Creating quality content takes a good deal of effort. When marketers endeavor to create marketing content, it is generally created for a particular purpose. That’s usually out of necessity – marketers identify a need for content then design the content to fill that specific need. There’s nothing wrong with that. However, to increase the returns on your hard work creating it, marketers should try to maximize the value derived from any piece of quality content. There are a number of ways to extract more value from your content, and here are a few ideas:
Think about different ways your audience might want to consume content. Just because you packaged a great idea into a compelling article or paper, for instance, doesn’t mean that everyone wants to read it. Perhaps you could package it into a short, instructional video. (Videos are more frequently engaged with than documents anyway.) Perhaps you could host a webinar when you’ll discuss the idea but also allow for Q&A with the audience. Or, if your paper is fairly long, perhaps you could cover some of the same content across a number of blog posts. By repackaging content, not only are you creating more opportunities for your audience to be presented with the underlying idea, but you’re accommodating more of your target audience’s preferred content consumption methods as well.
Don’t publicize it only once. Pushing your content more than once is perfectly okay, especially if you can safely assume that a large portion of the audience is not seeing any particular post and / or the method of promotion is non-intrusive. With social media, for instance, and especially with Twitter, most people only see a small percentage of what gets posted. If you post the same content a few times, chances are that few people will actually see the post more than once. In interruptive formats such as email, you can get more mileage from your content by using it in different ways. For instance, you might promote a piece of content in a newsletter, but also send it out as a follow-up in a drip campaign to leads who have shown interest in the topic. Or perhaps a topic that was a headline in one newsletter would be a footnote in a later newsletter on a similar topic.
Consider using media publishers to reach a larger audience. Publishers understand the value of content, and many welcome contributions to their publications. If you have content that would be relevant to certain publications, and those publishers have an audience which would be relevant for your company, then reach out to those publishers. Contact the editor and see if they would print your content. Many times they will, since this is a win-win scenario. They get free content and you get free publicity. Just note one thing: if you have already published your content elsewhere (for instance, in a white paper or your blog) then be sure to tell the editor that. Some publishers won’t accept content which has been published elsewhere, and failing to disclose that can ruin your relationship (or worse).
If you’re generating quality marketing content, you’re almost guaranteed to be putting lot of effort into it. See that your efforts are better-rewarded by getting more value from the every piece of quality content that you create.