By Kelly Wanlass @ Jan 7, 2013
As any marketing professional can appreciate, generating enough content for marketing, sales and PR initiatives is a huge challenge and can be time consuming, difficult and costly. As a result, I’ve tried to make it a goal to reuse any content I create in as many ways as possible. For example, if I’ve generated a case study (after weeks or even months working with the client to write and get approvals), the content is used online, handed out to potential clients, pitched to editors, included in speaker opportunity abstracts, included in contributed articles as quotes, etc.
However, according to marketing professional Aaron Dun in his article on MarketingProfs.com, “Just reusing your content isn’t working anymore,” it’s time to take this content reuse up a few notches by realizing that “EVERYTHING is content.”
“Events are content, support calls are content, the storyboards that go into your new product animation are content,” Dun continues. “The brainstorming session on the whiteboard is content; the video of that brainstorming session is content.”
So basically you can take one theme and reuse it in 8-10 ways. The whitepaper with 10 tips on implementing driver safety features, for example, can be turned into a conference presentation, a contributed article, a webinar, a sales document, an infographic, social media posts, a video, and on and on.
Here are Dun’s tips on a few easy ways to get started:
• Shift your mindset. Remember that “everything is content,” so you need to step back and see all of that content as it pours out of your walls.
• Make sure you have a mission or a strategy for what you want that content to do for you. Create a mission statement or a vision for your content. What story do you want it to tell? And be sure to define how you will measure the success of your Extreme Reuse effort.
• Break down the silos in your org and get all of your teams collaborating, no matter the ultimate content distribution channel. You will be amazed at how much content exists that you just aren’t taking advantage of.
• Get your technology out of the way. If you can’t do anything on your corporate website, don’t have access to a blogging tool, or have some other roadblock, you need to fix it fast.
• Map it all out. When you create your campaign plans and your content strategy, map out how you are going to go extreme, so you have it loaded in your plan up front.
How do you reuse your content? Who has the most “extreme” example?