Articles are a great way to share background information about your product or communicate certain benefits that you want your prospects to consider. These benefits might contribute to reasons a customer should enter into a buying relationship with your company. If you are already writing articles for your own website you can create a higher level of exposure by writing for other publications too.
Instead of reusing the articles you have already written, consider:
Pitching prequel articles that discuss background information. Provide the reader background information about a certain topic discussed elsewhere.
Creating sequel article that continues the discussion. Either use the a topic that logically follows the original, or take the same discussion in another direction.
Expanding a single element from an original article and growing the point into a complete article of its own. This is useful when your original article is a list of tips, take one tip and tell the reader how to implement it.
Providing a counter article which challenges the original topic with a different prospective, introduce new facts, or support claims with additional detail. This is useful when addressing negative product reviews or product deficiencies.
Developing a supporting argument article that provides additional support for a particular topic covered in the original article, perhaps using a different argument. Explore the same topic with new details, then call the reader to action.
Rewriting a how-to to a why you should article. Turn an original how-to article into reasons you should take this action. Support the action with rational not available in the original article.
Creating a how-to article from reasoning article. Tell the reader how to do something you suggested in the original article, go into detail steps and focus on implementation.
These methods create more on the same topic while expanding the amount of detail available to readers. You can even link to these other articles or reference each other in future articles. With these strategies you're documenting everything on a topic, instead of saying the same thing over and over again.
A way to build relationships in business is to educate the other party about the value of such a relationship-- conveying your message in writing is important, but variety helps different people come to the same conclusion. What message could you share with prospective customers?
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