Resources

How to Repurpose Content

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Tired of spending all your time creating content? We’ve got the answer!

One area that many of our clients get frustrated with is content creation. You spend a bunch of time working on new, original content for EVERY SINGLE CHANNEL, to find out nobody’s reading. It’s a whole lot of work for little return, right?

via GIPHY

So how can you work smarter, not harder? By repurposing your content!

Why Should You Repurpose Content?

We would love for our audience to read every blog post, double-tap on our Instagram photos, and feverishly check their inbox for our newsletter. But life moves quickly—we scroll aimlessly, avoid reading anything more than 140 characters, and unsubscribe as promptly as we signup. So why do we keep creating different content for each marketing channel?

By repurposing content, you can reach more people in less time so that you can get back to the revenue-generating tasks on your to-do list.

How to Start Repurposing Content

1. Identity your topic.

Look to your customer’s pain points or look at past content you’ve created to see what has been most popular.

 2. Identify where you want to distribute content.

You don’t have to be everywhere; research how your audience consumes content and where they are consuming it. Focus on those channels and platforms!

 3. Break down your content for each channel.

Let’s look at some of the channels available to you. 

Blog Post
This is perhaps the best place to start. A blog post allows you to get all of your thoughts out, which you can then piece out and use elsewhere. Other channels require brevity—nobody is going to read a social media caption that reads like a novel. Use your blog as an opportunity to educate your audience more thoroughly.

Social Media
Now that you have your blog post take some of the information and break it up into several posts. We like to look at things in 30-day blocks. You can create 2-3 social posts with snippets of content from one blog post and distribute them throughout the month. This extends your post’s shelf life and provides multiple opportunities for people to click back to your website and read more.

Newsletter
Let’s say tomorrow Facebook, Instagram, and Twitter all went away—would you be able to connect with all of those followers? Probably not. A newsletter allows you to engage outside of social media, and best of all, YOU own your email list.

Need email addresses to add to your list? Try offering a freemium (which we’ll discuss more below) that requires an email to receive or directly ask your customers if you can add them to your list.

Next, decide on a cadence in which you will send out your newsletter. Once or twice a month is usually an excellent place to start. From there, gather content. Link that blog post and pull a couple of your best social posts—BAM! You have a newsletter.

Freemium
Collecting email addresses may seem daunting, but a freemium (free PDF download) provides you an opportunity to give your audience something “free” while showcasing your expertise. Win-win. Take your blog post and see if there is an opportunity to modify it into a checklist or share a list of resources that enhances the information you already provided.

Video
Studies show nothing in marketing is more engaging than video—these days, video is within all of our reaches. From Instagram Reels to TikTok, you can re-share your content in 30 seconds with just a few DIY phone clips and some words.

Ads
Ideally, content always connects back to a service or product. Reuse the copy you’ve already written to create an ad on Google or social media.

Podcast
If you’re a podcaster, let your blog post serve as a topic of an upcoming episode. A lot of people are more willing to listen than read.

Other Ways to Repurpose Content

Try refreshing a piece of content after some time. It may still be good material, but things change. One of our most popular posts is “Five Tools I Use In My Business,” originally written in 2016 and updated in 2018. I guess it’s time to update it again!

Offer to be a guest blogger or podcast guest. By repurposing information you have already shared, you can get in front of an all-new audience that may be wider than your own. 

There are many ways to repurpose content that we haven’t even covered, but that’s ok. Our goal was to show you that you don’t have to keep reinventing the wheel with every piece of content you create. Instead, look for opportunities to maximize what you’ve already have. Then sit back and enjoy the time and aggravation you’ve saved!

Your Guide to Brand Photography

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What you need to know about brand photography and why it’s the best option for your website. Think of the greatest website you’ve ever seen. It’s functional, purposeful, and informative. It’s eye-catching, cohesive, and user-friendly. We’re also willing to bet that it has some branded photography on it. Great brand photography tells a story, illicits an emotional response, and entices your audience to keep scrolling. When paired with clear copy, you’re able to fully communicate what working with you looks like, how you solve people’s problems, and what the result will be. Stock vs. Brand Photography When it comes to photos for your website, you’ve got two options. The first, stock photography, consists of photos of common themes, places, landmarks, and people that are bought and sold by many different photographers to be used for commercial design purposes. Think about that classic image of some intense looking business people in a boardroom with a flip chart. Does that really reflect you and your business? Probably not. Who even uses a flip chart these days, right? Stock photography is a great option for new business owners or those on a tight budget because they are often free or low-cost to license. But keep in mind, you may see that same image on another website. That’s how Adobe Stock and Shutterstock keep their prices economical. Additionally, with stock photography it can be difficult to find photos with the same look and feel, which presents a challenge when you want to create consistency in your identity. The other option is brand photography. During a brand photography session, each image is carefully architected by you and your photographer to present you, your team, and your offerings, while reflecting your aesthetic and personality. The end result is a cohesive collection of images that tell your story in different ways. From team headshots to detail images that feature a unique aspect of your product or service, each image will invite your audience to get to know YOU and YOUR brand. Showing yourself to your audience is often the push they need to like and trust you, two very important things when selling yourself. Brand Photography: https://amberticephoto.com/ Brand Photography Tips 1. Know what you want to communicate. Before you schedule a brand photography session, work with your website designer and your photographer to figure out what shots would you need to get. Create a list of specific vignettes you can create to tell your story. Bring clients and customers to your shoot and show what working with you looks like. If you don’t interact with people in that capacity, show what your team working together. Take people through your process and show the different steps. What things do you keep around you? Look at your workspace and incorporate the things that help you do your job. This is where props come in! 2. Find the right location. If you have the ability to do your photo session in your workspace, great! But if you can’t, a photo studio can be transformed into one. Bring things like furniture and desk accessories to personalize it. 3. Dress the part. When selecting your attire for a shoot, dress to your personality, brand aesthetic, and the story. Select multiple outfits to help show different side of yourself and your business. Colors & Patterns – Incorporate the color palette from your brand identity. Avoid being matchy-matchy by incorporating patterns. Try having one person in a solid and the other in a pattern. Tone & Formality – Decide how formal you want to dress. If you work in a more casual setting, jeans may be totally appropriate. More the board room type? Stick to a dress or slacks. As you are planning out your website, social media, or marketing campaign, consider using brand photography to personalize it. Need help with your brand photography? Contact us! We work with a number of talented photographers who can help you.

Website Terms You Need To Know

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Resolution, mockup, RGB…what does it all mean? 

Whether you are going the DIY route or are looking to hire someone to design and develop your website, there are a few terms that you should know.

Back-End

The portion of the website that the public does not see. The back-end is only accessible by login, and is the place where you develop and make edits to your site.

Hosting

A temporary storage space for a website. When users visit your website, their browser will save a file of the web pages they visit, so that next time they are on your site, the browser doesn’t have to re-read the pages and the pages load faster.

Content

The copy and photography published on a website.

Copy

The words and messages on your website that direct people to take action

CMYK & RGB

The two systems used to mix colors. CMYK (Cyan, Magenta, Yellow, and Black) is the color system for print files, and RGB (Red, Green, Blue) is the color system for digital files. Uploading photo or graphic files in the correct color mode will help avoid color distortion. Quick tip: You can check an image’s color mode on a Mac by selecting the file and hitting Apple + I.

Domain

The address of your website. It could be a .com, .net, .org, .co, etc.

Front End

The portion of the website that the user sees and interacts with.

Hex Code

A 6-digit color code assigned to every shade of color. Hex codes are used in website development to guarantee exact color matches across a website.

Hosting

The servers used to hold your website files. Your hosting company makes them available to computers connected to the Internet so people can navigate to your site.

Image Resolution

Images contain little tiny squares called pixels. An image’s resolution is the amount of detail in an image: the more pixels, the more detail. We measure image resolution by how many pixels fit into an image’s width and height per inch (PPI). There is a delicate balance between photo resolution and file size. You want to make sure your images are high enough resolution, so they don’t look blurry but aren’t too large in file size, or your site will load slowly.

Mock-Up

A scaled or full-size model of a website page. Web designers use this to show you the content’s design and layout before developing the site.

Responsive Design

A website that will resize a layout based on the screen size the user views the site on (i.e., iPhone, iPad, laptop, desktop.) If your website developer does not offer responsive layouts, this should be a red flag.

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Branding by Nicole will use the information you provide on this form to be in touch with you and to provide updates and marketing. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at nicole@brandingbynicole.com. We will treat your information with respect. For more information about our privacy practices please see the privacy policy page at the bottom of the page. By entering your information, you agree that we may process your information in accordance with these terms.

Naming Your Business

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Selecting a business name can be a complicated process. We’re sharing our tips on choosing a great name. 

With so many businesses out there, coming up with an original business name seems impossible. Add to that a website domain, matching social media handles, and the option to trademark—many find the name generation process downright frustrating.

If you are going at it alone, check out our list of criteria to consider as you begin the brainstorming process.

Is it easy to read, write, type, and say?

To be creative, you may be tempted to use a name that’s way outside the box. While creativity is always appreciated, avoid misspellings and difficult pronunciations.

Will people make an instant connection between your name and your industry?

While Google is synonymous with searching for something, it has taken a lot of time and money to brand themselves into the mainstream conscious. Made-up, catchy words while fun will leave your audience wondering what it means.

Could your name be confused with another company?

Do your homework! Stay away from similar names in your geographical area and industry.

Does your name have special meaning to you?

People love a great brand story! If you can connect your name to something meaningful, you have an opportunity to humanize yourself and your business to potential customers.

Is your name available?

Before you make your final selection, be sure to check for the name’s availability across government entities and the Internet.

  • USPTO (Trademark Search)
  • Website Domain
  • Social Media Handles
  • Secretary of State & Local Government (For business formation and DBA applications)

Before you make your final selection, test out your name ideas with a group of trusted peers. Keep your group small; too much feedback can be overwhelming. Lastly, make sure you feel good about it. You have to be your brand’s most prominent champion, so make sure you select a name that you feel comfortable shouting from the rooftops!

You’re in! Go check your mailbox for a free download! Subscribe to our newsletter! Sign Me Up! Branding + marketing tips straight to your inbox. Join my newsletter for branding + design tips.

Branding by Nicole will use the information you provide on this form to be in touch with you and to provide updates and marketing. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at nicole@brandingbynicole.com. We will treat your information with respect. For more information about our privacy practices please see the privacy policy page at the bottom of the page. By entering your information, you agree that we may process your information in accordance with these terms.

5 Ways to Improve Your SEO Today

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SEO (Search Engine Optimization), the acronym every business owner has heard, but doesn’t really understand.  

One of the easiest ways to find information on anything is by searching Google or Bing. Both are search engines, which is where the “S-E” in “SEO” comes from. Search engines send little bots across the Internet searching for text and photos. They take the content they find and add it into their huge database of information and compartmentalize everything under a search term. Ideally, your business should be found under a handful of pertinent search terms based on your industry and location.

Example: Amy owns a bakery in Fort Worth, TX. She specializes in wedding cakes. Amy’s website should be found under the keyword Fort Worth Wedding Cakes. While Amy’s bakery is found under this search term, it’s on page 7 of Google’s search results, so nobody is finding her. Boo hiss!

Amy’s problem is one that we encounter with clients all of the time. To ensure that potential customers find you we want to share five simple things you can do right now to “optimize” (the “O” in SEO) your web presence to make you more “searchable.”

1. Pick 2-3 keywords that you want to be found under.

Make sure that you use one of these keywords in a heading (h1) on your home page and then incorporate the others in a subheading (h2) or the rest of your text. Search engines prioritize text found in h1 or h2 headings.

2. Craft unique titles and meta descriptions for each page.

Most website platforms have an SEO section where you can include a title and meta description that is displayed in the search results. This description should ideally include the keyword you selected in step 1, what the page is about, and bonus points if you can also include your service area. Be sure to make the descriptions on each page different, search engines frown upon duplicate content.

3. Make sure your images have an ALT tag.

ALT tags are multi-purpose—1) they help the visually impaired identify what’s in your image when using screen readers 2) they help search engines identify what’s in your image which allows the image to be categorized under search terms in Google Images and 3) they tell users what the image is if it doesn’t load on the page. The location of the ALT section varies based on your platform but is usually available when you upload an image. Check your platforms help section if you have trouble finding it.

4. Add new content to your site.

Search engine bots crawl your website all the time. If you give them more content to read through, they have more opportunities to index your site. Fresh content also provides your audience with opportunities to consistently interact with you, which means longer and more frequent site visits. The easiest way to add content is through a blog. Try blogging twice a month, to begin with, and increase that number as you are able.

5. Submit your site to Google & Bing

Google and Bing are more than likely already crawling your site, but it doesn’t hurt to submit your website to them. By submitting your site to Google you will also get email alerts if there are any errors on your site preventing Google from searching your site. 

There are a ton of other ways that you can optimize your website, but these five things are super easy to implement TODAY on ANY website platform. Good luck and may the search bots be on your side!

You’re in! Go check your mailbox for a free download! Subscribe to our newsletter! Sign Me Up! Branding + marketing tips straight to your inbox. Join my newsletter for branding + design tips.

Branding by Nicole will use the information you provide on this form to be in touch with you and to provide updates and marketing. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at nicole@brandingbynicole.com. We will treat your information with respect. For more information about our privacy practices please see the privacy policy page at the bottom of the page. By entering your information, you agree that we may process your information in accordance with these terms.

How to Select a Website Platform

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With all the website platforms out there, how do you choose? Well, we’ve  tested them all out, here’s our two cents.

Many clients come to us unsure which website platform they should build their site on. While we certainly have our favorites, today we want to share with you the pros and cons of some of the major platforms (or CMS, content management systems) so that you can choose what’s best for you and your business.

WordPress

With over 18 million installations (as of 8/2019), WordPress is the most popular and the most robust CMS platform out there. 

Pros

  • It has the most features of any platform
  • You can continually add new functionality to your site through the use of plugins, many of which are FREE
  • SEO-friendly
  • Free themes available and many low-cost options

Cons

  • Not the most user-friendly, however, page builders like Beaver Builder and Divi make it easier
  • Hosting is purchased separately (some what of a pro, because that means you can move to a different one )
  • You are responsible for website updates

Squarespace

A favorite with small business owners, Squarespace is an all-in-one CMS platform.

Pros

  • Easy to use
  • Drag and drop interface
  • Beautiful, clean themes
  • All-in-one solution
  • Built-in integration with MailChimp, Acuity Scheduling, and Pinterest.

Cons

  • Few third party integrations limit the functionality you can add
  • Difficult to make advanced customizations without a developer
  • E-Commerce plans can get pricey

Shopify

One of the few e-Commerce specific platforms, Shopify is a great choice for product based businesses.

Pros

  • All-in-one e-Commerce solution
  • Great for large stores
  • Advanced shopper analytics
  • Great technical support

Cons

  • Very few free themes
  • Premium plans are expensive
  • Most apps charge monthly fees, which can either limit functionality or make it expensive
  • No longer offering integration with MailChimp

Showit

The newest of the CMS platforms, Showit is making a name for itself with photographers and other creatives.

Pros

  • Interface similar to Adobe Creative Suite, so anyone with experience with it will love this
  • Edit desktop and mobile side-by-side
  • Elements can be placed anywhere, no coding necessary

Cons

  • Blog  and E-commerce are only available through integration with other platforms
  • Interface can be intimidating to users

Wix

Around since 2006, Wix is often used by first time DIY website builders. It’s one of the better options when you need to get a site up quickly.

Pros

  • Large number of themes to choose from
  • Drag and drop interface
  • Great for novices because you just replace the sample content that comes with your theme

Cons

  • Frustrating for more savvy developers because of coding limitations
  • Has it’s own App Store to provide additional functionality, but many are hosted off-site through iFrames

Weebly 

Like Wix, Weebly is a platform designed with beginners in mind, as it requires no coding experience or knowledge.

Pros

  • Easy to set up
  • Drag and drop design
  • Low cost (if you keep their branding)

Cons

    • Virtually no app/plugin integration
    • Design options can be limiting 

Whether you DIY your website or hire a developer, start with making a list of all the things you want on your website, then compare that list to what we’ve shared above. Still not sure? Contact us today and schedule a consultation!