In a recent “Get to the Po!nt” article from MarketingProfs, Rick Sloboda of Webcopyplus talks about how companies shouldn’t let good marketing copy go to waste. Getting it just right the first time around costs time, money and effort, and by repurposing that content for use in other areas he argues that you’ll not only save instead of spend, you’ll also reinforce your brand identity, establish consistent messaging, and increase customer recognition.
Here are just a few ways to make good marketing copy pay for itself over and over:
- Press releases. Your “about us” page should have a concise, well-written description of your company; why not borrow or adapt this paragraph for the “about us” section of a press release?
By copying and pasting that information from your Web site, you’ll save time, but you’ll also maintain a certain level of consistency for your brand. It’s nearly impossible to control what people are saying about your business online and off, and by sending out correspondences and other materials that differ from medium to medium, you run the risk of looking unprofessional and, frankly, ill prepared.
- Professional networks. There’s no need to write a new bio every time you join an online network like Facebook or LinkedIn if you have a polished backgrounder at your site.
Consider your online profiles an extension of your brand – consistency is key here too. In addition to using the same copy, we recommend using the same profile pictures from site to site, so visitors can easily identify you from one to another.
- Business cards. “On the back,” advises Sloboda, “feature your ‘mission’ or ‘services.’ This will set you apart from the many business people whose cards say nothing about what they do.”
Why waste blank space when you can fill it with relevant information. Especially at networking events, where guests exchange a pocketful of cards. When those pockets are emptied, your card will have the edge because it requires your new contact to do little to no research to find out if your company is exactly what they’re looking for. The answer will be right in front of their face.
The Po!nt: According to Sloboda, you have compelling reasons “to repurpose your website marketing copy so it works overtime for your company, online and offline.”
