In tech B2B marketing, original content creation requires a lot of hard work, but with a little planning, creativity and long-term thinking, you can make that content do a lot for you from sales enablement to thought leadership. Here are some key strategies and six ways that you can reduce, reuse and recycle in tech content marketing.
So as we were saying, content marketing is very important, but original content creation is a daunting task. From idea conception to brainstorming then researching. Once you have those nailed down it’s time for writing and re-writing, image sourcing and SEO research, it can all be quite daunting. Once the piece of technical writing is finally finished there are often multiple parties involved, from engineers to sales, sometimes requiring several rounds of approval. Then finally, it’s time to take a breath once the content is approved, right? Well, you aren’t finished yet, this is just phase one.
Next up, phase two: content marketing, which is itself a full time responsibility. To really get results from B2B content marketing, you need to think really long-term. The key is to build a value-based relationship with your audience, and building that relationship isn’t about selling your product or services but rather providing information, insights and value in a sustained, systematic manner. With all of this hard work, effort and time investment wouldn’t it be great to create a strategy to use the content in multiple different ways to provide tremendous bang for your buck.
This is where phase three comes in, repurposing that content. There’s absolutely no rule that says that each piece of content gets used only once. In fact, savvy content B2B marketers are noted for their acumen in getting every last ounce of value out of existing original material. Once you’ve delivered the content, and done all of the promotion to get it out into the world it’s time to slice and dice it up into new and exciting pieces to share.
Here are a few ideas to get you started.
Articles for your website
Once you are finished with content development, if the piece was designed for advertising or outbound marketing why not share it on your site as well. Your blog can be a perfect channel for this new information. You can also reappropriate the information for landing pages or info sections.
Blog cross posts
Finding synchronicity with other branches of your industry can be a great asset. If you have business partners why not do a bit of cross posting on their blog and vice versa. It’s likely that something you have posted to your site may also be interesting for their audiences.
Take content that’s fact and stat heavy and turn it into a dynamic visual. By converting your data heavy content into a graphic display you instantly create something that can be readily shared.
If a picture is worth a thousand words, then a video is worth a million. Social video generates 1200% more shares than text and images combined. This is the perfect opportunity to reach more people with the content you’ve already created. Adapt your written word into a short form video that can easily be shared. Large scale video isn’t in every budget, but there are so many sites these days to create short catchy videos without fancy equipment and you don’t have to be a tech or video pro to to do it. Animoto and Spark Video are a few examples of sites to try. Here is a more comprehensive list to explore.
Since we’ve covered changing the written word into video, why not also switch it up for audio as well. Many tech professionals are constantly on the go. Why not create a product that can be easily consumed during the commute. Create an audio file of your content so someone can listen in the car, or on their phone while they are zipping around from meeting to meeting. You can take this one step farther and develop a podcast. Statistically, 44% (124 million) of the US population has listened to a podcast and the number is on the rise in the US and globally.
It’s time to leverage the power of social media. No matter which platform you prefer, your content can easily be repurposed. Create a bank of copy and paste posts for all of the social media platforms you intend to use that can be easily shared by your team, and forwarded to their prospects. Every platform is different so be sure to tailor the media and message for each platform. Make it easy for your team to grab and share in a flash. Select several correctly sized images, for instance Pinterest requires a different ratio than Instagram. Create concise 140 character posts for Iwitter.
By implementing some of the suggestions mentioned above you will have a nice bank of content before you need to enter the original content development process again. By using what you already have you can save a great deal of time and money.