Get more Bang for your Buck with Creative Content Development and Repurposing

There has been a lot of chatter recently regarding the topic of content marketing. In its most simplistic form, content marketing literally means taking your content and marketing it. Sounds easy enough, right? If you have the right strategy in place, and have properly identified your objectives and key success metrics, then yes. It is easy. But if you haven’t, you will find yourself in a vicious cycle, with insufficient content to fill the engine.

So, here are some tips to help you succeed with your content marketing program.

  1. Know your objectives. Are you trying to generate new leads or nurture your pipeline to convert leads into opportunities into sales?
  2. Know your audience. Remember, everyone ingests content differently. While one person devours a technical whitepaper, his/her colleague may prefer to watch a webinar. Having the right content, for the right persona is critical in nurturing the prospect so that they convert into a lead.
  3. Identify existing content/assets. This includes: whitepapers, webinars, case studies, podcasts, online calculators, videos, etc.
  4. Fill the content gaps. If you are heavy in one type of content (i.e. whitepapers), but light on others (i.e. case studies), start filling the gaps. Your goal should be to have at least 2 pieces of content for each type of asset
  5. Repurpose, repurpose, repurpose. Can you repurpose any of your existing content? Some ideas for this include: Have the author of a whitepaper record it and turn it into a podcast. Take a case study and turn it into a webinar. Convert a webinar into a whitepaper.
  6. Know how your content is being consumed. Are you posting it on 3rd party sites and collecting the download leads? Do visitors need to complete a lead form in order to download it from your site? Datasheets are typically “freebies”, but the more sophisticated content, such as whitepapers and webinars, are typically caged. In other words, they can’t be downloaded unless the recipient provides some basic information.
  7. Ensure your content is well-written and well delivered. Times are tough and we are all trying to make do with the resources at hand. But if you’re sacrificing well-crafted content that stays on message and engages your audience, then you are, (pardon the expression), being penny wise and pound foolish. Invest in the resources to craft a beautifully-written document and you will be able to repurpose it (see point #5) for a variety of secondary deliverables
  8. Cross-Sell. When someone downloads a whitepaper, thank them and send them a link to a pre-recorded webinar of the same topic. Did they sign up for a webinar? Send them a case study. Try to have at least 3 pieces of content that focus on the same topic, in different formats so that your audience can consume it at various stages of the buying cycle. (see #2)
  9. Use your content to feed your social media engine. Pull out stats and tweet them. Then link to the source asset (webinar, whitepaper, etc.) Take the Q&A from a webinar and turn it into an FAQ.

Good luck. And remember, if your content isn’t delivering, perhaps it’s as simple as changing the title. It’s amazing how something as simple as that can make the difference between a successful campaign and a dud. Be bold and test different titles, subject lines, and even audiences. And don’t be afraid to dust off content from a couple of years ago. If 70% of it is still relevant, it is far simpler to update the other 30% than to start from scratch.

The Role of PR in the Marketing Mix

What’s the first thing that pops into your mind when you hear the words: “PR”? For some it’s Press Release. For others it’s Public Relations. But for all companies, PR is a Marketing necessity.

Consider what PR can deliver for you that advertising can’t.

  1. Credibility: That’s right. I don’t mean that you should go hog-wild and issue press releases every other day. What I mean is that, done properly, the relations you build with journalists, bloggers, editors and analysts can ultimately propel your brand/company/product to the front lines. Nothing says credibility like a good review, a headline in a newspaper, or a positive nod from a blogger
  2. Messaging: PR people spend more time working with words than just about anyone. Well, I’m not counting the folks who write documentation, or legal contracts. I’m talking about the words that get into the public eye. Who better to help finesse your messaging than the folks whose livelihood it is to get the attention of the media?
  3. Media and Analyst relations: PR folks are known for their rolodexes and for their ability to network, schmooze, and develop the right relationships with the right people. They can quickly ascertain who you need to be in front of, and how to make it happen.
  4. Pitching: I’m not talking about baseballs. I’m talking about pitching tightly crafted article outlines (know as abstracts) to a target list of media, journalists, bloggers and analysts. The result is INK. That is what you want: ink on paper (or pixels on a screen). You want someone to write an article, comment on a press release, ask for an interview and basically put your name in front of the world.
  5. Media Database: This ties into #3 & #4. Your PR team/person will develop a database of the publications and contacts relevant to your target market and product/service. This becomes your go-to resource for pitching media and analysts.
  6. Editorial Calendar: Think of all the publications in which you would love to be published. Well, the majority publish an annual calendar of topics being covered. Your PR person will take all the calendars, decide which articles are relevant, which abstracts meet the criteria, marry that to the proper media contact and pitch away. If they’re successful, you get ink, which enhances your credibility and increases brand awareness. You see, it all comes full circle.

So, before you dismiss PR as “just a press release”, take a step back and look at the whole cycle.