How To Reuse Your Marketing Material
You put a lot of effort into creating marketing resources, or you pay someone to put a lot of effort into creating marketing resources.
So, either way, that is a lot of time and/or money going into marketing resources.
Now I 100% believe spending time and/or money that goes into your marketing is key, however, how much, or to what percentage of those resources do you use to its full potential?
I would go as far as saying that it is fundamental to growth.
I would also say that it is your duty to ensure you are adding as much value as you can to your customers and prospects.
This is the 90:10 rule, 90% showing up and 10% selling.
Now this is not to say you need to be constantly creating or giving everything away for free, this is more about being smart with your resources.
So let’s put this in action.
With every idea for content that you have, you need to be thinking about how you can disperse this content evenly.
Some people will prefer to read Instagram captions.
While others will prefer to read blogs.
Whereas some others prefer audio.
And there are others are more visual and prefer video.
So how can you do this without creating overwhelm? How can you get the most out of your marketing?
By using marketing reuse (similar to our thoughts on time reuse) you can serve in a beautifully authentic way and still be efficient.
So let me give you an example and then we can dive deeper.
You have your idea for a piece of content.
You record a podcast that then gets transcribed into a blog post.
You write a blog post and elements of that blog post is used as a caption.
From that initial blog, you can create some quotes or captions for Instagram.
The key to this, however, is mixing it up.
When you batch your content you can keep it fresh by mixing up when and where you post it.
So, if we use the podcast as an example.
It can go out as a podcast, and then you can post the blog post a few weeks later, and in the blog post, you can link the podcast.
Or you can use the captions that you have taken from the blog post and start putting them out on Instagram, then a few weeks later you can release the blog post, which summarises the information and ties it all into one neat bow.
It is all about how you disperse your content.
This is all great in theory, right? But how do we execute it?
We have a lot of posts around time management but here is my current favourite way of doing it.
First, you take your idea, and you brain dump all of the information that you have on it.
Secondly, you will want to work through some sort of template.
Here are the things to think about...
What is your point that you want to make or demonstrate?
What is the value? How can you help? What can you share?
Imagine you are talking or explaining something to a friend, how or why something is important. Remember people buy from people so be personable!
So by this point, you have some structure, you have your ideas laid out, now it is time to distribute them.
For this, I would be objective about your skills, how do you like to communicate?
Talking to a camera?
If you prefer to write, you can use this as a prompt to record some audio.
If you prefer to talk you can get the audio ripped off a video and then also transcribed.
You can use the video as one piece of content, you can use snippets of the audio for the promo of the video, and you can use the transcribed material as a blog post, or snippets for an Instagram caption.
By now, I am sure you get the message I am trying to get across here: reuse, repurpose, serve your customers, prospects and followers as best you can.
We all know that we do not see someone's entire content on all platforms 100% of the time. So get creative and have fun with it.
It really helps to create an ongoing list of content ideas. We collaborate as a team using Trello, that way everyone in the team, knows what is going out.
So now, after this blog post, have a little think about what are the important platforms for you and your audience and what type of content they would like to see! Last tip: Instagram polls are awesome for this!
About the author
Chloe Slade is the Marketing Manager here at Cone and focuses on creating content that brings business and lifestyle together. Chloe is a keen makeup lover, foodie and loves to work from luxurious destinations.