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content repurposing Archives - STRYDE

Choosing an Agency: Requirement 9

Choosing the Right Agency: Repurpose Existing Content

By | Content Marketing | No Comments

Time is money. And creating new content requires both. Whether you create the content yourself or like many businesses, have an outside content marketing agency create it for you, it still takes your time and money to ensure it’s created and gets created right.

Content is what fuels your marketing initiatives. Without content, you won’t reach any of your marketing goals.

You know you need content, and an agency knows you need to consistently be producing and sharing content. But what you both also need to remember is that not every piece of content produced and shared has to be new content.

Enter, repurposing.

Reasons Why You Should Repurpose Your Content

Repurposing your already existing content saves you time and money. It saves time spent researching and actually creating the content; time that can now be spent focusing on your overall marketing strategy and implementing other digital campaigns. And like I said above, time is money so saving on time repurposing also helps save your marketing budget.

This method also allows you to reach a wider audience. Let’s say you created a blog post a year ago. It was a good topic that got some good views, which is great, but it doesn’t mean you just leave it at that to sit buried on your blog. Repurpose and add new life to it by writing about the same topic from a different viewpoint, or take that post and turn it into a video or podcast or infographic. Consumers learn in different ways, so you’re going to reach and teach more of them if you repurpose your content into various forms.

Repurposing also allows you to add more links and calls to actions to your website. More of these opportunities will result in more leads over time.

Steps For An Easier Repurposing Process

A general marketing rule is that for every piece of content you create, you need roughly 10 ideas to repurpose that piece in the future. Seems like more than you or an agency can handle, am I right? Well actually, it’s not.

To more easily come up with ideas, follow these two simple steps:

  1. Review your analytics and social shares to find content that truly resonates with your target audience.
  2. Go over your buyer personas to determine specific content types for each persona.

Once that’s done, together with an agency you can plan out the different and best types of content to create and the best repurposing locations for each content type.

How A Content Marketing Agency Plays In

Now that you really understand the importance of repurposing your already existing content, you have to find an agency that grasps the same, if not greater, understanding.

Some content marketing agencies want to jump right in and start producing content for you day one. That’s not a good characteristic of a knowledgeable agency.

A good agency first takes the time to take a full inventory of your owned content—every blog post, infographic, video, etc., you’ve created—and after reviewing the content and its analytics and social shares, they can determine which pieces should be used or repurposed.

This inventory process does take time to complete, but the time put in in the beginning will save you tremendously in the long run. It’s going to save you hundreds of hours and thousands of dollars that you can invest in other marketing initiatives.

So an agency may tell you that they understand the purpose and benefits of repurposing content, but if they don’t give you any specifics, especially about you and your content, get some specifics out of them. Ask them the following questions to see if they really understand and are interested in repurposing your existing content:

  • What’s your process for collecting all our owned content to discover what’s usable and what’s not?
  • How would you try and reuse some of the content we’ve already created?
  • How do you plan to save us money with our content creation?

Your sales team doesn’t send out one email to a customer and then never follow-up with them, and your content marketing agency shouldn’t do the same with your content.

Repurposing and resharing content gets you better organic reach as well as increases your website traffic and consistent leads. One of the biggest mistakes you can make (or allow an agency to make) is not repurposing and resharing your content—so don’t make that mistake.

STRYDE | Why Video Marketing & B2B are the Perfect Match 1

Why Video Marketing & B2B are the Perfect Match

By | Video | No Comments

A picture is worth a thousand words, but can you guess the worth of a one-minute video? It’s worth 1.8 million words.

That’s enough to write a few books and still have some left over!

People love video. Perhaps it’s because they can play an observer to someone else’s story. Video has been popular online since YouTube launched and other social networks have noticed. They offer marketers analytics to help understand the performance of videos. Many have added an auto-play feature to drive more views and keep people on pages longer. In social media feeds that are filled with text and pictures, a video that plays immediately is sure to catch an eye.

Video’s Wildfire-Like Growth

Some predict that by 2017, 74% of all Internet traffic will be video. If your business hasn’t already started incorporating video into your marketing plans, it’s not too late to get started.

For B2B marketers, hearing that video marketing is on the rise may cause them to shrug and say that they don’t need it. Others look at their meager budget and wonder how they can manage it. With 90% of all B2B purchase process happening before a sales rep is involved, getting the right information to buyers is critical for success.

Customer Journey with Video

Every marketer knows how important it is to keep the attention of a customer. With only a few seconds, it’s hard to explain the best features or benefits of your product in written format. Videos can be your chance to show off your product or service visually and keeping the viewer’s attention. If given the choice of watching a video or reading an article on the same topic, a majority will choose video. This doesn’t just apply to the regular consumer, but also to business executives. Over half of business executives will visit a vendor’s website after seeing a video.

Video’s Place in the Buying Cycle

Video is most effective when your potential customer is identifying the vendors and considering what they can offer. In one survey, 96% of all respondents said that videos were helpful when making purchase decisions. This is because videos are where solutions are provided. Buyers can see the product in action and begin to visual themselves using it.

Without ever leaving the comfort of their office, customers can get a great look at the product minus the pushy sales representative looking over their shoulder trying to sell them a product. They can spend their time considering each of their options.

Besides demonstrations, businesses can use video to share testimonials. Let one of your most loyal customers talk about how amazing your product, service, or business is and share what they like best. People rely on reviews to help them purchase everything from clothes to cars. A video helps your potential customers hear how others have success and relate to others’ experience. It can also benefit your clients and help their business gain visibility.

Online video platforms allow for clickable links. You can lead customers further into the sales cycle with clear calls-to-action that happen while you still have their attention. Every video should link to relevant content on your website not only to give your customers somewhere to go, but also to improve your SEO.

Resources Needed to Get Started with Video

While some may worry about the cost of creating videos, technology has helped make it easy and more cost-effective. Slowly build your business’ video library and spread the cost over time. You don’t need to start with thousands of videos. You just need a few. You can also use the analytics from past videos to help make new videos perform better for your audience.

Filming for video marketing

Videos don’t have to be created from scratch. Consider repurposing videos from other events, when a business executive speaks at a conference or events that your business participates. Make sure every video ties to your brand and your business.

Businesses are talking about video because social networks have recognized how important the messaging tool is to users. Investing in this partnership can only help you find more customers and connect them to your products and services now and in the future.

STRYDE | Adaptive Content-  The Latest Adaptation of Content Marketing?

Adaptive Content- The Latest Adaptation of Content Marketing?

By | Content Marketing, Digital Marketing, Food for thought, Our Process, Strategy, Uncategorized | No Comments

While the technology support can be a little slow to evolve, content marketing strategies and techniques are taking new shapes to identify the ideal target audience and to guide customers through a shortened sales cycle.

Adaptive content offers an edge to the creation and distribution parts of the process. This content strategy is designed to support meaningful, personalized interactions across all channels. Moreover, it’s not a strategy that is built only around the characteristics, goals, and challenges of buyer personas, but also around the mood of the buyer – Noz Urbina.

We know that personalization is key to reaching the ideal buyer. In fact, 94% of businesses say that it’s critical to their success. Here, we begin to merge a closer union between the buyer persona and sales cycle, in an attempt to reach a target so narrow, that we can understand how it feels.

The Matrix

If you already have a few content marketing campaigns under your belt, you’re probably all too familiar with creating and marketing to buyer personas. With adaptive content, there are a few more variables to consider in the Content Mix Matrix:

Content Mix Matrix
Personas Buying Stage Format Channel
Billy Awareness Text Social
Willey Attraction Video Mobile
Nilly Close Podcast Websites
Tilly Retain Infographic Email
Advocate Images Print
Presentation In-person
Kiosk

In this model, the content catered to the buyer persona is strategically created in the most sensible format, at the most relevant stage of the buying cycle, and distributed through the most appropriate channel.

In the content creation process, you might consider:

  • Is it better to start with a general piece of content and to later personalize it to each persona at every stage?
  • Should I start with a fleshed out piece of content and then notate which segments will be adapted to fit the next format?

This is the manual part of the equation that requires more in-depth research into, not only the buyer personas’ characteristics, but also, their personal journey and it’s up for you, the marketer, to decide what works best for your audience.

Going Green

Putting an adaptive content process into place can take a substantial amount of time but the beauty of it is that, when planned properly, adaptive content has the means to be evergreen. We have to remember to apply the R’s and when it comes to content, we do it in a most creative and practical way.

Reduce

The amount of time spent on content creation can be greatly reduced when you already have a hearty piece to edit and adjust. Slim down the content that you have and focus it on just one phase of the buying cycle. The load will feel a lot lighter.

Reuse

The content topics you already have are completely reusable when you promote them through a variety of channels. Social media, for instance, can serve as a great outlet for reshares; especially Twitter, where posts tend to be pushed out more regularly.

Repurpose

You can further stretch the reach of your content by repurposing it in various forms. Try going for something more visual by converting a whitepaper into an eye-catching infographic.

Recycle

Once you have a good grasp on where your buyer personas are in the buying stage and the best channels by which to to reach them, be sure to record and recycle the process. It will always be in motion, so be flexible and make the necessary adjustments as you go along.

Adaptive Content implicates techniques that are too smart and too personalized for any tool to master alone. It is a practice that will take time to put into place, but with a clearly defined strategy and a good grasp of its fundamentals, it has the potential to be one of the most personal and powerful marketing practices yet.

Online marketing practices are always evolving. What are you seeing for the future of content marketing and how will you adapt for what’s to come?
We’d love to hear your thoughts!

STRYDE | The Art Of Repurposing & Repackaging Your Content 1

The Art Of Repurposing & Repackaging Your Content

By | Content Marketing | No Comments

Content repurposing and repackaging can be as simple as Tweeting carefully crafted copy along with one of your best performing blog post, or it can be as complicated as turning that same content into an email course.

Whichever method you choose, repurposing and repackaging content allows you to use the premium content you already have, and reach a new subset of your target audience.

As a general rule of thumb, for every single piece of content you create, you should also have at least 10 ideas for future repurposing.

Sound a bit daunting? We’ve found a few tricks that makes the process of repurposing much easier. We’ll also share with you our favorite places to share that repurposed content.

Start With Content That Resonates With Your Target

meaningful content

This might be a no brainer, but it’s worth mentioning. When you’re looking to repurpose content you’ve already created, take a look at your analytics and social shares first. Choose a piece that performed well and that you can transform with relative ease.

Utilize Your Buyer Personas

buyer personas

The easiest way to reach that 10 repurposing-idea mark is to review your buyer personas. Each piece of content you create should be aimed at a specific buyer persona. (If you’re just getting started with your buyer personas and need help, check out our step by step guide to creating buyer personas.)

Once you’ve determined what buyer persona the content piece at hand is targeting, you can dig and see how repurposing it would allow you to reach another one of your target personas.

For example, perhaps you have created a blog post that’s full of statistics. That’s great for an analytical persona, but what about the visual learners? Transform that blog post into an infographic, and POOF, you’ve just repackaged your content to reach a new persona.

Repackaging Options & Repurposing Locations

content repurposing

Your buyer personas will lead you to your final decision on content repackaging. Below, we’ll go into the most common options for repurposing your content online. For each repackaging option, we’ll list the best places for that content to live.

Blog

A piece of content doesn’t always start as a blog, but it should be repackaged as one! If you’re starting from an infographic or video, a blog post gives a great opportunity to add in more details that didn’t fit in the original piece.

            Repurposing Locations LinkedIn, Quora, Social Media Today, Reddit

Infographic

Many people are visual learners and in the online world, visuals get shares. 90% of information transmitted to the brain is visual, so take advantage of that by transforming information into a beautiful infographic.

Repurposing Locations Facebook, Twitter, Pinterest, Tumblr, SlideShare

Images

If budget doesn’t allow for a full-blown infographic, images are a fabulous alternative. We really love Canva for creating quick and striking images. Transform a quote or statistic from a piece into an image that’s perfect for social media sharing.

            Repurposing Locations – Facebook, Twitter, Pinterest, Tumblr

Ebook

Turning your content into an Ebook is not only a great option for repurposing, it also gives a chance for your content to live on syndication. Create an Ebook, set up a landing page, and start collecting information!

            Repurposing Locations – SlideShare, Google+, Amazon Kindle Store

Slideshow

If creating an Ebook seems a bit too labor-intensive, create a slideshow instead! (It’s really best if you have both, but time constraints impact us all.) Creating a slideshow is a great way to synthesize information into a more palatable form for users.

            Repurposing Locations – SlideShare, Slideworld, Scribd

Videos

If you have the capabilities to create a video, you should take advantage of them. Videos open up a whole new region of reach for your piece of content. And with video marketing popularity on the rise (it’s anticipated that global online video traffic will be 55% of all consumer internet traffic in 2016), it’s a great use of your content marketing dollars.

            Repurposing Locations YouTube, Vimeo, Facebook

Podcast

Put those vocal skills to good use by creating a Podcast. Podcasts are great for putting your own personal touch into a piece of content. So much more is conveyed through actual speech, and it gives you the opportunity to really drive home your message. In addition, creating a Podcast gives you a chance to reach your target in a location other than the computer! Many individuals (myself included) download Podcasts and listen to them while driving or cleaning.

            Repurposing Locations iTunes Podcast

Webinar

Webinars create an instant connection with your target and provide an opportunity for you to incorporate other forms of content you’ve created. For instance, a Webinar typically requires a slideshow. This slideshow can then be sent out to attendees after the fact.

            Repurposing Locations GoToWebinar, Join.me

Email/Online Course

If your content is particularly in-depth, consider creating an email or online course focusing on the topic at hand. This content is excellent at building credibility as a source of reliable information. It also shows how helpful your brand is to its consumers.

            Repurposing Locations MailChimp, Udemy, Skillshare

The Artistry Of Repurposing & Repackaging

As you can see, repurposing and repackaging your content is a true art. It requires insight into your target market, knowledge of your own capabilities, and a lot of thinking outside of the box.

Have you tackled the art of content R & R? We’d love to hear about what you’ve learned.