If you’re creating a brand new piece of content material, the probabilities appear countless. Your completed product may go viral, may encourage hundreds of conversions, and will function the muse to your subsequent advertising and marketing marketing campaign.
However, it may fall flat.
We’ve all been there. The very fact of the matter is that content material creation isn’t simple. With so many competing deadlines to think about, and infrequently restricted assets on a advertising and marketing or content material crew, it’s robust to justify a net-new content material piece with no sturdy case for constructing one from scratch.
We advise re-evaluating your present content material by means of a unique lens. Whether or not you’re spinning up a number of belongings from a analysis report or taking a second go at making a present asset extra partaking, we’ve rounded up our prime three finest practices for repurposing your content material to avoid wasting money and time—and to assist your demand gen targets.
Finest Observe #1: Create Web-New Property with Repurposing in Thoughts
Any nice content material piece begins with its technique.
If you’re in a planning session together with your crew, come ready to speak by means of every part of your thought. By figuring out your viewers and what they’ll achieve from this content material piece, you possibly can higher outline the content material’s interplay with every stage of the client’s journey.
Should you’re beginning with a sturdy content material piece, like a analysis report or a white paper, we advise mapping out comparable belongings that might resonate at every stage. Whereas a prolonged analysis report is certainly backside of the funnel materials, an infographic or a weblog publish on the subject might be the proper match for somebody searching for an introduction or suggestions for getting began.
If you create a net-new asset with repurposing in thoughts, you’re setting the stage to your crew to work extra effectively. You’ll even have tons of nice materials to A/B take a look at with totally different segments of your viewers, like sending a unique asset with an e mail marketing campaign.
Finest Observe #2: Make it Interactive
Including interactivity to an present asset is a incredible method to repurpose your content material—and to achieve precious perception into your viewers.
Once we labored with Demand Metric on a survey, we produced a 40-page report filled with statistics. By reworking the report with interactivity, we have been in a position to create a extremely partaking interactive infographic that our salespeople may ship to prospects and simply speak by means of on the telephone.
With totally different components like tabbed content material, interactive charts, and tweetable quotes, we supplied the reader with an impactful expertise that might enable them to extra simply digest the report.
Repurposing static content material into interactive experiences additionally provides you the chance to gather precious information about your viewers. What components are they partaking with? The place are they dropping off? These are all information factors that can be utilized to strategize to your subsequent piece of content material—whether or not static or interactive.
Finest Observe #three: Flip Your Content material into an Expertise
In our upcoming webinar with Content material Advertising Institute, we’ll dive into how we created an interactive expertise that we took to an in-person occasion to interact with prospects. Over a two-day span, we had 275 folks full an interactive evaluation at our sales space, making a “full-circle” content material expertise that we used to interact in real-time.
Should you’ve created an eBook or white paper that’s been performing properly, contemplate internet hosting a webinar or a reside Q&A session on that subject. Giving a reside presentation connects you together with your viewers on a extra human stage, and permits them to ask questions as they watch.
Be part of Us for the Demand Technology Summit
On the lookout for extra tricks to repurpose your content material? Be part of us on 10/23 as we current at CMI’s Demand Technology Summit, a half-day webinar occasion the place thought leaders from throughout the business will supply finest practices for maximizing your demand technology outcomes.
Kate Mills
Kate Mills is an Editorial Content material Strategist at ScribbleLive.
