Creating 3 Content Plays With 1 Article

December 11, 2013

Developing ideas for content marketing, then researching those ideas and putting those thoughts together in a coherent article, takes a lot of time. At we spend anywhere from a few hours to a few days on each piece of content we publish.

Of course there is return on that effort, but as a small company we're always trying to think about how we can maximize resources. We want to make sure we get the most bang for our content marketing “buck.”  So we came up with a system where we take a single article and triple its exposure and use.

Here’s how we do it:

First, we turn our articles into an eBook, which can be used as a lead capture on our site.

One of our most popular articles is  How to Get a Free Facebook Ad Coupon -- it ranks number 1 in Google for several popular search terms. While we love all the traffic that Google brings us for this article, once people learn how to get the coupon, they leave the site.  To combat this problem we used the free Wordpress plugin Anthologize to compile all of our posts on Facebook marketing into a Facebook marketing eBook.

Now, when people come to that article they are presented with the opportunity to receive a free Facebook marketing eBook in exchange for their email.  Since those looking for a free Facebook ad coupon are likely new to Facebook marketing, this lead capture has a very high conversion rate.