[dropcap]O[/dropcap]ne of the newest buzzwords in marketing and promotion is “content” (aka, stuff you’ve created or paid to have created, such as articles, videos, photos, graphics, etc). So, once you’ve gone to all that work and expense, make the most of your efforts – reuse it!
Here are some ideas on how to repurpose the content you already own, and some reasons why you should take advantage of this treasure trove of information that’s at your fingertips:
- Post it on your website. Dedicate a place or page on your company site for case studies, blogs or testimonials. Regularly adding content to your site will boost your search ratings and keep things fresh for returning visitors.
- Spread the word on social media. Share videos/photos/graphics and excerpts from articles on your Facebook, Twitter, LinkedIn, Instagram or other channels. Make your messages fit the channel and the audience, and don’t be afraid to post it again at different times of the day or week to catch those who may not have seen the original message.
- Send out emails. If you have one, include the content in your email newsletter. If not, start small and build a list of addresses from your sales reps’ contacts for a group send from a common address. Or, create a message that each sales rep can deliver personally, which may get a better open rate.
- Capitalize on internal communication. Include the full or derivative works through your employee newsletter, so everyone in your organization knows what content you’re sharing. Encourage them to ‘talk it up’ – literally – as well as through email and social media.
- Submit stories to trade publications. Start with where you advertise and ask them to publish your stories and images (or videos, if online).
- Include pieces in sales presentations. Have a testimonial article or video? Interesting graphic? Those are perfect for PowerPoint presentations. Place quotes and images in printed brochures or handouts for your sales staff to distribute.
Reusing your content is a great way to further your message and enjoy a greater return on investment for the cost of its creation. It increases the chances that your message will be seen, reinforces your identity, displays a consistent brand across all delivery points and adds credibility to your organization’s image.