When it comes to newsletters, websites and consumer outreach, content reigns supreme in online marketing. The problem? Keeping it fresh.
Steady streams of content are important. They keep consumers interested, start conversations and help companies move ahead. But, finding new topics, developing articles and gaining any approvals needed prior to sending takes time…time that many professionals don’t have. Because of this, some organizations resort to recycling old pieces without a second thought. Sure, many readers might not notice, but there’s a bigger chance that some will. As a result, companies can look dated and lazy.
There’s a solution: repurposing old content, making it new and relevant once again. There are many ways to accomplish this.
Get creative with formatting.
You can easily turn a live interview into a readable PDF for download, or turn a written article into a video clip (making it more interactive while increasing open rates among customers). Even creating an audio clip will help reach new targets. Utilize free publishing tools to hit every medium.
Make it bigger.
Look at responses you’ve received from past newsletter campaigns. Have any comments stood out? What about your past pieces themselves…have any led to additional research? Take small ideas and consumer responses and elaborate.
Take the extra step to do the research. How can you expand the old comment into something new? Allowing old content to spark new ideas saves you time and energy…you already have the background knowledge, make it bigger!
Solicit free help.
In many industries, customer feedback is critical, but gathering it can be difficult. The solution? Create an ongoing FAQ’s section. Reach out to your consumers to find out what they’re wondering. Post the questions on the web (chances are if one customer has a question, many others have the same).
But, use the questions to develop new content. Write a short response for your FAQ’s page, but note it for later. Elaborate on your previously used content to create a newsletter article or blog piece for the future. Sure, the topic may have been touched on previously on your site, but not like this. To a consumer it’s new information. Keep them interested (while increasing engagement).
Whatever you do, keep your content new (even if it isn’t). When creating content, think like your target audience…you’ll be streaming content in no time. Just remember: keep it fresh.