How to Repurpose Content for Your Business Brochure and Website
Almost all of our Palm Beach Content Co. clients come to us with the same sentiment: how do I create enough content for all of my different marketing needs? You are not alone if content creation and distribution feel a little overwhelming at times.
That’s the beauty of content marketing, though. Content is, at its very core, reusable and recyclable. The purpose of creating content is to share your brand voice in the most effective way. If the content works in one area of your marketing, you can probably reuse those same sentences and ideas in other areas as well.
Repurposing content is a great way to maintain consistency in your message and brand voice, since you’re using the same words and messages. You save time and energy, while ensuring your communication remains unified and steady.
You can repurpose different content throughout your campaigns to maintain a level of unity and consistency—without spending resources or breaking the bank by constantly creating new content. For example, you can break up an article into different captions for your social media, or you can share it in your email marketing campaign. You can use a bit of your About section in your email signature, or your product descriptions in a landing page pushing conversion.
Best yet, you can repurpose your website copy for your small business brochure—and vice versa. That’s what we’re taking a look at today, since business brochures are one of the most essential aspects to small business marketing.
What is a business brochure?
Brochures have a slightly different approach than other printed materials. Flyers, similar to press releases, are single-pages typically used to promote an event, launch, or offer. Leaflets are half-pages used to grab attention about a discount or new promotion. Business cards are used to connect people with people.
A brochure, though, is a more enduring product that connects viewers with your business. It gives overall information about your business and services, not including timely information like news or promotions. The purpose of a brochure is to intrigue your audience and give them the basic information that differentiates your brand and services from your competitors.
Why create a business brochure
If you own a storefront of physical location, you may already recognize the “power of the brochure.” Brochures are a staple of small business marketing because they’re cost-effective and easy to distribute. You can use brochures for a variety of promotional items, and they’re a great way to disseminate information about your business. They’re especially useful for local uses, such as for giveaways at trade shows or conferences or to place on your local coffee shop’s bulletin boards.
Plus, brochures offer enough room to include a lot of information about your brand and offerings without overwhelming the client. This information and brand voice is a great way to build trust and authority, especially since there’s a level of legitimacy attached to printed merchandise.
What to repurpose for a business brochure
In today’s digital world, a printed brochure is essentially a way to grab your audience’s attention and direct them to your website for more information. The job of the brochure is to attract, impress, and intrigue your audience. Then, you’ll encourage them to interact further through other avenues, like your website or social media.
But you don’t have to completely reinvent the wheel with your business brochure and/or your website. In fact, you can reiterate some of the same content to keep it consistent!
What should you include in a business brochure that you can repeat or expand upon on your website?
1. Standard information
Always include standard info on your brochure. A lot of small business owners actually forget this, and then their readers can’t connect with them in the future. Include your company name, logo, slogan, and at least two forms of contact information (like email and phone). If you’re a local business, you’ll also want to include your address. Don’t forget to also include this information in the footer of your site.
On your brochure, make your website especially prominent. 97% of consumers search online to find a local business, even if they’re already aware of the business. That means you need a strong online presence, and you want your local customers doing more research (and getting more impressions) on your site as well.
What is your unique selling point? How do you differentiate yourself from the competition? Why should they buy from you?
Your brochure should tell people the basics about your business, especially your brand message or mission. Why are you in business and what makes you different? This designates your brand, which is what sells more than products or services.
The message in your brochure can be repurposed from the “Mission” section of your website. This might be on your homepage or about page, but it’s the portion that tells people who you are and why you do what you do.
Tip: Come up with one or two sentences that narrow down your mission statement: “We are _____, and we are unique because _____.”
What’s the story behind your brand? Brochures are a great place to introduce the reader to the history of your business, especially if you’re a local business with a homegrown vibe. This is a great way to humanize and localize your brand. You may even want to put a face on your brand by including pictures of your team and/or founders in the brochure and on your site.
Keep your business history short and sweet. You want to focus on those aspects that make you unique, like who your founder is or where your business originated. Tell them enough of the story to get the point across, but leave them with a cliffhanger so they’ll go to your website to hear more of the story.
Include your business history in the “About Us” section of your website. This is where you can tell the story of your founders, how you came to be, and why your business is an integral part of your community.
Pro-tip: Don’t just focus on the history of the past. It’s okay to also write about how you anticipate the future of your business will look like, too!
4. Call to action
Every marketing promotion should have some call to action (CTA) that pulls the visitor through to the next step of your funnel. You might have different CTAs for each marketing tactic, but you’ll usually want one core CTA for your brochure and website. For most local businesses, the main CTA requests that visitors walk into your storefront.
It’s not easy to craft a CTA that actually converts. That’s why we recommend you test out different CTAs on your website, where it’s easier to track and analyze data about conversion and effectiveness. Then, you can use that same CTA language and message in your brochure to enhance your CTA and get more foot traffic in your door.
Let’s create content
You don’t have to create new content for every piece of marketing. In fact, you can create a core set of content that you reuse and repurpose as necessary, based on the goal of the copy, like a website and brochure.
Recycling content helps maintain consistency in your branding and message, while gaining more impressions and touch points by redirecting customers to engage and learn more with your business.
Isn’t it time you had a set of branded content you could pull from for all of your marketing?
If you’re ready to start designing framework content you can use for your website, brochure, and other materials, check out our short course on Using and Reusing Content! The course will walk you through the types of content you need to create, how you can easily build a content library, and the ins and outs of repurposing content for your business. Get started with the Using and Reusing Content here!