Everything You Need to Know About Online Content Marketing Part 3: Converting and Reusing Your Content For part 2, you can read it here: Part 2: Where to Get and Submit Online Content Many internet marketers think their content strategy is done once they finish an article or blog post. These same internet marketers are "missing out" because they are not utilizing their content to its fullest potential. What do I mean, you ask? It's simple -- if you are not converting your content into other formats then you have missed an opportunity to "reuse" it and, thus, you are not using that content to its fullest potential. Examples of Converting and Reusing Content A single article or blog post can easily be converted into the following formats: Tiered Content (for SEO) Documents (e.g. PDF files and slideshows) Videos Audio Files/Podcasts E-Books (this one usually requires multiple articles or blog posts) Translated Content Email Campaigns Social Media Campaigns Cool Story, Bro. But Why Should I Care About these Different Content Formats? At this point some of you may still be wondering, "how is converting my content really going to help me?" For starters, each new format you convert your content into represents an opportunity to get users to your website from another traffic source. For example, if you convert your content into a video, then you may get users from video-sharing websites that you (likely) would not have gotten had you never converted the content into a video. Each new format also represents a new way of communicating with your users. For example, some users fall asleep on articles (especially long ones), but some of these same users love it when they receive the same, summarized, information in the form of a social media post. Let's talk about these different types of content formats in more detail. Specifically, how to convert content into them and how to integrate them into your overall internet marketing strategy. What is a Tiered Backlink (SEO) Strategy? A tiered backlink strategy is designed to increase your website's SEO "score" (or importance) by strengthening the backlinks that directly link to it. Looking at the diagram below, we can see that the tiered backlink strategy used consists of three tier levels (although, in reality, you can have as many levels as you want). Your main website (money site) is linked to by tier 1 websites. Next, tier 2 websites link to those tier 1 websites. And, finally, the tier 3 websites link to the tier 2 websites. Again, the goal of this strategy is to increase your website's importance to the search engines by strengthening the backlinks that link to it. Because this strategy was created for the search engines, and not humans, don't worry about your tiered content ranking in the search engines because the content only needs to be indexed by the search engines. Another thing to keep in mind is that, although you don't have to use any content to implement this strategy, it is recommended that you do. In regards to SEO, backlinks surrounded by relevant information (called contextual links) are given more value than regular links with no relevant text surrounding them. How to Convert Content into Tiered Content Using software is the best way to convert your content into tiered content. For example, some software will automatically "rewrite" an article you give it. Some software will "spin" you a new article based off of the possibilities/variations given in "spintax" form. As a result, the software will have "converted" your content into tiered content form. I say "tiered content form" here because, in this example, the software will have rewritten your original article. And, because your money site will already have the original article on it, the rewritten article should be posted off-site with a backlink to your original article (thus becoming tiered content). Adding Tiered Content to Your Internet Marketing Strategy We learned earlier that a tiered backlink strategy consists of "tier levels" (made up of tiered content), and we also learned how to "convert" your on-site/money site content into tiered content. Now we'll talk about the differences between tier levels and how each one should be added into your internet marketing strategy. Most software will give you the option of choosing a quality setting for this type of content (e.g. low, medium, and high). It's important to understand that, unless stated otherwise, most software's quality settings apply to off-site content (and in this example, specifically, tiered content using the tiered backlink strategy for SEO purposes). Therefore, don't expect the quality of the generated content to rival that of your on-site content's: Tier 1 – Use medium or high-quality content here. Either one is fine if you are just creating it for the search engines. However, if (as a bonus) you want some users to visit your money site from your tier 1 content, then go with high-quality. In fact, don't be afraid to manually tweak the generated content if you want that extra bonus. Tier 2 – use low or medium-quality content here. Users are not likely to travel "up the path" to your money site (tier 2 -> tier 1 -> money site), so don't even bother worrying about them here. Tier 3 (and beyond) – use low-quality content here. Users definitely will not travel up the path to your money site from here. Keep in mind that there is no hard rule on which quality settings to use for your tier levels. And, ultimately, as long as you can get the tiered content indexed, then that's all that really matters. The Other Formats: Converting and Integrating The "other" formats are all very straightforward to understand, so they'll be grouped up into this one section. Documents To Convert: This is usually a super, simple process. For example, some software lets you open an article and then click "convert" to a specified document format (such as a PDF file). No changes needed by you at all. To Add to Your Internet Marketing Strategy: Submit your converted documents to doc-sharing websites. Audio/Podcasts To Convert: Some software out there can automatically perform a "text-to-speech" operation which will convert your text into (usually) an MP3 file. To Add to Your Internet Marketing Strategy: Submit your converted podcast files to podcast directories. Video To Convert: Some software is smart enough to convert your content into a video by itself. If not, then you'll have to use traditional video or screen recording software to do this. To Add to Your Internet Marketing Strategy: Submit your video files to video-sharing websites. E-Books To Convert: With e-books, I actually recommend doing manually. You will need to (optionally) create a Table of Contents. You will need to group up multiple, related articles and/or blog posts and put them in their own chapters. You will likely need to modify the integrated content so that it reads like a single book, instead of multiple pieces of content that you just randomly threw together. To Add to Your Internet Marketing Strategy: There are a few routes you can take here: Give it away for free (as a part of an email campaign/newsletter). Sell it (especially on Amazon as a kindle format). Submit to e-book directories. Translated Content To Convert: If you know multiple languages, then you should do this manually. If you don't know multiple languages, use software or online translation services. To Add to Your Internet Marketing Strategy: You can add directly to your money site (if you are confident in the resulting translation). You can guest post your translated content (again assuming you are confident in the resulting translation). You can add to tiered sites to increase your SEO score while potentially getting users from other countries (auto-generated content from software and online services is fine here). Email Campaigns To Convert and Add to Your Internet Marketing Strategy: Promote an entire article or blog post as a single email campaign. Promote an especially long article or blog post as multiple email campaigns. Promote a summarized version of an article or blog post, so that users can click to read the full content on your website. Social Media Campaigns To Convert and Add to Your Internet Marketing Strategy: Post a summarized version of an article or blog post to get users to click on it to read the full version on your website. Take a random sentence, paragraph, or quote and user it for a "Tip of the Day" or "Quote of the Day" type post. Getting Even More Creative with Your Internet Marketing We learned above how to convert content, and how to promote this newly converted content. However, there's nothing stopping you from combining these strategies into something even more unique. For example, I have converted many articles into a single e-book and then promoted that same e-book on social media by taking random information from it and calling it the "Tip of the Day". This "Tip of the Day" would include a link to my website which would then include a form for users to sign-up for my newsletter so that they could receive the e-book. Thanks to combining these content strategies, I was able to increase my social media following (thanks to people sharing my posts) AND increase my email list -- which, ultimately, increased my money in the bank. Well, that's it. After reading this three-part post, you should now understand everything you need to know about online content marketing. Though if you have questions, feel free to ask!