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You're Putting Too Much Effort into Your Content Marketing

July 27, 2016

Your tech business is busy. You have product release cycles to manage. Customer support to provide. Training videos to record and publish. FAQ documents to write and verify. And, of course, new sales to make. Developing and sticking to a marketing strategy is always on the to-do list, but never seems to get done because you don’t have the time to create the content to support it.

Wait. What? Back up. Everything you do in your product development and release cycle, and everything you do in training and supporting your customers, is supported by content. But you don’t have content for marketing?

Reuse Your Content 6 Times (Yes, SIX)

repurpose.jpgI’d like to challenge you to think about every single thing you create to support your product and figure out how to use it six times. Yes, six times. When you begin thinking about how to creatively re-use your content, your marketing can soar on new wings.

Let’s consider some examples. Every tech product I've ever encountered has a quick-start guide (QSG). It's a great tool for a new customer that just bought the product, but how could you use it to find new customers?

Re-use #1

One of the first ways to repurpose your QSG is to offer it up as a piece of content to prospects that might be evaluating a solution. Re-use number one, then, is to send an email to your prospect database that suggests how easy your product is to use – "review our QSG to see how quickly you can get going!"

Re-use #2 and #3

Now that you've written that email and offer, you can easily re-use the QSG a second time by doing a quick re-write of the email and posting it as a blog with the QSG as a download at the end of the post. Re-use number three comes when you promote the blog post and the QSG through social media.

Re-use #4 and #5

Most quick-start guides have a number of steps in sequential order. This content format lends itself well to being reshaped into a diagram or infographic. To do so, take the steps of the guide, lay them out in a diagram, add some interesting facts to each step (e.g., 80% of our customers do this every day), and publish the graphic as sales material and to social media. Now you used it four and five times.

Re-use #6

For the final re-use, take your written document and graphic and, using a tool like Camtasia, turn it into a short, narrated, information-packed pitch about how easy the solution is to use and how the quick start guide will get your team up and working together in hours.

Marketers struggle to create new content all the time, without first looking in the vault of past items that can be repurposed. If you don’t have to imagine it from scratch, content marketing can be easy(ier). Take the training videos and use snippets to gain traction. Take the research your product marketing team has done about customer needs and turn it into blog posts. Take an FAQ document and turn it on its head by creating a “Rarely Asked Questions” blog post (what you should ask but don’t).

Of course, if you need some outside investigation to see what you might be missing, call us – we’ll help make the content marketing and lead generation journey a little easier.

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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