The yum-factor of any delicious leftover dish is in the “eye of the beholder”: the taste buds of your dinner guests. So, before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. Before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. Once you’ve consulted your content pantry and finalized your guest list, it’s time to create your strategic menu. Whether you’re planning a social hour featuring light appetizers or a fancy, sit-down feast, map and document your strategy, namely your content mix (e.g. blogs, eBooks, static or interactive content, influencer content) and amplification plans (e.g. social and third-party channels; organic or paid promotion). One tasty menu item to consider is influencer content. Whether you have a collection of influencer insights in your pantry or you’ll need to shop around, influencers can add sweet and savory flavor to bolster your story and strategy, and help with amplification. Also, if you’re making something from scratch—like a brand new campaign—think critically about how all of your ingredients will lend themselves to repurposing, as well as how the content you already have can add some nice flavoring. Get multiple cooks in the kitchen to ensure your content is cooked evenly and with the necessary flair to delight your guests. Get insight on five content marketing shortcuts you should avoid at all costs.
What’s the best part about Thanksgiving?
Sorry, that was rhetorical. Clearly, there’s only one correct answer and that is: Devouring reimagined leftovers for days to come.
Hot turkey sandwiches smothered in gravy. Fried stuffing bites drizzled with cranberry sauce. Turkey a la king. Turkey noodle soup. Turkey pot pie. Turkey … everything.
Do I need to go on?
For content marketers, every day can be Thanksgiving.
You have no shortage of content ingredients on-hand—from tasty influencer tidbits to assets overflowing with insight and flavor. And with a dash of new content, a cup of creative planning, and a large dollop of strategy, you can repurpose “content leftovers” into deliciously satisfying meals for your audiences, all while reducing production time and boosting efficiency, and without sacrificing taste.
Step-By-Step Cooking Instructions for Delectable Content Marketing Leftovers
#1 – Take a peek in your existing content pantry for inspiration.
From white papers and eBooks to blog posts and original or third-party research, if there’s one thing that every content marketer has in spades, it’s a fully stocked content pantry. But like any pantry, as more items get added, many delicious essentials get pushed to the back and start collecting dust.
So, throw open your content cupboard and dig into your full stock of assets for inspiration. Dive into the data to draw insight into which content items are being devoured whole, which are being picked at, and which have gone stale. All of that content—fresh or seemingly expired—has the potential to be carved into something new and fresh.
#2 – Review your guest list.
The yum-factor of any delicious leftover dish is in the “eye of the beholder”: the taste buds of your dinner guests. And that means that any good host needs to thoughtfully consider who they’re cooking for to avoid leaving a bad taste—or prevent an allergic reaction.
For marketers, the success of your content hinges on your ability to create something that resonates with your audience. When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle, that you hold the answers to their questions—and that you may be worth dining with on a regular basis.
So, before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for.
Before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. – @CaitlinMBurgess #ContentMarketing #ContentRepurposing Click To Tweet
#3 – Plan your menu.
Once you’ve consulted your content pantry and finalized your guest list, it’s time to create your strategic menu. Whether you’re planning a social hour featuring light appetizers or a fancy, sit-down feast, map and document your strategy, namely your content mix (e.g. blogs, eBooks, static or interactive content, influencer content) and amplification plans (e.g. social and third-party channels; organic or paid promotion).
One tasty menu item to consider is influencer content. Whether you have a collection of influencer insights in your pantry or you’ll need to shop around, influencers can add sweet and savory flavor to bolster your story and strategy, and help with amplification.
As Ursula Ringham, SAP’s Head of Global Influencer Marketing, told me in an interview not long ago: “In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.”
As always, determine…
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