Rule 7:
Stay fresh

However, that doesn’t mean you need to reinvent your core offering, invest in endless rebrands, or crank out new blogs or ads every other day. The smart way to constantly refresh your communications is to keep saying the same things but find new and interesting ways of saying them.  

And it’s easier to achieve than you might think. 

How to keep your content fresh 

It’s long been known that the key to a strong brand is consistency. The same is true of your content strategy. Instead of starting from scratch to create new content, you can take what you already have and rework it. This allows you to get more value from the assets you already have by repurposing and reusing it in new and creative ways. For example: 

Switch things around using different media and channels.  

Take an existing asset, like an article, and think about how you can repurpose it to reach a new audience, like publishing it as a LinkedIn article or recording it as a podcast. This is an effective tactic when trying to communicate with multiple buyers/influencers, because you can spin the message to engage different personas in their preferred channel with their preferred format. 

Amplify your messages with supporting content for your main communications. 

When you have a valuable central asset, like an eBook, event or special offer, think about the complementary content that supports and reinforces it, such as social media posts, blogs, email campaigns, ads or in-store promotions. 

Re-spin content to personalise it 

If you are targeting specific verticals, regions, companies or demographics, think about how you can tailor your content accordingly. In most cases the main body copy or core messages remain the same, which means you only need to invest time in re-working the introduction/context to ‘set the scene’. 

Update old content to keep it relevant 

You’ve invested a lot in your content and you want to maximise your return. But after a few years, some of the context becomes dated, the stats irrelevant, and your own thinking/offerings may have evolved. Simply refreshing and republishing is enough to give your communications a new lease of life. 

Leverage a variety of content formats and channels to maximise the reach and impact of your marketing campaigns. The likelihood is you already have a gold mine of assets you can use. By evolving existing content into new assets, you can save time and resources on creative and copy development. 

Content strategy optimisation in action… 

This blog started life as a page in our brand book. But we didn’t want it to be an asset sitting abandoned in a file share, so we repurposed it into this blog – in fact, we repurposed our ‘7 rules of engagement’ into an entire campaign! 

But we didn’t stop there. 

We subsequently turned each blog into an email, to be used as a nurture flow to engage new customers. We repurposed the whole blog series into an infographic. And we repurposed everything – brand guidelines, blogs, emails and infographics – into an eBook. 

Take a look at some other successful client projects, which take advantage of repurposing content to achieve a better campaign outcome. 

• Optimizely: multiple content assets created to target two audiences – C-suite execs and practitioners – for a series of events. 
• Veridium: brand refresh to create a clear vision, with a unified message and a powerfully effective visual identity. 
• Liberis: personalised content to engage 75,000 business prospects. 

Need some help? 

When your content engages on every level, you attract people, build better relationships, convert more of your customers – and can ultimately attribute greater revenue to your marketing efforts.