Finding, creating and managing compelling, high-value content that engages customers and moves them through the sales cycle is a major issue for just about every marketer out there. And the increasing number of channels available to today’s marketers compounds both the opportunity and the confusion, but you’re not alone.
Chris Yeich, director of content strategy for Bulldog Solutions, offered these three tips for repurposing content to get more bang for your content development buck during a recent Marketing Cloud webinar:
Tip #1: Start with a content audit or assessment.
A content audit will help you identify weak spots in your existing content repository, as well as what you have in your library that can be used right now.
I couldn’t agree more! An audit process is a key component of your overall content strategy. Working with clients to help them understand where their content fits into their prospects’ buying cycle is a fundamental component that streamlines the adoption and proper usage of tools like marketing automation.
Understand the buying process means you can then properly map your content throughout your lead acquisition and nurture programs and well as better understand digital behaviors for more effective lead scoring. Please see my prior blog post for Six Surefire Steps to Creating Content that Drives Demand.
Tip #2: Create a content repurposing plan.
Finding ways to repurpose your content maximizes its value and enables you to reach hidden markets that you couldn’t reach with a single piece.
Again Chris makes an excellent point. When you develop your personas, take into account how each might prefer to consume the content you create, that will help you repurpose your content in the most effective ways possible. A webinar like the one we’re writing about can be a fine replay, but might make great commentary for your blog (like this one!).
Tip #3: Connect your business goals to revenue generation.
Remember: content is not a “nice to have,” it’s your voice as an organization and a direct link to your customers and prospects. Leverage the value of your content. Ask internal stakeholders to ensure that content is developed thoughtfully and that it aligns with your marketing messaging. Once you can prove how specific pieces of content generate revenue, you will have more resources available for future content development.
This is a great point, but for most organizations being able to connect marketing to revenue, let alone a single piece of content, is a journey that can take years. We call that Revenue Marketing – to understand where your organization stands on the path to Revenue Marketing, watch this brief Brainshark Presentation
Like every journey it starts with the first step, we’re here to help you get started with a content assessment today.
