Efficient content marketing: Inspire customers with content recycling
Content marketing has become an important part of the digital strategy for many companies. In contrast to traditional advertising, high-quality content such as blogposts, how-to videos and whitepapers do not disturb, but convince potential customers with helpful information.Small and medium-sized companies in particular are thus in a position to generate paying customers from the intended target group with the help of industry-specific topics. However, the countless platforms, personalised feeds and the generally shortened attention span demand a mass of content that is almost impossible to produce.
Content marketing is king: create trust and retain customers with good content
Content marketing (as part of inbound marketing) uses suitable content to convince the desired target group of companies in general and products, services or brands in particular. They are more likely to buy a product or use a service from the person who was able to best support them in finding their individual solution.
Content recycling: efficiently create and utilise existing content
But how can companies continuously produce new content without spending hours on painstakingly creating texts, videos & Co. The secret of successful content kings: The content often already exists in the company - in the form of blogposts, case studies, white papers, manuals, flyers, newsletters, webinars or presentations. These contents only need to be analysed and processed.
With these four steps, companies save time by cleverly reusing and adapting content for different platforms:
- Analyse content: Identify the content that resonates particularly well with your clientele.
- Define target group: What challenges do your customers face? What needs do you need to address? Record the preferences of your target clientele as a guide for the optimal approach.
- Choose channels: Determine on which platforms your content should be distributed to effectively reach the desired target group.
- Prepare content: Use existing content and adapt it according to context, platform, topicality, target group and need.
Our conclusion: Instead of completely rewriting content, it is usually advisable to adapt existing content. Find out how you can implement this for your company and which tricks and tips can help in our free factsheet on content recycling.