Good content is an investment. This is one thing that’s true for every business, regardless of their size or content strategy. From the big player that’s invested massive amounts of money to the local small business owner that stayed up into the wee hours of the morning working out the kinks in a video, content can easily soak up your resources.
Here’s the other thing about content – when put up against other forms of marketing, it generates up to 3 times the leads per dollar spent. Those are impressive results, and it’s no secret that content marketing is the core of any great digital marketing strategy.
Still, when you work so hard and put so much into creating great content, why wouldn’t you want to get the most out of it as possible. High performing content doesn’t need to be new content. Smart businesses are learning the secrets of repurposing and effectively distributing content for maximum impact with minimal effort. Here’s what you need to know.
The Art of Repurposing for Increased Engagement
You shouldn’t think of content as a one and done show. For every piece of content you produce, there are several ways that it can be repurposed to increase the audience’s engagement with your brand. Let’s start by looking at one of the most common, most basic forms of content – a blog article.
Blogs are great because they’re easily shared on social media and email, which makes them key for directing traffic back to your website. Blog posts generally run anywhere from a few hundred to a few thousand words. This isn’t massive, but it can easily be used as the foundation of other types of content.
For example, by restructuring and expanding a blog post to be more problem/solution focused, it can easily be turned into a white paper. White papers are great at generating engagement because they’re generally seen as more authoritative than blogs and can be used as a lead generation tool.
That very same blog can also be transformed into a podcast, simply by turning it into a transcript. The secret is to start looking at each piece of your content as the starting point, rather than the endpoint.
Distribution That Points Back at You
The point of content marketing is to create engaging content, put it out into the digital universe and then have it work to magically direct traffic right back to your website. It’s the circle of life in marketing and it’s every content creator’s goal.
While this is the goal, it isn’t always the result. In fact, 50% of content generates 8 shares or less. That’s simply not enough to build up the type of engagement that’s necessary to build a strong brand.
You need a distribution strategy that really amps up engagement, and sometimes this requires an out of the box approach. For example, when you’ve created a great blog, why not break it up into smaller segments to build anticipation. This also gives you the opportunity to share snippets on social media or email to generate curiosity.
Content creation and distribution needs to be at the core of your digital marketing strategy. We’re the online marketing company that can help realize your potential by showing you how to optimize your content for massive engagement. Contact us at JLB USA today to learn more.