For warm-weather reliant vacation rental companies, the busy season is approaching fast, and we all know it’s not called the busy season for nothing. One way to keep your marketing from falling by the wayside during the hustling summer months is to repurpose your content to save time. Instead of creating new marketing content, which can be difficult and sometimes very time-consuming, use the following tips to revamp your existing content and re-distribute it in order to keep driving traffic and new leads to your vacation rental company without having to spend extra time coming up with new ideas during your busy months ahead.
1. Pick Your Highest-Performing Piece of Content
If you’re going to repurpose your content, choose something that has done well with your audience in the past; a piece you know is well-targeted for your intended buyer personas and something that is not time-sensitive and will be applicable and effective if reused.
Use an analytics tool, like Google Analytics, to determine which piece of content has performed the best and make sure that it is something that can be transformed into multiple mediums.
2. Construct a Blog Post
According to Hubspot, companies that blog receive 434% more indexed pages than those who do not. Blogging increases your chances of getting found by your potential customers exponentially, therefore if your content was not originally created as a blog, a good first step would be to add any necessary information or take any away to make it an appropriate blog length, which is between 400-600 words. A previous content offer, for example, such as a “FREE Downloadable Guide to (Your Vacation Area),” would be a good piece to use, as you could make multiple blogs out of the various sections of the eBook to quickly repurpose numerous pieces of helpful content to your intended audience.
3. Transform an Existing Blog Post
If you are repurposing an existing blog post that performed well, combine it with two other related posts and transform it into one eBook to create a downloadable offer for your vacation rental company without having to come up with ANY new content. For example, combine “5 Free Activities to do in (Your Area),” “10 Educational Activities for Kids in (Your Area),” and “Top 5 Must-See Attractions in (Your Area)” into one downloadable eBook titled, “A Families Guide to Vacationing in (Your Area).” This is an easy way to quickly generate a content offer, which in turn will provide you with more qualifying leads.
4. Turn Blog Posts into Videos
87% of online marketers use video content, according to Outbrain. Don’t let competing vacation rental companies reach your potential renters before you do because you do not take advantage of the potential of video marketing. Choose one of your best blog posts and create a 30-second video highlighting the key points of the post and provide links to your website and to the post itself at the end of the video. This is a quick and easy way to repurpose an old blog post to effectively attract website traffic during the busy season.
5. Distribute Repurposed Content Using Social Media and eBlasts
More than half of all online adults use more than two or more social media sites, according to the Pew Research Center, so it is safe to say that distributing your content in social media is a highly beneficial marketing strategy for your company. For the sake of repurposing, if you did not distribute your original content in one of the major social media platforms, including Facebook, Twitter, Google+ or Pinterest, then post that content for a chance to reach an even bigger audience than you did when it was first posted. If you have repurposed your content, distribute the new, refurbished content through all of your vacation rental company’s social media networks.
Finally, send out your repurposed content to your email lists in the form of eBlasts to generate even more attention and engagement with your company’s website to increase rentals throughout your busy season and beyond.
Make life easier on yourself in the hectic busy season and use these tips to repurpose your existing content to save valuable time and energy. For more helpful tips and ideas, visit Paveya’s Vacation Rental Marketing blog.
