Do More With Less:
4 WAYS TO MAXIMIZE CONTENT ROI WITHOUT BREAKING THE BANK
(Or Driving Yourself Crazy)
Modular
Content
Repurposed
Content
Reversioned
Content
Refreshed
Content
To be a successful B2B marketer, you don’t just have to have all the right skills and know all the latest trends. You have to be gutsy and you have to be scrappy.
Think about it: Every day, you’re tasked with creating clever content that resonates with your audience. At the same time, you have to create this content faster and on a tighter budget. And oh yeah, you have to prove that this content is boosting your bottom line.
The stress is enough to make your head spin and your blood pressure rise. The odds seem stacked against you, but we’re here to tell you there is a way to create a wealth of valuable, buyer-focused content ... without breaking the bank or driving yourself crazy.
MODULAR CONTENT
Break down in-depth assets into smaller, high-value assets.
Instead, you focus on creating a foundational piece of content — often called a big rock or hero asset — that can be broken down and reused as is for different formats and promotional tactics.
What story can we tell that is robust enough to fuel a multitude of different supporting assets — without losing its value?
MODULAR CONTENT USE CASE
Nasdaq focused on developing several big rock e-books that spotlighted the brand’s expertise regarding primary governance issues and trends. Given the timely nature of cybersecurity, the company broke down the core asset into a checklist, a promotional infographic and a social image series in order to quickly get content out to market.
See how they did it:
The cybersecurity e-book was rich with relevant data, best practices and recommendations for IT and security audiences.
The promotional infographic included high-level data on cybersecurity to capture the attention of C-level executives.
The checklist focused solely on the tips and best practices for attack prevention.
Click here!
Modular content strategy can help you develop a solid campaign foundation without creating a library of assets from scratch.
Pop an aspirin
and take a deep
breath, because we
have some tips to
help you.
Reimagine your story for new formats and experiences.
REPURPOSED CONTENT
How can we tell the same story in a more compelling way for our audience so we can maximize lead generation and buyer engagement?
You may need to do additional research or seek subject-matter expert (SME) input to fill information gaps, but the core narrative should be the same. The goal is to embrace different formats to boost awareness and engagement across channels.
Repurposing content is all about spinning an existing asset into one or more assets in different formats.
See how they did it:
PGi wanted to maximize the reach and impact of its annual influencer e-book, focused on the future of business communication. Using the foundational trends and takeaways from the e-book, PGi successfully spun the piece into a promotional social video, an infographic, a brief and three articles that were featured on the company website and used for syndication.
REPURPOSED CONTENT USE CASE
The influencer e-book featured rich
data and insights from influencers in
the business communication space.
A social video helped drive social
buzz and traffic to the e-book.
A promotional infographic
used a trendcasting tone to
attract audiences.
A supporting
brief spotlighted
key trends highlighted
in the influencer e-book.
See how they did it:
Personalization is a global marketing issue; however, there are different trends that impact professionals working for B2B and B2C brands. That’s why Certona created a core story around how to find the right personalization partner and tailored the content for B2B and B2C audiences. They updated data callouts and made subtle copy changes to ensure the content was highly relevant to their audiences.
REVERSIONED CONTENT USE CASE
What areas of the piece can we most easily tailor/customize without breaking the bank and extending our timeline?
Design content to align to core buyer-focused messaging, but prioritize key real estate to streamline the customization process. For example, you can make a white paper more relevant by adjusting these and other components:
Reversioning content allows you to tailor content to specific audiences based on your campaign needs and priorities.
Customize content for different verticals, buyers and target accounts.
REVERSIONED CONTENT
Persona-specific
headlines & subheads
Industry vertical-
specific imagery & data
Segment-specific
sidebars & case studies
TO-DO #1
TO-DO #2
TO-DO #3
See how they did it:
Nuance Document Imaging wanted to update and reframe existing content assets they believed to be too product focused. By revisiting a number of these core assets, they were able to combine content and refresh it to include updated data points, current events and best practices based on relevant trends.
REFRESHED CONTENT USE CASE
Reimagine your story for new formats and experiences.
REFRESHED CONTENT
What areas of this piece do we need to change in order to maintain brand trust and credibility?
Refresh content with the latest statistics, align messaging to more timely events and issues, and freshen graphics in order to maintain your brand image and credibility. To revitalize an aging asset:
Get more value out of top-performing pieces by resurrecting them and adding new, more relevant insights.
TO-DO #1
TO-DO #2
TO-DO #3
Update graphics with
new information
or designs
Insert trending
key phrases.
Edit the headine to
reflect an important
marketing trigger.
TO-DO #4
TO-DO #5
TO-DO #6
Discuss a
relevant trending
topic in a sidebar
Feature new
testimonials or
case studies.
Add or edit data
points based on
new research.
Check them out
Want to view the full assets? Get in touch with us!
HIT THE
CONTENT JACKPOT
Take the pressure off your team and find ways to reuse and revitalize the content you already have. Your colleagues and your wallet will thank you.
Need help figuring out where to start with your strategy? Schedule a workshop with the Content4Demand strategy team to learn how you can maximize the value of your content library.
LET'S CONNECT
Content4Demand turns buyer complexity into smart strategies, compelling stories and engaging content experiences. We are a boutique B2B content strategy and creation agency that works with a select number of organizations to deliver a high degree of responsive, hands-on service and attention to detail.
