Whenever you’re creating a brand new piece of content material, the chances appear countless. Your completed product might go viral, might encourage hundreds of conversions, and will function the muse on your subsequent advertising marketing campaign.
Alternatively, it might fall flat.
We’ve all been there. The actual fact of the matter is that content material creation isn’t simple. With so many competing deadlines to contemplate, and infrequently restricted sources on a advertising or content material staff, it’s powerful to justify a net-new content material piece with no robust case for constructing one from scratch.
We advise re-evaluating your present content material by means of a distinct lens. Whether or not you’re spinning up a number of property 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 help your demand gen objectives.
Greatest Observe #1: Create Web-New Property with Repurposing in Thoughts
Any nice content material piece begins with its technique.
Whenever you’re in a planning session along with your staff, come ready to speak by means of every part of your thought. By figuring out your viewers and what they may achieve from this content material piece, you may higher outline the content material’s interplay with every stage of the customer’s journey.
For those who’re beginning with a strong content material piece, like a analysis report or a white paper, we propose mapping out comparable property that would resonate at every stage. Whereas a prolonged analysis report is certainly backside of the funnel materials, an infographic or a weblog submit on the subject could possibly be the proper match for somebody in search of an introduction or ideas for getting began.
Whenever you create a net-new asset with repurposing in thoughts, you might be setting the stage on your staff to work extra effectively. You’ll even have tons of nice materials to A/B check with totally different segments of your viewers, like sending a distinct asset with an electronic mail marketing campaign.
Greatest Observe #2: Make it Interactive
Including interactivity to an present asset is a unbelievable method to repurpose your content material—and to achieve beneficial perception into your viewers.
After we labored with Demand Metric on a survey, we produced a 40-page report stuffed with statistics. By remodeling the report with interactivity, we had been capable of create a extremely partaking interactive infographic that our salespeople might ship to prospects and simply discuss by means of on the cellphone.
With totally different components like tabbed content material, interactive charts, and tweetable quotes, we offered the reader with an impactful expertise that might permit them to extra simply digest the report.
Repurposing static content material into interactive experiences additionally provides you the chance to gather beneficial knowledge about your viewers. What components are they partaking with? The place are they dropping off? These are all knowledge factors that can be utilized to strategize on your subsequent piece of content material—whether or not static or interactive.
Greatest Observe #three: Flip Your Content material into an Expertise
In our upcoming webinar with Content material Advertising and marketing 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.
For those who’ve created an eBook or white paper that’s been performing properly, take into account internet hosting a webinar or a stay Q&A session on that matter. Giving a stay presentation connects you along 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
Searching 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 trade will supply finest practices for maximizing your demand era outcomes.
Kate Mills is an Editorial Content material Strategist at Rock Content material.