Content marketing is a fantastic demand generation and lead generation tool for businesses online, but it requires a lot of time and effort to execute it well. Smart content marketers know that in order to save themselves time and more effectively speak to an audience, they need to “recycle” some of their more evergreen, or timeless content.
However, many marketers don’t know the difference between “repackaging” and “duplicating”. Simply taking a blog post and publishing it in PDF format does not make it an ebook. It will take a little tweaking, but we’ll show you how to take one great blog post and repackage it into five different content types:
An ebook is an in-depth exploration of a topic that uses both text and images to explain how to accomplish a goal related to the topic. Simply adding photos or images to your blog post won’t transform it into an ebook; however, if you design a worksheet or checklist that helps elaborate the process discussed in the blog, and then add some real-life examples to further flesh out the narrative and drive your point home, you’ve made a new, useful content marketing piece that complements your blog post, and that you can use as a lead generation tool.
Don’t consider a press release a content marketing tool? You should – it’s a great way to discuss a product, service, or company news, and delivers your company’s vital information to digital publishers. However, you just can’t copy your product page or blog post; that makes it a product pitch. Re-write the lead to place the value proposition first – that’s your journalistic hook. Next, add an influencer quote, provide a little context that explains why this product/service/news is relevant, and include contact information for follow-ups. Voila! Now you have a press release, which you can distribute to journalists and bloggers, and post on distribution sites to help your SEO.
Slideshare is the darling of content marketers; it allows marketers to create visual presentations that can be hosted online, like a more advanced Powerpoint deck. It is a great tool for turning presentations into stories with a narrative flow. Many marketers try to translate live speeches or presentations into Slideshare format, but these entities fall flat with digital audiences. Instead, take your blog post, or long form content, pick a section, and turn it into a visual presentation. List-form posts are fantastic fodder for Slideshare presentations. Don’t forget a call-to-action at the end that ties to a similar asset, and know you have a new lead generating content marketing piece!
Many brands are gun-shy about creating their own social images, but these are great bite-sized content marketing pieces. Visuals outperform text-only posts on almost every social platform, so it’s high time you started utilizing them! One important thing to remember – don’t just lift an image directly from your landing page to post on social; it creates a misleading post, which is counter—productive to your goals. Instead, pull a great stat or bite-sized info piece from your post or asset, and create a unique visual that represents or incorporates it. Add a short URL that links to the rest of your content, and boom! An enticing social content marketing piece that will lead to a lead generation campaign.
Infographics might be the most misunderstood content marketing pieces out there. Loading a bunch of text onto a picture isn’t an infographic. Condensing an entire blog post into a visual post with pictures isn’t an infographic. Instead, take each section of the blog, and pare them down to 1-2 sentences, add a simple visual that corresponds with each piece, and lay the steps out in chronological order, and you have a solid, easily digestible infographic for your content marketing strategy.
The best part about this process? All of these new content marketing pieces were created from the same base blog post. A little creativity and repackaging makes a good content piece infinitely useful to marketers. Need some help with that packaging?
Strategy creation & campaign execution
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