Jassen Bowman EA

In case you’ve missed any of the challenges in this series, you can always review them at:

https://taxresolutionacademy.com/30-day-tax-marketing-challenge

Yesterday, I suggested that you conduct an inventory of the marketing content you already have. We’re talking videos, blog posts, books, PowerPoints, presentation recordings, audio recordings, and anything else that you’ve created for your practice.

For the next few days, we’re going to look at specific processes for converting content from one format to another. It’s easier than you’d imagine, and it makes the task of creating marketing content much easier and faster.

Today, take any piece of audio or video content you’ve created. Tax-related, obviously.

Take that file, and head on over to either Rev.com or Temi.com. These are simple, cheap online transcription services that will convert your audio/video into text. They are owned by the same company. Personally, I prefer Rev, as a human will transcribe your audio, producing a better end result. The downside is that it comes at a higher cost than automated transcription, which is what Temi does. The cost difference is a factor of ten, at $1 per minute versus 10 cents per minute.

With the Temi output, you’re going to have to do a lot more cleanup than you do with Rev. It’s one of those time vs money trade-offs that you’ll have to decide upon for yourself.

Even with the Rev output, you’re still going to want to spend some time rewriting certain things in order to make it more “article-ish” rather than appearing like a transcript. Other folks have different attitudes about this, but I don’t like putting out material that is obviously a transcript. I’ve done it, but I cringe when I do. So taking the time to polish up your content is worthwhile, from a perception standpoint, in my not so humble opinion.

But either way, once you have the transcript, you get to do a few things with it. Here are some of my favorites:

• Post it to your blog as an article.
• Feed it through a tool like Missinglettr in order to use it for social media marketing.
• Post it to Medium as an article, and include an inline link to something else back on your website.
• Send an email to your lead/prospect list as a touch point.
• Include a copy in your monthly client/prospect print newsletter.
• If it’s a video that you’ve posted on YouTube, upload the transcript to YouTube in the transcript

Article marketing. Content marketing. Educational marketing. Info-first marketing.

Whatever term you want to use, it’s all the exact same thing, and it’s worked well for decades.

One of the challenges with content marketing, however, is constantly coming up with new content.

That’s where content repurposing comes into play.

Content repurposing is the process of using a piece of marketing content in a different way. Recycling, if you will.

For example, the transcript of a video gets edited into a blog post. The audio recording from your recent presentation at the Board of Realtors becomes a podcast episode. A series of blog posts becomes your next book.

Today’s marketing task: Take an inventory of your content marketing assets, and create a plan to repurpose content you already have.

Take a look at what you’ve done online and offline over the years. Do you have blog posts? Facebook posts? LinkedIn articles? YouTube videos? A book? Articles you wrote for trade journals?

You have far, far more marketing content than you think you do.

Don’t believe me?

Try this one on for size: Your sent email folder is a treasure trove of content you’ve already written.

Those tens of thousands of emails to clients answering tax questions? Yep, that’s all content YOU created that you can repurpose.

So today, take an inventory of what you have available. Make a list, check it twice.

Tomorrow, we’ll delve into actual processes for content repurposing that can drive new leads.

Need articles for your blogs and emails? Diamond members receive eight articles per month to use in their content marketing efforts. Click here to learn more about Diamond Tax Resolution Coaching.… Continue reading

We’re down to the final week of this 941 tax resolution marketing challenge. We’ve covered a lot of ground over the past three weeks, and you’ve laid the foundation for ongoing marketing campaigns that you may otherwise never have considered.

I’m sure that, by now, you’ve noticed that marketing isn’t always sexy or fun. Some marketing tasks, especially the ones that require manual labor or spending a lot of time on the phone, aren’t necessarily fun, depending upon your personality type. But, that’s the nature of being in business for yourself.

But today, I want to focus on something that might be a bit more fun. Or, at the very least, a marketing task that will give you warm fuzzies.

Most of us have causes, organizations, or events that we care about. I have several causes that I support regularly, including animal shelters, scholarship funds, and figure skating. These are very disparate causes, but each of them provides unique marketing opportunities if I were inclined to take advantage of them.

What cause or organization are you most passionate about?

Most people have an automatic answer to that question. What was the first thing that popped into your head?

That’s what we’re going to focus on today.

With your cause or organization in mind, start asking some questions and doing some online reasearch:

• Does this organization do fundraising mailers that I can sponsor/piggyback on?
• Are there online, print, or public display advertising/sponsorship opportunities they offer?
• Are there events, mixers, fundraisers, etc. that I can attend? Volunteer at? Exhibit? Sponsor?
• Is there some way I can get involved that will further the cause, but also allow me to “rub elbows” with my target market?

I would never recommend volunteering as treasurer of any organization (that’s always what they want us to do, but don’t, for liability reasons), but there are definitely ways that we can get involved and mix business with our interest in the cause.

I’ll give some quick examples from my own interests:

1. Due to recent humane society donations, I now find myself on the regular fundraising direct mail lists for a few different puppy/kitty shelters. These organizations send fairly elaborate fundraising mailers, and the big fundraising organizations are very good marketers (keep their marketing materials, btw, many lessons can be learned). Since these mailings are going out to other above-average donors, I might start to wonder how many of those