Content is NOT One and Done: Leveraging Marketing Content

We all know people get their information in many ways, so when you develop a piece of content whether it’s a blog, customer story, white paper or something else, it’s important to use multiple outlets to share the information with your audience. Leveraging your marketing content not only helps you reach more people, but it helps with ROI and making your efforts go further for your organization.

The first step is to create a relevant and compelling piece of content that tells a story or shares information that relates to what your organization does and is aligned with your goals and objectives. Next, based on what the content is, determine all the different ways you will share it.

Below is a list of just some of the tactics you can use to effectively leverage your content:

Develop a video

Depending on what your content is, you may want to consider also developing a video or vlog to share the information. Using video allows you to be more personal and build a relationship with your audience. Customer stories are a great example of a piece of content that translates well to a longer form video and informational blogs make great vlogs.

Share on social media

It seems like a no-brainer, but don’t forget to create a social media post promoting your latest piece of content and share on your relevant social platforms. It’s recommended to post shortly after your content goes live, but you can also continue to share the content on your social pages if it’s relevant. If your budget allows, boost the post too, so it reaches more people than just those following your pages.

Add to your newsletter

If your organization has a customer/client newsletter, be sure to add a brief overview and link to your piece of content. This is additional way to reach your audience through another avenue – email. You can also see how your content performs if you are using an email program like Constant Contact or MailChimp.

Create paid ads

To expand your digital reach even further, consider placing display ads or paid social ads to reach your target audience. With display advertising, you can place your organization in front of individuals where they spend most of their time: the Internet.  And it can help you reach your ideal audience based on where they live, what they’re looking for, what they’re interested in, and other demographics.

Develop an infographic

Infographics are visually appealing and can help to share a message easily and quickly about a particular topic. Translate your content into a graphic that can be clearly understood visually whether it’s with a chart, sequential story, informative stats, or a list of facts.  Once the graphic is developed, you can add to your website, social media, and other marketing channels.

Optimize current content

Update and refresh current blogs that are still relevant and reshare. This practice is something organizations should consider frequently as it’s great for SEO. You can do this by adding new links, slightly revising, or updating the content or adding new images.

Don’t let your piece of content be a “one and done.” By leveraging your content, you will reach more of your audience, be more efficient and see more ROI. A piece of content can have a long shelf life and be shared in many ways. If you need help developing content and a plan to share it, let Chartwell help.