WIXLIB

Content Marketing MultiplierOverviewIn most cases Marketing has content, but not enough. There is simply never enough content to feed thedemands of Inbound Marketing. New Content Marketing best practices involve leveraging existingcontent to develop net new content. This goes beyond simply reformatting the same content into adifferent format. The best practice is to leverage the Intellectual Capital within existing solid content tomultiply into new content.This involves pulling high value content from existing bodies of content. One of the best aspects is thatthe leveraged content is approved and ready to be used. Minor modifications are needed as follows: Transitional sentences are written to work existing IP into new approaches.New headlines and sub-heads are required.Content reduction to reduce the amount of content.Here are a few examples: Pull a high value chart from a whitepaper and insert it into an email with a quick 1-2sentence note.Insert a case study from the website into a quick email with a 1-2 sentence note about howthis case study is relevant to the unique needs of the prospect.Review the latest webinar put on by marketing and pull out the ‘million dollar slide’ fromthe deck that has the highest impact. Send an image of that slide along with a link to therecorded webinar.This Content Marketing tool will provide tangible examples of how to multiply the following content:

Content Marketing MultiplierWebinar ContentWebinars are typically comprised of a PowerPoint presentation and a verbal presentation. This formatprovides a vast degree of content to leverage. Individual slides of the PowerPoint can be pulled to serve as high-impact graphs for nurtureemails.Blog articles can be written from the talk track and supported with graphics from the slides.White papers can be authored by taking the outline of the Webinar, and leveraging thetranscript from the presentation to write new content.Case Studies can be created from examples within the Webinar.Customer and Expert quotes can be pulled from the Webinar talk track and used in brochures,website call-outs, nurture emails, etc. Marketing struggles to find quotes, but often customersor industry experts will provide positive testimony and permission to leverage during a webinar.InfoGraphics can be brainstormed from the body of content.

Content Marketing MultiplierWhite Paper or eBookWhite Papers and eBooks are a heavy lift for marketing teams to construct. A solid White Paper includesa wealth of content and supporting graphs/charts. Leverage this content as follows: Extract the Graphs and Charts to be used as Nurture content by the lead development team.ISR’s and Sales Reps would appreciate receiving the images to insert into their proposals andsales campaign emails.Multiple blog ideas and the content can be pulled from a White Paper or eBook.Customers or examples mentioned in the White Paper can be harvested into PDF case studies.Individual subject matter expert quotes can be pulled for nurture emails and website call outs.The rich content can be leveraged to enrich product pages and add 3rd party references.

Content Marketing MultiplierSurvey ReportsOne of the top attention grabbing sources of content is a completed survey report. Extract insights thatcan be turned into news and supporting content for many content types. Construct an InfoGraphic from an array of the key survey results.Blog articles can be written from key insights and supported with the visual survey results.Webinars can be enriched with survey results, and even an entire webinar can be created toprovide a readout of the results (for example, Silverpop’s annual email metrics survey).Individual graphics that tell a favorable story can be extracted for email nurture content.The survey itself serves as news that can be trumpeted through a press release.Website content can be reinforced with high-impact survey insights throughout pages withgraphical highlights.

Content Marketing MultiplierBlog ArticlesThe body of work that exists in a Blog can be cobbled together into a deep source of content. Articletopics can be grouped together and then serve as the core content for major content. eBooks are a natural output of pulling together multiple blog articles into a comprehensivesource of knowledge. Once time is invested organizing a logical outline, then new headlines,sub-heads, and transition sentences are written to stitch it together.By grouping blog topics together, a Webinar can be created that provides true insight.Individual blog content can be extracted to serve as email nurture content. Every marketingdepartment is struggling to write automated nurture emails, and blog posts are a natural bodyof work to harvest.Charts and Graphs can be pulled into email nurture content.InfoGraphics can be created from the summary of related topic blog posts.Website content can be enriched with Blog call outs and links to the full article.

Content Marketing MultiplierVideoOne of the most time consuming deliverables for a marketing team is the production of a quality newbusiness video. Leverage content and video editing to create net new content. Take the outline of the video and supporting graphics and the talk track as content to create anew SlideShare PowerPoint.Generate a new blog article from unique insights in the video. It is common for video producersto take a new fresh approach to explaining the value proposition, and blog posts can leveragethis new thinking.Take screen grabs of the video to create new Graphs/Charts for PowerPoint presentations.Extract customer testimony to create new Video Case Studies. Add new content pages with thebusiness product, solution and results.Pull out key quotes from subject matter experts (especially well known 3rd party experts) andcustomer quotes.Video edit a new front-end to the video to provide new customers with a “Welcome to Acme”.

Content Marketing MultiplierAdditional Content Areas to LeverageNews – Great marketing professionals stay current on trends and news that impact their industry. As arep sees a new story, that story can be shared with prospects and customers. Every Marriott has a WallStreet Journal available to guests. It is hard to pick up a paper without finding at least one story that hasrelevance. Relevance may be to the solution area, product area, industry, or even trends that impactthe audience that are unrelated to the solution.Once you have identified a relevant news story, distribute it to the business development teams alongwith a quick 1-3 sentence overview. For example;Hi Peter – I thought of you today when I read this article from the Wall Street Journal; The Shifting TrendToward Bring Your Own Device to Work. The concept is gaining momentum, thought this article mightbe beneficial to you.Social Mentions – Monitor social conversations for relevant content. The content can be shared viaemail, or through social connections. Finding relevant content within a social site provides a greatvalue-based reason for prospective customers to accept a connect request.LinkedIn discussion groups can be a wealth of knowledge about a topic. Share relevant discussions withyour audience. This can be a compelling reason to connect with your prospect on LinkedIn when youcommunicate that there’s a discussion group you would like to invite them to.

Content Marketing Multiplier Additional Content Areas to Leverage News – Great marketing professionals stay current on trends and news that impact their industry. As a rep sees a new story, that story can be shared with prospects and customers. Ever