In today’s digital landscape, content is crucial. From social media to blogs, podcasts to videos, businesses have an array of platforms at their disposal to engage with audiences and share their message. However, creating fresh, original content for each platform can be time-consuming. This is where the strategy of repurposing content across platforms comes in, enabling organizations to maximize reach, impact and content creation. Let’s explore why repurposing content across platforms is a great strategy for success in the digital age.
Reach
One of the primary benefits of repurposing content is its ability to extend your reach across multiple channels. By adapting a single piece of content for various platforms—such as turning a blog post into a series of social media posts or a video—you can reach audiences where they are most active and engaged. Whether it’s LinkedIn, Instagram, YouTube or TikTok, repurposing content allows you to meet your audience on their preferred platforms, increasing visibility and driving traffic back to your website.
Optimize for Different Audiences
Different platforms cater to different audiences and consumption habits. What resonates on Instagram may not perform as well on LinkedIn, and vice versa. By repurposing content across platforms, you can tailor your message to fit the unique preferences for each audience. For example, you might condense a long-form blog post into social media posts or produce engaging videos for YouTube. By optimizing content for different formats and platforms, you can maximize engagement and resonate with your audiences.
Amplify Your Message
Repetition is key to effective communication. By repurposing content across platforms, you amplify your message and reinforce key themes and ideas. A social post about a new product launch can be followed up with an in-depth blog post and a behind-the-scenes video. Each piece of content builds upon the others, creating a cohesive narrative and reinforcing your brand. Repetition increases the likelihood that your audience will engage with and remember your content, leading to greater brand awareness and recognition over time.
Save Time and Resources
Creating high-quality content takes time, effort and resources. By repurposing existing content, you can maximize your value and save time in the content creation process. Rather than starting from scratch each time, repurposing allows you to leverage existing content and adapt them for different platforms and audiences. This ensures consistency in messaging and branding across channels and makes the content creation process more efficient.
Improve SEO
By repurposing content across platforms, you can improve your search visibility and drive organic traffic to your website or blog. Sharing snippets of content on social media with relevant keywords and hashtags can increase visibility and attract link clicks from users searching for related topics. By strategically repurposing content, you can enhance your SEO efforts and attract more qualified traffic to your website.
Repurposing content across platforms is a smart strategy for maximizing reach and optimizing resources. By adapting existing content for different audiences and channels, you can extend your reach and reinforce your brand. Embracing the power of repurposing can help you achieve your goals more efficiently and effectively in today’s digital landscape.
This past week, Sonnhalter’s president Matt Sonnhalter was featured on a podcast by Mechanical Hub, Appetite for Construction. Hosted by Tim Ward and John Mesenbrink, they had the honor to interview Matt on everything B2T, Sonnhalter’s Annual Tool Drive, our recent partnership with PHCC CONNECT and their upcoming CONNECT 2024 conference in Birmingham, Alabama, outstanding barbeque and of course Matt’s love of bourbon and whiskey!
Be sure to take a listen to Tim, John and the “Don Draper of B2T.”
Donate extra inventory, demo models, tools and building materials that are no longer needed, during the month of August in support of Habitat for Humanity.
CLEVELAND – July 2024 – Sonnhalter, a communications firm marketing to the professional tradesman in construction, industrial and MRO markets, will be hosting its Annual Tool Drive once again. This year marks its fifteenth year in partnering with Greater Cleveland Habitat for Humanity for this event. Since 2010, Sonnhalter has raised more than $517,000 worth of donations for this cause.
The Tool Drive runs Thursday, August 1 to Saturday, August 31. All businesses, organizations and manufacturers are encouraged to donate extra inventory, demo models, tools, building materials and monetary donations to the Sonnhalter Tool Drive. Donations benefit Cleveland Habitat’s mission of building homes and empowering families through safe and affordable home ownership.
“Over the past fifteen years, we’ve surpassed all expectations set back in 2010. I take great pride in our collective achievements driven by our commitment to supporting Habitat for Humanity,” said Matt Sonnhalter, vision architect at Sonnhalter. “Due to the immense generosity of clients and friends of the agency, we have been able to donate more than $517,000 to this great cause. Even though last year’s donation totals were unprecedented, we aim to raise even more this year!”
The Sonnhalter Tool Drive encourages those within the trade industry to look through their warehouses for extra inventory and overstocked tools or items that they would be willing to donate.
Greater Cleveland Habitat for Humanity has helped more than 300 Habitat homeowners, including over 1,000 children, have a safe and decent place to live. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s three ReStores, discount home improvement stores that serve Cuyahoga and Lorain Counties. Proceeds from ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
Tools and materials can be shipped to Attn: Tool Drive, Sonnhalter, 1320 Sumner Ave., Suite 200, Cleveland, Ohio 44115. For information on how you can participate in the Sonnhalter Tool Drive, or to coordinate larger shipments, i.e., pallet size, please contact Rosemarie Ascherl-Lenhard from Sonnhalter at 216.242.0420 x130 or rascherl@sonnhalter.com. To make a monetary donation, please make checks payable to “Greater Cleveland Habitat for Humanity” and mail to Sonnhalter, 1320 Sumner Ave., Suite 200, Cleveland, Ohio 44115.
Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter is located in the historic Brownell Building in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.
About Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
In this guest post from our friends at Long & Short of It, they are dissecting the notion of your brand holding a certain identity that is different from most. They talk about six different reasons as to why your company should institute brand differentiation. I believe that they have a point to this, due to the fact that if your brand is the same as others, or is holding the same tendencies, you’ll end up blending in versus sticking out. Click here to read more from Long & Short of It. This guest blog follows below:
. . .especially in financial services.
Pretty much whatever you make, sell, provide can be copied. It may or may not be better. So why do your customers stick with you instead of jumping to the next best or cheaper version? It comes down to differentiation and brand loyalty.
Water for example. Who knew we needed Liquid Death? It’s water. In a can. But they tapped into (sorry for the pun – not really), the power of branding. Product differentiation is tough, but your brand is and always will be unique if you nurture it. Leverage that.
Let’s try something a bit more complicated like banking. In the world of banking, standing out from the competition can be challenging. With countless banks offering similar services, finding ways to differentiate yourself is crucial for success. Here are some strategies to set your bank apart:
Provide Exceptional Customer Service In an industry where customer trust is paramount, providing exceptional service is a powerful differentiator. And it must be exceptional. Good or even great customer service is not enough – this is now a table stake. Provide your team with the training, support, and flexibility to develop meaningful relationships with your clients.
Specialize in Niche Markets Instead of trying to appeal to everyone, focus on serving specific niche markets. Most banks provide very similar products to a wide variety of customers. To compete, most banks need to do that, but to differentiate your institution, find those one or two things that you can do better than anyone else. It could be a product or service such as treasury management or a segment such as students or small businesses. Tailoring your services to meet the unique needs of a niche market can help you attract loyal customers.
Offer Innovative Products and Services Stay ahead of the competition by offering innovative products and services that address emerging customer needs. Whether it’s introducing new digital banking features, launching a rewards program, or partnering with fintech companies to offer cutting-edge financial solutions, or simply helping them understanding if bitcoin is right for their portfolio. Innovation can help you attract and retain customers.
Focus on Transparency and Trust Building trust with your customers is essential in banking. You would think that this is a given for any financial services company. But I think it’s being ignored to the detriment of many banks and for those few who don’t take it for granted, it can truly help them differentiate. A Gallup survey on trust showed that only 26% of the U.S. would say they have a great deal/quite a lot of trust in banks. Small businesses were at the top at 65% and Congress was at the bottom at 8%. Shocker. Be transparent about your fees, terms, and policies, and strive to maintain open and honest communication with your customers. Don’t just assume your clients trust you. Actively develop and implement strategies on what your bank is doing to earn that trust every day.
Cultivate a Strong Brand Identity A strong brand identity can help differentiate your bank from competitors and attract customers who resonate with your values and vision. Invest in branding initiatives that showcase your bank’s unique personality and highlight what sets you apart from others in the industry. Are your mission and vision statements truly unique or can you slap another bank’s name on them, and they would still work? If so, that’s an issue.
More importantly, what is your bank doing to ensure those statements are vibrantly followed through everything you do from hiring, servicing, and developing products? It’s the foundation of your culture. Does your bank truly care about its brand? Communicate it? Apply it consistently? Whether it’s through your policies, marketing campaigns, or community involvement, consistency in branding can help reinforce your bank’s identity and attract loyal customers.
Whether you are in the competitive landscape of banking, a small business, or quite frankly any industry, differentiation is key to success. By providing exceptional customer service, specializing, being innovative, focusing on transparency and trust, and cultivating a strong brand identity, you can set your bank or business apart from the competition and position yourself for long-term success.
CLEVELAND – June 2024 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, announces the Plumbing-Heating-Cooling Contractors—National Association (PHCC) as one of its newest clients and will be assisting with promoting the organization’s annual conference: CONNECT 2024.
Formed in 1883, PHCC provides education and training to over 3,500 plumbing and HVACR businesses and 65,000 technicians. PHCC offers its members access to a wide range of services to increase their professionalism, grow their business and improve profitability.
“We are proud to support PHCC with CONNECT 2024 to help build lasting relationships and continue to spread awareness about the plumbing and HVACR industry,” said Matt Sonnhalter, vision architect at Sonnhalter. “We look forward to working together to enhance the CONNECT experience and make it successful for all attendees.”
“We are excited to work with Sonnhalter and leverage their extensive knowledge of the industry to introduce the reimagined CONNECT conference,” said Cindy Sheridan, PHCC chief executive officer. “At PHCC, we value forming professional relationships and providing education, and with Sonnhalter’s assistance, we can continue to promote these values.”
Sonnhalter is assisting PHCC’s overall marketing strategy and branding efforts for CONNECT 2024, including its creative, earned media, social media and influencer relations. The event will be held October 7-10 in Birmingham, Alabama. www.phccweb.org/connect.
About Sonnhalter
Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter is located in the historic Brownell Building in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.
About PHCC
The PHCC National Association, formed in 1883, provides legislative advocacy, education and training to approximately 3,500 plumbing and HVACR businesses and 65,000 technicians. Members of PHCC have access to a wide variety of services designed to increase their professionalism, grow their business and improve profitability. For more information about PHCC, visit phccweb.org.
In this guest blog written by Catherine Williams, she compiles a glossary of terms and jargon commonly used in the field of manufacturing that might seem foreign to those who aren’t within the profession. When going into this field, it’s important to know these certain terms and names, so that you feel comfortable and confident in your knowledge and abilities. Click here to read more from the author and other blogs that have been written. See below for the guest blog:
Manufacturing offers career endless opportunities to individuals with any skillset or level. However, the language and tools commonly used in manufacturing can be intimidating and hard to understand for those who are just learning about the industry.
Compiled below is a manufacturing glossary of processes and tools that are commonly mentioned when describing industry jobs and the responsibilities of individuals who work in the field.
Check out our index of terms, and then learn in which role you might be most interested in applying them.
3D printing: A type of additive manufacturing in which a 3D part is constructed by a material being melted, cured and sintered. The most common types of 3D printing are FDM (Fused Deposition Modeling), where melted material is extruded, SLA (stereolithography), where liquid resin is cured using UV light, and SLS (Selective Laser Sintering), where a powder is sintered layer by layer.
Additive Manufacturing: A type of manufacturing in which the part is created by adding material as opposed to removing material. The most common example is 3D printing.
Arc Welding: A welding process that uses an electric arc to melt and join metals. This type of welding is commonly used for quick repairs of metal parts because it creates less sparks and smoke, while using higher heat.
Axis Milling: A cutting process in which the workpiece remains still while the cutting tool moves along the axes to mill the part. These machines can make everyday metal furniture to jet engine rotors for the aerospace industry.
Bellows: These pumps circulate air and are used in manufacturing to keep fires burning and workspaces and machinery clear of debris. Bellows can be found on the manufacturing floor blowing debris off machinery and speeding up combustion on an iron worker’s forge.
Brazing: Brazing is joining two or more metal pieces together with a metal that has a lower melting point, so you can attach the workpieces without melting them. This method is often used when the product’s base metals are too difficult to melt precisely.
CAD: Stands for Computer-Aided-Design and refers to the use of a wide range of computer-based tools. that assist engineers, architects and other design professionals in their projects.
CNC: CNC = Computer Numerical Control. This term is often used to refer to a machine that is controlled by a computer instead of manually. CNC machines are useful when producing large quantities of a product to ensure its exact specifications.
Die: A specialized machine tool used in manufacturing industries to cut and/or form material to a desired shape or profile. Die machines are generally customized for each product that they are used to produce.
EDM: Electrical Discharge Machinery (EDM) is a metal fabrication process where metal is shaped by electrical charges. This method of metal forming is most commonly used when working with heavy, dense metals and is extremely precise.
Flame-Cutting: A method of cutting in which the appropriate part if the material to be cut is risen to ignition temperature, using an oxy-fuel gas flame. This process is most commonly used to separate or shape steel components.
Forge: A type of hearth used for heating metals. A forge is used to heat a piece of metal to a temperature at which it becomes easier to shape and the workpiece stops hardening.
Forging: a manufacturing process that shapes metal using localized compressive forces. The blows are usually delivered with a hammer or die.
Lathe: A machining tool used primarily for shaping metal or wood. The lathe rotates the workpiece around a stationary cutting tool until the piece is the proper shape. Lathes are mainly used to remove unwanted parts of the workpiece, leaving behind a specifically and cleanly shaped product.
Machining: A process in which a material is cut to a desired final shape and size by a controlled removal process. There are several machines that carry out this process, and it can be done with almost any type of material including metals, plastics, and wood.
OEM: Stands for Original Equipment Manufacturer and refers to a company who produces components in the product of another company, which then sells the finished product to consumers. Most Northeast Ohio manufacturers are OEMs.
Shearing: Cutting any material to the required specifications. Shearing is used in almost every department of manufacturing, and several machines are used specifically for shearing.
Subtractive Manufacturing: The most common type of manufacturing in which material is removed from a part to make it (examples include drilling, milling, cutting and sanding)
Stamping: Also referred to as pressing, stamping involves placing flat sheets of material into a stamping press where a tool and die surface form and cut the material into the desired shape. Stamping is used to create countless products but is most commonly used to shape metal. Punching, blanking, bending, coining, embossing and flagging are all stamping techniques used to shape materials.
Soldering: A way to join two or more metal pieces using a type of metal that melts at low temperatures. Different from brazing, soldering uses lower flame temperatures to join pieces of metal together. It is most commonly seen in electronics and plumbing.
Threading: The process of creating a screw thread, either by cutting away at the material to create grooves or adding threads onto the material via 3-D printing.
