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Creating a Content Chop Shop

By January 27, 2011 March 27th, 2018 No Comments

Chop Shop

You’ve just put the finishing touches a killer video for your client. It has taken hours of time to schedule, produce and edit, but the final product is a true masterpiece. Do you sit back, and rest on the laurels of your success?

The folks over at MarketingProfs did not. After publishing an extensive research report entitled State of Social Media Marketing in December of 2009, they took to repurposing their masterpiece. From there, they created a webinar, an article and a series of smaller articles and blog posts with morsels of the original report (source: Ann Handley’s Content Rules), reaching new audiences across various channels, stemming from one piece of content.

This doesn’t mean that your team has to scramble to pen dozens of new, unique pieces of content from scratch every week. Repurposing already created content across traditional and new media channels can be quite effective for a business-to-business communications program, and will keep that content engine chugging and boost search engine optimization(SEO) without the process becoming too much of a time sink.

A company announcement that might have just merited a press release a few years ago can be sliced and diced into a corporate blog post, a topic for discussion on an industry-specific forum on LinkedIn, and even a tweet to share with followers.  Every channel has the opportunity to reach a different audience, whom content should be tailored to resonate and engage with.

Each iteration of your original killer content piece is one component of your overall strategy. When a corporate blog post is part of a thought leadership campaign, a linked tweet can serve to drive traffic to your site. This way, you have a series of small, measurable goals that work towards realizing your overall plan.

Think of it the way Ann Handley, the CCO of Marketing Profs, describes it- “as a content plan fueled by a single Big Idea.”

She elaborates: “The ensuing material can rely on that fuel as source material, allowing for new distribution and new channels, reaching new audiences along the way, and propagating your ideas through social media channels.”

Have you or your clients had success in repurposing content?  Share your stories!

by Dan McDonnell

Tech Image

Author Tech Image

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