Think about your last marketing campaign. It may have involved a white paper, perhaps a blog post announcing the white paper, a few push email campaigns to drive potential customers to download the white paper, maybe a tweet with a link.
Was that it? You likely paid thousands of dollars to create that white paper and after just a few weeks it’s just a forgotten relic on your website that you’re hoping gets a few additional downloads. Unfortunately, much of the content created for marketing purposes today is “one and done,” and that’s a huge waste of valuable resources your company spent good money to create. You need ways to continually generate new interest in your content, which leads to more exposure for your company. You need to start a content repurposing program.
For many companies, content marketing is like food. Some has a short expiration date (such as your messaging for a particular industry trade show, where you may get hundreds of visitors to your booth in a single day, but your “presence” disappears when your booth is broken down). Other content has a long shelf life (such as a white paper, case study, webinar, etc.) but to reach the same volume as the trade show, you need to continually push it out to your influencers in new ways.
That’s where content repurposing comes in—extending the life and broadening the reach of both the short-expiration-date content and the long-shelf-life content. Think about it: If you could double or triple the exposure of your latest content collateral, would it be worth it? For today’s budget-conscious marketing teams, the answer clearly is yes.
Let’s take a look at some ways you can “repurpose” a white paper:
- Atomize it: Take individual sections or high points from each section and create several individual blog posts with calls to action to download the white paper.
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