The Challenge: Content Creation



As we’ve suggested, when crafting your email marketing content, proper attention should be given to the subject line, as this is your first chance to capture your reader’s interest. But what about the meat and potatoes of your message? Above all else, you want to focus on the message on the action that you want your user to take. Speaking directly to your user, and enticing them to take action is a subtle art, but it’s not something you’re either born with or without. It’s a learned skill, and simple tweaks can lead to huge results.

Content Repurposing

Making subtle tweaks to existing content, and repurposing that content for specific media is a great way to be efficient in your content development. Think evolution and get creative.

For example, a blog post could become an infographic, morph into an email blast, develop into a series of tweets and then end up back as a blog post series. Content doesn’t have to be repurposed all at once, either. Use analytics to see what happens once it’s live, study how people are interacting, and then give your followers the content they really want .Ask, “is there an opportunity to expand and turn this into a downloadable white paper or a presentation deck or a webinar?” Many opportunities will present themselves as you begin to look at the data available to you. Let your readers tell you what they want.  As long as you take the time to write good content, and give it legs, you’ll be able to repurpose your content easily.

Recycle and Upcycle

Recycle what you have already written and make that content applicable for different audiences and platforms. This is another way you can use analytics tools to pinpoint content with high levels of consumer engagement. A great way to do this is to expand on the information your readers are paying attention to by tactfully reviewing analytics, and then providing updates on topics your readers loved. For instance, follow-up pieces that address “what has changed” and what have you as the expert have learned since publishing the initial piece.

Upcycling is a different but equally effective way to use analytics to blow out sections of articles that may play a smaller role in original pieces. Content that includes tips and numbered lists, for instance, are perfect for this tactic. One bullet from a list article can usually be blown out to a single blog post. You can then cross-link these pieces of content, as well as tag them similarly, so that users can jump from one article to the next with ease.

Another clever way to recycle and upcycle is to do recap pieces. Create a year-end content collage that recaps popular content from the past year. You can then push this content out in multiple forms and platforms. This is a very popular tactic, and can lead to increased visibility of older posts, essentially bringing them back from the dead.

Start a Conversation

Starting a conversation allows you to show your authenticity, as well as break out of your comfort zone. Consider conducting interviews within your office, with a client, or at an industry event. With the social media policy considered, do what you can to get internal backing, encourage others to comment, retweet and share content as well as bring new ideas and topics to your attention.

Lastly, remember to be open minded. Almost anything can be used to create original, clever and insightful content that your readers will love. You never know where the next content marketing ideas will come from, so keeping your mind open, and let the work (and your readers) help you put together a killer content strategy.