Fill Your Content Tank for Maximum Mileage
Content is a key component in lead generation, especially online. As you are planning your 2011 marketing campaigns, you may be thinking of generating some new content – whether it’s writing a new white paper, producing monthly webinars or brainstorming blog post ideas. As you’re coming up with these brilliant ideas, remember that content can be used in many places across your marketing campaigns and does not have to be exclusive to one medium.
Try taking your most popular idea and using it in the following ways:
Create a white paper: This is the foundation of your idea and the white paper can be used in various ways throughout the year – promote it through third-party sponsorships, promote it in a banner ad, give it away as one step in a lead nurturing campaign, promote it with targeted pay-per-click ads and make it available on your site for download. You get the idea!
Turn it into a webinar: Most white papers are specific and educate readers on a particular topic (i.e. “Top 5 Ways to Boost Conversions”). Take that information and reformat it as a webinar on the same topic. This will help you reach prospects who may be more interested in watching a presentation than reading a long paper.
Morph it into a blog series: Take those Top 5 Ways and turn them in to a 5-part blog series where you can go into detail on each element of the white paper. Link the posts together or link to your white paper so that readers can download the full list and read more. If you’ve done your webinar on the topic and participants asked some great questions, use those questions to create a FAQ blog post on the topic.
Involve partners and experts: If you work with agency partners or resellers, share the content with them and encourage them to put their own spin on it. This can be in the form of a post on their own blog, a joint webinar where the partner can act as a third-party expert or even through them promoting the information via social media. You could also involve them by inviting them to do a guest post on your blog that relates back to the content messaging.
By taking your great ideas and stretching them across various channels, you can make your content work harder for you. It will also help you reach more potential prospects and address their various learning styles.
