Picture a world where we didn’t have reruns of The Office all the time. Where we didn’t see countless memes and gifs of Michael Scott screaming at the top of his lungs. It’s great content and people still love it – over and over again.
Most businesses create marketing content, spend countless hours and thousands of dollars on different resources to build and share the most compelling content possible. According to famous analytics expert and digital marketing entrepreneur, Neil Patel (eMarketer), 60% of marketers create at least one piece of content each day and most of the time, the material is particularly developed for a single meeting. You plan, write, produce, design, and then distribute it only once, never to be used or opened again. Don’t waste the content you’ve invested so much in – recycle it!
When teams create content, they should focus their attention on how the content created can be repurposed and reused over and over again, instead of disposing what took significant time and money to create after only one use. If you already have quality content ready to present at your disposal, why not use it again? In today’s business world, where content is king, there are an infinite amount of platforms to share content – whether that be social networks, company blogs, or sales presentations. That content that you’re already making should be sliced and diced as many ways as possible across as many platforms as possible! So how can companies modernize and extract the most value from their recycled content?
Modernizing Your Content to Stay Ahead
Repurposing stands true as one of the sharpest tactics a business can employ into its marketing strategy. Companies who want to stay ahead of the curve need to take a step back to ensure they’re getting the most out of the content they’re already creating and refine what’s not working until it’s proven to convert.
Business content should always address the targeted audience and encourage these prospects to act by tying their needs with the right marketing strategies. A business can transform its material from one-and-done disposable files to enterprise assets that can be used and reused over and over again – working together to get the most bang for its buck with the right strategies.
1. Build trust and loyalty with your targeted audience by consistently producing credible, compelling content
Your company should always aim to produce messaging that’s thought-provoking and relatable to your audience. You should develop content that reflects your brand and speaks to prospects, problems and present answers like “we know your struggle, and with our solution, you will no longer have to suffer.”
By developing engaging, credible and informative content such as infographics, how-to-videos, or consistent blog material, companies can develop a marketing strategy tailored to specific customer segments —greatly increasing the likelihood that new audiences will hear the message, and eventually, become customers.
2. Examining analytics allows your company to see what content is outperforming the rest and how to find different ways to effectively repurpose that content
In modern business, there is a myriad of ways to measure the quality of the content your team produces – and cherry-picking the absolute best and most engaging material has never been easier to achieve. Some of the following tools can be used to consult and provide insight into what content isn’t working, and whether it should be updated or scrapped altogether:
- Google Analytics allows you to track your website statistics like total visits and average time
- Google Webmaster Tools checks indexing status and optimizes visibility of websites
- Facebook Business Page provides insights into reach, likes, and other type of engagement
- Instagram Insights allows business accounts to see the popularity and reach of certain posts, stories, or IGTV videos
In short, if you see that a high-performing post is garnering tons of engagement on Twitter, why not share something similar to your company Facebook or even the blog on your website? You can also keep the story going by posting updates. Measuring key insights such as hashtags, link clicks, and best/worst time to posts are great ways to keep up the conversation. Working smarter, not harder can surmount to great results in both the short and long run.
3. Optimizing all stages of the workflow so the content created can be repurposed across all of the enterprise’s communication avenues
Companies need to solidify the value of their content by connecting all the dots in their marketing tools arsenal. For instance, by taking a curated blog post that was created for the company website, or a press release announcing a new service, and splitting it into multiple tweets, your business will find numerous ways to maximize the amount of people who see your content, making the most of what you already have at your disposal.
Using third party software tools allows team members to visualize the material, and ensures the right content is in the hands of the proper team members, being used most effectively on the right platforms to help create new content:
- Tools like CrowdFire or Hootsuite allow you to access all your different social channels, giving you the ability to see what is resonating with your posts while finding new outlets to engage. For example, if you used a tool to post an update that appeals to your audience, you could use that same tool to help create new posts that allow your audience to follow the conversation in a different channel. Taking what works in one platform and easily redistributing to another saves time and yields results.
- Strategies like developing presentation management workflows allow team members to visualize all your material, ensuring the appropriate content is in the right hands of your team, in addition to closely resonating with the listener. Presentation management ensures that all your assets which were initially created for other platforms, are designed, formatted, finalized and approved, ready to present so your sales team can have a head start on what’s working and eliminate what’s not before presenting it to prospective clients.
If You’re Not Staying Up to Speed, You’re Wasting Time
Without a well-put marketing strategy, companies are letting some of the richest pieces of content go to waste. If something your team created completely blows it out of the water in a meeting, why wouldn’t you want to continue using it?
By honing in the right marketing assets across the enterprise, your team will optimize all the stages of your content – from creation, distribution, sharing internally and externally, to presenting in-person/online, tracking, feedback and redistribution. If you’re constantly refining your material, along with applying some of these tools to your organization, you’ll be able to unlock the full value of all the content your team creates.