How Repurposing Content Can Take Your Content Strategy from Good to Great. Nonetheless, 22 percent of B2B marketers still don’t incorporate content marketing into their marketing strategy. If your company has end users, though, chances are good they’ll eventually talk about your product online. Rather than creating content that just talks about how you can get a domain name from us, we often highlight and leverage all of the great content being created by businesses using a .club domain name. We took advantage of this simply by showcasing the article in our own marketing. This not only gave us some great content to use, but it also provided some awesome ideas for creating more content focused on our end users. As a result, hundreds of thousands of people in the U.K. learned that they, too, could have a unique domain name for their websites, and we found a fun opportunity to incorporate the content of the story and the news about unique domain names into our social media marketing efforts. Compile a Medley of Top Video Hits While more than half of marketing professionals agree that video content yields the best ROI, creating quality video is time-consuming and expensive. Yet many businesses don’t effectively highlight them. When you’ve reached that point—and all content marketers do—where it’s hard to find fresh things to say about your company’s products or services, consider letting your customers do the talking.
When you hear the phrase “content marketing,” maybe you think of a blog post or a downloadable whitepaper, but content marketing takes many different forms. On social media, it might consist of 140 characters, an image, or a video. In the mobile space, content marketing can even shape-shift into an interactive survey, a game, a text message, or a push notification.
For all the buzz around the seemingly endless possibilities, content marketing isn’t just a fleeting trend. The truth is that good marketing has always been about good content. If people who love fishing see online ads about fishing equipment, for example, they won’t view them as distractions or disruptions, but instead as valuable content.
People are tired of traditional, one-size-fits-all advertising techniques—just ask the almost 200 million active ad-block users around the world. With digital channels forming the main arteries of the buyer’s journey now—and 90 percent of B2B buyers saying online content plays a big part in their decision-making—marketers need to adapt to the reality of an increasingly ad-averse world.
The good news? You don’t have to create all of the content about your offerings by yourself. Very often, you can effectively reach new customers using your current clients’ content.
Targeted Content Works Wonders
Advertising, when it’s highly targeted, naturally becomes valued content. And it goes both ways: Strategically targeted content that provides real value to its viewers can also serve as highly effective advertising.
Say you sell fishing poles and nets. While top-quality content is never about pitching products or blatant self-promotion, if you directly target people who want to stay up on the latest and greatest developments in angling gear, they will find great value in the content of your ads.
You may be thinking there must be a magic formula, but you don’t have to be a wizard to boost your brand with great content. The growing arsenal of analytics tools available and advancements in customer tracking capabilities allow you to deliver the right messaging to the right audience at precisely the right time and reach that transcendent moment when content becomes advertising.
Nonetheless, 22 percent of B2B marketers still don’t incorporate content marketing into their marketing strategy. Why? Because producing good, relevant content can be a huge challenge.
As we race further into the digital age, inundated with a nonstop flow of information and marketing messages, how can you create a steady stream of content that both reaches and resonates with your target customers without breaking your back or the bank?
The Magic of Repurposing
Marketers are often trained to look internally to find the perfect message to broadcast to the outside world to promote whatever it is their company is selling. In a world oversaturated with information and data, your first inclination is likely to focus on content that directly concerns your business or its offerings.
If your company has end users, though, chances are good they’ll eventually talk about your product online. When they hype it, you have to use that content to your advantage.
In my own business, which operates the .club domain registry, we rely heavily on content marketing. Rather than creating content that just talks about how you can get a domain name from us, we often highlight and leverage all of the great content being created by businesses…