by Fronetics | Oct 15, 2018 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain
Content creation requires time, money, and creativity. Here are 6 creative ways to repurposing existing content that will ensure you get the maximum value out of your work.
You could say I’m “scrappy.” My mom always says that I can stretch a dollar farther than anyone she knows. That also applies to my professional life, particularly when it comes to content creation.
[bctt tweet=”Different people consume content in different ways, so really you’re just trying to meet everyone in your audience where they are. ” username=”Fronetics”]
We spend a lot of resources to create content, so I want to use it in as many ways as possible. It’s not cheating. Different people consume content in different ways, so really you’re just trying to meet everyone in your audience where they are. Here are my favorite 6 ways to repurpose content:
1) Turn a webinar into a video tutorial
Webinars are a great way to enhance your reputation as a thought leader since they offer attendees valuable, exclusive knowledge. The downside of webinars is that by nature, they only happen once at a scheduled time. But the content you create doesn’t have to go to waste. By turning your webinar content into a YouTube video you help ensure that your content gets to as many site visitors as possible — and it makes ideal fodder for sharing on your social media channels.
2) Turn blog posts into guides
If you’re posting regular blog content that’s tailored to the needs of your audience, chances are you’ve blogged a lot about a specific topic. Consider consolidating posts within a particular topic into a how-to guide. You may have to update older posts, particularly when it comes to data and specifics, but you don’t have to reinvent the wheel. How-to guides lend themselves particularly well to email marketing.
3) Reframe a key issue
Particularly for think pieces or opinion posts, reframing a topic from a different perspective is an effective way to reuse existing material. For example, a post on how millennials are reshaping the supply chain can be reframed as a set of suggestions for how to attract millennial talent to your company.
4) Turn internal data into a case study
There’s no reason that the data you collect for internal research can’t go to work for you in your content marketing efforts. Use your data to create a case study demonstrating how your products or services made a difference for a client.
5) Turn an interview into an eBook
Have you interviewed an industry expert or one of your executives for a blog post? Interviews are one of the easiest types of content to edit, especially if you conduct them via email. Repackaging an expert interview into an eBook is a snap. Supplement quotes with data and you’ve got a valuable tool for site visitors to download.
6) Use statistics to create an infographic
Infographics are one of the most effective was to disseminate content — and prime candidates for re-sharing on social media. In addition to case studies, infographics are a great way to make use of internal data. Present your research in this compelling format and share it on your social media outlets.
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by Fronetics | Oct 11, 2018 | Blog, Content Marketing, Current Events, Logistics, Marketing, Social Media, Supply Chain
Consider these chatbot platforms for supply chain operations that can help you create artificial intelligence bots to interact with your prospects.
Chatbots are on the lips of every marketer these days hoping to automate some of their processes. These artificial intelligence computer programs are designed to conduct conversations, simulating how a human would interact. If you haven’t already, check out this introduction to chatbots for the supply chain.
[bctt tweet=”Chatbots are on the lips of every marketer these days hoping to automate some of their processes. These artificial intelligence computer programs are designed to conduct conversations, simulating how a human would interact.” username=”Fronetics”]
There are countless options for platforms that let you create and customize chatbots. Here are the 5 most important chatbot platforms for supply chain operations to know and consider integrating into their websites.
5 chatbot platforms for supply chain operations
1. Chatfuel
Chatfuel is a great option for marketers who lack programming experience, as it does most of the hard work for you. Reportedly used by companies including MTV, TechCrunch, BuzzFeed, British Airways, and Adidas to create their chatbots, Chatfuel provides easy-to-use resources with a simple user interface that lets you create a chatbot in less than 15 minutes.
2. ChatScript
ChatScript is a four-time winner of the Loebner Prize for the most human-like artificial intelligence. While it doesn’t require advanced programming knowledge, it provides an open-source framework for developers to build and deploy chatbots.
3. Facebook Bots for Messenger
Facebook’s Bots for Messenger is a tool that allows businesses to build chatbots for Facebook’s Messenger platform (which is currently used by nearly a billion people). Its three main capabilities are its send/receive API, generic message templates, and the ability to customize the welcome screen users first see when interacting with your bot.
4. Botsify
A popular chatbot platform, Botsify lets anyone create bots easily without needing to write any code. It provides templates with a range of drag-and-drop functionalities. Additionally, it boasts human takeover ability to ensure a smooth transition from a bot to a human at the appropriate point in the sales funnel.
5. Flow XO
This platform offers the templates and tools necessary to create a talking bot, and lets you run and test functionalities with a built-in test console. Flow XO also offers a provision for you to connect with your customers over voice and chat when required in the conversation.
While email marketing continues to be a key tactic, marketing via messaging apps is becoming more and more expected. These chatbot platforms for supply chain operations offer ease, convenience, and a positive customer experience. They’re worth considering!
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by Fronetics | Oct 10, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Follow these 3 steps to use social media to promote events, conferences, and other business occasions.
Social media is a powerhouse tool for growing brand awareness, audience engagement, and lead generation. It’s also one of the most effective ways out there to promote special events.
[bctt tweet=”Social media is a powerhouse tool for growing brand awareness, audience engagement, and lead generation. It’s also one of the most effective ways out there to promote special events.” username=”Fronetics”]
But simply creating a Facebook event and sharing it once or twice won’t get you the most bang for your buck. You need to be strategic about your use of social media to promote events and conferences.
Follow these 3 steps to make the most of social media as a promotional tool.
3 steps to use social media to promote events for your business
1. Choose your platform wisely
Not all social media channels are created equal, and neither are all events. Finding the platform that suits the unique needs of your event or conference is a big part of a successful promotional campaign. For instance, Facebook is a great option for large-scale public events, since it lets you hone in on your target audience in specific ways.
On the other hand, for corporate events like seminars, conferences, and continuing education programming, LinkedIn is your best bet. LinkedIn lets you set up your event and allows attendees to network with each other before the event even happens.
When it comes to more informal events, Instagram is a great way to identify and engage with potential attendees. The platform’s highly visual nature is ideal for sharing imagery related to your event, and it’s an ideal place to use hashtags.
2. Pick a hashtag
If your social media circle includes people under the age of 35, you’ve probably noticed that pretty much every wedding, graduation party, and even family vacation has its own hashtag these days. Corporate events are no different. Hashtags are a fun and memorable way to foster a sense of community, and they have the important benefit of being an easy way to group all information, questions, and comments about your event.
The most effective hashtags tend to be short, memorable, and easy to read. It’s also worthwhile to do a quick search to make sure your hashtag hasn’t been used before. In all posts related to your event, use your hashtag prominently, and encourage your audience to do the same if they share or post independently.
3. Don’t forget about content
One of the most effective ways to promote events on social media is — you guessed it — content. Blog posts, related case studies, testimonials from former events, promotional interviews with potential attendees or keynote speakers, videos, case studies, and white papers/industry reports are all content types to consider.
You don’t have to reinvent the wheel every time you promote a new event. Chances are, existing content can be repurposed and reposted on social media channels. You’re serving the dual purpose of promoting your event and driving more traffic to view and interact with your content.
When it comes to promoting events, social media is your friend. Approaching it strategically can help you raise awareness, attendance, and interaction and reach for your brand.
How do you use social media to promote events?
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by Fronetics | Oct 9, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Instagram for business is a rising trend. Here’s how to use the platform to connect with your audience in a personal way.
Recent research on social media use shows that 66% of brands now use Instagram. It’s the second-most used platform by businesses, up from fourth in 2017.
[bctt tweet=”Recent research on social media use shows that 66% of brands now use Instagram. It’s the second-most used platform by businesses, up from fourth in 2017.” username=”Fronetics”]
If you’re considering using Instagram for your business, which you should be, here are some tips for getting started.
How to use Instagram for business: 10 tips
1) Be authentic
Brands often fall into the trap of using stock photography and images or overly staged promotional pictures. The ethos of Instagram is all about authenticity and personality. Let your audience get an up close and personal glimpse into your company’s culture.
2) Go live
Live video is the “it” trend in social media marketing, with 61% of marketers reporting that they plan on adding it to their overall strategy. Audiences love real-time content, and it lets them feel a genuine, human connection — the creation of which sometimes poses a challenge for B2B marketers.
3) Keep up the pace
Instagram is one of the easiest social media platforms to post on. That means you can quickly snap photos wherever you are — say, at a conference or event, or even on your way into the office — and publish it instantly. This is great for reaching the coveted millennial audience, which seems to have an unquenchable thirst for consuming content, particularly images and graphics.
4) Get in the “in crowd”
As with every social media channel, what you post is important. But it’s just as important that you participate in the wider conversation going on within your industry. This means replying to your community when they leave responses and interacting with peer businesses and influencers’ posts.
5) Use the link in your bio
A frequent challenge for new Instagram users is that the platform doesn’t allow you to link from the captions of posts. You get once chance to link, and it’s in your bio. You can vary the link as you promote specific content or product offers, and you can even use tools like Linktree to create a custom link that includes a page with additional links.
6) Be a storyteller
Instagram is all about visual storytelling. Your posts should do more than promote your brand — they should be drawing in your audience with narrative told through a visual format. Instagram Stories are an ideal way to engage your audience!
7) Try a takeover
Taking over the Instagram account of a partner company or customer is a great way to draw attention from an existing and relevant audience, providing mutual benefits to both parties.
8) Get personal
Go in deep and personal with your customers by answering their questions via 10-second videos. You let your viewers feel like they’re being heard. Plus, short videos are ideal for reposting.
9) Deliver special offers
Instagram is a great way to give special offers to your followers who tune in to your Stories. The time-sensitive feature (Stories expire after 24 hours) urges prospects to engage with your Story and act quickly before the offer expires.
10) Out of ideas? Just ask!
Survey your followers by posting a graphic of some options for future content or offers but leave it open-ended as well. Be sure to respond to suggestions in direct messages or comments. You may get some great ideas you never would have considered!
How do you use Instagram for business?
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by Fronetics | Oct 8, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Strategy, Supply Chain
Social media’s ability to exponentially grow brand awareness and introduce your content to unseen audiences can’t always be measured in dollars.
One of the hardest parts about implementing a social media strategy is struggling to measure its success. While most B2B marketing professionals agree that a social media presence is crucial to any content marketing strategy, it can be hard to justify the investment when you can’t quantify the results.
“Social media is not just a spoke on the wheel of marketing. It’s becoming the way entire bicycles are built,” says Ryan Lilly, author.
This doesn’t mean that your business shouldn’t be diving — head first — into social media. With over 3.1 billion people using social media, businesses have to recognize the importance of social media as a part of a robust marketing strategy.
[bctt tweet=” With over 3.1 billion people using social media, businesses have to recognize the importance of social media as a part of a robust marketing strategy.” username=”Fronetics”]
Marketers need to start thinking about social media success in terms of potential, instead of immediate dollars.
Social media: the reach
One of the most valuable aspects of social media is the ability to engage with new audiences, all the time. That means you not only have access to a new customer base, but to their connections as well.
When your followers engage with your brand on social media, they also engage with their own personal network. This organic reach is one of the most beneficial aspects of social media — and it’s not easy to put a dollar amount on. The potential to nurture leads and ultimately impact sales are huge, but it won’t happen overnight.
Here’s Kettie Laky, Social Media Director at Fronetics, to share why you need to frame social media success in terms of potential, and not just dollars.
Video: Measure social media success in terms of potential, not just dollars.
It’s time we start thinking about social media success in this new way: in terms of potential and expanding value, rather than just immediate dollar amounts. How have you worked to measure the success of your social media strategy?
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by Fronetics | Oct 4, 2018 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain
Guest posting can help you build your reputation as a thought leader, grow your contact list, improve your SEO, and expose your content to new audiences.
At Fronetics, we use guest posting as a part of our own — and many of our clients’ — content strategies. Essentially, we partner with a relevant influencer or company and swap content to post on each other’s blogs. It can be a really effective way to reach new, relevant audiences and provide interesting perspectives and voices to keep your core audience engaged.
What’s so great about guest posting?
Guest posting has all kinds of benefits. Every time you post as a guest, you expose your content to a whole new audience. We talk about the importance of exposure all the time when it comes to content marketing. Your biggest asset isn’t your products or services; it’s your expertise. Guest posting helps you establish your brand as a thought leader.
[bctt tweet=”Guest blogs can be a really effective way to reach new, relevant audiences and provide interesting perspectives and voices to keep your core audience engaged.” username=”Fronetics”]
In addition to posting with industry influencers and peer brands, guest posting for larger publications can be hugely beneficial, for obvious reasons. Not only are you introducing your brand and content to a broad audience, you’re associating yourself with an established authoritative source.
By the same token, having other brands author guest posts on your own blog is a great idea as well. When key influencers write for your blog, they bring their audience directly to you, allowing you to tap into a new and relevant set of prospects. Not only that, by inviting peers to contribute to your content, you’re forging and strengthening relationships within the industry.
Guest posting is great for SEO
We’re always talking about how to improve your SEO. One benefit of guest posting that’s often overlooked is that it can significantly improve your search engine rankings.
Search engines use backlinks from other websites, particularly popular ones, as part of their algorithms that determine how search results are ranked. According to online business expert Sarah Peterson, in a guest article for the Huffington Post, “You can use the opportunity of your guest post to include 1-2 backlinks to strong pieces of content you want to rank for.”
Grow your contact list
We all know that email marketing is hugely effective and profitable, if your contact list is strong and effectively segmented. Another often overlooked benefit of guest posting is that it has the potential to strengthen and enrich your email marketing efforts.
Because you’re being exposed to new audiences, both as a guest blogger and when guests write for your blog, you have the opportunity to target and cultivate new leads from relevant sources. Use guest posts as an opportunity to usher prospects to lead generation campaigns on your own website.
Says Peterson, “if you’re not using this marketing strategy, you could be leaving a ton of email subscribers on the table.”
How do you use guest posting in your content strategy?
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