In one of my last jobs as a content marketer, my biggest challenge was experts and consultants finding time to help create high-value assets.
This challenge made it that much more important to ensure whatever input we received was used in every way imaginable and maximized to its fullest.
Repurposing content is essentially turning one piece of content into many pieces of diverse and differentiating content, spread over multiple mediums. The intent is to broadcast your product or companies’ message to as wide, and as varied an audience as possible. The added bonus is ensuring expert input is utilized to its maximum.
Every strategy you perform in marketing should be measured. You should be able to quantify the dollar value of every interaction a visitor has with your site – from the first contact to a blog post, to then returning eight days later from an email. Every relevant action is tracked and measured to the dollar.
This is known as defining conversion and event values. These event values can be utilized in tandem with your buyer’s journey and buyer personas to create a visual representation of buyer actions and the return on investment (ROI). ← see Investopedia’s piece on ROI in relation to marketing campaigns.
Is a buyers journey or buyer persona still a big question for your team?
Firstly, head over and check out my post on creating perfect buyer personas.
Then once your personas are defined, you can find my other post about defining your buyer’s journey.
If you are wondering if any of this is even necessary:
→ “81% of shoppers conduct online research before buying. (Adweek).”
You need to make sure your shoppers find your content when that time comes!
A general strategy for repurposing content
By tracking all events and data, you can begin to narrow down what types of actions you want to drive. If you want to generate leads via gated asset forms, then you can begin to carve out a strategy that focused on repurposing high-level assets.
The general approach to repurpose quality marketing content is to receive expert and recycle input via a content pillar – a substantive and informative piece of content on a specific topic or theme that can be broken into different assets, sections, and content.
♥ I have some more posts about pillar content coming soon. Stay tuned for those! ♥
Pillar content or cornerstone content is best made first then segmented into the smaller diversified assets. Conversely, I have reverse engineered this process many times before and created pillar content from existing scattered assets.
Use what you have!
Let’s talk about a few types of pillar content and their uses.
Repurposing content with clients
The case study is a framework for getting lots of interesting lower-funnel information out of a client willing to work with you. My four-pronged approach consists of four pieces of content that are produced out of each client story. They consist of:
- CS Article
A large article fit for a third party or internal publication. This serves as the heart of testimonial production. Includes hard data, quantifiable results, and tackles a targeted problem the client was having.
- Success Story
A classic narrative style success story, include soft figures, quotes, and overall experience.
A quote or three from a client about how we rock. Placing the quote alongside a picture of the client to be used on product landing pages, testimonial pages, etc.
- Blog/Social content
Posts and tweets about the client and their activity with us teasing the success stories or case studies.Your current customers are a fountain of knowledge for you to better understand the needs of future customers. Survey them in exchange for incentives or discounts. Ask your happiest customer for an interview or success story.
Repurposing educational high-tier assets
When it comes to time to take that user from the decision phase to conversion, there’s nothing as powerful as the education pillar piece. These are written by experts, with assistance from marketing, and give deep dive knowledge of a single topic.
These are then taken by Marketing, and processed into multiple components based on the concept.
With an education piece, you have the unique opportunity to repurpose any interesting statistic, graphic, idea, etc. into an entirely new piece of content.
Using that repurposed content, you can use them as small strings of web in the larger web of attracting traffic to those educational assets.
For example (above), one single white paper can be made into expert videos, blog posts, landing pages, infographics, etc. and all meant to draw interest to that white paper.
Looking for survey data or statistics to create pillar content?
Create an annual or bi-annual survey strategy in which you will send a focused survey to all existing clients containing a specific product, challenge, or topic. Clients are an underrated avenue!
Repurposing analyst reports and buyer’s guides
Analyst reports and buyer’s guides are extremely important in B2B marketing. Check out the following statistics if you don’t believe me:
→ Third-party/analyst reports (77%) is the most valuable B2B content viewed during the decision-making process (B2B content preferences report, 2016)
→ Marketers believe research reports (46%) generate leads with the highest customer conversion rate (Ascend2 – Lead Generation to increase conversions report)
Whether you pay-to-play or create your own analyst and research reports, these are assets that are extremely effective in B2B.
As buying decisions typically have long lifecycles, analyst and research reports are a great piece of pillar content to start with. You can then segment them into multiple assets as mentioned.
Repurposing content is a must for small agile marketing teams. Especially when receiving resources or expert input is scarce.
If you create pillar content around key topics and products, you can then segment those all-encompassing assets into different strategies. If you prefer to work backward from that approach, you can pool together similar content and reformat them into pillar content. Either way, your goal is to maximize the technical input you receive and save time. One story can be told in multiple ways.
Thanks for reading!
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