Tips for Getting Maximum Mileage Out of Your
Marketing Content
Too many marketers
look at the content they're creating as "one and done." You spend
a huge amount of money designing the right print mailer, send it to all of
the relevant people on your list, and then never think about it again,
right?
Wrong.
The truth of the matter is that this content is still high-quality because
you wouldn't have sent it out into the world if it wasn't. It's a shame to
write it off so quickly, especially when you can use just a few, simple
techniques to increase its overall return on investment beyond what you
originally thought was possible. If you want to guarantee that you're
getting maximum mileage out of your marketing content, there are a few, key
tips that you're definitely going to want to keep in mind.
Repurpose Whatever You Can
Creating a piece of high-quality, original content from scratch is not only
expensive but time-consuming. This isn't exactly a secret, but it is a
problem that marketers are creating for themselves more often than not by
insisting that every last piece of information going out into the world has
to be wholly original from the top down.
The fact of the matter is that it doesn't - sometimes repurposing a piece
of older content is a great way to not only get maximum mileage out of
those materials, but it can also help fill gaps in your editorial strategy
and more.
For example, say you hosted a webinar that went off without a hitch. Those
ideas don't have to die the minute the last viewer logs off. Take all the
notes from the webinar and turn them into a slideshow for your website or
use them as the basis for a direct-mail flyer to go out in the near future.
You get the benefit of building FROM something instead of creating from
scratch and also get to stretch the ROI of that original content as far as
it can go at the same time.
Redistribution: Using Changes to Your Advantage
Another one of the most important ways to get maximum mileage out of your
marketing content involves careful redistribution. Consider how things may
have changed since that original piece of content went out into the world.
Maybe you designed a post for Facebook that was hugely successful but now a
new social media network has entered the marketplace. A few key adjustments
could make that old piece ready for a brand new audience.
The same can be said of taking something from the print world and bringing
it into the digital realm, and vice versa. Take that informative print
flyer you sent out a few weeks ago and use it as the framework for a blog
post. You get the benefit of increasing the longevity (and again, the ROI)
of that original content and you get it in front of a whole new crop of
people at the same time.
While many people think of content marketing as "disposable," it
absolutely does not have to be that way. A good piece of content is a good
piece of content - period. By carefully practicing techniques like
redistribution and repurposing, you can stretch the value of that content
as far as it will go, and get as many miles out of it as you can.
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