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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.
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