By Brenna Lofquist, Senior Marketing Consultant at Heinz Marketing
You are probably sick of hearing the term “content is king” and while I don’t necessarily agree, I do believe content is important. Content is used by sales and marketing to catch prospects’ attention, to demonstrate the benefits and features of a service or platform, to provide proof as to why a service or platform is superior compared to competitors. It’s very important and very necessary.
Now, content takes time to create. And with more marketing programs heading toward an Account-Based Marketing (ABM) approach, how do you get the most out of your content in a scalable, effective way? Here are a few ways to get you started.
Repurpose into different formats
Using multiple formats and variations is the easiest way to get the most out of your content. You can repurpose just about anything, but you’ll get the most out of long-form content pieces such as reports or whitepapers. As you review a piece of content to determine how to repurpose it into other formats, there’s a few things you should look for including:
Multiple subsections within a section
You could easily repurpose this into its own asset if the content can stand alone. Content examples include a checklist, guide or short-form whitepaper.
Graphs or graphics
Graphs or graphics can be made into an infographic, highlighting a few high-level stats from the content piece. Content examples include an infographic or one-pager.
Another way to repurpose content, especially with reports, is to create an executive brief. Not all your personas will be interested in reading a 7+ page report so an executive brief is a perfect way to summarize the important information. Along with this idea, think about the types of content your personas are more likely to engage with and use that to drive which formats you’ll use.
Here are two articles with some great ideas on how to repurpose content:
- WordStream: 11 Genius Ways to Repurpose Content
- CognitiveSEO: 27 Awesome Ways of Repurposing Content
Slightly adjust for different audiences
Content is more effective when it caters to the specific audience you’re trying to reach. If you have a general report you’re sending to different personas in different industries, it might catch their interest. But what if you created versions of industry specific reports that touch on the pain points of each persona? Most marketers might instantly think about how much time and effort that would take to create, however, there’s an easier solution.
Instead, identify information or parts of the content piece that can be adjusted for a specific audience. You don’t need to revamp the entire piece, just a few parts. Once you’ve identified a few areas that can be catered to specific industries and/or personas, then all you have to do it plug in new copy.
Now your target audiences are more likely to engage with the content because it’s specific to them, their industry, and their pain points. This might not always make sense for every content piece however, if you find a piece where it works, you’ll really get a good bang for your buck.
Atomize your content
I’m taking this from Zontee Hou’s session from last year’s MarketingProfs B2B Forum and I’m going to adjust it a little. For each content asset created, set a goal or requirement for the number of social posts or additional content pieces that must be generated from the asset. If you get into a habit of doing this, you’ll already get more out of your content than you were before.
Leveraging social media is free and often times underutilized. You can easily generate 6-8 posts from one piece of content. You can extend this to other content pieces like blog posts but, the main goal is to make it a habit. Incorporate this into your content strategy or whatever you use when planning content.
Think outside the box
If working during a pandemic has taught me one thing, it’s that you have to think outside the box. Live events are no longer, and companies are having to get creative with virtual events. This is the same for content. Get creative with formats and especially creative with the channels and tactics you are using to promote your content. Test out some new ideas, you never know what will work if you don’t try!
How do you get the most out of your content? Let us know in the comments.