Giving some careful thought on how your content can be best optimised and distributed across various marketing channels is worth the time – given you’ll want to offer the best possible value, deliver a lasting impact and streamline it to the audience you want to attract.
A good place to start is to assess the different segments of your ideal audience or your current customer, looking at different personas according to personality traits, demographics, interests and values. An in-depth understanding of who you want as an ideal customer will really help you tailor your content to what they are looking for, how they consume content i.e. 140 character tweets or a detailed white paper, what platforms they use and what stage of the buyer’s journey they’re at.
Here, we’ve outlined some tried and tested examples of how to make your content work more efficiently to attract a wider reaching audience and land in the hands of those you want to engage. Repurposing content is a great way to do this without the leg work of having to re-create a whole new piece of work from scratch.
Most of these ideas stem from reinforcing the same message, just packaged up in a different format – repetition is an important factor in marketing, most people don’t digest information the first time they read or hear it. As we wrote in one of our previous articles, generally people hear or read things several times before retaining new information Lucky 7 is the magic number in marketing.
When you repurpose content to reach a specific audience, it can also be helpful to think about the different stages of the buyer’s journey, adapting your content to align with how people in each stage absorb information.
There are 3 stages in the buyer’s journey
People in the awareness stage usually consume short-form, easy to digest content because they are still learning about the product, solution or topic. Whereas, people in the decision stage are close to taking action, they may be comparing you to several of your competitors and consume content in much more depth to help them reach their decision.
Whatever approach you take with your content marketing, using your resources more efficiently to talk to your audience at all levels offers a greater chance of engaging those you want to attract, and gaining new leads over the longer-term. We think the benefits of repurposing content are great and far easier than you think as a lot of the hard work has already been done in the first place. Take a look at your existing content and think about how you can repurpose it. Or better still, when creating new content, keep this strategy in mind so you’re one step ahead when you come to publishing again in the future.
