Squeeze the most out of your content.
Content marketing generates more than three times as many leads as outbound marketing at only 32% the cost. It’s no surprise that brands are going all-in, and the result is a workforce full of content marketers who are busy as hell.
Strategizing, collaborating, creating, distributing—the work in this growing industry is never done. In the face of a full content calendar, modern content marketers are testing out ways to work smarter, not harder. For our team, this means maintaining focus on quality over quantity.
And it all starts with one cornerstone idea. Every idea takes inspiration to devise and energy to cultivate. Every research study, video, and blog post takes valuable time and expertise to go from the first draft to a publishable asset. If at the end of all that, you leave each asset as its very own one-and-done, isolated piece of content, you’re leaving engagement (and money) on the table.
So what am I talking about? I’m talking about the power of upcycled content.
Too often, we see content creators reinvent the wheel every time they set out to create a new piece of content. You can—and should—be using your existing content to prompt and inspire additional assets, reach new audiences across different platforms, and increase the overall ROI of your content marketing program.
You grew the lemons. Now make lemonade, pies, limoncello, and grow another lemon tree.
Not sure how to squeeze more valuable content juice from every asset you create? Discover the “why” and explore the “how-to” in a few examples that caught our eye from five brands who are doing it right.
You can—and should—be using your existing content to prompt and inspire additional assets and increase the overall ROI of your content marketing program. You grew the lemons. Now make lemonade. Click To Tweet
Repurposing key content with GE
To clarify, I’m in no way suggesting that you should turn every asset into something new. Instead, I’m encouraging you to view your content through a lens of quality over quantity to maximize the value of your truly exceptional assets and smash through the content fatigue that plagues many a brand today.
In this example, GE upcycled content surrounding their innovations in the aviation space to reach more audiences and engage with customers in various formats. The team at GE first created a series of videos that explore the positive impact of their turboprop engine. From there, they crafted an interactive experience that delved into the engine’s specs and impact on the industry at large.
By honing in on an especially valuable aspect of their existing content, GE was able to maximize the asset's value with a complementary digital format that hits consumers at another point in the sales funnel.
Reaching various audiences with Etsy
Why is this so valuable? Well, not all social platforms or consumers are created equal. Different asset types perform better on various channels, just as they perform with different consumers. By cultivating a varied library of content, Etsy is able to maximize the visibility of their information, delivering it to a diverse range of consumers across a wide range of platforms.
Making content consumable with SAP Concur
As the lines are increasingly blurred between the strategies of B2B and B2C companies, there are a few things B2B brands could stand to learn from their B2C counterparts. The team at SAP Concur took this idea to heart when they sought to transform the way their audience interacts with some of their
Their team took a white paper—arguably one of the most extensive and overwhelming forms of content—and created an interactive landing page preview, complete with animations, clear CTAs, and content packaged in a manner that’s far more accessible to the average user than that of a white paper. In fact, the tactic seems to be so successful that it’s an effort the company has been known to repeat.
Video repurposing is KEY! One video can produce 10 pieces of content. Think video teasers, blogs, podcast, quotes for tweetcards. Can't wait to see your content @KateCookDigital for Melbourne Sports Centres.#IMDS19 https://t.co/3BCcd8qFdQ
— Ursula Ringham (@ursularingham) July 21, 2019
Justifying the expense with Adobe
As with white papers, studies can be costly to produce. That's why Adobe didn’t stop at the research and development of their 2019 Emoji Trend Report, and went on to explore the cultural phenomenon in a blog post enabling them to boost the visibility of their cornerstone asset.
When all is said and done, content marketers have to be able to prove ROI on their endeavors. What better way to ensure your content is out there generating the awareness and/or leads you’re striving for than by slicing, dicing, and repurposing the information into various formats.
Keeping your options open with Jay Baer
We can’t speak about slicing and dicing content without mentioning the king—or at the very least—duke of repurposed content, Jay Baer. Beginning with his short-form video series, Jay Today, Baer set the standard for upcycling content by repackaging the information from each episode into seven additional pieces of content.
People who weren’t on YouTube could find the videos on Facebook. For those who preferred written content, blogs went up on LinkedIn and Medium. There were podcast versions produced for the audio-inclined and the various formats saw promotion across multiple social platforms.
The series garnered a wide following, generated quite the buzz, and was even named a finalist for Best Short Form Video or Video Series in the 2015 Content Marketing Awards. Though Jay Today itself isn’t around anymore, Baer and his team at Convince and Convert are still going all-in on the practice of upcycling content. They even cited it as one of the most crucial content marketing strategies for 2019.