Every successful brand knows that content is the lifeblood of any modern marketing strategy, and no one is likely to tell you that you need to create less content. Currently more than 80% of marketers are using online content of some form, according to the Content Marketing Institute, and around three quarters of them intend to increase their content output in the coming years. At the same time, content creation is a complex area and, since it’s rarely considered to be a core business routine, many brands often find it difficult to develop enough of the right stuff, whether it’s video, blog posts, social media content or something else entirely.
#1. Repurpose Content
Most content takes a significant amount of time to create and, if you’re outsourcing your content creation as many brands do, it can quickly get prohibitively costly. For this reason, you need to make sure you’re getting as much out of each piece of content as possible, hence the necessity to relentlessly repurpose it. Although constantly and consistently releasing fresh content should still be your number-one priority, regularly repurposing old content can greatly complement your strategy. For example, you can start small by combining things like old blog posts, cheat sheets and how-to guides into larger e-books, whitepapers or a series of infographics.
#2. Curate Content
Content curation is similar to repurposing content in that it gives you an opportunity to breathe new life into old content. However, curation relies on bringing together previously published content and presenting it in such a way that it helps your audience find more content they like. For example, you might decide to send an email newsletter or publish a blog post that features the most successful content you’ve published in the last year on a specific subject. Content curation is a good idea when budgets are low, but it’s also something you can do on a regular, routine basis, particularly if you use a third-party tool such as Feedly or Scoop.it.
#3. Encourage User-Generated Content
Considering that most people make purchases online based on things like recommendations from friends or positive reviews, it shouldn’t be hard to see why user-generated content has become such a crucial part of any digital marketing strategy. Additionally, you don’t have to spend time and money generating the content yourself, since it’s entirely sourced externally. User-generate content, such as on-site reviews or feedback on social media serves as an authentic and public demonstration of why others should do business with your particular company. Always go that extra mile to encourage people to leave feedback.
Although you should undoubtedly work hard to get more out of your existing content while also encouraging others to leave reviews and other feedback, you should never underestimate the importance of regularly publishing fresh content as well. After all, the content marketing mix always needs some diversity, particularly if your target audience consists of multiple personas who all have different needs and preferences. By diversifying your content strategy, you’ll also be better equipped to find out what works best for your business as well as isolate the strategies that are perhaps better avoided.