Reduce, Reuse, Upcycle

Reduce, Reuse, Upcycle Content

Maximizing the Value of Your Content

Content creation is a huge investment that should yield huge returns. Are you seeing the ROI you deserve? Ensure you are getting the most value from your content by applying these strategies for a sustainable and self-sufficient creation workflow.

More content is being produced than ever before and yet there are half as many shares. Marketers need to adapt to create effective content in an efficient way.

The amount of information available online will increase a massive 600% by 2020.

Social sharing of content is down roughly 50% since 2015.

42%

of B2B marketers say they’re effective at content marketing.

TRUE

Correct!

of B2B marketers say they’re effective at content marketing.

42%

— Susan Moeller, Tailwind @susancmoeller

FALSE

Incorrect.

of B2B marketers say they’re effective at content marketing.

42%

Content marketing requires a plan for each piece of content to meet a business goal and a reliable way to measure its effectiveness in meeting key performance indicators.”

“

Create Valuable Cornerstone Content

To get the most value out of your cornerstone content, make sure it checks off the following:

Define Your Purpose

Have a clearly-defined purpose, like pushing your customers to the next stage of the lead gen funnel or driving traffic to valuable piece of research.

Make It Relatable

Make your content relatable by tapping into your customers’ pain points using social listening research.

Reduce

Simplify your approach to content marketing by starting with one big idea. How big? Well, it should have enough breadth to encompass multiple relevant subtopics and should center around a timeless (AKA evergreen) subject related to your services.

Once you’ve got your big idea lined up, it’s time to convert it into one exceptional asset. This content should be dynamic and engaging, and should serve your business goals as well as your customers’ needs and wants.

Reuse

After you’ve created a strong piece of pillar content representing your big idea, you'll want to put it to good reuse. That means it’s time to break out those specific subtopics to populate a vast library of smaller, more niche assets.

60%

Almost 60% of marketers reuse content two to five times, generating “snackable” content based on larger assets.

(Source: LookBookHQ)

Upcycle

• Static images • Animated gifs • Info-tainment videos • Interactive ebooks • Polls + quizzes • Slideshare decks • Webinars

So you’ve created, published, shared, and promoted a whole bevy of assets that explore your big idea from top to bottom. Well, you’re not done yet. To yield maximum returns from this process and keep your content alive, try upcycling and revitalizing the assets you’ve already created.

What might this epic transformation look like?

Offer Solutions

Make your content valuable by offering unique solutions to customer pain points.

Static Graphic

Animated Graphic

Blog

You can turn your cornerstone content into everything from social posts, quizzes, and videos, to an email marketing campaign, slideshare deck, or webinar. The possibilities are endless.

Design your reused content with the end destination in mind. Start by asking these three questions...

Pro Tip:

i.e. do you have more followers on Twitter, LinkedIn, or Facebook? And how engaged are you audiences on these channels?

“What content formats work best on those platforms?”

i.e. Influencers, email marketing, news publications, etc.

Applying these concepts to your marketing strategy will help you optimize content consumption and performance from the beginning, ensuring that the content you create is the right content for your program.

— Mark Schaefer, Keynote Speaker, Author, Marketing Strategist @markwschaefer

Content isn’t just the finish line—it’s the starting line. The economic value of content is zero, unless it is seen and shared.”

“

The Result

Content that you can use for months—even years—to come! You’ll be glad you invested in a high-value piece of content with a solid message and endless reuse potential, rather than a whole host of one-off assets with itty-bitty shelf lives.

When you reduce, reuse, and upcycle your content, you’re not choosing between quality vs. quantity. You get to have it both ways.

84%

84% of people expect brands to provide content that entertains, tells stories, provides solutions, and creates experiences and events.

(Source: Meaningful Brands, 2017)

You deserve a content plan that works smarter, and we can help!

Let's Talk

Sources

GaggleAMP Podcast Episode

Content Case Study

“Where does my audience live online?”

“What other avenues of promotion can I use to share my content?”

600%

50%

By reusing and recategorizing your content to fit into different parts of your customer’s journey, you can serve up relevant and useful information that moves your audience further along the sales funnel with minimal work on the back end.

Want more? Check out these additional resources and begin your content optimization journey today!

Content Case Study

GaggleAMP Podcast Episode

https://www.huffpost.com/entry/content-fatigue-what-you_b_5110943 https://buzzsumo.com/blog/content-trends-2018/ https://contentmarketinginstitute.com/about/mediaroom/latest-press-releases/business-to-business-b2b-marketers-confidence-in-content-marketing-continues-to- grow-usage-rates-up/ https://dk.havas.com/wp-content/uploads/sites/37/2017/02/mb17_brochure_final_web.pdf