Make the Most of Your Content Marketing and Budget
Not to sound like an old-timer, but times are a’changin’. For most businesses, both marketing budgets and teams are shrinking. Brands need to make their marketing dollars stretch further, especially when it comes to the time-consuming yet necessary efforts of creating content.
The alternative is to stop content marketing campaigns altogether but—and we can’t stress this enough—that’s a bad idea. A complete content cessation will sacrifice the valuable momentum you’ve built and likely have a detrimental impact on your relationship with your audience.
Repurpose your marketing content
Instead of cutting back, the best way to reduce time and effort is to multipurpose the hell out of your content, expanding a small pool of ideas into a big ocean of content marketing reach over multiple platforms. At Elevate My Brand, we employ myriad strategies to support our clients as their content marketing needs change.
Rebuild each post for various platforms
Take each piece of content you develop and rebuild it to fit into multiple platforms. For example, each social media platform has its own preferred aspect ratios, number of words, caption requirements, video lengths, etc. When you develop an article, video or image, prepare it for optimal performance on every channel where your brand broadcasts.
Develop multiple content types for each idea
Explore multiple ways to represent your content through different content types. This can include images, infographics, videos, email newsletters and so on. Choose the content types that vibe best with your audience, but also don't be shy about experimenting with new content types that might be a hit. If you created an infographic, turn it into an Instagram carousel, then record a YouTube Short to describe it, then write a pitch to a podcast to talk about it, then…
Blog post
Podcast
Press release
Social post
Survey
Video
Expand talking points into blog posts and webinars
When you have a great summary or a list of talking points, transform each one of them into its own piece of content. One of the easiest ways to scale content is to break it down to most essential elements and then go down the rabbit hole. Create a new blog post, webinar or explainer video based on each element. This tactic carries an added bonus as it lends your brand more authority since you’re providing more in-depth industry expertise.
Section blogs into social media posts
Once you have written a detailed blog or webinar, don’t create one social media post about it and then dust the chalk off of your hands. Break out the key points into multiple posts. Extract your best quotes, show off your charts and infographics, and recapture your audience on short-form media platforms where one blog post represents a series of social media posts. Or, if the blog post is specific to one idea or topic, create an infographic and a quote tile from it. Vary up the content types.
Clip long videos into multiple shorts
If you have made a long (3+ minutes) video, it can usually be clipped into multiple, shorter videos. Have you ever decided not to watch a two-hour movie at night because it’s too long and then watched four 30-minute episodes of TV instead? Bite-size content can make it easier for your audience to consume your message. Make sure your cuts are entertaining and eye-catching, and be sure that each clip has enough substance to be worth the watch. Oh, and don’t forget to make your content more accessible with closed captions!
Reanimate popular content from the past
If you had a blog post or webinar that did exceptionally well in the past, revisit it and determine how the content can be updated to renew its relevancy and popularity. Consider writing a new version for the current year and data or simply opining on how things have changed since the original content was created. Back in 2021, we wrote an article about how right or wrong we were about our 2017 marketing industry predictions. Very meta!
Retarget great content for multiple industries
If you have written a great piece targeting one industry, consider writing a similar guide or analysis for other industries. For instance, if you wrote a blog post about UGC strategies for CPG brands, consider writing another post about UGC strategies for medtech or nonprofit brands. You can hit new keywords while using a strategy and approach that has already been a success. In the Web 3.0 era, the more niche and targeted your content is, the better off you’ll be.
Create content on a budget
At Elevate My Brand, our strategists are amazing at making your marketing dollars go faster, harder, longer. Marketing is an investment—not an expense—and the best investments are ones with higher returns, right? If you already produce the right content that speaks to the right audience, you don’t need to work any harder. With content multi-purposing strategies, you can simply work smarter.
Elevate your existing content success and even reach new audiences over multiple channels with the same (or fewer) dollars! Contact us today to learn how we can maximize your content marketing efforts.