As with most online marketers my budget has been dwindling quarter by quarter, but expectations by sales, management and the board for results remain as high as they ever were. Yes the "do more with less" cliché of the dot bomb is alive and well in the waning half of the decade as it was in the first half. But looking for a silver lining, one thing these little exercises are good for is a reset, to make us look at what we're doing and how we can make it better. And an easy place to start is with your content marketing strategy.
Yes, as my pithy title suggests, reusing content is more than using post-consumer recycled printer paper, but rather recycling your whitepapers, press releases, product demos, case studies, video testimonials through multiple channels to get the most out of each. And the beauty part of using content to market is that you can actually do some level of lead qualification based on what type of content a prospect, customer or partner is actually viewing. For example, if someone has downloaded a "Feature/Function Comparison" whitepaper, you can probably assume that they are in an evaluation phase, midway through the buying cycle. And we can probably make some assumptions about this person based on that content...they probably have a project, speeds and feeds are important, and they are probably pretty educated about the space and your competitors.
Sorry, I digressed a little there, back on topic. 70% of content marketing relies on process - distribution and measurement - while the remaining 30% is content creation. The hard part is definitely the process, distributing that information through your channels into the hands of people who will find value in it. Different technology can certainly help automate, like a good CMS, lead management systems, your CRM, analytics, email, etc., but you still have to set up the processes within each, and almost always among each, to make sure your content is where it needs to be and that you can measure their response.
Because I hate blogs that spew general advice without any practical application, in Part 2 we’ll look at a sample scenario of how we can create once and reuse many and what this means for your strategy.
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Posted by: buy research papers | October 11, 2011 at 01:12 AM