So, you’ve written a great press release. Your announcement is getting some nice pickup online and you’ve even scheduled a couple of interviews with interested media. From a PR perspective, you can pat yourself on the back for a job well done. From a content marketing standpoint, however, it’s a job well started.
As the title suggests, great marketing content deserves nine lives. Having your marketing material sit idle in a single format — whether it’s a press release, white paper or case study — significantly limits the desired results for your corporate marketing campaign. The truth is, everyone absorbs information differently, and we all have different preferences on how we like to communicate online. Nowadays, limiting your content to a single medium might as well be considered a marketing crime because you’re probably losing money on opportunities that would otherwise present themselves through different social media tools.
With the content already written, the next step is to consider how you can repurpose the copy to get it in front of the real audience you’re targeting — your prospects and customers. With so many social media tools at your disposal, it is essential that you leverage them to increase your chances of reaching your target audience. The following are some of the top social media tools you should consider leveraging for all of your marketing content:
1. Website. Having the content on your website allows you to provide links on every marketing tool you leverage, which brings your audience back to where you want them in the first place, your company’s site.
2. Blog. How can a company expect to get the good word out there if they aren’t blogging about it? They can’t. A blog is a critical outlet to voice your thoughts and tie your messages with your industry’s hottest topics.
3. Newsletter. In order to successfully develop a monthly newsletter, repurposing content you’ve recently developed provides a recap of company announcements, unique insights, and industry news you’ve blogged about that your customers might not have come across.
4. Twitter. It goes without saying that any time you blog or make an announcement, you should also Tweet about it. However, because Twitter is an interactive tool, simply posting it is not enough. Repurposing your content to strike up a conversation is essential to spreading the word and positioning yourself as a thought leader.
5. Powerpoint presentation. Industry information in the form of trends, stats or graphics that you’ve included in a white paper, case study or blog can be repurposed into effective Powerpoint slides you can use in customer meetings or webinars.
6. YouTube. Any time you’ve got visuals, whether it’s a compelling screenshot or a videotaped interview at a trade show, posting it on a popular shared-video website like YouTube is another way to get your message out there and position your company as an industry leader.
7. Customer email. We’re always looking for a reason to touch base with our customers and prospects. And there’s no better reason than providing them with useful or educational content they can use to solve problems or make better business decisions.
8. Facebook/LinkedIn, etc. Online social networks and communities no longer limit themselves to family photos of your recent summer vacation. As one of the fastest growing social media tools for companies, leveraging popular online social networks is essential to any marketing program.
9. Contributing article. Online publications are always looking for good material. While they never encourage content that is self-serving, they often publish educational articles from executives and other experts in a particular field. If someone in your company is writing a contributing article, chances are your marketing team has already developed materials that can help support the key points they are trying to make in the article.
So, the next time you make a company announcement or post a blog, consider how you can repurpose or customize existing content for another platform. By leveraging multiple social media tools and channels, you are giving your marketing content the nine lives it deserves to reach your target audience, create new opportunities, and nurture your leads through the sales process.