It seems as if everyone has jumped on the Content Marketing hype nowadays. Whether it is simply a trend or businesses are realizing the benefits that come with the ever-growing field of CM, there are still a lot of questions that need to be addressed. Bottom line: it is well beyond the thought of just being trendy.
So, it was time to enlighten those who continue to wonder whether or not they are getting the most out of their content as well as present a few techniques to ensure businesses are getting what they paid for.
Content Marketing is quickly becoming one of the most vital aspects of digital marketing. If it feels like the words “Content Marketing” are everywhere you look, you are not alone. However, do not let the overuse of the word dilute its effectiveness when done right. Businesses of all sizes are beginning to realize the benefit of engaging content and have shifted large amounts of their budget in order to tap into the potential returns from digital content. It is every marketer’s goal to maximize return on investment with every piece of content they release.
The golden rule: it’s not a sprint, it’s a marathon.
Quite possibly the biggest folly of content marketing is the ability to measure concrete effectiveness. Whether that comes in the form of website traffic, social shares, sales, etc, there is no single correct way to measure returns. The increasing hype surrounding Content Marketing has created this misinformed notion that an engaging piece of content should immediately churn out results. This inflated perception has lead many individuals and businesses to believe that their content strategy is ineffective when in fact it is just a matter of patience and proper promotion.
It goes without saying, that in order to properly execute desired results of content marketing, quality is key. One of the hardest aspects of content is continuously coming up with fresh ideas; especially in a day and age where the world is migrating towards digital everything, information is instant, and attention spans are at an all-time low. Sub-par content creation simply will not make the cut. If your business or marketing strategists take the time to produce creative, engaging, and informative content with a thought-out promotion strategy, your job could very well be done. Evergreen content has the ability to organically spread itself after it is given the initial push. You will not see immediate results, but over time the amount of views/posts/social shares will begin to grow exponentially if the content is creative, engaging, timeless, and easily shareable. Many refer to this as the snowball effect.
The main technique marketers use to achieve desired effectiveness is the process of repurposing your content. You would be amazed at how many ways a marketer is capable of spinning a single piece of creative content and present it to you without even realizing it’s the same information. Think about how many “Top #” or “Lifestyle Guides” we see floating around the blogosphere – all of which contain the same knowledge with different headers and compelling imagery.
Repurposing content allows a business to:
1. Strengthen SEO capabilities – Multiple mediums means additional SEO assets to attack search traffic with many different variations of a single topic. This will allow you to build a wide range of authoritative mediums with a single topic.
2. Cater to a wide range of viewers without compromising the integrity of the content – Approximately 65% of the population are visual learners.
3. Expand awareness, generate leads, develop a loyal following, and stretch your dollar as far as possible.
4. Save time and money by bringing light to “old content” that may have been a huge success in the past.
I do not want to toot my own horn here, but hypothetically speaking (with enough research and planning) this blog post has the potential to be repurposed as:
- Separate/More Detailed Blog Post(s)
- An expanded, more in-depth eBook (Click here for IMI’s published eBooks – http://bit.ly/1p7is30 )
- A live webinar
- Podcast Episode
Repurposing content has the ability to open a wide range of options that have proven to be beneficial to anyone interested in Content Marketing. These include: saving time, SEO benefits, increased reach, enhanced lead generation, and fuller pockets. If the right approach to a topic is taken, a marketer has the ability to formulate multiple options of how a piece of content can be repurposed before the initial creation even begins. As long as you focus on adding value to your content, the notion of skeptical returns will become a thing of the past.