A well-conceived piece of marketing content contains the powers to engage, inform and entice prospects. If content marketing is part of your digital strategy, you know how much time and effort goes into producing quality material.
However, many companies continue to create solid work and forget about it. Don’t let these valuable resources gather dust. With very little additional effort you can double… triple… quadruple the value of your content.
“Repurpose” is Not a Dirty Word
The easiest way to increase the value of your content is to reuse it. Modify that powerful case study on your website to become the perfect handout at your next tradeshow. Rework that insightful series of blog posts to create a series email campaign.
Please Parse the Content
The elements that make up longer form content like white papers can often be of great value as stand alone documents. Data tables make a powerful statement with little or no explanatory text, so transform them into infographics. Don’t forget the customer testimonials that add value to the look of your site.
To Sum it Up
On the flipside of parsing, smaller pieces of content become even more persuasive when they are compiled into a comprehensive resource – a “How To” guide or an e-book. Keep an eye out for common threads that can be used to connect previously disparate items.
This Just In…
From technology to terminology, business changes at breakneck speed. When a piece of content is no longer precisely on-point, don’t scrap it, update it. And there’s absolutely nothing wrong with presenting the revised item as exactly that. “Last year, we explained that… New changes to Google’s algorithm mean that…” In fact, the historical perspective can make the new information easier to understand.
Did We Mention?
Referring and/or linking to an existing piece of content from a new one tends to give the “old” piece new life and the new one greater weight and credibility. Don’t hesitate to cross-pollinate.
The New Kid on the Block
New technologies and communication channels are continually being developed (think Slideshare, Instagram). As they come into use for businesses, consider how to fold your existing content into new social media platforms. You may find that a piece that achieved modest results in one medium can be wildly successful in another.
