Repurposed Content: Smart Move or Lazy Marketing?
Alternately, you can pick interesting features that are unique to your system, such as "accepting partial payments" and post about them on Twitter or Facebook as a "Did you know ... ?" type of post. Create a series of such trivia posts and quizzes and schedule them across a long stretch like a week or a fortnight. Tools like Buffer and Hootsuite are good tools to use for planning and scheduling posts.
• Blogs: Individual features can offer inspiration for different blog posts. Multiple blog posts like "The importance of syncing offline and online order data" or "Latest developments in payment technologies" or even "Building customer loyalty using a smart billing system" are possible from the data on this single page. Post these on your own blog or guest post on blogs within your industry to expand your reach.
• E-book: The variety of blog posts written on the central idea of the POS system's features can be combined into a single e-book. Add an introduction, a conclusion and lightly edit the individual posts to offer a sense of continuity. Select a title such as, "Checkout and Payment Processing Advances in 2014" or something similar, then upload the e-book in PDF format to your website, or use an e-book creator like Papyrus and Blurb to design, edit and publish your book from start to finish.
• Infographic: A core idea like "features" lends itself perfectly to a infographic. Using the existing data around the system's features, create a colorful infographic either by yourself or with the help of a professional graphic designer. If you choose to go the DIY way, use tools like Easel.ly or Visual.ly to create great looking infographics for free.
• E-newsletter: Rework the content of your features page to create an interesting email sent out to your subscribed mailing list. Email marketing tools like GetResponse or MailChimp help marketers create their own email layouts, test the e-newsletter before sending, and even offer detailed analytics post send out.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at email@example.com.