How to Visually Repurpose Content and Stay Visible During Difficult Times
April 17, 2020
To say that that COVID-19 has had an unprecedented effect on the Vacation Rental industry is an understatement. As property managers like yourself learn to become more resourceful, you’ll find that there are also creative ways to re-use your existing content. You might be surprised to find that your existing articles/visuals are all you need to create a solid marketing strategy on a budget. Below, we’ve outlined some tips and tricks that will help your brand stay visible on a dime by repurposing content.
Step 1: Assess Your Existing Content
It’s a good time to step into the archives and reuse content to create creative engaging microcontent that will help guests remember your brand when things are on the upswing. Developing microcontent in a visual way can stem from the following:
o Professional Photography
o Floor Plans
o Amenity Photography
o Drone videos
o Walkthrough Videos
o Blog Posts
o Research Reports
User Generated Content
o Reviews & Testimonials
o Social Media Posts
Step 2: Repurpose Content on a dime
Once you assess your existing content, creating compelling microcontent for your guests becomes easier. Utilizing free visual services is a great way to break apart pieces of your existing blog posts, testimonials, etc. Below are some free tools that can assist you and your budget. Both applications also provide you with low-cost upgrades if you need more options for your visual marketing.
Canva is a free graphics service that allows you to use your existing visuals to create microcontent for email campaigns and your social media. Your professional photography used in conjunction with text can create visual content that promotes a consistent stream of brand recognition.
Static images are beneficial for your marketing but to really stand out and differentiate yourself, videos can also be beneficial. Taking your text and wrapping it up in video format is a great way to repurpose your content. Free services like Lumen 5 take your text and turn it into video. From there, you can showcase your professional photography as the backdrop and take testimonials, blog posts, or property descriptions as moveable text.
Step 3: Schedule to save time and budget
After you’ve leveraged free tools to redistribute your existing content, it’s time for some marketing automation. Marketing automation is technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically. With marketing automation, businesses can target customers with automated messages across email, web, social, and text.
Products like Buffer, Meet Edgar, and Hoot Suite, are fantastic tools to manage all social media accounts by providing the means for a user to schedule posts to Twitter, Facebook, Instagram, Pinterest, and LinkedIn.
Emma, Constant Contact and Mailchimp are all examples of email marketing automation tools than can assist you as you schedule emails to your database.
When the industry picks up, and prospective guests are ready for their much-needed vacation, businesses that did not go dark during this time will be the ones they remember. Consistent marketing can be done on a dime by assessing what you already have and utilizing free tools and services to schedule a constant stream of fantastic visual marketing.