Content generation that just keeps paying off over and over and …
We often repurpose articles to trade magazines that were originally written for our client’s in-house magazines – stories of valued customers doing well with their equipment and support, pieces that translate technology for market professionals without an engineering degree. We can write about a mom-and-pop startup or create a textbook of applications and equipment for a given market used by colleges and universities.
But today I saw a most remarkable thing, a return-on-investment that was completely fortuitous. It is both windfall and testimonial to just how valuable the content we create is for our clients.
A tech piece I had written for a manufacturer’s in-house magazine was cited by a major international trade magazine in the mining industry.
We hadn’t pitched it to them, and we hadn’t repurposed it elsewhere yet. It existed so far only in the client’s self-produced publication. The only possible conclusion is that the tech writer had searched for this information on the Web, located my article in our client’s magazine and then cited at length from it, summarizing how advanced our client’s equipment was compared to market competitors.
That’s incredibly valuable. It cost our client not a cent more than they had paid for me to do the original piece. And it verified for them not only that there was interest in their articles outside their own mailing list, but that a prestigious industry magazine trusted its veracity and significance for use in an international discussion of state of the art.
And we will still re-purpose the original article in another trade magazine in the future.
Why isn’t your marketing content being used in similar fashion? Give us a chance to give you that. Call or email Matt, our business development manager, at 507-945-1005 or firstname.lastname@example.org.
Joe Bradfield is senior writer for Ellenbecker Communications