If you are not familiar with the 3 Rs of content marketing: repurpose, reuse, recycle, you are probably not getting the true return on your investment. In this article, we will take a look at some effective strategies for getting more mileage and value from the content you create. After all, if content is king, would you not like to share in its riches?
Create Modular Content That Can Be Repurposed
Entrepreneur states the following:
For example, an expert interview could be recorded and transcribed. The interview could be used as source material for a white paper, released on its own as an industry interview, the audio files produced into a podcast or video interview and key themes and quotes used in articles and social media updates. The more nuggets you have, the more your core content can evolve into multiple forms.
Use Content Across Different Channels
While each channel of communication will need its own tone and voice, you can create content that is universally suitable, and which only requires a few tweaks to be published in different places. Think about using your newsletter content as part of a drip marketing campaign, or upload it to your blog. Break it up into smaller chunks and use it in your social media strategy.
Make Use Of Buzz Words And Trending Concepts
The best content poses interesting information to a reader and also rides on popular trends and fashions. If you are running a website that sells wedding dresses, content focused on celebrity dresses and the latest seasonal fashions would help you the most. Find out what’s happening out there and jump on the band wagon.
Use Different Pieces Of Content Across Your Sales Funnel
Maybe when you were writing a blog article you used data that you could use to motivate sales for your product or service. Perhaps a concept you used in an email campaign is useful in an advert. It is highly unlikely that you will be able to reuse the entire piece in another application but there may be elements that you can use for cross purposes. Identifying these can help you to speed up the rate at which you produce content, as well as the return you can obtain from it.
Optimize Your Content For Searchability
While the first rule of great content is to write for readers and not search engines, there is nothing stopping you once you are done, from going back and optimizing it. Not doing this would be a wasted opportunity.
Hubspot gives this piece of advice for optimization:
Keeping a target keyword or phrase closer to the front of your headline can be beneficial for SEO and discoverability. For example, if your target keyword is “Zebras,” the headline, “Zebras: An A to Z Guide” should perform better than “An A to Z Guide to Zebras.”
I say should because, ultimately, search engines want to deliver the most relevant and high-quality content possible. So, you still need to actually create that content (i.e., your blog post).”
This also highlights the importance of headlines. Not only do they seduce someone online into reading the details, they also attract the search engines when they are structured correctly.
Don’t Forget To Call Your Reader To Action
Unless you have a directive or instruction at the end of your content it is just an article of interest. Which content do you want to drive readers to with your blog post? What form would you like them to fill in once they have read your landing page? Each piece of content should be guided by a goal or objective to measure its true effectiveness.