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The Content Marketing Gold Mine That's Right Under Your Nose

By Aaron Manogue posted 04-20-2016 09:02 AM

  

Content marketing was one of the topics that people brought up during our in-person meetings that they would love to learn more about. And on that same note, the lack of resources to produce continuous content needed to be effective in content marketing was the biggest setback of nearly all the participants. Whether you're part of a small association that has one or two marketing and communications people (like me), or your part of a large corporation that has hundred of great minds at work, we've all run into the dreaded doldrums of creativity when it comes to creating new, fresh content.

It's one of the scariest, most-stressful parts of the great job we have. You need to find a way to keep kicking out QUALITY content, and not just anything that runs across your mind any given day. Anyone can crank out random content day after day that really serves no ultimate purpose, but how do you create engaging content that keeps your audience reading and interested in what you have to say. Unfortunately for marketers, even if you have a million readers for each post you put out, if you aren't ultimately helping your organization meet its short and long-term goals, you're not truly doing your job.

So where do you turn when you hit the marketing wall and can't come up with original, new content for your audience? Use the proven content that you've already created! Now, you might be saying, "Well, that's real original. Just resend posts that have already proved to be successful? Isn't that cheating?" Absolutely NOT! It's your content and its' already proven to be a successful tool for you, so keep using it.

Here are 3 Ways to Repurpose Your Marketing Content:

1) Don't limit yourself to your blog: One great way that my organization has seen success is to repurpose articles that were successful on our blog. That means grabbing them, making the necessary updates or small tweaks depending on the target market you'll be reposting it to, and sending them back out through other channels. One great place to do this is actually right here on LinkedIn. Post it to your friends in groups, on your LinkedIn company page, or becoming part of LinkedIn's new long-from posts (where you're reading this). According to LinkedIn themselves, it will be available to all members "within the next few months."

2) Rekindling the Conversation: As marketers, we all LOVE when a post's comment section catches on fire. We do everything we can to make that happen as often as possible. Engaging our readers like that is one of the most rewarding parts of creating content. One thing I've done in the past is to repost articles that started a big conversation. Doesn't sound groundbreaking at all, but try and do so when an element in the conversation changes, or re-emerges.

For instance, is your conversation effected by some new legislation or law changes? Or maybe, the conversation was more of a debate and there's a new study or evidence that sheds more light on the subject. Once you've made a post about a subject, your job as a marketer is not over. Keep your ears peeled to any new developments on the subject and continue to be the source of news and information for your readers.

3) "X Years Later": One thing I really enjoy is going way back in my company's database of marketing collateral and reading how we viewed things back then. I'm talking 5-10 years after we originally produced the content. One thing I like to do is to do a follow-up piece on one of the better-known subjects from the past and write a follow-up. Writing about how things were, how things have changed, and how things could be in the future when it comes to the subject is a really nice perspective on your organization and your stance as a thought leader within your industry.

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