3 Reasons Why Your SaaS Marketing Campaign Must Repurpose Its Content
Are you satisfied with the leads your content is generating for your SaaS marketing campaign?
What if you could double or even triple it?
There are a lot of content types out there. Having most of them integrated into your content strategy has a lot of benefits for your business. Content is the fuel that powers online businesses — and that’s not going to change.
Textual content has been dominating the web for quite a while. However, not everyone likes to read. Some people like to watch while some other people are excited about images. It’s time to give everyone access to your best content in the format they like.
Online brands are recording significant results through a variety of content. For example, A top recruitment agency increased organic leads generation by 94% — by producing and distributing five content types: testimonials, videos, blog posts, white papers, and downloadable ebooks.
Distributing different types of content is the best way to appeal to your target audience, regardless of their content preferences.
To get started, you need to develop a content plan for creating content in different formats. Don’t go about it blindly. It’s important you develop a content plan to help you create and measure everything. And also to help you meet your business goal and engage your intended audience. Here’s how to go about the plan:
i). Define your core content marketing goals: What is the goal for your content marketing? What do you want to achieve by increasing your content formats? Do you want to create awareness, generate more leads, or create brand awareness?
Whatever your brand goal is, write it down and focus on it. It’s no news that defining your goals is a great way to set yourself up for success.
Frontline, a software company, was tasked with a challenge of generating one-third of the company’s sales pipeline in 2016.
They had a clear goal which guided their decision and helped them to exceed their expectations. At the end of the campaign, the company recorded a 32% increase in new business.
ii). Define the platforms that your audience are and the type of content that appeals to them: Not all content types and platforms are created equal. Different content types suit different platforms and the audience on those channels.
Look through your audience persona and find out where your ideal customers are hanging out.
If you’re targeting millennials, for example, then you might want to consider channels like Snapchat and Instagram. That means you’re “including more relevant and high-quality images” into your content strategy.
iii). Create the content: Having known the type of content to create, go ahead and do the work. Make it so remarkable your prospects would want to pay for it. Leverage a content calendar to help you organize your content creation plan as well as the distribution.
Here is an example of a content calendar. Your own should look similar to it.
After creating this document, you should have a clearer understanding of what you want to achieve. You can use tools like Google Spreadsheets, CoSchedule, or Microsoft Excel to create this calendar.
iv). Define what success means to you: Now that you are about to start creating remarkable content in different formats, this requires hard work and will, of course, cost a lot of money.
What will your success look like? Is engagements your metric for success? Is it views? For every content (e.g., blog post, podcast, video) you create, define what success means to you.
When we create content for our blog, one of the metrics we measure is how many leads we generate through that content. That’s how we define success with respect to a piece of article, blog post, infographic, video, among many others.
So why is it important for you to increase the types of content you use in your online business? Let’s find it:
Reach a new audience by repurposing your content
When you first create and publish an amazing content, you will see an average performance or no results at all. It happens to all of us. This usually happens in the first week, and it all depends on how much traffic your website generates, as well as the promotion you did.
In the subsequent week or so, you might not get as much traction on that content as you would expect. Hence, you need to “repurpose” the content.
The truth is that if you repurpose the same content in different formats, you stand a chance of putting it in front of an audience that most likely hasn’t seen it before. You also stand a chance of generating more qualified leads and customers.
For example, within 6 months, Benjamin Hardy grew his email list from 0 – 20,000 through content repurposing. How? He repurposed his blog posts and started posting on Medium. Some of his content gained traction and went viral on Medium, generating even more readers.
More so, a recent study by LookBookHQ shows that almost 60% of marketers repurpose their content in about 2 – 5X. Many brands are loving content repurposing. See Curata’s chart:
That’s true because you may not have the time and marketing budget to create new content consistently. But with content repurposing, you can make an old content fresh in a new format. This goes a long way to show how effective content repurposing is.
How can you repurpose your content to reach more audience?
It’s simple but not easy. If you create textual blog posts, then you can convert it into video content and share on YouTube. Also, convert it to a slide and host on SlideDeck or SlideShare.
Ideally, you could also pick out important points from your post and create an infographic. There are too many ways to repurpose your content — you could conduct an interview around the topic as well.
Content repurposing allows you to give life to content that didn’t perform well initially. It’s true that not all your content will perform well — and it’s not because they are low quality but it’s likely they will perform well in a different format or platform.
With that, you can reach more prospects, generate more leads, and boost your bottom line. Make sure content repurposing is an integral part of your content strategy.
Darren Rowse, the founder of ProBlogger, converted his “31 Days to Build a Better Blog” series of blog posts into an ebook and he’s sold tens of thousands of copies at year after year.
Establish an authority with variety of content
Do you want to know one of the core benefits of content marketing?
It helps you to build trust, establish thought leadership, and establishes you as an authority in your industry. Creating a variety of content is a viable way to achieve this feat.
Authority websites create authority content.
Rand Fishkin, founder of Moz produces and share helpful whiteboard videos. Moz also creates infographics, long-form blog posts, technical SEO topics, podcast, and other forms of content. By publishing variety of content consistently, Moz has become an authority in the SEO industry.
Becoming an industry leader through content diversification can help you to build trust with your audience, connect with more customers, charge premium prices for your product, and achieve thrive in this competitive marketing environment.
The truth is, being perceived as an “authority” in your industry is the best form of branding you could ever get. Because it’s priceless.
Increasing the type of content you use is a great way to build an authority around your industry. This is true because industry leaders are everywhere. You can find them in podcasts, videos, blog posts, interviews, and other interactive content.
Appeal to your customers with unique taste
Different customers have different tastes. Some are happy listening to a podcast while others like watching videos. Creating a variety of content will allow you to communicate your message better — and clear every doubt that your ideal customer already has.
For example, Social Media Examiner creates content that appeals to their audience. They create content on every platform and in different formats. In fact, almost every of their post has an audio version, sometimes with infographics, and other times, they make videos and share on social media and on other content distribution channels.
Having different versions or formats of your content gives you more opportunities to be where your audience is. You also deliver more value to them in a unique way. Besides, every forward-thinking brand knows that their prospects and customers come first in their strategy — and if that’s the case, then give them what they want!
So, creating content to meet the unique taste of your audience is just a great way to show that you care about them — aside from driving more traffic to your website and growing your sales.
Take the next step with us!
There’s no limit to what you can do with a piece of content. Don’t just be contented with the typical blog posts — go out of your way to produce and share useful and evergreen content in different formats.
More importantly, know your audience and understand the market terrain they operate in. That’s the quickest way to start getting results from your marketing efforts.
Identify the content your audience consumes well (hint: check landing pages on your Google Analytics), and up your game in those areas. If they consumed more long-form content, why not create more of it, even as you diversify into videos and podcasts?
It’s your responsibility and I trust you will do it. Contact us at 99MediaLab today for a free, no-obligation consultation.