The main goal of content marketing — a strategy used by 91% of marketing professionals — is to provide your audience with valuable, relevant and consistent information about your particular industry. In doing so, you educate the public on aspects related to your company's core business and answer the most pertinent questions with useful information so that decision makers can make informed decisions about the problems they face.
Most businesses produce content to optimize SEO, drive traffic, and deliver valuable information to their audience. However, businesses also need their content to continue serving them in the long term. By turning content into B2B branding strategies, account-based marketing (ABM), thought leadership, lead generation, and more, businesses can expect increased revenue, optimal branding, and more deals closed.
Why leverage content?
If it were true that a marketer spends four-fifths of their workday creating content, only to see it fade away from the Internet over time, the effort required would not match the benefits gained. The way to balance this scale is to extract the maximum possible value from each piece of content. Leveraging content offers several benefits, including:
Time
Content marketers know that content creation is time-consuming. In fact, around 82% of marketers ’ work hours are dedicated solely to content creation . If we can leverage already published content, we can devote some of that time to other areas of the marketing strategy .
Money
Each piece of evergreen content is considered a long-term vp business development email lists investment as it is a digital asset that can be repurposed.
Increase conversion rates
When we leverage our content, we repurpose the same information in different contexts, media, and formats. This allows us to reach a broader audience than we would if we only published on a single channel.
Increase in traffic
Leveraged digital content helps increase brand awareness. This, along with organic ranking and better visibility gained through SEO content, ultimately leads to more visits and traffic on your website.
Ways to get the most out of your content
Now that you know why you should leverage your content, the question is how you can do it effectively. Here are some of the ways you can “squeeze” every piece of content for maximum performance.
1. Divide and conquer
Adaptability of content
You can adapt a piece of content to a variety of formats for different purposes or audiences. Review a piece of content and ask yourself if you can:
Find a stat to make a post or Instagram story that links back to the original piece of content.
Summarize the main points of the article in a video to post on YouTube or TikTok.
Create a circle—a path—through which each medium draws the reader or listener to the next piece of content.
Target a specific audience with specific content.
It's a good idea to tailor each piece of leveraged content to each channel. If you're ready to tailor your content, here are some things you can consider to save time and money in your endeavor:
Digital channels for publishing content
2. Use content to build customer relationships
Consider that it takes an average of eight touchpoints , or meeting points, to persuade a potential customer. Instead of asking them directly about their business eight times, you can call or email them to invite them to read or listen to content of interest to them, according to their needs. Offer your potential customers content that interests them to accompany them to the next phase of the sales funnel using their favorite format.
