Content marketing is one of the most effective ways to generate new leads for your business. But many marketers and entrepreneurs will tell you that feeding the content beast is one of the most challenging aspects of their online marketing strategy. Here are a few ways you can creatively repurpose existing content to save yourself some time and create more integrated, engaging campaigns.
1. The Giveaway. Everyone still loves to get something for nothing. The only real question is, can you come up with something that will actually provide some real value to your loyal or prospective new customer? Maybe it’s additional content related to the problem, issue, need or want the user is addressing. Maybe it’s some amount of your company’s actual product or service. Maybe it’s attendance at a special event that’s related. Whatever it is, the giveaway has the potential for doing just as well (if not better) in an email marketing campaign as it does in a social media marketing campaign.
2. The Discount. The next best thing to getting something for free is getting something at a great discount. So the same rules apply as the giveaway, although a discount is probably going to only be for your company’s actual products and services. Obviously, you’ll need to run the numbers through a bunch of scenarios in order to offer the right level of discount – one that gets people to purchase but doesn’t cut too far into company revenues.
3. The Contest. The key to a contest is the perceived value of the prize relative to the user’s chance of winning. If you can line up some kind of substantial prize from a sponsor who wants the additional exposure, more power to you. If you want to up the exclusivity of the offer, put a cap on the number of entries that will be accepted. If you line up multiple prizes, then you have the opportunity to keep extending the number of entries that will be allowed and adding extra prizes to boot. You can also consider adding in a layer of social networking such that every time a user gets a friend in on the contest, they get an additional entry as well.
4. The Infographic. Infographics are a customer favorite, and when done well they’re fun and informative to boot. If you’ve put together infographics that you’ve pointed to in your social media campaigns, you owe it to yourself to bring those infographics to your email marketing efforts as well. If you use the right platform, you can display the full version right in the body of the email message after a nice introduction. Otherwise, include a link to where your infographic on the web.
5. Inside Information. Everyone likes to feel like they’re part of an inside circle that gets information that others do not. This opens up lots of ways for you to take content from your social networking efforts and turn it into something that will work as an email marketing campaign. For example, let’s say you had a Facebook post about your predictions for something in 2014. You can follow that up in an email campaign to report on how your predictions fared.
We hope that seeing how you can take a both/and approach to social media marketing and email marketing has your wheels turning about how your business can make the most of each. Things that have been working well for you on social media sites ought to work just as well, if not even better, in your email marketing campaigns. Email campaigns should definitely remain a key part of your marketing toolkit, no matter what others may say.
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