oh, we take like ten hours a month to get our email newsletter compiled and everyone contributes," and I say, "Great. Where does that email newsletter go once it's sent?" And they say, "What do you mean?" and I say, "Well, after three days, that email newsletter, if it's not opened, isn't going to be read, most likely, by the person in their inbox. We can repurpose that content.

Let's say it's a long newsletter. We can take the different paragraphs and those can get repurposed as blog posts. Maybe reword it a little bit to be more conversational in tone to be appropriate for a blog. But it's repurposing that content." And I am a California resident and I always like to talk about recycling, which is good for the planet, but also recycling is really good for your online marketing as a way to use the assets you have in a different way to get what you want. And it could be press releases that were written and emailed to a journalist. Those press releases could get repurposed as individual new web pages.

It could be the title of the press release, then you click it, and it opens to a new page. The search engines can pick it up for visibility, and for credibility, your clients, board members whoever can see what's going on at the organization and say, "Oh, wow! I knew something I didn't know." So it's just being creative and remembering that we would like to tell people, tell them what we told them, and tell them one more time, and you know it's-- people don't wake up and go, hmm, good morning, I'm going to go someone's website and see what they doing or hmm, let me go check that blog.

If we have our content in different areas, it increases our likelihood of it being read, and it can be repurposed in certain ways. A press release is not appropriate to get copied and pasted them the blog. A press release is formatted in a way that's appropriate for that use, but a blog post is more conversational, more written the way that we talk. So it's just using those little things creatively.

Find answers to the most frequently asked questions about Insights from an Online Marketer.


Expand all | Collapse all
please wait ...
Q: Where can I learn more about internet marketing?
A: Discover more about this topic by visiting internet marketing on lynda.com.
 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.
Upgrade now


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

join now Upgrade now

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Insights from an Online Marketer.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.