Use 1 Piece of Content 5 Ways
Posted on Thu, Sep 22, 2011
By: Melissa
It’s no secret that
content creation and distribution is important for awareness and lead generation. In fact, at last week’s
HubSpot User Group Summit, a few of us attended a session on “Taking Content to the Next Level.” Some of the key takeaways include:
1) Find an angle that has mass appeal.
2) Lean on networks that have reach.
3) Capitalize on key influencer names and popular blogs for search engine optimization.
We work with some companies that have limited marketing resources, so we often recommend repurposing content. Below are five ways a company could reuse a sales presentation that already exists within its organization.
1) Media presentation for press briefings: Cut it down to eight to 10 slides and make it more industry-focused by adding a market overview slide, a slide about challenges that exist with current solutions, a “what customers are saying” slide and a slide about concrete differentiators (without sales jargon or contacts).
2) Contributed articles for publication: Write an article from the presentation on the top five challenges that customers face in your industry. This article can then be rewritten in different ways for multiple publications.
3) Blog for your company website: What do you want your customers to know about you that exists within that sales presentation? Good customer service? Reliable product? Market differentiators? Tell readers in a neutral post about what they should look for from vendors in their industry.
4) Customer confirmation for marketing material: Take the positive customer quotes from your sales presentation and use them in all your marketing material, including corporate brochures, the homepage of your website, press releases and media/analyst briefing presentations.
5) Industry speaking opportunities: Industry conferences want speakers to focus on vendor-neutral market advancements. However, you’re going to need a few slides about who you are and your company’s mission. It’s here that you can repurpose some slides from your sales presentation.
What are some other ways that your company is repurposing content? Tell us.