10 Ways to Use One Piece of Content

content marketing

The only way to wring more value out of your content is to understand the intricate connection between your content and your strategy.

Now, don’t hit the back button just yet – I purposely left the word strategy out of the title of this post because I know that what you want is a magic bullet, but here’s the deal – content put in the context of strategy is the closest thing there is to the magic bullet.

The purpose of a business is to make and keep a profitable customer – the purpose of content is to help you make and keep a profitable customer – if that’s so – and it is – then why don’t people create content with that intention?

The idea of content marketing begins and ends for so many with – “It’s Monday, what the heck should I write today?”

What if instead you thought a little bigger – what if you thought we want to be seen as the trusted, go-to service provider for what we do and our value proposition is that we bend over backwards to make you happy when nobody in our industry even tries to.

Now, perhaps you’ve had a strategy meeting with your team and you all agreed that’s your core strategy, but no one thought to bring that into the content you produce.

If you did you would:

  • Write a blog post that outlined the 7 questions you should ask your current provider and make it a core lead generator
  • Turn that blog post into a series of videos that the sales team can send out one by one to prospects
  • Develop a Slideshare deck and presentation that you feature on your LinkedIn profile
  • Turn that presentation into a value packed webinar
  • Record the webinar and feature it on your homepage
  • Create an autorepsonder series that delivers emails to prospects over the course of a month
  • Create an infographic and shop it around to high traffic websites
  • Turn your infographic into a direct mail postcard for a targeted blast
  • Get seven of your happy customers to pose one of the questions via video and feature it all over your website
  • Dig up case studies that map to each question and extend the original post and graphics into an eBook

Did you see what I did there – I just took one landmark content idea and turned it into 10 useful iterations. See, the secret to success with content isn’t quantity – it’s intention. If you create content with the intention of finding ways to use it to create awareness, trust, connection, education and conversion, you’ll likely create an asset that provides massive return.

Now, understand this isn’t simply recycling content into different mediums, it’s giving the same content a different and needed useful stop along the customer journey.

Oh, and I didn’t even get to point where you turn this content into an evaluation process and ultimately a part of your service delivery.

So you see you don’t need more content – you need the right content in the right context – and that’s all.

How to Choose the Right Content Platform

Why do we need so many content platforms?

information overloadSometimes it feels like we are drowning in our Twitter feed and don’t have time to read through all of our Feedly blogs. We are in information overload, and it’s not slowing down. Social media, emails, blogs, websites, advertisements, radio, television, are all coming at us with tons of “need to know” information. Wouldn’t life be easier with one content platform? One place where we get all the information we ever needed?

Yea, that would be great. Unfortunately, just like some of us are listening learners, some are visual and some are doers, everyone consumes information in different ways. Certain topics might be interesting to some people, and they will spend time reading into the topics, watching videos, looking at pictures, clicking through to find more information. Others might not even get through that headline.

For that reason, we have hundreds of content platforms to choose from. That being said, how do you choose the platform that is right for your organization?

  1. Examine your ideal customer.
  2. Identify your assets.
  3. Match your tools with your time.

Examine your Ideal Customer

If you don’t know who your ideal customer is, stop right here and go read this. For those of you who do know who your ideal customer is, do you know where they spend the most time online? In order to know what content platforms to focus on, you absolutely have to know this.

If you are spending time on Facebook posts and advertising, but your ideal customer is reading reddit, then you are throwing money to the wind, and no one wants to do that. Examine your ideal customer, where they are getting their news, where they are shopping, and ultimately, where they want to see information about your brand.

Identify your Assets

Many organizations attempt to participate on certain content platforms because that’s where their ideal customer is active, but don’t have the right assets to be engaging on that platform. If you offer a service rather than a product, a visual platform like Instagram might be difficult to participate on. If that platform is where your ideal customer is active, you’ll need to spend time developing those visual assets.

Determine what kind of information you already have available, and then push the limits with that information. Determine how it can be turned into a video, photo, graphic, podcast, blog post, website page, etc. Take the content you have, and turn it into the content you need!

Match your Tools with your Time

This step is where you determine what you need to be doing, with what you are capable of doing. If I am someone’s ideal customer, for example, a brand might want to reach me on Facebook, Twitter, Instagram, Snapchat, e-newsletter, LinkedIn, Pinterest, and via commercials during Survivor. A little overwhelming, right? Don’t worry, there are plenty of ways to scale your content strategy:

  • Plan Plan Plan
    Planning your content out can help you get the most out of the content that you have – and will help you to not constantly be looking for something to use. You’ll be prepped and ready to go with your next post, picture, etc.
  • Quality Trumps Quantity
    Producing content for the purpose of producing content isn’t fooling anyone. With the amount of content available today, people can be picky with what they are soaking in. Make sure you are offering the best value for your customers as you can.
  • Repurpose
    Again, thinking outside the box about content that you already have is a great way to really drive home good information in a variety of ways. Be creative and you’ll get more miles out of your blog post and podcasts than you ever thought possible!

What content platforms are you trying to reach in your content strategy?

Kala LinckKala Linck is the Community and Content Manager at Duct Tape Marketing. You can find her blogging her travels, praying for summer or tweeting about coffee and cats @tadasunshine.

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