In my last post, I talked a bit about Content Marketing, and why technology businesses should care about it.
For all companies – but especially those with limited marketing budgets – it’s important to get maximum value out of any content you invest in. Whenever you create new information, you should be asking questions like:
- What do our prospects and customers care about – what can we create that will provide them with valuable information, and generate loyalty?
- Where else can we use this information? Which channels can we post this information on (social networks, blogs, etc.). Can this information be used in other types of documents?
- Which of our prospects or customers will care about it, and where would they want to read it?
- Does the information need to be modified to fit a specific channel?
- How soon will it need to be replaced or refreshed?
- How can we use it to drive readers back to our web site, or to a special offer?
- How can we use it to drive readers to give us their information and consent to being on our email list?
- Can we use it to start a conversation with prospects or customers? If yes, where will that conversation take place?
Asking these questions, creating strategies, and posting the information to the right channels is what Content Marketing is about.
Here’s a great post by Pam Didner, Global Integrated Marketing Manager for Intel; on How to Repurpose, Refresh and Reuse Content.