Five Ways to Get the Most Out of One Piece of Content

by Erin Wabol, MBA, Chief Marketing Officer and Partner, Agency Ten22

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As marketers, we put so much time and effort into great content. So why let the fun stop there? Even high-quality content should be designed and promoted properly to avoid the risk of being unseen. With a little ingenuity, you can get a better return by repurposing and maximizing distribution of your new content.

Before we dive into how to boost content exposure, let’s begin with what you have. Decide how you want to format the content you’ve created, for example as a cornerstone blog post or an ebook. This depends on your overarching marketing goals for the content you want to share. If you have SEO in mind, you can use your long piece of content for a pillar or cornerstone blog post. This helps you with organic growth and backlinks to other areas of your website.

If you’re looking to tie your content to a larger marketing campaign, another option is to format it as a branded ebook, report or guide. This route supports inbound marketing efforts and makes your sales team happy. What marketer doesn’t want a happy sales team?

Here are five ways to get the most out of one piece of content.

1. Create breakout blog posts.

Once you decide on format for your long content, consider breaking it into smaller blog posts. More writing will be required to elaborate on certain points but this approach gives you multiple opportunities to point to your larger piece of content. For instance, if you highlight five major industry challenges in your content, draft a blog post for each challenge and offer more detail than what’s in the original content. Then offer a link from each blog post to the long content.

2. Pitch a portion of the branded content as an article for a target audience.

Earned media is coveted by our clients at Agency Ten22. Quick wins happen when we can pitch the overarching topic from our content or even a piece of what’s covered. Editors might choose to interview a subject matter expert at your organization or ask for a written piece. You already have a great start with your current content. A quick rewrite may be all it takes to create a bylined article ready for submission.

3. Share on social media, on behalf of an author and other SMEs.

This might seem like a no-brainer to some readers. But it’s amazing how many marketers put so much energy into long-form content, only to stop short on promoting via social media channels. Social media is your friend! Leverage your SMEs’ profiles to share your content to their networks. This points people to your content and your website, and possibly prompts a subscription to receive future communications. Employee advocacy goes a long way when it comes to branding and thought leadership.

4. Don’t just create one landing page. Add as a call to action on various pages of your website to optimize lead conversion.

While you’re running a specific campaign for a certain period of time, landing pages make perfect sense. But maybe your content is evergreen and doesn’t have an expiration date. In this case you want to maximize exposure by inserting calls to action throughout key pages on your website. The trickle-down effect of lead conversions is an added bonus months after your campaign has ended.

5. Use as a webinar or live event follow-up.

Remember, we want a happy sales team. Your content can be another tool for them to use as follow-ups to conversations, live events or webinars. If you already have a process for sending “thanks” to webinar attendees, this is a perfect opportunity to include a call to action for your content. It can be as simple as “Thank you for attending our webinar last week! The recording will be sent shortly. In the meantime, we thought you’d enjoy this [ebook or blog post name here] on the same topic.”

I hope these tips help you get more mileage out of your next piece of content. Have any other ideas? I’d love to hear from you. Send me a note on Linkedin or Twitter.

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