The power of online awareness and opportunity is no longer something to be brushed aside for “another day.” Most people are stifled by “the first step.”

May I suggest….the re-purposing of your marketing message?

You might know the natural (and universal) arc well, the exhilarated thrill of possibility as a new world of outreach is discovered then the almost inescapable and overwhelming cascade of anxiety as you dip your toe into the vast world of social media only to realize the dip causes nary a ripple.

Relax. Like Rome, this new world is all about progress and exploration and the building of relationships–it will not and should not be attempted in an afternoon of frenzied keyboarding.

Most panic, initially, when the thought enters their head that they have absolutely nothing to say, nothing to share. Not even knowing your product, I disagree completely.

Chances are all of the thoughts and examples you would ever need to participate already exist in another form such as in the language of websites, catalogs, brochures, internal documents, industry speeches, thought-leadership papers. To maximize the hard work already completed, consider a simple change of perspective.

Top 5 Ways to Re-Purpose Marketing Message:

Isolate individual industry messages into one-page white papers authored by yourself or key members of the sales or workforce or your representatives. Chances are you have already surrounded yourselves by experts–mine them for “nuggets of knowledge” to share with the world. Remember, this information might be extremely mundane and basic to you but will be fresh and thought-provoking to someone else.

Begin a blog to educate your public on your work, product line, specialties. For a simple (and free) way to get the conversation started.

Plan individual blog posts to be released daily (or weekly) outlining the key points of what makes ABC Company’s widgets or artwork revolutionary. Educate your audience. Compare, contrast and illustrate. ESSENTIAL RULE: NEVER BASH A COMPETITOR–STAND FOR WHAT YOU ARE!

Create or link to relevant and useful industry news or trends.

Leave comments on relevant blogs which link to your supporting data (on your blog or website). If you’re not in the conversation, I assure you someone else will be.

This outline serves both the individual artist or creative as well as seasoned executives of a creative business. Give your voice and product a platform!