I published different content about content recycling and every time I see how much B2B marketers enjoy getting advice that they can put into practice the next day. Today two practical perspectives to get more out of existing content.
Scan your existing content
Using content again, ‘content recycling’, means that you use existing marketing material again in a smart way to contact your target group. This way you prevent having to re-invent the wheel.
Please check what you have before you start making new material. Scan the content and you will find that a large part is still sufficient to use. Subsequently, you make a list of materials and plan to use these for the next few months. Without having to think of new messages and plans, you have relevant contact to share with your audience. This is content recycling!
Two perspectives: starting big or small
- The long life of a survey:
From big to small: A large project that you have put a lot of time, energy and money in, can be divided into small pieces of content. For example, think about research: besides the presentation of the whole report you can publish an interview with the researcher, send out a press release, blogging and/or write an article about every chapter. A different example is an event where you interview your speakers, publish a video, write a report of the day, write articles or offer an eBook. For people who missed the day you organize a webinar. An annual report also offers possibilities for content recycling: pull it apart and share separate parts with the right audience.
- The long life of an article:
From small to big. You can help your target group in the buying process by giving them tips and advice at the right time. For example, think about Oce’s success story. “Nine considerations when buying a large format printer”, in which 9 separate articles were shared with the target group one by one and eventually – after a few months – the full piece. Make life as easy as possible for your target group by approaching their problems a different way each time. This way you can write several articles and blogs and recycle them in the form of a collection, whitepaper, presentation or series of webinars.
Many companies have a huge amount of articles, whitepapers, videos and brochures that clever marketers and smart copywriters have thought about for a long time. Why wouldn’t you recycle existing content? Good intention for the New Year?