Content marketing is all the rage. It should be. Its influence is well documented and as a result, it has spawned a new industry of marketing experts and professionals.
But how does a resource strapped enterprise capitalize on the need for more search optimized content and growing consumption habits? By capitalizing on existing, effective content, and converting it into many other forms. Repurposing original content is a common recommendation. The result?
- Consistency of message for audience
- Content that conforms to multiple user consumption preferences and learning styles
- Creation of social media content kits
- Improved analytic reporting and consumption assessment
- Improved editorial coordination
- Ease of management
- More scalable content development projects
- Increase in content back-links, and URLs to related content
- Reduced cost of creation;
- Exponential volume of search optimized, quality content across the web
- Greater awareness across the marketing & communications group of content and messaging
- Increased qualified inbound prospects
If your website is well optimized for lead generation, increased traffic and engagement translates into more qualified leads, a percentage of which convert into sales.
How many content items can be created from a single source? A LOT.
Take for example a your white paper. The primary information source is the SME, who provides the key customer value propositions to a writer or your marcom team, who are then tasked with the project of creating a compelling, consumable information source describing why your prospect should consider buying from you. In years past, it was a print document, today it is digital – probably a PDF.
This is a historical and well defined exercise that has been practiced for decades. This was well suited for brick and mortar business, but falls short in today’s digital economy. But the question before us is not about creating the source content (which is another important process to be considered), but how many ways can it be leveraged for digital consumption. Content marketing is a beast, and it is hungry.
Why do we feed it? Because your prospects are hungry for information and your content is marketing currency. Currency that has an exchange rate that converts into qualified web traffic and web traffic into leads for sales. It is an ecosystem.
What does the content marketing beast consume? Can we feed it? Repurposing existing material is a beginning to reach prospects beyond the document. Here a starter list of what can be generated directly from the initial collateral:
- Web content
- Landing pages
- Online presentations
- Audio Podcasts
- Social media (tweets, blogs, commentary)
- Promotions and campaigns
- Direct mail & newsletters
- PPT speaker notes
- Press & analyst resources
- Translated content resources for regional teams and audiences
Repurposing your best material can certainly generate all this, but it can also be done concurrently and by design, which is the idea behind “content engineering”. It’s easier than you might imagine. Is it necessary? After all, the collateral is produced and available, but it’s not enough, not today. A single document with your well-conceived and developed value proposition is not enough. A new approach to magnifying content is beyond important. It’s essential.