Imagine your content strategy says that every quarter you needed to produce 1x white paper, 1x case study, 3x LinkedIn articles, 12x blogs and 60x social updates. Would you rather:
A: produce all that content from scratch?
B: create one thing and tweak it?
Clearly the second option is the easiest path, because it creates a simple, scalable strategy. Creating one central piece and then repurposing it means that you retain the core messaging and positioning, but each communication is tailored for a specific role, sector, channel, product/service.
And of course, there’s the added bonus that because everything is born from one central piece, it means the messaging is consistent, the positioning is consistent, the purpose is consistent – and it’s this consistency that will help you build a strong brand in your industry.
Over half (51%) of companies say updating old content has proven to be their most efficient marketing tactic
Repurposing content is so effective for creating a scalable content strategy because:
- It’s quicker and easier to produce everything you need.
- It’s a more efficient use of your time and resource.
- It communicates with your audience in the way they prefer – written, visual or auditory.
- It requires less reliance on your subject matter experts.
- It allows you to test different messaging/positioning.
- It enables you to target different audiences simultaneously.
- It supports your nurture flows because each piece feeds into the next.
- It builds momentum behind your campaign.
- It converts people down your sales funnel.
- It’s tailored so you deliver the right message, to the right person, through the right channel at the right time.
But only a third of marketers say they have a systematic process in place to reuse content
Why? Reusing content is so simple…
So if reusing content is so simple, offers a multitude of benefits and makes strategic sense, why don’t more marketers do it?
64% of marketers said their greatest educational need is understanding how to create a scalable content strategy
As a small business, often you can’t afford the ‘luxury’ of a CMO who possesses the skills, knowledge and experience to understand how to build a scalable content strategy. Confined to hiring entry-level marketing execs, they may be keen to ‘get on and do’, but lack the vision and strategic direction of what to do and where to focus their efforts.
So why not give them a fail-proof, scalable content framework to execute?
When you sign up to receive more than words via email, you get access to an exclusive content framework that tells you how to map your content to your sales pipeline, along with expected conversion rates, as well as how to effectively plan a quarter’s worth of content to help you secure a steady drip feed of leads.
And when 84% of B2B marketers outsource content creation…
Signing up to receive more than words via email makes this easier too. Every month I’m going to introduce you to a fellow fabulous freelancer in my network to help you grow yours – senior people delivering agency-grade work but at much more affordable prices.
 Source: https://www.hubspot.com/marketing-statistics
 Source: https://www.curata.com/files/webinar-content-marketing-tactics-technology-2015/slides.pdf
 Source: https://contentmarketinginstitute.com/wp-content/uploads/2017/07/2017_ICC_CMI_StrategySurvey.pdf
 Source: https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf