One of the great benefits of developing and implementing a fully integrated marketing plan is the efficiency of re-purposing your content throughout the various marketing vehicles. As we know tech buyers are continually seeking information about their desired subjects and tend to rely on multiple forms of media consumption to obtain this information. Certainly re-purposing content not only saves time to market and has efficiencies by lowering your development time and cost, but can also ensure your messages remain consistent in all forms of delivery.
As you start the new year, add a goal to review all of your existing content. Like any other marketing asset, you should have all of your content in an organized fashion and at minimally categorized by subject, date created, and how the content is delivered by vehicle. Although re-purposing content can extend its shelf life, you want to ensure that your content is current and relevant to the conversations of your targeted audience. Use this exercise to weed out old information, up date your point of views and create more compelling messages.
Most important your content should be measured based on its ability to create a conversation. The true value of all of your marketing efforts be they on-line or off-line is the opportunity to initiate the conversation among your target audience. Let’s face it, a smart message that can initiate the conversation creates behavior like clicking to a link, referencing the point and perhaps picking up the phone.