Too many marketers look at the marketing content they’re creating as “one and done.”
You end up spending a large amount of money to design the right print mailer to send it to all the important people on your list, but then never think about it again, right?
The fact is that the content is still high-quality.
Would you have sent it out into the world if it wasn’t?
Don’t write used marketing content off so quickly.
Especially when you can use just a few, simple techniques to increase its overall ROI even beyond what you originally thought was possible.
If you want to guarantee that you’re getting the most out of your marketing content, remember these two words: Repurpose and Redistribute
Repurpose Your Marketing Content
Creating a high-quality piece with original content from scratch is not only expensive but usually quite time-consuming.
We know this isn’t exactly a secret, but it is a problem that marketers often end up creating for themselves by insisting that every last piece of information has to be completely original.
But guess what! It doesn’t – sometimes repurposing a piece of older content is a great way to get the most out of those materials.
For example, say you hosted a webinar that was a hit.
Those ideas don’t have to die the minute the last viewer logs off.
You can easily take all the notes from the webinar and turn them into a slideshow for your website or use them as the basis for a direct-mail flyer to go out in the near future.
You get the benefit of building from something as opposed to creating something from scratch.
This way you get to stretch the ROI of that original content as far as it can go at the same time.
Redistribute and Use Changes to Your Advantage
Another way to get the most out of your marketing content involves careful redistribution.
Consider how things may have changed since that original piece of content was published or mailed.
Maybe you designed a post for Facebook that was a huge success but now a new social media network has entered the marketplace.
Just a few adjustments could make that old piece ready for a brand new audience.
The same can be said of taking something from the print world and bringing it into the digital realm, and vice versa.
Take that informative print flyer you sent out a few weeks ago and use it as the framework for a blog post.
You get the benefit of increasing the longevity (and again, the ROI) of that original content and you get it in front of a whole new group of people at the same time.Don’t think of content marketing as “disposable” when it doesn’t have to be.
A good piece of content is a good piece of content – period.
By carefully practicing techniques like redistribution and repurposing, you can expand the value of that content as far as it will go.