If you’re creating a brand new piece of content material, the probabilities appear infinite. Your completed product may go viral, may encourage 1000's of conversions, and will function the inspiration on your subsequent advertising and marketing marketing campaign.
Then again, it may fall flat.
We’ve all been there. The actual fact of the matter is that content material creation isn’t straightforward. With so many competing deadlines to think about, and sometimes restricted assets on a advertising and marketing or content material workforce, it’s powerful to justify a net-new content material piece with out a robust case for constructing one from scratch.
We propose re-evaluating your present content material by a unique lens. Whether or not you’re spinning up a number of property from a analysis report or taking a second cross at making a present asset extra partaking, we’ve rounded up our high three finest practices for repurposing your content material to save lots of money and time—and to assist your demand gen targets.
Greatest Apply #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 workforce, come ready to speak by every part of your concept. By figuring out your viewers and what they are going to 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 might resonate at every stage. Whereas a prolonged analysis report is certainly backside of the funnel materials, an infographic or a weblog put up on the subject might be the right match for somebody searching for an introduction or suggestions for getting began.
If you create a net-new asset with repurposing in thoughts, you might be setting the stage on your workforce to work extra effectively. You’ll even have tons of nice materials to A/B check with completely different segments of your viewers, like sending a unique asset with an e-mail marketing campaign.
Greatest Apply #2: Make it Interactive
Including interactivity to an present asset is a improbable approach to repurpose your content material—and to achieve useful perception into your viewers.
After we labored with Demand Metric on a survey, we produced a 40-page report filled with statistics. By transforming 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 on the cellphone.
With completely different components like tabbed content material, interactive charts, and tweetable quotes, we offered the reader with an impactful expertise that will enable them to extra simply digest the report.
Repurposing static content material into interactive experiences additionally provides you the chance to gather useful 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 on your subsequent piece of content material—whether or not static or interactive.
Greatest Apply #three: Flip Your Content material into an Expertise
In our upcoming webinar with Content Marketing Institute, we’ll dive into how we created an interactive expertise that we took to an in-person occasion to have interaction 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 have interaction 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 dwell Q&A session on that subject. Giving a dwell presentation connects you together with your viewers on a extra human degree, and permits them to ask questions as they watch.
Be part of Us for the Demand Era Summit
On the lookout for extra tricks to repurpose your content material? Join us on 10/23 as we present at CMI’s Demand Generation Summit, a half-day webinar occasion the place thought leaders from throughout the trade will provide finest practices for maximizing your demand technology outcomes.
Kate Mills is an Editorial Content material Strategist at ScribbleLive.