Getting the most value from your content in the New Year

Have you ever bought a new piece of clothing only to find you already had an almost identical one hanging in the closet, but had forgotten about it? 

Getting the most value from your content in the New Year

A similar experience can happen with marketing content. All too often, marketing and sales materials reside in silos across the organization (in network and hard drives, SharePoint, Salesforce, etc.) resulting in the needless re-creation of assets.

Having a centralized store of content, tagged with metadata, enables you to repurpose or repackage existing material with minimal effort and cost. There are many benefits to recycling content in this way, as a recent article on Marketing Land explained.


What are you trying to achieve with your content?

Before you begin to repurpose content, it is a good idea to define what success looks like. For example, you might be trying to increase your audience, to provide insightful content to strengthen relationships with trusted clients or customers, or to re-engage old contacts who have not responded to your output recently.

Once you know what your overall objective is, you can put some goals in place to measure the performance of your content. For example, these could include reaching a certain level of interaction and engagement on social media, boosting SEO, or reaching a set target of new customers.

Consider, too, which channels you’ll use to distribute this content. For example, research has shown that customers prefer to receive information about products and services via email rather than through social media.


What content should you repurpose?

Reviewing your site analytics (using for example, Google Analytics) is a great place to start, whether you’re repurposing existing content or looking to produce something fresh. Analytics tell you what performed best. You should check the report for indicators such as traffic and social shares.

Repurposing content will often help you learn more about why a piece was successful. It might be that the same material performs better at a particular time of year or time of day, or if it is put into a different format.


Reshaping existing content

You don’t have to simply duplicate existing content. The same piece can be worked up into a range of different formats, for example:

  • An update – If a piece was well received a year ago, maybe it’s time to revisit and give your audience a recap of the old piece with information such as statistics, quotes or facts to show what has happened since.
  • A white paper – Sometimes it’s great to expand on content by presenting it in a longer format to give your audience a more detailed look at the subject.
  • A SlideShare deck – A slide deck is a readily accessible, popular way to present information and share it with your contacts. Breaking a piece into slides can make the topic more accessible and improve engagement.
  • Social media posts – A single article can provide material for a host of posts on the social media that matter to your audience. Linking back to the original piece means readers will be able to explore the content in a longer format if they so choose.
  • An infographic – Humans are very visual creatures; we often absorb information more readily when it is presented with images, arrows and other illustrations. Pick out the key points, especially figures, quotes and other essential information, and build an infographic based on that information.
  • A podcast – Podcasts are increasingly popular, giving listeners the chance to explore the topics that matter to them and connect with a community of other interested parties. Whether you want to start your own series or reach out to an existing title with an invitation to discuss a particular subject, this can be a powerful and productive medium.


How much repetition is too much?

It’s easy to imagine that repurposing content might prove irritating to customers, but in reality even the most loyal person will not follow or remember all of your content. They may have simply missed it the first time, or intended to come back to it but forgot to do so.

Many brands are now being proactive in carrying out refreshes of their subscriber lists, sending personalized emails noting that the customer has not interacted with content for some months and including a link to a piece that may be of interest to them. A prominent button is included so the customer can make a choice whether to continue subscribing or not. This is a respectful way of prompting audiences to re-engage rather than drift away altogether.


Reduce, reuse, recycle

The content your team creates holds tremendous value, so it’s vital to be able to quickly find, reuse and repackage that existing material to educate and grow your audience. By knowing what you have in your content library you avoid going on content scavenger hunts and get a greater ROI from the content you already have so you can focus on more critical activities.

Date Published : 22nd of January 2018

Robert Gaggin

Published by : Robert Gaggin

About the Author : Robert Gaggin is Copyright Clearance Center’s (CCC) – parent company of Ixxus – product marketing manager for Ixxus solutions. He has previously held marketing and editorial positions at Pearson, Cengage, and CISION.