Get More Out of Your Content Marketing by Re-purposing Content

These three simple steps and a list of 17 content variations will help.

Good content marketing items can be hard to create. But so worthwhile. So stretch out your efforts by repurposing your content. With a little creativity, you can convert an excellent blog post or case study into a number of other options. To make this a bit easier try taking these three simple steps to help translate your content goods into more goods!

Because the more content you can offer, the better your chances to connect with prospects or answer the marketing strategy you are facing. To get you in the right frame of mind, use the three simple steps below to get started.

1) Start with the end in mind
All your content should be positioned to leverage the awareness arc, which takes your prospects from knowing you, to liking you to trusting you. So think about what you want the result to be. What’s that next step? A call, a trial, a download? By knowing what you want to have happen, you can get there by paving the way with your content and messaging.

2) Don’t start over
You don’t need to have an entirely different version of your message for a new format. Even if people (that’s a big if) see the theme repeated, they most likely won’t notice any duplicity. So, be fruitful and multiply.

3) Creatively Edit
If you have strong words and images, just reshape the messaging a bit. A Slideshare presentation should be simple. A white paper or POV (Pont of View) document needs details. Playing off #2 above, get the content to best balance the format.

But first, a little content management 
So with these pointers, you can get started on translating some of your content into new materials. But first, take a good look at your current library of content items. And get those organized. I like to use a what I call a content matrix. I created it out of pure necessity.
content marketing

As you can see, it’s a simple box with the audience segments or personas running across the top and the stages of the buyer’s journey running down the left. This version was for some work I was doing on behalf of a Thomson Reuters sales team for a campaign that targeted Corporate Counsel lawyers and their support staff.

With this technique, there are also dates of content marketing publications. Plus this version uses a point system for lead scoring, which is an advanced method of profiling your leads as they come through the inbound marketing funnel. This funnel depiction used an approach that included a sequence of Education  – Interest  – Preference. I prefer an approach that uses a Know – Like – Trust series. You can certainly build terminology around what best matches your content marketing needs and brand language.  With lead scoring, you can help your sales force understand the most attractive and highest potential prospects. This becomes a powerful sales tool!

As you fill in the elements, you get a clear picture of what’s going on with your library. It’s also effective as a gap identifier so you can see what holes or weak spots exist. Use it as a strategic tool for you, your client or your boss. It can help to justify budgets and priorities.

So what kind of content should you consider? Well, let’s get back to your personas. Take a moment and look at their profiles or descriptions. Then try to imagine what kinds of content would appeal to them. Start asking and speculating a bit.

Are they too busy to read?  Could an audio approach like a podcast work?
What logical resistance points can you overcome? Do they need to see and feel your product or experience?
What kind of superiors do they need to answer to? What kind of content could help with that?

I like that this content matrix tool because it can provide a big picture of what is currently going on with your content marketing. So build one around your needs and use it to extend and manage your content library.

So what content marketing materials should you plug and play?

Now that you’ve identified content marketing holes to fill and new opportunities to take advantage of, it’s time to get creative. Time to re-imagine your content. Put it into new perspectives. Think about how many new ways you can connect.

If you want to simply for those early in the content marketing process, you may want to introduce them to your business or service with an infographic.

Now if you’ve been warming up a prospect by exposing them to your content, you need to go deeper with more valid tactic such as guide, white paper or video product training approach.

A list of content variations
Now that you’re ready to repurpose your content take a look at 17 opportunities you can create:

1 Steps to Success – a modified customer journey process
2 Top Tips – helpful suggestions that can take on any style
3 Easy Guide – a super simple guide
4 The Ultimate Guide – a comprehensive guide
5 Infographic – always a classic, the simpler, the better, images & graphs that inform.
6 Case Study or Customer Success Story – compelling storytelling format
7 White Paper – detailed exploration of a topic or issue
8 POV (point of view) a more opinionated but shorter version of a white paper
9 How-To or Explainer video – these are brief and straightforward presentations
10 Decision Tree – here’s a way to show a complex set of actions and choices
11 Plan on a Page – a simple overview of a campaign
12 Creative Brief – a strategic picture of a marketing direction
13 Interview – a Q & A with notable pro or insider can bring incredible insight to an issue
14 Course – go out and teach what you know about a topic – it can be convincing content
15 Seminar – show off your knowledge in a presentation, simple as that
16 Tutorials – here’s over-the-shoulder guidance you apply in any way
17 Master Class – in-depth knowledge sharing with an academic flare

There you have it. Some ways to repurpose your content, a nifty tool to help organize and optimize it along with a hearty list of content options. So have at it. The better you plan and organize your content marketing, the faster you will be able to find success.

Posted on by paul in Uncategorized

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