Guest post from Marc Hill, Founder and CEO of Digital Giants
The recent push for content marketing has most of us feeling like we need to constantly create, build and brainstorm to develop the freshest and greatest piece of content. It can be overwhelming, time consuming and most of all, stressful. Especially when juggling the day-to-day activities of your business, both online and offline. It has many of us thinking — is content marketing really worth the hassle?
Here are some of the top benefits of content marketing we’ve come to discover:
● Content marketing generates 54% more leads on average
● Content marketing generates more inbound traffic to your website, in fact, including blogs on company websites result in in 55% more visitors
● 7 out of 10 consumers prefer to learn more about a company or topic through content, not ads
● Content marketing builds authority, prompting people to choose your company over other solutions that might cost less
As demonstrated by the stats above, content marketing is definitely worth the effort. And the good news is, the process doesn’t have to be as stressful as you think.
This is where repurposing your existing content comes into play.
Why Should You Repurpose Your Content?
The answer is simple — repurposing your existing content marketing efforts allows you to get the most out of your hard work. With recycled content, one blog post can effectively be reborn as ten or more different pieces of content for you to share. You’ve already done the hard part; you’ve developed a thought-provoking piece of content; why not extract the biggest return on investment?
Multiplying your content efforts also helps to further your content’s reach — people engage differently with different kinds of content. While Customer A might enjoy a detailed read on your manufacturing process (think eBooks), Customer B might prefer a quick glance at the stats behind your packaging technology (infographics).
Below we’re exploring the top 5 ways you can expand your content portfolio with some creativity and imagination.
Visuals are poised to become one of the year’s most important pieces of the marketing mix. Luckily, they’re also one of the easiest ways…
Use visuals paired with text to pull insights from your existing pieces of content, whether it be a whitepaper, annual report, presentation or news release. Not only do visuals make the experience more engaging, but they also… Tools like Canva and Fiverr make it easy to create professional-looking graphics on a small budget.
Don’t just limit yourself to graphics built for social media, expand your visual repertoire to include:
● Digital posters
● Visual reports and statistics
● Graphic mind maps
Like images, videos are growing in popularity. In fact, one-third of all online activity is spent watching videos. With new technology, it’s easier than ever to film, edit and produce your own videos. Hosting services like YouTube make it simple to post and generate engagement.
Here are some simple video ideas to get you started:
● Introduce your staff
● Take viewers on a tour of your offices or plant
● Walk potential customers through your business process
● Create a “how-to” video that contributes to your thought leader status
● Develop a “trailer reel” for some of your bigger pieces of content; provide your audience with a high level look at what they’ll find upon taking a deeper dive into your reports
● Use existing PowerPoints to develop a short video that walks prospects through the presentation
Blogs are often one of the first things that come to mind when we think about repurposing content. Sometimes we shy away from writing blogs for a number of reasons: writer’s block being one of them. Repurposing existing content gives you endless ideas for blog topics. Take a look at your training packages, employee manuals or annual reports — there is great content within these pages just waiting to be repurposed into must-read blogs.
Expand your portfolio with pieces that break the blogging mold. Think about producing:
● Tip sheets
● “Best of” posts
● Interviews and profiles
● Opinion pieces
Downloads are a great way to showcase your premium content. Gating this content (requiring the completion of a form fill for download) also helps to build your database and generate new leads. Gated downloads should require more content and value than a social post or blog. I — if your customer is going to offer up their contact details, they’ll be expecting a high value piece of content in return.
Downloads come in many forms:
● Product sheets
A social presence is an essential component of today’s marketing mix. Companies need to be present to connect with customers, prospects and decision makers within the market. Like repurposed content, social media helps extend your reach online and distribute your content to places previously thought unreachable.
Use your social presence to share your repurposed content and also drive traffic to your repurposed pieces. Think about sharing:
● Your annual reports
● Blog posts
● Links to videos
● How-to guides
● Links to landing pages and on-page content
● Product sheets
● News releases
The options are truly endless…
Content marketing cannot be ignored — its important benefits outweigh the costs of production. Repurposing your content can help save you time and also help you effectively extend your content’s reach online.
About the Author
Marc Hill is the Founder and CEO of Digital Giants, a web presence marketing agency. As leader at Digital Giants, Marc and the team work with industry partners to craft digital marketing solutions through content marketing, social media marketing, search marketing, web presence optimization and digital strategy development. Specializing in the B2B and pharma industries, Digital Giants helps its clients build qualified business leads, increase profitability and connect with influencers and the community.