By Michele Peterson
Sally is a wife, mother, daughter, marketing director, runner, baseball team mom, and board member for two community non-profit organizations. She wears a lot of hats, and sometimes she feels stretched pretty thin.
But every one of Sally’s roles is important to her, so she finds a way to make it all work.
The same is true for your marketing. Like Sally, your marketing probably takes different forms and wears many hats … and each of the components of your marketing strategy is important, just as Sally’s different life roles are important to her.
Like Sally, your marketing budget may be stretched pretty thin. So you need to maximize — and optimize — your efforts.
One way to do this is to repurpose each piece of content you produce and make it work for other components in your overall marketing strategy. Let me explain …
Take a Marketing Piece From One Channel and Use It In Another
For example, let’s assume that you have a blog for your business. (If you don’t, you should. But I’ll cover that topic in another article …) So you invest time and resources to research, write, illustrate, and publish an article for your blog.
Now you have a valuable piece of content — an asset that you want to get maximum ROI on. So use it!
In addition to your blog, use it in your newsletter, in your email marketing, in your social media marketing …
Do a video summary of the article, create a presentation slide show, gather a series of articles together and publish a book …
Print the article and use it in your tasting room, your office, and in your sales presentations …
Think Like a Publisher
You’re in the wine business, but you need to think like a publisher when it comes to your content marketing. Because, let’s face it, you could have the best product or service in the world, but if you can’t effectively get the word out about it, then you’re not going to be able to sustain your business for very long.
So publish your content on as many channels, and use it in as many places as you can. You’ve already in invested in producing it, so use it!
Use it everywhere. Really.
It’s like firing a shotgun instead of a crossbow. The more places you put your content, the more “hits” you’ll get from it.
Trust me, the chances that any one person will see every published instance of your content is rare. Joe probably isn’t going to see the same article on your blog, your email, your social media, and your one-sheet. Even your most loyal clients and customers don’t follow you that closely.
Get More Return on Your Investment
This is a simple strategy, but it’s powerful and cost-effective.
By taking content that you’ve already invested in once and using it for multiple components in your overall marketing plan, you’ll get more return on that investment and make your marketing budget stretch further.
How much money will you save and be able to invest in other projects once you start repurposing your content like this?
How much more effective will your content be when it reaches more of your customers, clients, and prospects?
I encourage you to implement this strategy and find out!